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22 ways to improve email marketing success

Success in email marketing can be viewed as CTR – Click Through Rates. Lead generation is the lifeblood of most businesses and email marketing is a tool that can be effective when done properly! Rumours of it’s death are slightly premature.

Best practices – subject line

Be personal and specific

“Is your dog nutritionally healthy?” is a better subject line than “Dog-owners! Provide your with dog a better diet”.  “Matt, Is your dog nutritionally healthy? is even better.

Create a sense of urgency

“Two Days Only—Here’s a gift, on us!” . “Dog Training—Last few seats remaining”. #3. Stimulate emotions

Use emotion

Fear, astonishment, curiosity, love, and hate are some of the feelings that you can play with in order to get your email opened.  “Why your dog hates you”.

Don’t sell

Unless you have a special offer or giveaway, try not to pitch products in your subject line. A salesy subject line can lower your open rates. If you insist on using the subject line to sell then sell the benefits and not the product.

Offer an incentive

A free download is often a great conversion tool. Coupons, discounts, badges, and physical gifts are some of the other things that you can use. “Last Day: Claim your free T-Shirt”.

Avoid spammy words

Email spam filters are now fairly intelligent. Pay attention to what words you use. Use a spam checker before sending.

Best practices – design


Mind the widthWhen designing your email template, make sure that its maximum width doesn’t exceed 650 pixels. Best is 600.

Avoid too many images

A picture is worth 1000 words. But try to restrict images to no more than 25-30% of your email to ensure good deliverability.


Do not overload them with complex multi-column layouts – 1 or 2 columns is fine.

Tag your images

Ensure you add Alt and Title text to your images. In case images don’t auto load, turn your Alt text into an alternative call-to-action and link the image to your landing page.

Design your call to action

Your readers should be able to find out instantly where they need to click. Your CTA needs to stand out.

Use a light background

Use dark text on a light background. It converts so much better than using coloured or dark backgrounds. Cleaner, more appealing, easy on the eye.

Format text and links

Formatting improves the readability of your email. Highlight key points by making them bold. Use one font though!

Integrate social media

Try to include social sharing options in your emails. Make use of them to expand the reach of your email.

Best practices – content


Include multiple links

Give people options to interact!

Keep it short and sweet

The longer your email, the less likely your readers will read it all the way.

Improve targeting

Segment your mailing list by using relevant attributes, such as buying history, average spend, gender, geographic location, age, etc. Write and use images appropriately.

Clear contacts

Legally you must provide your address and phone numbers in your email. Also include a helpline or email address to answer customer queries and resolve complaints.

Match your email and landing page

Your email should work in harmony with your landing page in terms of the content, headline, look, and feel. Your readers should be able to instantly make the connection between the email they click and the page that opens.

Monitor and learn

Track your conversions. See which emails convert better than others and try to figure out why. Learn from your experience. Experiment.

Think mobile

Mobile phones and tablets are now the dominant choice of device to open emails. Use a responsive system/design and test your drafts on all the devices you can get your hands on.

Be legal!

Include an unsubscribe. Use double opt ins. Comply with the best practices recommended by law.

D3 Marketing – Portsmouth marketing; Portsmouth design; Portsmouth website.

Facebook may be one of our biggest assets for business. It’s free, it’s easy and almost everyone is on it! Including your potential customers!

Learn how to utilise the social platform to reach more local people…

1. Use local video and images

When your local clients recognise the area, they’re more likely to visit your page and your business.

2. Post pictures of your customers and fans

Personal photos help your visibility with the friends of your customers. Encourage people to tag themselves in your photos.

3. Collaborate with other local businesses

Regularly interacting with other local businesses (i.e. commenting on or sharing their posts or tagging them in yours) will make you more visible to their audience.

4. Use reviews

Reviews show up prominently on mobile phones and recommendations can majorly benefit your business, so make sure you have your reviews tab set up.

5. Build your email list

Offer something as an incentive to get people to opt into your list.

6. Join local Facebook groups

Share a link to your page, promotions and information about your business if the group permits it.

7. Create local awareness ads

Reach people who are near your business with a local awareness ad. Create calls to action, such as Get directions, for each ad.

D3 Marketing – Portsmouth marketing; Portsmouth design; Portsmouth website.

Boutique in a Bus is a new concept in Dorset. And we wanted to let people know. Our PR team rolled into action and the wheels were soon spinning, generating a huge amount of press coverage.

biab We are the City (over 17,000 people read this article!) 

Bloggers articles like this one

Profile piece in Dorset Business Matters

AND  a 15 minute Radio Solent interview from the bus!


D3 Marketing – Portsmouth marketing; Portsmouth design; Portsmouth website.

Use Facebook to promote your other social media accounts.
1. Use your page description
Put links in your page description with calls to action (use to shorten links)
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2. Use your cover photo description
This is so under utilised but actually a great place for information you want people to have – like links!
3. Add social media tabs to your Facebook page 
People can easily follow you from the tab at the top of your page and see your activity in that platform.
Try these apps:
4. Create a photo album of social icons
  • Call it ‘Your brand name – Social network gallery’
  • Say ‘Our links to all your favourite social network platforms’
  • Put your links in the description (Twitter link on Twitter icon etc.)
  • Share the album on Facebook
  • Share the link across all your SM accounts later
A great, visual way to share your account links.
5. Auto-share your Instagram photos to your Facebook page
Instagram links to your personal Facebook profile by default.
Change the sharing destination to your page in the Instagram settings: Linked Accounts>Facebook>Your Page Name
Et voila – your photos will now auto share to Facebook!
6. Auto share your Facebook posts to Twitter
Link your accounts and all of your posts will be Tweeted. Just remember the 140 character allowance & use if you’re sharing links.

D3 Marketing – Portsmouth marketing; Portsmouth design; Portsmouth website.