5 Email Marketing Best Practices to Get Emails Opened & Read

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Are you looking for ways to increase the open rate of your marketing emails? Want to learn how to create content your subscribers want to read?

Lessiter Media shares its email marketing tips in this infographic.

They break things down as follows:

• Email frequency
• From line (sender name and email address)
• Subject line
• Preheader
• Content

Check out the infographic for more information.

Email marketing infographic

How to get emails opened and read

Email marketing remains one of the most effective ways to engage with your audience, promote your products or services, and drive conversions. However, with inboxes flooded with countless emails every day, it’s crucial to employ best practices to ensure your emails not only get opened but also read and acted upon.

In this blog post, we’ll explore five essential email marketing best practices that can significantly improve your email open and read rates.

 

Email Frequency

Timing is everything in email marketing. Sending too many emails can lead to subscriber fatigue, causing them to either unsubscribe or ignore your messages.

On the other hand, sending emails too infrequently can result in your audience forgetting about your brand or losing interest. Finding the right balance in email frequency is critical.

 

Segment Your Email List

One way to determine the ideal email frequency is to segment your email list based on subscriber preferences and behaviours. Some subscribers may want to hear from you every week, while others may prefer monthly updates.

By segmenting your list, you can tailor your email frequency to meet the specific needs of different subscriber groups.

• Collect Relevant Data: Gather information about your subscribers, such as their location, purchase history, and interests.
• Segment by Behaviour: Create segments based on how subscribers interact with your emails, like opens, clicks, or purchases.
• Segment by Demographics: Consider segmenting by age, gender, or other demographic factors if they are relevant to your content.
• Customize Content: Tailor your email content to each segment’s preferences and needs.
• Test Different Segments: Experiment with different segmentation strategies to see which ones yield the best results.
• Regularly Update Segments: Periodically review and update your segments to ensure they remain accurate and effective.

 

Monitor Engagement Metrics

Regularly monitor key engagement metrics such as open rates, click-through rates, and unsubscribe rates. These metrics can provide valuable insights into how your audience is responding to your emails.

If you notice a drop in engagement or a surge in unsubscribes, it may be a sign that you need to adjust your email frequency.

• Use Analytics Tools: Utilize email marketing analytics tools like Google Analytics or your email marketing platform’s built-in analytics.
• Track Key Metrics: Monitor open rates, click-through rates, conversion rates, bounce rates, and unsubscribe rates.
• Set Benchmarks: Establish benchmark metrics based on your industry and previous campaign performance.
• Identify Trends: Look for trends or patterns in your metrics over time to identify what’s working and what needs improvement.
• A/B Testing: Conduct A/B tests to understand which email elements impact engagement metrics.
• Segmented Metrics: Analyse metrics for each email segment to identify differences in engagement.

 

Ask for Feedback

Don’t hesitate to ask your subscribers for their input. Conduct surveys or send out occasional emails asking about their preferences regarding email frequency. This can help you fine-tune your email marketing strategy to better align with your audience’s expectations.

• Survey Subscribers: Send out occasional surveys to your email list to gather feedback on email content, frequency, and preferences.
• Feedback Forms: Include feedback forms or links to feedback forms in your emails.
• Incentives: Encourage feedback by offering incentives like discounts or exclusive content to respondents.
• Social Media Polls: Use social media platforms to conduct polls and collect feedback from a broader audience.
• Act on Feedback: Show that you value feedback by making improvements based on the input you receive.
• Thank You for Feedback: Send a thank-you email to respondents, acknowledging their feedback and expressing appreciation.

 

From Line (Sender Name and Email Address)

The “From” line is the first thing recipients see when they receive an email. It plays a crucial role in whether an email gets opened or ignored. Here are some best practices for optimizing the sender name and email address in your emails.

 

Use a Recognizable Sender Name

Ideally, the sender name should be easily recognizable to your subscribers. It could be your brand name, a specific team member, or a combination of both. Using a consistent sender name helps establish trust and credibility with your audience.

