3 Best Practices For Email Marketing in 2020

August 11, 2020

Although our inboxes fill up with promotional messages from businesses on a daily basis, the reality is that email marketing services are still a great way to reach your target customer. That said, internet marketing — particularly when it comes to email — has changed a lot in recent years. In order to stay out of the spam folder and entice recipients to open and click what’s inside, your e-blasts need to be part of a comprehensive marketing strategy.

To that end, there are some tips you should keep in mind when composing these kinds of marketing emails. Although working with an email marketing agency is your best course of action for ensuring those e-blasts really convert, you can also try out some of these concepts on your own. Here are three best practices for email marketing Phoenix business owners should consider in 2020.

  1. Make the Subject Compelling and Concise: Whether you have help from an email marketing agency or you’re crafting e-blasts on your own, you need to start off strong. That means you need a captivating subject line that packs a punch in only a few words. In fact, 82% of marketers send emails with no more than 60 characters in the subject line. You need to give email subscribers a good reason to open your email. Think of your subject as a newspaper headline. You need to grab the reader’s attention right away. While you should steer of clickbait (as using this approach will typically backfire), your subject shouldn’t be considered an afterthought. Stick to the “five words or less” approach and make sure there’s some sense of action to what you write.
  2. Stick to a Schedule: Your business might be sending out emails whenever you remember or only when you have something new to promote. But you should actually create a specific schedule for your e-blasts — and you’ll need to make sure you aren’t sending them out too frequently. If you bombard your subscribers’ inboxes, you’ll probably end up in the junk filter (and will drive other customers away). But you shouldn’t be erratic with your e-blasts, either. If your subscribers come to expect emails from you at a certain time or on certain days, stick to that schedule if it’s working. Open and click-through rates typically improve when marketing emails are sent out with a consistent routine in mind.
  3. Don’t Forget to Personalize: Any email marketing agency will tell you that you can no longer get away with sending out e-blasts that seem impersonal. Customers want to know they matter to your brand, so personalization is the way to go. This doesn’t mean you have to craft a separate email for every address on your list; instead, you can segment your subscriber list into categories based on data you already have to ensure your email campaigns hit the mark every time. For example, you might send out different emails based on the age bracket, gender, or location of the recipient, as well as their history with your brand. This can help you provide content that’s seemingly tailor-made for subscribers, helping you build on existing connections and increasing the effectiveness of your campaigns.

Now that you better understand some of the best practices for email marketing in 2020, it’s time to get serious about your subscriber list. At Fasturtle Digital, we’ll take your email marketing campaigns to the next level and help your business reach your target customers in compelling ways. For more information, please contact our team today.

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