7 Best Email Practices that Drive Email Program Growth

Email Marketing is a highly effective digital marketing channel. It involves sending emails to prospects and existing customers who signed up to an email list. It helps companies connect to customers and promote their brands to increase sales.

Even though it is underrated compared to other marketing channels such as paid advertisements and word of mouth, it is definitely not underperforming. According to Netcore Email Benchmark Report in 2020, 77% of users preferred brands to communicate with them through email. The data was gathered during the pandemic outbreak, and good content significantly impacted emails during this time.

When you aim for email program growth, you must look at the right place and look at things differently. However, you should not forget that every element in the email is essential because each of them plays a role in the success of your email program.

Here are best email practices that marketing experts follow to grow their email program:

#1 Consider cognitive bias when making your email template.

Cognitive bias influences and affects the way people behave as well as how they decide. Anchoring bias is one example that people can exhibit where they remember the first and last thing they see. In email marketing, you can use it to your advantage by starting with the most important message and ending it with a deal they cannot refuse, such as your products and offers.

#2 Put enough thought into your subject line.

Well-made content is a big part of email marketing, but subject lines convince your readers to open the email. Mental costs can also be a hindrance. People may feel they have to do so much to open the email or even sign up for your newsletter. Value, however, can hook your audience by incentivizing them, giving them a reason to open your email. You must eliminate mental cost by adding equal or more value to your offer. Figure out what your mental costs are and address each of them.

#3 Make an effective Call-to-Action (CTA) button.

CTA is a key element in an email that guides users towards your goal conversion. An effective CTA is what makes your email program grow — it prevents customers from leaving without accomplishing anything, which can affect conversion rates. The combination of an icon and text relevant to the product or service offered can capture the attention of your leads and make them click through and learn more.

Read also: Understanding Deliverability Metrics

#4 Put every “unsubscribe” data to good use.

Adding an unsubscribe link to your letter is not just an email best practice, but also a legal requirement. People who are not interested will unsubscribe from your newsletter. It may be unfortunate, but you can regain loyal customers if you put it to good use. Analyze your data. Evaluate how valuable each user is and try to ask why they have unsubscribed.

There might be some customers that you can win back by making them feel valued. For example, giving them a gift, exclusive vouchers, or a handwritten letter from the CEO. Note, that if you are creating an unsubscribe poll to find out the reason, never make it obligatory for a person to unsubscribe. Provide options but let the person stop receiving your emails without having to answer all of your questions. Make it their choice.

Read the full story at GlockApps blog.