• Consistent Branding: Use your brand name or a recognizable abbreviation consistently as the sender name.
• Personalization: Consider adding a personal touch by using the name of a real person within your organization, especially if they have a strong association with your brand.
• Clarity: Ensure that the sender name clearly identifies who the email is from, making it easy for recipients to recognize and trust your emails.
• Avoid Confusion: Avoid using ambiguous sender names or misleading abbreviations that might confuse recipients.
• Align with Expectations: Match the sender name with what subscribers expect to receive from your organization to build trust.

 

Avoid Generic Sender Names

Avoid using generic sender names like “info@yourcompany.com” or “noreply@yourcompany.com.” These names make your emails seem automated and impersonal, which can deter recipients from opening them.

• Eliminate “NoReply”: Never use “NoReply” or similar terms in your sender name, as it discourages engagement and personal interaction.
• Avoid Generic Addresses: Steer clear of generic email addresses like “info@yourcompany.com” as the sender. They make your emails seem automated and impersonal.
• Be Human: Use sender names that reflect a human touch, fostering a sense of approachability and openness.
• Avoid Random Numbers: Don’t include random numbers or characters in your sender name that don’t convey any meaningful information.

 

Authenticate Your Email Address

Authentication protocols like DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework) can help ensure that your emails are delivered to recipients’ inboxes and not marked as spam. Make sure your email sending infrastructure is properly configured to use these authentication methods.

• Implement DKIM and SPF: Set up DomainKeys Identified Mail (DKIM) and Sender Policy Framework (SPF) authentication protocols for your email sending domain.
• DMARC: Consider implementing Domain-based Message Authentication, Reporting, and Conformance (DMARC) to further protect your email domain and provide feedback on authentication failures.
• Email Service Provider (ESP) Assistance: Consult your email service provider for guidance on setting up and maintaining authentication protocols.
• Regularly Monitor Authentication: Periodically check that your authentication protocols are working correctly and that your emails are not failing authentication checks.
• Prevent Spoofing: Authentication helps prevent email spoofing and phishing attempts, enhancing the security and deliverability of your emails.

 

Subject Line

The subject line is perhaps the most critical element when it comes to email open rates. It’s the first impression your email makes, and it can determine whether your message gets opened or sent to the trash folder. Here’s how to craft compelling subject lines.

 

Be Clear and Concise

Aim for clarity and brevity in your subject lines. Recipients should immediately understand the purpose or benefit of opening your email. Avoid using vague or overly cryptic subject lines that leave people guessing.

• Clarity is Key: Make sure your subject line clearly conveys the main message or purpose of the email.
• Brevity Matters: Keep subject lines concise, ideally under 50 characters, to ensure they are fully visible on mobile devices and don’t get cut off.
• Avoid Jargon: Steer clear of industry jargon or cryptic language that might confuse recipients.
• Focus on Benefit: Highlight the benefit or value that recipients will gain from opening the email.
• Use Action Words: Incorporate action-oriented words that inspire recipients to take action.

 

Personalization

Personalizing subject lines by including the recipient’s name or referencing their previous interactions with your brand can grab their attention. Personalization shows that you value the individual recipient, increasing the likelihood of an open.

• Include Recipient’s Name: Whenever possible, personalize subject lines by including the recipient’s name.
• Segmented Personalization: Tailor subject lines based on the recipient’s behaviour or preferences, such as their purchase history or browsing history.
• Previous Interactions: Reference previous interactions or purchases the recipient has made with your brand to create a personalized connection.
• Location-Based Personalization: Consider personalizing subject lines based on the recipient’s location or local events.
• Dynamic Content: Use dynamic content tags to automatically insert personalized information into subject lines.

 

A/B Testing

Don’t rely on guesswork to determine the most effective subject lines. Use A/B testing to experiment with different subject line variations and measure their performance. Over time, this data-driven approach can help you identify patterns and refine your subject line strategy.

