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
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”.
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.
Segment your mailing list by using relevant attributes, such as buying history, average spend, gender, geographic location, age, etc. Write and use images appropriately.
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.
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.
Include an unsubscribe. Use double opt ins. Comply with the best practices recommended by law.