Email Marketing Best Practices to Adopt in 2018 and Beyond
Posted: Thu Dec 26, 2024 9:47 am
In today’s fast-paced digital landscape, your strategies that are profitable today can quickly become obsolete. However, as the years go by, one thing remains certain: email is still king, firmly rooted in our customs. 83% of B2B marketers use newsletters in their content marketing strategy.
The direct ROI of its actions is 3x higher than those on social networks , making it the most effective digital marketing strategy. Email is also considered the most effective regarding customer loyalty.
Many email marketing best practices emerged in 2017, but not all france telegram them will survive in the years to come. So, keep up to date with the best current trends because they are evolving quickly. We have compiled for you the best in email marketing. These best practices will allow you to consider your marketing strategies in the years to come with peace of mind.
Optimisation Mobile
Smartphones allow users to perform many tasks via their mobile, including reading emails.
72% used a mobile to check their emails in 2016 – (Mapp).
Advice
Write subject lines that are 25 to 30 characters or less.
Make sure to keep your content short and simple so that it is as understandable and impactful as possible.
Highlight and center your Call to Action (CTA) buttons.
Schedule “image off” tests.
Test your emails on different mobile devices to avoid unpleasant surprises.
If your emails are still not optimized for mobile (responsive design) , hurry up because your customers are not going to wait for you. Statistics show that 50% of people will delete an email that does not render properly on their mobile phone or tablet and 72% will use a mobile to check their emails in 2016.
To optimize your emails for mobile, start with your subject line . Mobile devices can only display 25-30 characters . It is therefore strategically important to keep the content of your email concise since the mobile device screen is smaller. For your CTA, it is best to highlight and/or center it, placing it in a place where it will be most visible.
This may come as a surprise, but since some mobile devices can’t display images or some users block them, you can schedule “image off” tests to make sure your email doesn’t look like a trash can with no images. By adding alt text, you’ll ensure that your subscribers see text that explains your image instead of just seeing a blank box if their images are off by default.
Interactive Emails
Interactive emails drive engagement and increase click-through rates .
More and more email companies are starting to support interactive emails like Gmail, which allows many businesses to reap the benefits of interactivity. These emails are more eye-catching and can boost customer engagement to drive conversions.
Advice
Use a slideshow or carousel to highlight and display as many products and/or services as possible.
Use strong, clear signs or graphics (e.g. arrows, growth curves).
Test your interactive email as some email services do not support them.
For example, integrating a slideshow of visuals allows you to display content offering several products to your subscribers, to generate curiosity and to encourage them to scroll through the images.
Interactive emails are considered engaging and innovative. They provide a special experience to your subscribers.
Your emails work the same way as your website. The more interactive they are, the higher the engagement will be .
Personalized Campaigns
Drip Marketing (this involves sending a series of highly targeted emails, in a short space of time with an ultra-relevant and effective message, according to a “drip” principle) can generate 80% more sales for a 33% reduction in costs – (MarTech). It is a Lead Nurturing technique.
Personalized emails can generate up to 6x higher transaction rates – (Experian).
Personalized emails are subject to a 29% increase in unique open rate and a 41% increase in click-through rate – (Experian).
Advice
Use your customers' demographics, transaction history, engagement level, and online behavior as a guide to personalize your drip marketing campaigns.
Send campaigns triggered based on actions taken by your customers.
Remember, no one has the time or inclination to read emails with topics they don’t care about. Anything that isn’t relevant to your recipients will go to the trash . So send targeted emails with personalized content based on the data you’ve been able to collect over time about your customers.
Segmenting your contact lists
Segmenting your mailing lists is a very important step that should not be overlooked in order to properly personalize your campaigns .
Advice
You need to segment your mailing lists based on:
Demographic data
From geolocation
From the purchasing process
Purchases made in the past
From emailing activity
The most basic methods are to use demographic data like age and gender. You can also segment contacts based on where they live to include their location in the email.
The buying journey (awareness, consideration, decision) can guide you on the most effective messages to send for each segmentation. You can also group the most engaged contacts and the contacts who need more attention based on their email activity and past transactions.
Social media integration
It's about adapting to social media and its power of communication. Proper use of social media will allow you to grow your audience and the number of people reached by your campaigns.
Advice
Invite your audience to join your social networks and receive your updates by email.
Use retargeting for contacts who have subscribed to your newsletters. It allows you to choose the type of audience you want to retarget: age, interests, location, etc.
Put icons in your emails to redirect your customers to your social networks.
Encourage your email recipients to share your content with their friends on social media.
Strengthen your email marketing strategy by integrating it with social media to increase subscribers and boost engagement . You can start by simply inviting your subscribers to your social media and encouraging them to sign up for your newsletters. If they are truly interested in your business and the services you offer, very quickly the number of subscribers following you will increase.
Beyond a simple "follow", encourage customers who open and read your emails to share them in order to reach as many people as possible. To do this, don't forget the share button which must be sufficiently highlighted.
Implementation of the GDPR
From May 25, 2018 , all companies processing the personal data of European citizens will have to comply with the new European regulation on data protection. Companies using emailing as part of their marketing strategies are particularly concerned by this regulation which strengthens the privacy of users. Explicit consent: The request for consent must be formulated in a clear and accessible manner, and explain how the personal data collected will be used. The sender must be able to prove that they have obtained the consent of the customers and prospects to whom they send their commercial emails.
