5 Email Best Practices for 2022

Trends come and go, but email marketing is here to stay. Like most things, over the years, email marketing has changed and adapted, as has all of our need for digital communication. By all accounts, email marketing is expected to continue to grow and prosper in the future. In 2020, the email marketing industry’s value stood at $7.5 billion and is expected to reach $17 billion by 2027, because email marketing is effective.

There are some proven ways to make the most of your email marketing efforts in 2022 and get a higher return on your investment. Use the tips below to get the more out of your email marketing campaign through-out 2022, and beyond.

Choose a Captivating Subject Line

Ask yourself, “What would make me want to open this email?” While all portions of your email are important, in their own way, your subject line is how you grab your reader’s attention and encourage them to open your email. Try to keep your subject line on the shorter side, between 5-7 words, when possible, and write your subject line after you’ve written the rest of your email so you are sure to focus your subject line on the email’s focus. Create a sense of urgency or ask an open-ended question that stirs the reader’s curiosity.

Review Your Landing Pages

Take a while and review the hyperlinks, that you are sending your readers to, when they click on your email. While you may think linking to the home page makes the most sense, research suggests otherwise and with good reason. When you have a specific landing page for an event, promotion, etc. it is specifically focused on getting results. For instance, if your email was about tickets to an upcoming show, you would want to link your emails to a page built specifically for selling the event’s tickets. You can, of course, link the landing page to your home page but you first want that visitor to learn more about the event and make their purchase. Landing pages allow you to guide your reader on a specific path with a targeted goal in mind. Test your landing page and make sure that there are no broken links or mobility issues before putting it in use.

Check Your Frequency

Always remember the basic rule of quality over quantity when creating your email marketing plan. Email is a powerful tool for communicating with your audience, but over doing it will result in negative results & loss of subscribers. Today’s reader wants to read something that is new or informative, interesting or enlightening. What today’s reader does not want is to be flooded with emails in a short amount of time-especially those sent just for the sake of sending something out. If you are struggling to create 4 quality emails per month, consider moving to 2 quality emails per month.

A/B Testing

Split testing, or A/B testing, is an effective way to measure the future success of an email by sending 2 different versions of your email out to 2 different sample groups for testing. Of the emails, which ever gets the most engagement through opening and clicking is the winner and is then sent out to the rest of your subscribers. Be sure to test only one element at a time so that you know what is working and what is not and make sure that your sample groups are large enough to measure results. You can also use A/B testing on your landing pages to see which convert to sales more often. A/B testing helps you to further edit your message using data from your test groups, increasing your email’s success. Sometimes a color change, text change or image change can make a huge difference in how your audience receives your message and in how likely they are to engage with that message.

Email Automation

Automated emails have 86% higher open rates, they increase click through rates by 196% and automated emails generate over 300% more revenue than standard promotional emails. Email automation is the future of email marketing, and wise business owners have already begun using email automation in their marketing. In fact, approximately 49% of businesses around the world have started using email automation to their benefit.

Here are a few examples of automated emails that you have likely already encountered:

Welcome new subscriber messages
Order confirmations
Cross-sell/upsell messages
Birthday Greetings
Abandoned Cart Messages
Shipping Confirmations

With email automation, once a workflow is set up, the platform does all of the work for you. When visitors meet predefined rules and triggers, the emails are sent out without any additional effort from your team.

Some of the many benefits of email automation are the reduction of repetitive tasks, improvements to the overall customer experience, reduction of human error, and better targeting of customers/prospective customers. Automated emails are a great way to provide tailored experiences to your readers because they are based on the data of the readers’ behavior or actions. It’s one of the most efficient and recommended email marketing tools available to businesses today.

Email marketing is a powerful tool connecting businesses to their audience. Using these tips, you can make the most of your marketing efforts in email.

Planned Growth is a digital marketing agency that helps businesses increase their visibility, engagement and return on investment. Our email experts are also experts in email automation and can show you how email automation will help your business, save you time, better serve your customers and increase productivity. Call Planned Growth today at 800-625-4769 or Contact Us Online to get more information about how we can help your business to grow.