Top 5 Email Marketing Best Practices

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Email marketing is one of the best ways to reach your audience without spending a ton of money. If you’re thinking about creating a newsletter or welcome campaign, here are a few best practices to keep in mind as you start:


1. Incentivize your subject lines.

Who doesn’t want to take advantage of a sale or a discount? When you put an incentive in your subject line, such as “15% off when you spend $75 or more” or “Weekend promo code: 20% off”, you’ll increase your clickthrough odds of more than 50%. Add your recipient’s name, and those odds increase by another 22%.


2. Keep typefaces to a maximum of three.

Pick a clean, clear font, and if you’re using more than one, make sure to coordinate well. You want to have an easily digestible message, and a clutter of clashing fonts is definitely not the way to achieve that. Stick to 3 typefaces maximum for optimum clarity. 


3. Use compelling imagery and original wording.

Your email was opened! Don’t lose your reader now: start the message of your email off with a colorful, interesting photo to capture reader attention right off the bat. From there, make sure the message of the email is written in original wording and a clear brand voice. And keep it brief– around 200 words is a good goal.


4. Include trackable links to your landing pages.

Don’t, however, go crazy; too many links will look disorganized and overwhelm the reader. Your email should also  resemble the format of your landing page for familiarity and organization. Creating trackable links will help you see which emails and landing pages were most engaged.


5. Send the email to a friend first.

Having a fresh set of eyes to look at the email before it goes out will let you know if it’s effective. Send a test email to a friend or colleague and ask them if, within five seconds, they can clearly find the email’s call-to-action.


Most importantly, think about your own inbox. Which emails make you want to delete them immediately, and why? If you create an email that you’d personally be compelled to open and read through, you’re on the right track.

Cort Davies
Cort Davies
Cort believes that startups should get powerful, effective marketing advice along with practical and positive soft skills to give them the best chance to succeed.

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