• Test Variations: Create multiple versions of your subject line and test them against each other to determine which performs best.
• Single Variable Changes: Change one element at a time (e.g., wording, length, or tone) to isolate the impact of each variable.
• Sample Size: Ensure your test sample size is statistically significant to draw meaningful conclusions.
• Analyse Results: Analyse open rate data to identify which subject line variations resonate most with your audience.
• Iterate and Improve: Continuously refine your subject line strategy based on A/B test results to optimize open rates over time.

 

Avoid Spam Triggers

Steer clear of spammy words and phrases in your subject lines, such as “free,” “limited time offer,” or excessive use of exclamation marks. These can trigger spam filters and result in your emails ending up in the spam folder.

• Avoid Spammy Words: Refrain from using spam-triggering words and phrases like “free,” “urgent,” “buy now,” and excessive exclamation marks.
• Avoid All Caps: Writing subject lines in all capital letters is often associated with spam, so use title case or sentence case.
• Avoid Special Characters: Limit the use of special characters, symbols, or excessive punctuation.
• Avoid Misleading Claims: Be honest and transparent in your subject lines; avoid making false claims or promises.
• Test Spam Filters: Use spam filter testing tools to check if your subject lines might trigger spam filters before sending.

 

Preheader

The preheader, also known as the “preview text” or “snippet text,” is the snippet of text that appears below or next to the subject line in the recipient’s inbox. It provides additional context and can influence the decision to open the email. Here’s how to make the most of the preheader.

 

Complement the Subject Line

The preheader should complement and expand upon the subject line, providing recipients with a compelling reason to open the email. Use it to offer a sneak peek of the email’s content or highlight a key benefit.

• Reinforce the Message: Use the preheader to reinforce or expand upon the message in the subject line.
• Highlight Benefits: Emphasize the key benefits or value that recipients will find inside the email.
• Create Curiosity: Tease recipients with a hint of what’s inside, sparking their curiosity and encouraging them to open.
• Include a Call to Action: Use the preheader to provide a secondary call to action that supports the primary one in the email.
• Avoid Repetition: Ensure that the preheader complements the subject line without duplicating it; they should work together to provide a complete picture.

 

Keep It Short

Preheaders are often limited in length, so make your text concise and attention-grabbing. Aim for around 40-90 characters to ensure it displays effectively on both desktop and mobile devices.

• Concise Messaging: Keep preheaders short and to the point, typically between 40-90 characters to ensure they display effectively across devices.
• Focus on Essentials: Include only essential information in the preheader, avoiding unnecessary details or filler.
• Front-Load Content: Place the most important information at the beginning of the preheader to maximize visibility.
• Mobile-Friendly: Prioritize brevity for mobile optimization, as shorter preheaders are more likely to display well on smaller screens.
• Test for Length: Test how your preheader appears on different devices and email clients to confirm that it remains concise and readable.

 

Mobile Optimization

Since a significant portion of email opens occurs on mobile devices, ensure that your preheader text is mobile-friendly and enhances the subject line’s impact on smaller screens.

• Responsive Design: Design your preheader to be responsive, ensuring it adapts to different screen sizes and orientations.
• Test on Mobile: Always test how your preheader looks on various mobile devices to catch any formatting or visibility issues.
• Font Size and Legibility: Use a font size and style that are easily readable on mobile screens, avoiding tiny or overly ornate fonts.
• Use Mobile-Friendly Symbols: If you include symbols or emojis in your preheader, ensure they display correctly on mobile devices.
• Link Accessibility: If there are links in your preheader, make sure they are easily tappable on touchscreen devices.

 

Content

Once your email is opened, the content inside is what keeps your subscribers engaged and motivated to take action. Here are some best practices for creating compelling email content.

 

Relevant and Valuable Content

Ensure that the content of your email is relevant and valuable to your subscribers. Address their pain points, answer their questions, or provide them with exclusive offers or information. Valuable content keeps recipients interested and eager to read more.

