Do not buy lists or use cold lists to send emails:
This tip is not new, but with data protection law (GDPR - General Data Protection Regulation) it is worth reinforcing.
Campaigns rely on good open rates, and if you're reaching out to people who don't know or have interacted with your brand, your results will suffer.
Don't use "don't reply" as a sender preference
Have you ever heard of CAN-SPAM? This is a guideline for all email marketers. Among the CAN-SPAM rules, the non-use of "do not reply" as the sender of your email stands out.
Example: "do not reply@yourcompany.com"Using the sender as "do not reply" prevents users from replying or opting out of emails from your company.
Use fewer fonts:
The less polluted, the more conversions you will achieve in your email campaigns.
Use a maximum of three types of different fonts in the email.
Always optimize with the "preview" of the message:
By default, preview text takes the first few words from the body of the email and displays next to the subject line before the person opens it.
The problem is that custom email templates often use conditional statements like "can't see images?" or "not displaying properly? allowing it to go directly into view when exiting.
Main Message and Call to Action:
Keep the email's main message and Call to Action above the first reading fold
Always customize the opening of the email
You can segment your audience by customer type (leads, subscriber, user, etc.), but it shouldn't be the first thing recipients see in messages. Personalizing the greeting of your emails with the first name of your contacts grabs every reader's attention immediately and generates a better read rate.
Keep emails between 500 and 650 pixels:
If your email template is over 650 pixels, you are asking users to scroll horizontally to read your entire message. This is even more complicated for a recipient who is on a mobile device. The pixel width of your email is a critical component.
A/B test titles
If you can't increase your email's open and click rates, run an A/B test. A/B testing emails allows for a variation of headlines and images to see if your target audience is more or less prone to take action when interacting with email.
Few emails represent higher engagement rate
Sending just one email has better results within a campaign. Keep in mind that while sending more emails may decrease the conversion rate per individual message, the total number of conversions would likely be higher if you increase email frequency based on audience engagement. Do not keep insisting on sending if the contact does not open your emails
Whenever possible, use Storytelling
Storytelling is one of the oldest principles in sales. Storytelling is an effective way to elicit feelings from your recipients and convince them to buy your product without really being interested in them.
Be careful with the sending frequency
Statistics show that most people unsubscribe from emails because brands send too many emails with high frequency. Test the list to see who is engaged and who is not. After all, engagement is essential to good deliverability.
To gauge how often users will open your emails, consider adding a section in the footer of your email allowing subscribers to choose how often they want to receive emails.
Send the email at the right time
When should you send your emails? The data says that two time slots tend to get the best average email open rates and CTRs: 9:00 am to 11:00 am and 3:00 pm to 5:00 pm (according to GetResponse).
Create a modern design that meets the characteristics of the personas
- Avoid using database images
- Care about the Mobile experience first
- Test the experience on all email readers
- Always keep the logo in the header
- Content size should be a maximum of 2 scrolls on mobile
Worry about delivering relevant content
- Minimum of 2 content relevant to the audience (little promotional content)
- Always test to explore content for each type of persona
- Use creative (attention-grabbing) titles
- Use only one standout CTA
Analyze the numbers and adapt the content to your audience's behavior
- Evaluate the results of at least 10 emails to define a behavior pattern ( Day, Time, Contents, Devices, etc.)
The importance of accepting all contacts
With the data privacy law, it becomes mandatory to have the "optin" of all contacts, without exception. Avoid emailing contacts that you don't have a legitimate opt-in to in your email sending and CRM tool.
Hygienization of the contact base
We know that approximately 20% of the contacts / emails base becomes obsolete in a year, people change companies, are fired or even change their email addresses. So, do a continuous cleaning of the email base, be very careful with types of bounce errors.
unengaged contacts
What do you do when a contact doesn't open your emails? Delete from base? Should not. Adopt an engagement strategy for non-engaged (30, 60 and 90 days, for example).
Email Suppression List
Create contact suppression lists within your database and use them as a criterion for not sending emails in your campaigns.
Sunset Emails Policy (Deactivation)
Adopt an email list segmentation strategy to ensure you are not sending emails to unengaged people, this will improve your engagement rates and email deliverability.
Bonus tip: only send emails to valid and reliable addresses.
Implement a process and adopt an email validation tool on lead and contact entry, across all contact ports.