5 Best Practices to Improve Your Email Marketing

By JOHN FOLEY – April 10, 2018

Email marketing is important but can be a challenging part of any digital marketing strategy. With the right messaging, your email marketing campaigns can help you effectively move leads through the sales funnel to convert into paying, high-quality clients.

Unfortunately, getting your leads to open your emails isn’t easy. Getting your emails to stand out can seem nearly impossible. Your targets are constantly bombarded with updates, promotions, and newsletters from a variety of brands and companies.

However, following email marketing best practices can help you see a better open rate and higher conversions. Here are five tips to help you create an email marketing strategy that brings real results.

1. Use Personalization as Frequently as Possible

Personalization helps your subscribers feel like you’re uniquely targeting their needs, desires, and problems. Through adjusting your emails to feature the recipient’s name and other personal information they’ve shared, you can uniquely tailor your content to create a one-on-one feel – even if you’re sending that same message to dozens or even hundreds of other subscribers.

2. Focus on Your Unique Audience

When it comes to digital marketing, including email, there is no one-size-fits-all approach. Knowing what kind of information your demographic is after can help you see stronger results. Additionally, understanding when they’re most likely to engage with your emails can also help you see more conversions.

3. Remember Quality – Not Quantity

Creating an email list isn’t a numbers game. While you want to have as many subscribers as possible, you don’t want to simply collect email addresses that will never engage with your content. Rather than focusing on building your list as quickly as possible, try to get high-quality leads who are actually interested in what you have to say. You’ll see better returns this way.

4. Always Provide Value

Your subscribers receive dozens of emails each and every day. However, they probably aren’t opening every email that hits their inbox. If you want to increase your chances of having your content seen, you need to provide clear value with each message you send. Before you decide to send an email blast, know exactly what value you’re providing your subscribers and why they should be interested in that content.

5. End With a Powerful Call to Action

The call to action, or CTA, that ends your email will typically determine whether or not your subscriber will click through to your website, product page, or blog post. In order to get your lead out of their inbox and onto your content, you need to create a powerful CTA that gets them excited. Always encourage your recipient to take the next step to convert.

Email marketing can take some trial and error to truly discover what your target audience is looking for and what they enjoy engaging with. However, when you follow these five best practices, you can lay a solid foundation for creating an email marketing strategy that effectively converts leads to high-quality customers and clients.


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