Some 122,500,453,020 emails are sent every hour, so marketers must master the art of getting their email seen in a crowded inbox.
Here are some of the best practices recommended by experts that should help you in making maximum use of email marketing.
1. Use A Trustworthy & Recognizable From Name – Is your “from name” recognizable and trustworthy to external audiences? Since this is the field that appears first in most email clients, and likely the first thing your subscribers see, the answer to that question should be yes. Typically, you’ll find the names of companies, brands, or individuals here. However, if your subscriber doesn’t know who an email is from, the likelihood they’ll open diminishes. In fact, subscribers may even mark an email from an unknown source as spam!
2. Encourage A Friendly Reply – Email is a great medium for communicating with your audience, not to mention the perfect way to receive vital feedback from customers. It’s also an ideal way to answer questions and create a line of communication between brand and consumers. However, when an email’s reply-to address is a variation of “firstname.lastname@example.org,” it turns what should be a communication highway into a one-way street—eliminating the opportunity for further customer interaction. It also appears unfriendly, uncaring, and may even affect your delivery rates. . Consider the context of your email when choosing a from name and reply-to address. It may be appropriate for responses to an email to be directed toward specific individual, a shared mailbox or a customer service team. Avoid the inevitable confusion of combining a friendly from name with a no-reply email address, or vice versa.
3. Take Advantage Of Preheader Space – Since subscribers only spend about 3-4 seconds determining whether they are going to open your email, you must grab their attention and interest immediately. Some email clients (such as Gmail, Outlook and iPhone/iPad) display a snippet of preview text next to or near the subject line. This bit of text—commonly called a preheader— is usually limited to around 100 characters and will be pulled from the first few lines of text in your email. Get creative with preheader text (and, of course, test your results)! For example, try adding a call-to-action (CTA) or special offer and see whether your open rates increase.
4. Relevant Content Is King – Relevant content is key to grabbing your subscribers’ attention and holding their interest, decreasing the likelihood that your emails will be deleted, ignored or even marked as spam. Keep in mind that 25% of people unsubscribe from permission-based emails due to irrelevant content.