17 Email Marketing Best Practices that Actually Deliver Results
17 Email Marketing Best Practices that Actually Deliver Results
Although email marketing may not attract the same attention as other channels, it is still a great way to generate property leads for your business and convert more prospects.
This being said, I am going to share my email marketing tips to help your business generate more property leads.
Email Marketing Best Practices For Property Leads
- Do not buy contact lists.
- Use ‘No-Reply’ in the email address of the sender.
- Limit yourself to three fonts
- Optimize the email’s pre-press text.
- Add an email signature
- Regularly clean your mailing list.
- Keep the main message, and the call-to-action, above the fold
- Personalize your email greeting
- Your email should be between 500 and 651 pixels in width
- Split-test different subject lines and calls for action.
- Include your logo.
- In your subject line, name the offer.
- Let recipients subscribe to your newsletter.
- Write compelling (but concise) subject lines.
- Auto-responders can be used to opt-in.
- You can tie your emails to landing page pages.
- Do a 5-second test.
1. Do not buy contact lists.
This tip should not be surprising. However, given the General Data Protection Regulation (GDPR), this is worth repeating.
Email campaigns depend on a healthy open rate, and if you’re contacting people whose information you bought – rather than earned from a previous interaction – you’ll quickly see your emails’ performance drop.
The GDPR requires consent from each European recipient before you can reach them. Typically, purchased email lists do not include this consent.
For help reaching your target audience, consider Versium Reach – a platform made for B2B marketers that allows you to own data on your target audience across multiple marketing channels.
2. Use ‘No-Reply’ in the email address of the sender.
Have you ever heard of CANSPAM? This law is an essential guideline for all email marketers.
One major rule in CAN-SPAM is to never use the words “no reply,” or a similar phrase, as your email sender’s name (for example, “firstname.lastname@example.org”).
Recipients cannot reply to an email message with “No Reply”, which prevents them from responding or even opting out. CAN-SPAM protects this right at all times.
Instead, have your automated emails come from a first name (for example, email@example.com). It will increase the likelihood of your customers opening emails from you if they are aware that they were written by someone.
3. Limit yourself to three fonts
You will convert more people if you remove clutter from your emails.
Don’t junk up your email with more than two fonts or typefaces, as that can distract readers and ruin your email’s visual appeal.
You should also use web-safe fonts that are between 10 and 12 points in size. This will ensure that your email is legible on all devices and readers.
4. Optimize the email’s pre-press text.
If you subscribe to a newsletter, you’ve likely seen a message like this at the top of your email: “Email not displaying correctly? Click here.”
Don’t get me wrong – it’s a helpful warning but keeping it in the preview text of your email (also known as the preheader) can drastically impact your email’s open rate.
Firstly, because you’re telling recipients, “Hey, this email might not work.” Secondly, it doesn’t provide any insight into what the email is about.
Your preview text should supplement your subject line by adding in details to capture your audience’s attention and encourage them to open.
Preview text pulls in the first few words of an email body and displays them next to the subject before the recipient opens it.
Problem is that custom email templates are often stuck with conditional statements such as “Can’t view images?” Or “Not correctly displaying?” at the top banner so it can slide into the preview before it goes out.
A preheader is a summary of the content of your email.
Pro-tip: Users can solve this problem by In the backend of their .
5. Add an email signature
Even though the newsletter is technically being sent to you contacts on behalf the company and not an individual, it should still include the signature.
In a 2019 State of Business Email Marketing study 41% of marketers stated that email signatures are used for branding and visibility. Its second most common reason was to ensure consistent, coherent sign-offs throughout all of their companies.
Another reason you should include your email signature is that it’s a touch of personalization. It is more likely that people will read emails if they are aware that the email was sent from someone other than a marketing team. Your email signature can be your ticket to their attention.
Do you want to quickly create an email signature that is beautiful? Use . Also, we have Out-of-Office Email Generator To make your responses to incoming messages as charming as possible
6. Regularly clean your mailing list.
Although they might not opt-out from your email campaign, some contacts will still open your emails.
Although it is tempting to email everyone possible in an effort to reach more prospects and increase your open rates, you should keep your least engaged subscribers on your mailing list. Because you are not comparing the quality of your campaigns against those who have opened them, people who do not open your emails will make your campaign look worse.
Review your list of subscribers who haven’t engaged with your emails over a certain period of time, and remove them on a regular basis. This allows you to get a better idea of your email opening rate and helps you keep your email campaigns clean from those who have stopped listening.
You can also implement a workflow in which they’re gradually moved to a less frequent email list based on activity.
Let’s say, for example, you have a daily email newsletter. A workflow could be implemented that allows subscribers to not open your email for two consecutive weeks to be moved to the weekly newsletter. Then, those subscribers could be moved to the monthly newsletter if they don’t open 4 consecutive emails. Continue this process.
