12 Tips for Great Email Marketing

It is not easy for an email message to make it through all of those email filters and distracted recipients and be read by a decent percentage of your target audience.

Here are 12 proven tips that will get more of your emails delivered, seen and acted upon.

1.   Every email should have a clear call-to-action.

It is best to use 1 strong call-to-action.

It is at times OK to use 2 calls-to-action. But don’t have more than 2 calls-to-action; your user will lose focus and not select any.

This email was one big image. Terrible.

2.   Never design your whole campaign as one large image.

If the image is blocked, the user will see nothing (see example to the right). Scold your designer if they do this.

3.   Specificity is good. People respond well to numbers.

You are probably reading this piece because you were intrigued by the title with the number 12 in it.

4.  Mobile. 15-40% of emails are now being read on mobile.

Be sure to design for mobile. You might need to start producing two versions of email: one for PC and one for mobile. We’ll cover this in a future blog article.

5.  Keep copy short and tight.

Since users tend to scan rather than read digital materials like emails, they will not consume a whole lot of text. Make it simple for them to scan through your content by using short, conversational words and sans serif fonts.

6.  Use graphical intent to lead your reader. In other words, start the piece off with a large headline, then lead her with copy and images though your message in the body. And then close her with a call-to-action in the form of a colored button with an edge.


7. Use images, but don’t be blocked. Pictures are a great way to convey messages and stories.  Just know that a majority of emails will block these images as a default.

Your most important points in the campaign need to be in text (not pictures) to ensure the message is seen (and not blocked)

8.  Always use ALT tags with your images so when they are blocked your users can understand your message (see example of ALT tags below).

An ALT tag is alternative text which renders when the accompanying image is blocked.

Two ALT tags make the offer clear to readers.

9.  Target, target, target. You’ll get much better results if you send messages to the people who benefit from or have interest in your message.

10. The most important part of the subject line is the first 12 characters. Make sure your key point is made there.

11. DRIP campaigns (pre-scheduled series of campaigns that are kicked off based on an activity – like signing up for a trial) are highly effective. Try them. Read more about DRIPs.

12. Aim to send your emails from a person.

People trust and/or are intrigued by other people. Be sure send your emails from John.Doe@email.com versus Marketing@email.com. Readers will open an email from a person at double the rate than they will an email from a department or company.

Employ this set of tips on your next campaigns. You will find your results will build when you utilize  these practices.

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