Email marketing doesn’t get the attention some newer marketing channels get, but it is still a great way to generate more prospects for your business and generate leads. But how do you approach email marketing? Which factors influence the success rate of your emails? In this blog, we’ll share some of our best practices regarding email marketing to generate more leads for your business.

1. Don’t Use ‘No-Reply’ In The Sender Email Address

“No reply” in an email message (i.e., [email protected]) prevents recipients from responding and even opting out of further emails. Instead, have even your automated emails come from an active email address – for example [email protected], or [email protected] Customers are more likely to open emails if they know a human wrote them.

2. Optimise Your Preview Text

“Can’t see images? View Online”. You will regularly see this link in marketing emails. Keeping such a link in the preview text of your email has a massive impact on open rates (which typically averages 22% across all industries), as it tells recipients from the very start that it’s a marketing email.

3. Regularly Clean Your Mailing Lists

Some email contacts might not opt-out of your email campaign, but will still never open your emails. It’s tempting to email as many people as possible, as theoretically it reaches more prospects. However, keeping your least-engaged recipients on your mailing list harms your open rate (and potentially your spam score). Please take a look at who hasn’t opened your emails over time and remove them regularly. Doing this gives you a more accurate open rate and keeps your email campaign clear of people who are no longer interested in hearing from you. It can also reduce your marketing costs as your email sender will charge you based on the number of contacts you have.

“Keeping your least-engaged recipients on your mailing list has a negative effect on your open rate”

4. Keep The Call-To-Action Above The Fold

If your main call-to-action falls below the fold, as much as 70% won’t see it. Also, any call-to-action should be repeated at least three times in various places and formats.

5. Use Personalised Email Greetings

It would be best if you aimed to personalise the greeting with your contacts’ first name; it grabs the recipient’s attention right away. You can even add your contacts’ first name to the subject line of the email! Most email marketing tools allow you to configure the greeting of your email campaign, so it automatically sends with the name of the person in your contact list.

6. Subject Lines

A good subject line should contain no more than 50 characters, including spaces. Email accounts and mobile devices often cut off anything longer. Your email subject line should create a sense of urgency while also giving recipients some indication of the email.

7. Use Incentives To Increase Open Rates

Including an incentive in your subject line can increase your open rate by up to 50%. “Free shipping when you spend £50” is a good example. However, be careful not to overwhelm your recipients with savings as they’ll come to expect a discount code every time.

Now it’s your turn

We hope these best practices will contribute to your email marketing. As a matter of fact, they should, as our own experience has shown that these tips will generate sufficient leads! Which best practice will you put into practice?

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