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7 of the Most Effective Email Marketing Best Practices For 2020


1. Build Your Own Contact Lists

The first rule of successful email marketing is to build your own contact lists. Never buy mailing lists because it is simply a waste of your time and effort. 


Sending emails to random people can waste their time and spoil your brand’s reputation. Instead, you should use sign-up forms on your website to collect the email addresses of your website visitors. You can also use gated content to incentivise people to provide you with their details


2. Send a Test Email to Yourself First

When designing your email campaigns, there are different email templates that you may use. 

However, you need to first make sure that your email templates are completely optimised. How do you do that? You send yourself a test email first. This way you will see how the email appears in your inbox. This is a good way to assess if any images get distorted or if the text is clearly visible, as intended. 


4. Do NOT Spam

A lot of people fail to understand what drip email campaigns actually mean and border on spamming their subscribers with tons of automated emails. 

Yes, automation makes it easier for you to send emails, but you need to pay attention to how many emails you send.


5. Always Sign Your Emails

This may seem very obvious as, of course, you should sign your emails. However, marketers often forget this simple gesture when automating their emails and sending bulk emails.

Even for automated email campaigns, you need to have a salutation and sender’s name at the end. It adds a personal touch to your emails instead of making it look like a cold, bulk email sent by a machine. So, whenever you create templates for your email campaigns, always remember to add a sender’s signature at the end.


6. Add a CTA in All Your Emails

The purpose of email marketing is to get your subscribers to read your emails and take the desired action. Whether it means directing them to your website or to download your latest ebook or anything else. No matter what action you want them to take, you need to direct them to it by using a call-to-action (CTA).


6. Personalise Your Emails

Ask any marketer who’s been doing email marketing for some time and they will tell you, personalisation is the key. Often, it makes the difference is between a successful email campaign and a failed one.

People are more likely to open and read emails that are addressed directly to them. They will find it even more engaging if the content is also catered to their needs and preferences. This is why it is a good idea to personalise your emails as much as possible. There are email automation tools that can provide a basic level of personalisation. 


7. Write Compelling Subject Lines

We cannot emphasise enough the importance of subject lines in email marketing. They are what help a user decide whether they want to open an email or not. An attention-grabbing subject line is, therefore, crucial to improving the open rates of your emails. Here are some tips:

  • Keep it short and precise. It should be short enough that it’s easy to read on a mobile device, as a lot of people check their emails on the go.

  • It should be relevant and should be able to tell the reader what they can expect from your email.

  • It should not contain spammy words like “marketing”, “offer”, “sale”, etc. as these get negative responses from users.

  • You should add words that evoke a positive emotion, as these compel people to open the email.

  • Numbers work well in subject lines, as they do in titles.

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