• Understand Your Audience: Conduct research to understand your target audience’s needs, pain points, and preferences.
• Segment Your Content: Tailor your content to different audience segments, providing information that is relevant to each group.
• Address Pain Points: Identify and address common problems or challenges your audience faces and offer solutions.
• Educate and Inform: Provide valuable insights, tips, and information that educate and empower your recipients.
• Timely Content: Share content that is timely and relevant to current events, holidays, or trends in your industry.
• Avoid Overloading: Keep your emails focused on a single, clear message to avoid overwhelming recipients with too much information.

 

Use Engaging Visuals

Incorporate eye-catching visuals, such as images or videos, to make your emails visually appealing. Visual content can convey your message more effectively than text alone. Just be sure to optimize images for quick loading times and include descriptive alt text for accessibility.

• High-Quality Images: Use high-quality images that are relevant to your content and resonate with your brand.
• Videos: Incorporate videos when applicable to enhance engagement and convey complex information more effectively.
• Infographics: Create visually appealing infographics to present data or statistics in an easy-to-digest format.
• Custom Graphics: Invest in custom graphics and illustrations that align with your brand identity and message.
• Optimize for Load Times: Ensure that images and visuals are optimized for quick loading on both desktop and mobile devices.
• Alt Text: Include descriptive alt text for images to provide context and accessibility.

 

Mobile-Friendly Design

Design your emails with mobile users in mind. Use responsive design techniques to ensure that your emails look and function well on various screen sizes. Mobile-friendly emails are more likely to be read and acted upon.

• Responsive Design: Use responsive email templates that automatically adjust to various screen sizes and orientations.
• Single Column Layout: Consider a single-column layout to accommodate the vertical scrolling behaviour of mobile users.
• Large Fonts and Buttons: Use larger fonts and clickable buttons to make content easy to read and interact with on mobile devices.
• Whitespace: Include ample whitespace to improve readability and reduce clutter on smaller screens.
• Preview on Mobile: Always preview and test your emails on mobile devices to ensure they display correctly.
• Minimize Load Time: Optimize images and code to minimize load times on mobile connections.

 

Call to Action (CTA)

Every email should have a clear and compelling call to action (CTA). Whether it’s encouraging recipients to click a link, make a purchase, or sign up for a webinar, the CTA should be prominently displayed and easy to follow.

• Clear and Compelling: Make your CTA buttons or links clear and compelling, using action-oriented language.
• Placement: Position the CTA prominently within the email, typically near the top or at a point where it logically follows the main message.
• Contrasting Colours: Use contrasting colours for your CTA buttons to make them stand out.
• Personalization: Consider personalizing CTAs based on the recipient’s behaviour or preferences.
• Use Urgency: Encourage immediate action by incorporating a sense of urgency in your CTA, e.g., “Limited-time offer.”
• Test Different CTAs: A/B test different CTA variations to identify which wording, color, or placement generates the best response.

 

Test, Test, Test

Before sending out your emails, conduct thorough testing to ensure that they display correctly across different email clients and devices. Check for broken links, formatting issues, and typos. A well-tested email is more likely to make a positive impression.

• Cross-Device Testing: Test your emails on various devices and email clients to ensure consistent rendering.
• Link Testing: Check that all links within your email work correctly and lead to the intended destinations.
• Spam Testing: Use spam testing tools to identify and address any potential spam triggers in your email content.
• Load Time Testing: Monitor email load times to ensure that your emails load quickly and don’t frustrate recipients.
• Content Proofreading: Proofread your content for typos, grammar errors, and broken formatting before sending.
• Consistency Testing: Ensure that your branding, style, and messaging are consistent across all elements of your email.

 

Conclusion

In conclusion, mastering these five email marketing best practices—email frequency, from line, subject line, preheader, and content—can significantly enhance your email open and read rates.

Remember that successful email marketing is an ongoing process of optimization and adaptation. Continuously analyse your email performance metrics, gather feedback from your subscribers, and stay updated on industry trends to refine your email marketing strategy and achieve even better results.

By prioritizing the recipient’s experience and delivering value in every email, you can build strong relationships with your subscribers and drive success in your email marketing campaigns.

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