email marketing: best practices and secret tricks for 2021

best practices and secret tricks for 2021

Email marketing is the most effective marketing channel available. It’s not easy, but it’s definitely worth the effort. Emailing a subscriber list on a regular basis consistently converts into income over time, according to studies.

These email marketing best practices can help you fine-tune your email marketing strategy as another revenue-generating marketing channel.

focused call to action will increase clicks

Drive More Clicks To Your Landing Page

The entire purpose of you sending messages is to direct them to your landing page. That’s all there is to it. Your email subscribers cannot be converted into consumers if you do not drive clicks to your page. The key to driving visitors to your landing page is to include a single major call to action (CTA) in the email content. Having several CTAs will simply confuse and distract the reader. When they are perplexed, they will either ignore or delete your email. 

What you want to do is direct your reader to a specific call to action. Tease them with the benefits of visiting the landing page. The email, CTA, and landing page must all be consistent for the optimal user experience. Even if you just have one major CTA, don’t be scared to add it in many places. You may include them above the fold, in the center, or at the conclusion of the email, and remind them again in the P.S.

Inspire your readers to respond

Encourage Your Readers to Reply

In the ancient days of direct mail, you would send out your message and then wait for your recipients to react. Not any longer. Today, email marketing allows you to have real discussions with potential consumers. We’re talking about actual individuals who are interested in your product or service. Keeping this in mind, you should support this back-and-forth in three ways:

  • Email subject lines that are appealing. Speak directly to your subscribers and guarantee them something unique. The easiest method to do this is through automatic customization.
  • Make use of a distinct and engaging voice. Just because someone opened your email does not imply they will read it. Always ensure that your message comes out as coming from a genuine person who cares, rather than a soulless robot.
  • Focused content. Email marketing best practices include segmenting your email lists based on the demographics of your members. This makes it easy to design communications that speak to each segment’s needs and interests, increasing the likelihood that they will convert, connect with you, or at the very least send it along to someone else.

The goal here is to elicit a response. This may be as simple as clicking a link, but whenever feasible, urge them to respond to your emails. It’s the finest approach to demonstrate that you care about what your subscribers are thinking.

Personalization is key

Personalization is Key

It’s a good idea to include personal touches in your emails whenever possible. Address your subscribers by their first names. Create a message that dives deep into their interests and requirements. These activities are not only becoming more prevalent but they are now anticipated.

There are several methods for achieving this personal touch:

  • Most contemporary email clients enable you to utilize shortcodes that are substituted with the recipient’s name when the email is sent.
  • Experiment with differentiating your email content based on geography.
  • Make your subject lines unique.
  • And, of course, segment your list based on behavior.

Make visually appealing emails

Make Sure Your Emails Look Great

It may seem simple, but you’d be shocked how many organizations still send emails that look like amateur websites from the 90s. Once you’ve enticed subscribers to open your emails with interesting subject lines, it’s critical to maintain their attention so they’ll continue to read your emails. The easiest method to accomplish this is to:

  • Make use of short paragraphs and make your keywords and other phrases that are crucial to your audience stand out.
  • Include bullet points to help visitors quickly scan the key information.
  • Images should be used sparingly – you want them to highlight your argument, not take over your material. Furthermore, some email providers will restrict pictures or regard them as spam indications. As a result, your emails must make sense even if the graphics do not load.
  • Check that your emails appear nice on mobile and desktop platforms. According to Campaign Monitor, mobile applications are used to open more than 70% of emails.

Links to Your Social Media Accounts

Links to Your Social Media Accounts

Encouraging your readers to interact with your company on social media should be a significant component of your email marketing strategy. As a result, best practices for email marketing contain connections to your social media as well as a call to action to share this special offer with their social media followers and friends.

This not only provides you with more opportunities for advertising but also fosters trust between your company and its target audience. If a visitor has previously provided you with their email address, chances are they will also follow you on social media. Make it as simple as possible for people to follow you!