It keeps you from bombarding your subscribers with emails they’re not interested in while keeping your list clean.
7. Keep the main message, and the call-to-action, above the fold
Above the fold refers to the information that’s visible to the reader before they scroll down.
Even though recent research suggests that consumers scroll more than they used to – because of social media and vertical timelines – above the fold content still gets the most attention.
Eyetracking research from Neilsen Norman Group Consumers spend 57% of their time viewing above-the-fold content. This number drops to 17% after the first screenful, and slowly decreases as they scroll.
Keep this in mind when placing your message and CTA at the top of your email. It’s the first thing your recipients will see once they open your email, therefore increasing your conversion rate.
To validate your hypothesis, you can also do an A/B test to see if it works with your emails.
8. Personalize your email greeting
How often do we read emails that start with “Dear member”?
Segmenting your email audience by customer type (member, subscriber and user) can be a good idea. However, it should not be the first thing recipients read in your company emails.
Personalizing your email greeting with the first name of your contact grabs attention. This is what users call a It is as simple as this to create one:
This will allow your email to automatically generate the contact’s first and last names by fetching the personalization token from the email’s HTML.
It doesn’t matter if you personalize your email’s greeting line by adding 50 recipients’ names. You won’t need to manually send 50 emails.
Many email marketing tools today allow you to configure the greeting of your email campaign so that it automatically sends with the name of the people on your contact list – so everyone is getting a personal version of the same message.
9. Keep your email between 500 and 650 pixels in width
If your email template is wider than 650 pixels, your email won’t show up correctly and will require users to scroll horizontally to read the full email.
This is a major problem and can likely cause you to lose your conversion.
It will be easier to read, convert, and provide a better user experience if your template fits within the standard format.
10. Split-test your subject lines and calls for action.
If your email opens and click-throughs are not increasing, there may be a few things wrong. Perhaps you’re not sending the right people (or buying your contacts list). You can see the first tip at top of the blog post, or the content must be improved.
Focus on the former and then conduct an A/B testing.
A/B tests are a great way to improve your digital marketing content. This test divides your recipients into two groups. Group A receives the regular newsletter and Group B receives a newsletter with a particular variation.
This variation is used to test whether your audience is more or less likely based on this element to take an action.
Marketing Hub users are able to conduct email A/B test on any subject line or the call-to action (CTA) within the email.
You might try changing the color of your CTA to green, to increase your email’s clickthrough rates. If it does, you should change the color of your CTA to green.
11. Include your logo.
When it comes to email, logos are essential.
A 2020 study by Red Sift and EntrustIt was found that logos have a positive impact on email engagement and brand recall.
A five-second exposure with a logo included in the email increased brand recall by 18% The email with logos had a staggering 34% increase in purchase probability.
With this in mind, add your logo to your email design to ensure that it’s always included.
12. In your subject line, name the offer.
Incentives can dramatically increase the open rates of your email subject lines.
You can get free shipping if you spend $25 or more.
But, don’t overwhelm your readers by sending them emails about products or discounts.
Customer loyalty starts with casual industry insights – only after nurturing should you start introducing offers. Here is an example of an email that includes a welcoming subject line and warm body copy.
13. Let recipients subscribe to your newsletter.
You may be wondering, “Wait! If they got the email to start with, shouldn’t we have already subscribed?”
The answer is usually yes. Therefore, adding “Subscribe” buttons to your emails doesn’t help people who have already agreed to receive them. However, great content can be shared and your subscribers may forward your emails to colleagues and friends.
A small, but clearly visible CTA should be added to allow email viewers to subscribe to the newsletter if this email was sent to them by someone else.
Keep in mind, though, that your newsletter should drive another action, such downloading an ebook or becoming part of a community. So make sure this “Subscribe” button isn’t distracting or confusing users and weakening your campaign goal.
14. Write compelling (but concise) subject lines.
A subject line that is effective should be between 30 and 50 characters including spaces. This is because email providers will often remove subject lines exceeding this length.
The subject line of an email should create a sense urgency and give readers some clues about what to expect when they open it.
15. Auto-responders can be used to opt-in.
Your readers may forget that they signed up.
Create an auto-responder to remind people that they have opted in to your email list. The auto-responder should go out within one, five, and ten days of the registration.
Each auto-responder email should also include additional content or bonus material to reward the reader for opting into the newsletter– or your readers might not feel they have enough incentive to actually opt-in.
16. You can tie your emails to landing page pages.
Your In terms of content, headline, and copy, it should be identical to the email. Because customers trust consistency, the look and feel of your landing pages should match that of the email.
You can send what’s working by using tracking tools.
17. Do a 5-second test.
Send a copy the email to a friend. Do they know what your call to action is? If so, you’re golden. If not, keep working.
Marketers have a lot of tools that they can use to get attention. Email marketing has proven to be a reliable tool in influencing your users. This reliable and trusted tool will help you make the most of your marketing efforts.