Email marketing is one of the most effective marketing tools for many businesses, as it’s a great way to reinforce relationships through special offers or bonus content and keep your product or service top-of-mind. At Growth Path we’ve done our fair share of email marketing for our clients, and in this blog post I’d like to share a couple best practice tips for email marketing success.

Segment your list – Your recipients will better enjoy your email marketing message if the content is relevant and timely to their specific needs, so it’s important to identify different types of customers/prospects and segment your database to tailor your message to each group. There are many different ways to segment your list, and the most basic example is separating your leads and prospects from your customers. Another example is that you could identify your top customers and offer loyalty incentives.

Develop trustworthiness – Let your subscriber know upfront what to expect when they subscribe and outline what type of content and the frequency of emails they’ll be getting from you. People often forget what they’ve subscribed to, so it’s good to have sort of a reminder text at the top saying “You are receiving this because …” to remind them why they received the email. Keep your message educational and relevant, not just self-promotional. Also, provide an easy way to unsubscribe to maintain an active and engaged subscriber list.

Create a good subject line – A good subject line should identify your business, because if your recipients don’t recognize you, they will not open your email regardless of the offer. It should create a sense of urgency, and give them some indication of what to expect once they open the email. Using Incentives such as “Free shipping when you spend $25 or more” or “Receive a free iPod with demo” in your subject line can also entice them to open your email to read the content.

Create visual appeal – A professional and aesthetically pleasing email template increases your level of trustworthiness, but it’s worth noting that the design of your email template needs to be simple enough to enhance your message, not distract from it. Keep the width of emails under 650 pixels, so your recipients don’t have to scroll left and right to read your message. When adding images, you want to keep the size small or you may risk having your email blocked.

Have a good call-to-action – Make sure your messages are crafted to engage your recipients and inspire them to take action, and it’s best to keep the main message and call-to-action above the fold. If your main call-to-action falls below the fold, as many as 70% of recipients will not see it. Repeating your primary call-to-action is a simple and effective way to increase click-throughs, and this can be as simple as including links on multiple images, titles and anchor text. Also, creating a sense of urgency by adding a deadline to your call-to-action can entice your recipients to take the next step.

Email marketing is a very useful tool for many businesses, and it’s always a good idea to test different elements of your email marketing campaign and track the results to see what works and what doesn’t for your specific business and list, so you can improve the result as you go along. 

Share this

Latest Insights

Recent posts from our blog

How to plan for seasonal variances in your cash flow

Have you noticed unexpected seasonal variances in your company’s cash flow? If your business is seasonally-based (a lawn care or snow removal company, for example), it’s normal for your cash flow to vary depending on the time of year. Unfortunately, many companies who shouldn’t be affected by the seasons still experience peaks and valleys in […]

Organizational growth and restructuring: Is your business ready to take the next steps?

Are you planning to take your business to the next level? Before you start growing your company, you need to ensure that your organizational structure is prepped for this major shift. Don’t just jump in head first – make sure you follow our key prep tips to keep your growth sustainable and successful.   3 […]

Do you have a file you need to send to us? Would you like to make a payement?