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 of technology and must offer value to your customers.

Good planning will help ensure that the email marketing campaigns you send align with the other customer touchpoints. These touchpoints will help you engage better with your audience and convert them into sales (social media ads, phone calls, direct mail pieces, etc.). 

This means your emails should have a similar visual design and language you use on your other platforms. This will help your customers understand the consistency in your message.

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

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Use Personalized Calls To Action

Personalized calls to action are secret sauce for email marketing success. They help you focus your recipients on a specific goal, improve your click-through and improve conversion rates. Plus, with an omnichannel sales engagement tool, 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.

Build your own contact list rather than buying

Building your own contact list is one of the best ways to ensure the best performance out of your email marketing campaigns. By buying a list, you risk contacting people not interested in your product or service and reaching the target audience only.

An effective and result-oriented way to reach your target audience is using omnichannel sales engagement tools. These allow you to own and manage the data of your target audience omnichannel.

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.

Make sure to select the right email frequency

Knowing how often you contact your subscribers will help you run an effective email campaign.

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

If you’re looking to convert with email marketing campaigns to result in sales, you need to create a sense of 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.

Include an email signature

Your email’s subject line has a crucial task to complete. It’s possibly the crucial factor determining the likelihood that a reader will open your email. If the subject line does not inspire people to take a move, the greatest emails in the world will be buried in your subscribers’ inboxes.

This is why subject lines require greater attention than most companies offer them. This is a good thing because email marketers have extensively researched what constitutes an effective subject line.

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 is higher and they will help you promote your brand with word of mouth.

It can be hectic to manage the data of your audience and categorize them, so you prefer using omnichannel sales channels to be effective at data management.

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.

  • Beware of complex language
  • Make use of contractions
  • Be sure to leave out acronyms and jargon
  • 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: 

  • Enable responsive design, so the layout is optimized for every screen size and device. 
  • Ensure images are responsive and adjust their size as the screen size changes. 
  • 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.