The direct ROI of its actions is 3x higher than those on social networks , making it the most effective digital marketing strategy. Email is also considered the most effective regarding customer loyalty.
Many email marketing best practices emerged in 2017, but not all france telegram them will survive in the years to come. So, keep up to date with the best current trends because they are evolving quickly. We have compiled for you the best in email marketing. These best practices will allow you to consider your marketing strategies in the years to come with peace of mind.
Optimisation Mobile
Smartphones allow users to perform many tasks via their mobile, including reading emails.
72% used a mobile to check their emails in 2016 – (Mapp).
Advice
Write subject lines that are 25 to 30 characters or less.
Make sure to keep your content short and simple so that it is as understandable and impactful as possible.
Highlight and center your Call to Action (CTA) buttons.
Schedule “image off” tests.
Test your emails on different mobile devices to avoid unpleasant surprises.
If your emails are still not optimized for mobile (responsive design) , hurry up because your customers are not going to wait for you. Statistics show that 50% of people will delete an email that does not render properly on their mobile phone or tablet and 72% will use a mobile to check their emails in 2016.
To optimize your emails for mobile, start with your subject line . Mobile devices can only display 25-30 characters . It is therefore strategically important to keep the content of your email concise since the mobile device screen is smaller. For your CTA, it is best to highlight and/or center it, placing it in a place where it will be most visible.
This may come as a surprise, but since some mobile devices can’t display images or some users block them, you can schedule “image off” tests to make sure your email doesn’t look like a trash can with no images. By adding alt text, you’ll ensure that your subscribers see text that explains your image instead of just seeing a blank box if their images are off by default.
Interactive Emails
Interactive emails drive engagement and increase click-through rates .
More and more email companies are starting to support interactive emails like Gmail, which allows many businesses to reap the benefits of interactivity. These emails are more eye-catching and can boost customer engagement to drive conversions.
Advice
Use a slideshow or carousel to highlight and display as many products and/or services as possible.
Use strong, clear signs or graphics (e.g. arrows, growth curves).
Test your interactive email as some email services do not support them.
For example, integrating a slideshow of visuals allows you to display content offering several products to your subscribers, to generate curiosity and to encourage them to scroll through the images.
Interactive emails are considered engaging and innovative. They provide a special experience to your subscribers.
Your emails work the same way as your website. The more interactive they are, the higher the engagement will be .
Personalized Campaigns
Drip Marketing (this involves sending a series of highly targeted emails, in a short space of time with an ultra-relevant and effective message, according to a “drip” principle) can generate 80% more sales for a 33% reduction in costs – (MarTech). It is a Lead Nurturing technique.
Personalized emails can generate up to 6x higher transaction rates – (Experian).
Personalized emails are subject to a 29% increase in unique open rate and a 41% increase in click-through rate – (Experian).
Advice
Use your customers' demographics, transaction history, engagement level, and online behavior as a guide to personalize your drip marketing campaigns.
Send campaigns triggered based on actions taken by your customers.
Remember, no one has the time or inclination to read emails with topics they don’t care about. Anything that isn’t relevant to your recipients will go to the trash . So send targeted emails with personalized content based on the data you’ve been able to collect over time about your customers.
Segmenting your contact lists
Segmenting your mailing lists is a very important step that should not be overlooked in order to properly personalize your campaigns .
Advice
You need to segment your mailing lists based on:
Demographic data
From geolocation
From the purchasing process
Purchases made in the past
From emailing activity
The most basic methods are to use demographic data like age and gender. You can also segment contacts based on where they live to include their location in the email.
The buying journey (awareness, consideration, decision) can guide you on the most effective messages to send for each segmentation. You can also group the most engaged contacts and the contacts who need more attention based on their email activity and past transactions.
Social media integration
It's about adapting to social media and its power of communication. Proper use of social media will allow you to grow your audience and the number of people reached by your campaigns.
Advice
Invite your audience to join your social networks and receive your updates by email.
Use retargeting for contacts who have subscribed to your newsletters. It allows you to choose the type of audience you want to retarget: age, interests, location, etc.
Put icons in your emails to redirect your customers to your social networks.
Encourage your email recipients to share your content with their friends on social media.
Strengthen your email marketing strategy by integrating it with social media to increase subscribers and boost engagement . You can start by simply inviting your subscribers to your social media and encouraging them to sign up for your newsletters. If they are truly interested in your business and the services you offer, very quickly the number of subscribers following you will increase.
Beyond a simple "follow", encourage customers who open and read your emails to share them in order to reach as many people as possible. To do this, don't forget the share button which must be sufficiently highlighted.
Implementation of the GDPR
From May 25, 2018 , all companies processing the personal data of European citizens will have to comply with the new European regulation on data protection. Companies using emailing as part of their marketing strategies are particularly concerned by this regulation which strengthens the privacy of users. Explicit consent: The request for consent must be formulated in a clear and accessible manner, and explain how the personal data collected will be used. The sender must be able to prove that they have obtained the consent of the customers and prospects to whom they send their commercial emails.