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Here we're going to focus on the general best practices for email marketing so your email you worked so hard to craft not only reaches your customers inbox but ultimately, that it gets opened and read. Take the time to indulge in the best practices for email marketing found in this blog.

In my last blog I discussed how to maximize email marketing for revenue success, but this time around I’m going back to the basics. That’s right, we’re going to take a step back, and focus on general best practices for email marketing so your email reaches that inbox and gets opened as well.

#1: I Didn’t Sign Up for This!

You never want to be “that person” in any situation so why should your email campaign be any different? Simply put – it shouldn’t. The most important rule to live by when it comes to email marketing is that you should never send an email to a person that didn’t sign up for it. That is what we call spam email and being marked as spam hurts. It hurts not only the deliverability of your email campaign but in the end it also hurts your brands reputation.

#2: Good Subject Lines Only, Please

Unfortunately, the subject of spam is not going away in this email best practice post. The number one way to ensure that your email will reach a desired inbox is to include a smart subject line. A smart subject line is one that doesn’t contain too much punctuation or capitalized letters and is straight to the point. Short and sweet subject lines can be fun and humorous but they should relay the message of your email content.

Bad Subject Line: READ THIS EMAIL TO SAVE $10!!!!!
Good Subject Line: Learn How You Can Save $10

In the first example above, you will see that there are two types of punctuation used; both a dollar sign and exclamation points. Many email programs might read this as spam and never deliver it in the first place. In the second example the subject line not only relays the benefit of the email but it’s also short enough that many preview panes will show the entire subject line instead of cutting it off.

#3 From: Iris Goldstein <>

Do you have an email address dedicated to your email campaigns that includes your company name? If not, when you're done reading this blog - make one! Having a dedicated email address will ultimately increase your email deliverability. It’s always a good rule of thumb to include a reminder for your subscribers to add your email address to their safe sender list.

Your email’s from name is also an important factor when sending your emails. Your from name should either be your company’s name or someone specific at your company. Don’t forget to use this name consistently in your email campaign – it will help you build familiarity, which ultimately could increase your open rate!

Don’t forget to check this email account on a regular basis for correspondences or unsubscribe requests.

#4: Be Consistent

I strongly believe that if you are going to put forth the effort to begin an email campaign, you should have enough content to keep it going – consistency is key. When your subscribers sign up for your email they should be informed up front of what to expect and then it’s up to you to keep up with those expectations.

#5: Every Email Has Multiple Versions

With every beautiful email you send out there should always be a back up plan. You can’t rely on people to have their images turned on or for people to subscribe to the HTML version. Every email you send should have a plain text version, which includes:

  • Your company’s name, website, address and phone number
  • Your email subject line
  • Your email content
  • Specific URLs from your email

The HTML version of your email should also contain alternative image names. Without these, people who have turned their images off will be missing out on that content and might not understand the message of your email – especially if you are sending an email that contains mostly images and little text – which I would never suggest.

#6: Shop Now!

Just like your website, your emails need strong calls to action. Without them, people won’t know how to properly interact with your email or website and likely won’t take the “intended next step”. Similar to CTAs, your email needs to have a clear and concise message. Without a concise message people are going to miss the purpose of your email. Your email’s message and its CTAs are the best way to lead people to your website and a great way to direct their interaction.

#7: Test, Test, Test

Unfortunately, I say this from experience: there is no such thing as over-testing. If you don’t test your emails regularly, there’s a good chance that something will go wrong on at least one occasion that someone else will find, which may or may not cause problems for your company; don’t make that mistake! It not only feels personably embarrassing but also it may significantly embarrass the brand of the company in which you are emailing for.

Follow these easy steps and your email is bound to reach someone’s inbox.

Not sure how to run the best marketing campaign for your business? Contact Groove today and we’d be happy to chat!

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