Email Marketing Best Practices to Boost your Profit

The combination of email as a vital marketing tool together with the application of email marketing best practices provides you with a powerful system to be in constant contact with your audience and showcase your brand's value.

by Monica Di Santi

February 12, 2024

What’s Email Marketing?

Email marketing is the promotion of products and services via email on a scheduled sequence.

Email, a vital marketing tool for business communication is a top performer, universally accessible and inexpensive.

Email delivery lets you be in constant contact with your target audience and showcase your brands value efficiently.

Email marketing communication has to convey your brand’s value in a way that resonates with the target audience. One way to achieve this is through segmentation according to customers’ buying history, behavior or engagement level.

Email is the most compelling form of personal communication because according to research email is 40 times more effective converting leads and prospects. Emails trigger purchases 3 times more than social media.

For this reason, companies sent 32 billions emails daily.

Advantages

• your email lands on the customer's private inbox

• email is accessible everywhere.Most people have an email address.

• send emails frequently and massively at just one click.

• educate your audience at low cost.

• segment your audience and send specific messages to different groups.

• easily collect email addresses with an opt-in form on your website or social media account.

Disadvantages

• inboxes are crowded these days.

• people's attention span is too short.

• stand out or risk being ignored.

• avoid being considered span at all

• there are too many competitors out there.

So, to be successful in your email marketing campaigns you should embrace the best email marketing practices.

How to Write Profitable Emails that Get Results

Assuming you have done all the pre-writing activities such as research your audience and market and the product you’re selling well, you can easily create email with highly converting rates.

To keep it simple and easy to write, every email has a 3-part basic structure.

Headline

The headline or subject line should capture the reader’s attention in the blink of an eye. This feeling triggers the unstoppable itch to know more. So opening is the action that naturally follows.

Make a promise to your reader in the subject line to create curiosity or tension.

To strengthen your promise use the verb in the third person, as this increases the value offered. It means the product does the work, not the reader.

Body

Start with a friendly and personalized greeting. Expand on your headline adding details, benefits and an offer if necessary. Give as much value as you can, to keep the grip tight, and increase readers’ desire to purchase your product.

One way to start a friendly email is the use of a story connected to the topic you're introducing and expanding on he headline topic. Everybody is wired to listen to a good story. Besides, stories engages people at an emotional level, connecting deeply if they could relate and at the same time the brand builds up credibility and trust.

Another successful technique is the agitation of a problem your audience is suffering from. This technique creates instant connection and empathy as you're telling the reader you understand what they are going through. Then you introduce the solution that have already solved the problem in your life.

Call To Action

Create a compelling call to action that flows naturally from the previous information and trigger the desired action.

Each part of the email should flow from begging to end, creating a perfect persuading unit. Create a seamless experience for the reader and reap the reward.

Best Email Marketing Practices

Clear Goals

It's always important to know what your business wants to achieve with any particular email sent. The most common goals are:

• boost sales

• reinforce customers' loyalty

• driving traffic to your website

• attract new leads

• enhance brand awareness

Less is More

Everybody is busy, short of time and the email inbox flooded. So, create your message in a simple, clear and short way. Communicate what’s necessary and not more.

Customization

A personal touch goes a long way as nobody wants to be included in massive emails. Everybody wants to feel special. So, add subscribers’ name in the greeting.

Right Timing

Research what day of the week and time of the day your readers produce the highest open rate. Stick to that time to improve your performance

Compelling Headline

In a flooded inbox, your headline has to stick out like a sore thumb. That’s the only chance you have to call your reader's attention. Also, optimize the email’s preview text.

Professional Design

With so many template on the offer, you have no excuses. Your presentation has to be almost perfect. You can easily,following easy .

Healthy List Building

Use an opt-in form to get subscribers to your list and don’t buy lists. Clean the list regularly and re-engage those inactive contact.

Main Types of Emails

Welcome Emails

A welcome email is an email sent to new subscribers. The goal of this email is to thank them for joining your list, offer a special offer or bonus to newcomers.

This is an opportunity to introduce your business and explain the new reader what to expect from your emails.

You can include recommended content together with videos and pictures to make it more enticing.

Promotional Emails

Promotional emails are emails used to spread the word about your product or service. They generally include access to exclusive content, discount coupons or the invitation to a free webinar or similar.

This type of emails include offer emails which provide readers with substantial value for invested money to trigger their desire to buy from you.

Newsletter Emails

A newsletter email is a regularly sent email that offers tips, deliver the latest news and updates in relation to the products or services you offer.

Feedback Emails

As a business person it's important to get some feedback from you audience, to learn what you're doing well and what you have to improve. That feedback can get the shape of a survey, review or testimonial.

Ask your customers to review your product and jot down some notes about their experience with the product.

Transactional Emails

This type of digital communication is connected to the mechanics of the buying process. They generally send information about passwords, shipping, order confirmation, invoice and reminders of abandoned cart.

Thank you Emails

Send a thank you email after customers have taken a positive action in relation to your business, such as a purchase.

Show your gratefulness answering with a thank you email. This way you create a two way interaction to start a friendly relationship.

Celebration Emails

All the year round our calendar display celebrations that people love to observe, such as Christmas, New Year and many more. They are a special social events when people gather to feast and have fun.

Anniversaries and birthday are also social occasions people cherish.

These are great opportunities to send emails , wishing customers happy holidays or a wonderful birthday full of blessings and love.

You can also offer them a present for the occasion or an exclusive offer to celebrate that festive day.

Re-engagement

A re-engagement email is a follow-up email sent to readers who have lost interest in your business and you want to win back.

If they have been inactive for a few days, a nudge email can bring them back if you remind them how much value they used to get from your business and what they are missing. End your message with a call to action.

Conclusion

Email marketing is a wonderful marketing strategy that let you reach out to your target audience regularly.

Also, the available email marketing softwares let you create professional designs in minutes and send emails massively.

To be successful follow the best practices available, create enticing messages and clean your list regularly.