What Is Email Marketing Best Practice In 2020?
Email marketing gets a bad rep. With shiny new marketing services like Facebook messenger bots and automated chat, email has been sidelined in recent years – but email marketing can help you to improve relationships, increase sales and activate repeat customers.
So what’s Email Marketing best practice in 2020? Here are our best tips at nailing email marketing in 2020.
- Don’t purchase email lists.
- Personalise the email.
- Optimise the email’s preview text.
- Keep your emails concise
- Keep the main message and call-to-action above the fold.
- Closely tie emails to landing pages.
- Always send a test
1. Don’t Purchase Email Lists
This tip shouldn’t be too much of a shocker, but purchasing email lists to send your email campaigns to is the number 1 NO-NO for email campaigns in 2020.
You will get higher open rates from emails you’ve earned, not from those you’ve bought.
Data protection is highly important in 2020 and therefore buying email lists in this day and age isn’t going to fly!
2. Personalise the email
With most email providers, you can add personalisation tokens so that the email feels more authentic. Adding someone’s first name is a good place to start, but can you also add their company name (b2b) or the last thing they purchased (b2c)?
Personalisation goes a long way for engagement with your email marketing efforts.
3. Optimise the email’s preview text.
Preview text is the copy that you can find following your subject line in many email clients. It is a tool that savvy marketers can use to improve the performance of their emails.
Your email’s preview text can act as an extension of your subject line in order to increase your email open rates. Always customise your email’s preview text so that it’s not just the first lines from the email itself, but a continuing call to action that will entice people to open your email.
4. Keep your emails concise
According to Hubspot data, the ideal length of an email is between 50 and 125 words. That’s about the length of this paragraph. Emails this length had a response rate above 50%. A similar study found emails with around 200 words had the highest clickthrough rates.
Keep your email concise and under 200 words for the best results!
5. Keep the main message and call-to-action above the fold.
The “above the fold” area is the part of the email which a recipient sees before scrolling when the open your email. It is therefore the prime real estate of an opened email and where you should be capturing attention!
Make sure your concise email has a CTA above the fold.
6. Closely tie emails to landing pages.
To improve the conversion rate of your email campaigns, it’s important that your landing page (where you send your email recipients to) has a similar look and feel to your email. This continuity inspires trust with the recipient and will help you to get a higher conversion rate on the landing page.
7. Always send a test
Sending test emails allows you to quality assure your emails and double check that there are no issues with an email before sending it to your recipients.
Bad grammar, spelling mistakes or broken personalisation tokens can all be identified within a test, so we always check and double check every email that goes out in an EDM campaign!
Looking for help with your email marketing and open rates? Contact us for a strategy session today!