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10 Best Email Practices

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10 Best Email Practices

  1. 1. 10 tips to create better, higher converting emails and campaigns Presented by Pinckney Marketing
  2. 2. How to build STRONG emails @
  3. 3. Goals for email typically include open and click through rate success. When creating emails, there are several questions you should ask yourself to ensure your messages are optimized for conversion.
  4. 4. Is this content valuable?
  5. 5. Ensure that if you’re sending an email to someone it’s something you really believe they need. Your prospect’s time is valuable and wasting it by sending them an offer they’re not interested in or that is not relevant them will only frustrate them. This leads to….
  6. 6. Are my contacts segmented?
  7. 7. Whenever possible, use forms and landing pages to collect prospect information to make sure you really know them. If some of them are new business owners and some are long-time business owners, which group do you think will benefit from your email with the subject line, “5 Things You Should NEVER Do During Your Grand Opening”? Make sure your contacts feel like your message was written specifically for them and their needs.
  8. 8. If you’re emailing them once a quarter, odds are you’re not emailing them enough. If you’re emailing them several times a day, you’re definitely overdoing it. Unless you’re offering something new, exciting or with a time limit on it, you definitely don’t need to over (or under) do it. Test your engagement rates by sending them at varying intervals and collect data to see how they perform.
  9. 9. Do I sound conversational or like a lecturer?
  10. 10. No one likes to be talked at. People like to feel as if they’re in a two-way conversation. While it’s easier to achieve this through social media, emails should never EVER just be a lecture. Consider changing your tone to be funny, conversational, casual and more human.
  11. 11. ? ? ? What’s the point of this email?
  12. 12. Be clear about what you want your email reader to do. This means two-to-three CTAs, at the most. Don’t throw everything and the kitchen sink into an email. It's more effective to have one or two offers that are more compelling versus sending six or seven. It will overwhelm the reader and make it difficult for them to make a decision.
  13. 13. Will this display correctly on a smart phone or tablet?
  14. 14. Do you read your email or visit websites on a device other than your desktop? Mobile email opens have grown 180% in the last three years and show no signs of slowing. 180%
  15. 15. As of Nov. 2013, 61% of all emails were opened on a smartphone or tablet. Ensuring that your emails are mobile-friendly means your recipients will have the best possible experience, and will be more likely to engage with the content or offers you present to them. 61%
  16. 16. Are we reviewing your open and click through rates (CTRs)?
  17. 17. Analyzing your efforts is one way to ensure that you’re optimizing your emails. Reviewing your open rates helps you to determine which of your subject lines is most effective, as well as what time of day will engage your audience the most. CTRs will help you gauge what content your audience most engages with (buttons, images, text, video, etc.). Reviewing these metrics will help you to best optimize your emails for conversion.
  18. 18. This law serves to protect your database. Compliance with the CAN-SPAM law is simple enough and not following it could result in legal action. For a full explanation of CAN-SPAM click here.
  19. 19. How engaging is my preview text?
  20. 20. Preview text is the bit of text that appears in your browser or email client under the subject line. In short, it’s a preview of your email content. Providing compelling preview text can help boost open rates if your database feels as though they can benefit from the content within. Similarly, omitting or having weak preview text can have adverse effects.  
  21. 21. Who tested this email?
  22. 22. Design, Code, Send simply won’t cut it. Ensuring that your email is free of spelling, grammatical and punctuation errors is a critical pre-sending step. Another is testing your email to ensure your images and other media populate correctly and any links or CTAs included work and direct to the right landing pages. Additionally, testing to ensure your email is CAN-SPAM compliant will protect your email from being canned (pun intended) by this law.
  23. 23. Questions? Have any best practices we missed? Visit us at www.pinckneymarketing.com or Tweet to us @PinckneyMkting ?

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