8 Best Practices for Email Marketing


Even with all our new technology, smartphones, social media, etc., email is still one of the greatest marketing tools around. It’s inexpensive, flexible, targeted, and very effective if done correctly.

If your business is not currently taking advantage of email marketing, you’re really missing out. Email gives you the ability to connect with your customers in a personal and informative way, and provide them with real value. Read the tips below to find out how to use email marketing correctly:

  1. Subject Line – We often neglect the subject line, even in our personal emails to friends. But, when it comes to business, the subject line is crucial. The words you put in your subject line will be the first thing your readers see, and you have to GET THEIR ATTENTION. The goal is to get readers to actually open your emails, so you have to spark their interest. Whether it’s a call-to-action, humor, or a special deal or offering, make sure your subject line makes readers curious enough to read more. For a list of some awesome subject lines used by businesses, check out this article on Hubspot.
  2. Have a Clear Message – Let’s face it, no one is going to take time out of their busy day to scroll through paragraphs of fluff text from a retailer. Your emails should have a specific message that is clear from the second a reader opens the email. Keep it short, sweet, and to the point. For example, here’s an email from Ann Taylor advertising a 40% sale on dresses:
  3. Know Where Your Customers are in the Purchase Cycle – Targeting is one of the most important features of email marketing. You can control who sees your emails, whether they are current customers, someone who simply looked at your website, or customers who have purchased from you in the past. Cater your message to meet the specific needs of your customers, and they will be more likely to engage with your emails. For example, here is an email from Verizon sent to past customers to try and win them back.
  4. Use Transactional Emails – Through your professional marketing team or an email marketing service, you can set up automated emails to go to customers after they take action on your website. These emails can take place after a customer makes a purchase, signs up for a newsletter, creates an account, etc. The best practice for these emails is to thank the customer for their action, then present them with some more information about your website, and a call-to-action. Check out this email sent to a customer who just joined Groupon:
  5. Speaking of Call-to-Actions – A simple message like “Shop Now” or “Buy Today” can make a world of difference in encouraging your readers to click on your emails. Always include a call-to-action in your email message so you can drive readers to your website. Also, make sure you send them to the landing page that reflects the call-to-action itself. For example, if you advertise a sale and include a “Shop Now” button, make sure that button will take readers to your website’s sale page.
  6. Personalize Emails – Everyone likes to feel important, and personalizing your emails to customers can do just that. Not only should you address your customers by name, but you can also include personalized details in your email such as “recommendations for you” or sending them a Happy Birthday message. Asking your customers for a few specifics such as their zip code or birthday when they register will help you personalize emails down the road.
  7. Offer Exclusive Deals/Promotions – Receiving emails from stores can be annoying at times, but readers will be much more receptive if you can offer them exclusive deals. Offering special sale prices and promotions will keep your readers clicking, and coming back for more.
  8. Proof Read Your Emails – Now this may seem obvious, but there’s nothing more unprofessional than an email full of typos. Whether you are emailing for your business or personal reasons, it’s ALWAYS a good idea to proofread your emails a few times over.

For more best practices and advice on business, email marketing, branding, social media, and more, talk to our experts at NetSource Technologies. Stay tuned for the next post on our blog and don’t forget to follow us on Facebook and Twitter.