Your email marketing campaigns should be about more than just pushing out an email to your subscribers and crossing your fingers that they’ll open it, click on something, and eventually buy from you. Successful email marketing campaigns should be well planned, should follow the best practices for email marketing and must offer value to your customers.

Effective planning will help you ensure that the email marketing campaigns you send align with the other customer needs and addresses their pain points. These touchpoints will help you engage better with your audience and convert them into valuable clients.

This means your emails should have a consistent design at the same time it should have relevant message. This will help your customers understand your message.

Here are the best 8 email marketing practices to turn your leads into sales.

Best Email Marketing Practices

Many marketers think that just by reaching out to the prospect via email will help them increase the engagement with the prospect. But, it is not that simple to make an effective email marketing practices. Below are the marketing practices that will help you build an effective email practice.

Use Personalized Calls To Action

When it comes to drafting a call-to-action its best to keep your call-to-action brief and to the point. Things to keep in mind are : 

  • Use an authoritative language

  • Use language that guides your prospect to take a definitive next step.

Example: Some call-to-action  phrases are: Try Now, Click here, Sign me up, Book a demo. With Call-to-action, it’s easy to personalize every step of the customer journey by triggering the right actions at every touchpoint including emails, ads or live chat sessions.

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  • Build your own contact list rather than buying

    Building your own email list is very essential for any email market practice as this would allow you to put your efforts in getting valuable qualified list. Email list  also protects the reputation of your email addresses as the chances of prospect marking your email as spam because of the relevance of the message to the prospect.

  • Avoid using ‘No-Reply’ in your email address

    If you prefer using a ‘no-reply’ email address, you’re telling your subscribers that their opinion doesn’t matter to you. Although, this could be a good practice in the B2C space to avoid chaos. But for the B2B sales and services, “no reply” emails can hinder your brand value.

    “No reply” in an email message blocks recipients from responding and possibly choosing not to receive any more email communications. CAN-SPAM guarantees the right of recipients to opt-out at any time.

  • Reach out to the prospect at frequent intervals

    Knowing the frequency of contacting a prospect is very important. If you contact your prospect frequently this can make you seem very pushy on the other hand if your follow-ups are to delayed then they might forget you.

    Therefore, getting a hang over the frequency of your contact with the prospect is very important. If you analyze the mailing frequency data, you’ll find that email marketers who only send one newsletter per week have the highest average open and click-through rates.

    This is a very popular strategy, and 49% of the accounts we examined only send one weekly newsletter. This data does not exclude marketers who send RSS emails or triggered emails.

  • Create urgency

    While your email content could be very engaging but this does not ensures any decisive action from your prospect. Here, you can make your prospects to act out by creating an urgency. This means giving your recipients a reason to act now rather than later. To do this, use phrases like limited time offer or one day only.

    Once they click through and make a purchase, use an offer code or discount code that will expire soon to encourage them to take advantage of the opportunity while it lasts.

  • Draft a compelling subject line

    Your email’s subject line has a crucial role when it comes to prospect opening your emails. It’s possibly on of the key factor determining the likelihood, that a reader will open your email. If the subject line does not inspire people to take an action ( clicking on your email) then the greatest emails in the world will be buried in your subscribers’ inboxes.

    This is why subject lines require greater attention than most sales rep offer them. Therefore, its important that email marketers do an extensive researched of what makes a subject line compelling.

  • Reward brand loyalists

    Your loyal customers are your most powerful brand ambassadors. The better you know them and what they like, need, and want, helps you tailor your emails specifically for them. For example, a loyal brand customer who purchases multiple products may be interested in discounts or related programs you offer from your end. Their LTV (life time value) is higher and they will help you promote your brand with the word of mouth.

    It can be hectic to manage the data of your audience and categorize them, so it’s preferable that you use a sales engagement platform to analyze interact create an email marketing campaigns.

  • Write casually and conversationally

    As a company, you must approach clients in a manner that looks polished and professional. In practice, this could result in formality that can make your emails seem dull and unfriendly. Instead, choose an approach to your emails that is casual and conversational.

    1. Beware of complex language
    2. Make use of contractions
    3. Be sure to leave out acronyms and jargon
    4. Make sure to sound like a trusted adviser or confidant
  • Bonus Tip: Optimize for mobile

    These days, it’s estimated that over 61% of all emails are opened on a mobile device. So if your email marketing campaigns aren’t optimized for mobile, you could miss out on a huge opportunity. Here’s how to do it:

    1. Enable responsive design, so the layout is optimized for every screen size and device.
    2. Ensure images are responsive and adjust their size as the screen size changes.
    3. Watch for short paragraphs and ensure the text isn’t too small so readers can easily read on their mobile devices without zooming in or scrolling horizontally.

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Wrapping up

If you want to improve your email marketing campaigns and see more sales, implement these eight best practices. Test different subject lines, send times, and email content until you find what works best for your audience.

Keep your list clean and up-to-date, and segment it so you can send targeted content that will resonate with each group. Finally, measure your results to improve your campaigns and ROI constantly.