Email marketing doesn’t get the attention some newer marketing channels get, but it is still a great way to generate more prospects for your business and generate leads. Here are some email marketing best practices to generate more leads for your business.
1. Don’t Use ‘No-Reply’ In The Sender Email Address
“No reply” in an email message, ie, email@example.com, prevents recipients from responding and even opting out of further emails. Instead, have even your automated emails come from an active email address, info@, enquiries@, etc.
Customers are more likely to open emails if they know they were written by a human.
2. Optimise Your Preview Text
“Can’t see images? View Online”, you will regularly see this link in marketing emails, keeping it in the preview text of your email has a massive impact on open rates (which typically averages 22% across all industries) as it tells recipients from the off that it’s a marketing email.
3. Regularly Clean Your Mailing Lists
Some email contacts might not opt-out of your email campaign but still never open your emails. It’s tempting to email as many people as possible as theoretically it reaches more prospects, but keeping your least-engaged recipients on your mailing list has a negative affect on your open rate (and potentially your spam score).
Take a look at who hasn’t opened with your emails over a period of time, and remove them regularly. Doing this gives you a more accurate open rate and keeps your email campaign clear of people who are no longer interested in hearing from you.
Doing this can also reduce your marketing costs as your email sender will charge you based on the number of contacts you have.
4. Keep The Call-To-Action Above The Fold
If your main call-to-action falls below the fold, as much as 70% won’t see it. Also, any call-to-action should be repeated at least three times in various places and formats.
5. Use Personalised Email Greetings
You should look to personalise the greeting with your contacts’ first name, it grabs the attention of the recipient right away. You can even add your contacts first name to the subject line of the email!
Most email marketing tools allow you to configure the greeting of your email campaign so it automatically sends with the name of the person in your contact list.
6. Subject Lines
A good subject line should contain no more than 50 characters, including spaces. Email accounts and mobile devices often cut off anything longer. Your email subject line should create a sense of urgency, whilst also giving recipients some indication of what is in the email.
7. Use Incentives To Increase Open Rates
Including an incentive in your subject line can increase your open rate by up to 50%.
“Free shipping when you spend £50” is a good example. However, be careful not to overwhelm your recipients with savings as they’ll come to expect a discount code every time.