Send Test Emails to Your Email List Before Delivery

Test Emails Before Distributing to Your Email List

If you want to see your subscribers read and click on links in your emails on a regular basis, you must ensure that every message delivered is functional. Sending your messages to employee accounts allows you to double-check that they appear the way you want them to. You should ideally be able to see them in a number of email applications and providers (such as Outlook, Gmail, and Yahoo), as well as on a variety of mobile devices.

For email marketing efforts, this is a best practice. Sending bulk emails without double-checking the content is like arriving in a business meeting clothed in the dark. If anything goes wrong, you will not only appear stupid but also unprofessional!

Record Your Data

Track of Your Data

Keep a close watch on your data, such as how many email addresses were returned as undeliverable, how many were never opened, and what time of day individuals opened your message. The smallest nuances in your data might reveal a lot about the performance of your campaign.

If you use Google Analytics for your website, you get access to even more sophisticated data. Try tagging your emails with custom campaign tracking to observe how they drive traffic to your landing pages and how those visitors act once there. You can truly tailor your messaging for those who desire it using this information.

Here are some metrics to keep an eye on:

  • Open rate – Indicates if your emails are being sent to the inbox and whether your subject lines are capturing the reader’s attention.
  • Click rate – Indicates if the email content is beneficial enough for the reader to take action.
  • Unsubscribe rate – If it is too high, your audience will not understand your message.
  • Earning per Subscriber – This calculator will tell you how lucrative your email campaigns are and how much you can spend to get a lead.
  • Time of day your emails are opened – Tells you when to send your email campaigns to get the greatest results.

Create a New Subscriber Welcome Sequence

New Subscriber Welcome Sequence

The welcome email receives far more attention than any other type of correspondence. This is due to the fact that when someone initially joins up for your lead magnet, they have the highest degree of interest.

At the same time, they are still unfamiliar with your company. They are unfamiliar with your brand.

The welcome sequence is a great time to greet them and introduce them to your organization. It’s similar to meeting someone for the first time. It is just courteous to introduce yourself so that people may get to know you. Use the welcome sequence to take new subscribers on a trip from “stranger” to “friend.”

You may send a series of emails that are dripped out over time using email providers. The aim is to explain what your brand stands for and what they would get by joining your email list. The welcome sequence will get them up to speed, and they will be more open to receiving regular email broadcasts or newsletters.

Cleaning Your Mailing List on a Regular Basis

Cleaning Your Mailing List Regularly

This is something that many firms miss. They are focused on building their list and sending emails but not on cleaning it up. Cleaning up the list entails removing inactive subscribers.

Gmail, for example, keeps track of how readers reply to your emails. Your reputation as a sender suffers when you have a low open rate or a high bounce rate. This is detrimental to your deliverability. As a result, more of your active subscribers will not get your emails since they are flagged by email providers.

Furthermore, maintaining inactive subscribers implies spending the extra money to keep them in your database. That’s money wasted on folks who aren’t receiving your emails or aren’t interested in hearing from you.

Your mailing list should be maintained on a regular basis. Create a list of subscribers who haven’t read your emails in the previous 90 days and launch a re-engagement campaign for them. If they don’t answer, it’s time to say good-by.

It might be frightening to remove inactive subscribers from your email list. However, it is an essential step in maintaining your sender’s reputation. It communicates to service providers that you value your readers’ inboxes and are not simply spamming them.


The primary motivation for beginning to use email marketing is the same as it has always been – to get your company’s name out there. However, the branches have shifted. It is no longer necessary to constantly advertise a product. It’s all about making an emotional connection and boosting engagement these days.

Email marketing is a great method to engage with your audience, gain their trust, and establish a relationship. You do this by demonstrating that your company is willing to give solutions that no other company can.

If your small to medium-sized business is trying to expand through the opportunities provided by email marketing, having a good Email Marketing Strategy will accelerate your efforts. There are several email and landing page services such as Moosend, Aweber, Mailchimp to just name a few that have ready-made templets ready for you to use and get started