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Email marketing is a powerful tool for connecting with customers and clients. As a direct way to engage your target audience, email marketing can help you nurture your leads into paying clients.

However, getting your email opened can be a struggle. Your customers and clients likely receive dozens of promotional emails every day. If you want your content to stand out, you need to ensure you’re developing the right email marketing strategy.

If you’re ready to create an email marketing strategy that will get noticed, here are six best practices tips to follow.

1) Focus on the Subject Line

In many cases, your subject line will be the only part of an email your audience will read. To get your recipient to click through and learn more, you need to create a subject line that stands out.

You want your subject line to hit at what is inside the email without giving too much away. If you reveal the entire contents of your email, your recipient will have no reason to click through. However, if you don’t share enough, they won’t be compelled to find out more.

Keep your subject lines short and easy to read. Include some urgency within your message without sounding too pushy. You’ll also want to include any personalization you can that may peak your recipient’s interest. The more personal the email feels, the more likely your recipient is to open it.


2) Avoid Spam Keywords

One of the biggest killers to an email marketing campaign is the spam box. If a spam filter believes your email is gimmicky or fake, it will push the email into the recipient’s spam box. Even if the recipient checks their spam, they may avoid your message.

Understanding what kinds of keywords, phrases, or punctuation can lead to the spam box is essential for your email marketing success. Try to avoid using all capital letters or too many exclamation points. Words that sound too gimmicky or salesy can also cause your email to land in the spam box.

Keep your emails and headlines as natural as possible. While you can sound promotional, you don’t want to be over the top. Instead of pushing a product or sale, put value behind what you’re saying.


3) Keep Your Design Simple

Users view their email in several different ways. Some choose to look directly on the web while others only check their phones. Others use their provider’s app while others prefer to use the app installed on their computer or mobile device. To ensure each of these individuals can adequately view your email, you want to keep it as simple as possible.

Including HTML, images, and banners within your email can help you make it unique. However, it isn’t always necessary. While images can be a great way to grab attention if you’re promoting a sale or a product, it isn’t best if you’re trying to share longer text.

Before you send your email, consider whether or not it’s the right design for what you’re trying to share. If a piece of code isn’t necessary, see if you can remove it. By keeping your email on the simpler side, you can please more of your recipients.


4) Send an Email Test

Before you send an email to your subscription list, you want to double check that it will go through correctly. By testing your email content, you can identify spelling mistakes, broken links, or missing sections before your target audience sees them. That can improve your image and ensure you’re making the best impression on your audience.

You should always proofread your emails before you send them out. However, sending a test can allow you to see if any of your code is incorrect, if you’ve placed your layout correctly, or if you need to make any design changes. Checking the email within your browser can also give you a fresh perspective.

Be sure to check the email yourself, but also send a test to another member of your team. Getting a second look at your email before you send it out can give you another opinion and help you identify any mistakes you may be looking right over.


5) Monitor Your Clicks and Opens

As with any other part of your marketing strategy, you want to monitor how well it is resonating with your target audience. With your email marketing strategy, this means tracking your number of clicks and opens.

Your email clicks and opens can help you see if your recipients are interested in your content and if they’re taking the extra step to click through to your website. Opens will tell you if you’re reaching the right individuals and if you have a strong headline while your clicks will tell you if the contents of your email are helping to convert leads.

When monitoring your clicks and opens, pay close attention to the changes that may be influencing your rates. If you’ve shifted your strategy and you see a change in clicks and opens, you’ll want to be able to identify the exact strategy shifts leading to that difference. From there, you can make smarter decisions to continue to improve your click or open rates.


6) Segregate Your Email Lists

Email is a powerful lead-nurturing tool for individuals all throughout the sales process. To ensure each of them is getting the content they need, you’ll want to create specific email campaigns to match your various offerings, sales cycles, and nurturing processes.

Segregating your email lists allows you to send specific content to different groups of people based on their needs, preferences, and anything in which they’ve expressed interest. When you create segregated email lists, you can share personalized recommendations, content, and insights to help nudge that individual to the next step.

Begin your segregated email lists by considering the different ways an individual may subscribe to your list. For example, someone who attended an event may be at a different purchasing stage than someone who signed up online. Creating unique campaigns to reach each can help you convert more of your leads into paying customers.


Email marketing doesn’t need to be overwhelming. If you’re creating an email marketing strategy that considers the unique needs of your target audience, you can supply them with the information they need to move to the next level of the sales cycle.

If you’re looking to improve your email marketing strategy, implement these six best practices into your plan.


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