Best Practices for your Email Marketing Campaign

Email is like a public restroom; it’s there when you need it, we all use it, no one brags about it. However, email can be the strong core within a great marketing campaign. Don’t believe me?

  • 95% of online consumers have an email account*
  • 74% of Facebook fans might not see your post (that algorithm!), while only 22% of emails don’t reach an inbox
  • 75% of Facebook post reach occurs in less than 2 hours, but email may not reach the end of its lifespan unless it’s killed
  • The average ROI for each $1 invested in email marketing is $44.25
  • 77% of online consumers are comfortable receiving promotional content through email, whereas social media is often preferred as a brand story platform

Convinced of the value of email yet? If so, here are some best practices for running your next email marketing campaign:

Trade Something of Value

You want online consumers’ emails. Online consumers want information, deals, samples, etc. So why not trade? If you establish respect and reward consumers, they will be more likely to give you something of value: their email addresses. An eye for an eye, of sorts.

Mobile Compatibility

With 50% of emails being read on mobile phones, you should be designing your emails with mobile in mind. There are a few easy ways to optimize your emails for the smaller screen. Use at least a 15-16pt. font, never smaller. Write in a single column and limit the number of fields to one; this will help the user read your email within the size of their screen, versus zooming in & out in an attempt to view multiple sections. Lastly, only link out to landing pages with mobile capability. There is nothing worse than pinching and zooming to find the spot you are looking for.

Think About Your Communication

There are four points to consider when putting together your copy, and you must include all of them:

  • Value. Your content must be valuable to your reader. Otherwise, why would the reader take whatever action you’re asking them to perform?
  • Engagement. Your content must be engaging, or the recipient is not going to read it. If you spoke to people the way you advertised to people, you’d probably get punched in the face. So, keep in mind your tone of voice and the simplicity of your copy.
  • Necessity. Your reader must consider the information they’re reading to be important.
  • Truthfulness. False information is not only harmful to your reader, but to your company as well.

NEVER Stop Testing

David Ogilvy once said, “Never stop testing, and your advertising will never stop improving.” Testing is just one of the many ways you can gain insights into how you can improve your email. A/B testing involves defining two variables and a metric for comparison. To determine which version is better, you subject both variables to experimentation simultaneously. In the end, you measure which variable was more successful and select the version for real-world use. You can test variables such as target audience, geographic location, copy, graphics, and much more. You can also personalize your subject line. Personalization can include the recipient’s name, a simple ‘you’, or it can be generic. Each test will give you insight into your audience and can potentially improve your results.

Numbers, Numbers, Numbers

So is it worth it? That’s what everyone wants to know, right? Here are some goals you can aim for:

  • Open rate > 20%
  • Click-through rate (CTR): 2-10%


Email directly affects your bottom line and can grow your business. I hope these insights are helpful in utilizing email marketing to the fullest. If you’d like to share your thoughts, Tweet at me (@SarahLizRose) or join the conversation at @SocialDistiller.

*Statistics acquired from Marketing Cloud.

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