Whoever said emails are dead, didn’t look at the statistics. Emails are still one of the most popular and efficient ways to reach your audience. Following email marketing best practices will help your brand reach your audience, increase open rates and turn leads into paying customers. Here are five email marketing best practices to follow in 2022.

1. Build a Quality List

Whether you’re a new company or one with a growing list – quality over quantity is important. An email marketing best practice you can lean on to build a quality list is double opt-in. This means when customers sign up for your email list instead of being added right away, they are sent an email with a link to confirm their subscription to your list. Depending on your brand there are pros and cons to having a double opt-in subscription option. It’s an extra step in the subscription process, but it also increases the accuracy of your measuring metrics because you can ensure real humans are receiving your emails. 

Building a quality email list takes time. Don’t skip steps and buy email lists. Buying lists can lead to people flagging your unsolicited emails as spam or a list filled with spam traps. You’ll see how your bounce rate and sender reputation take a hit from both. Email marketing best practices help you build a real list with real humans who want to know your company and products.

2. Send Welcome Emails

Once you have a subscriber, welcome them to your email community. Welcome emails generate more than 80% open rates and are a great way to introduce your brand to a possible new loyal customer. Offer a discount for their first purchase or a compelling offer to make a good first impression.

Welcome emails can also do you the favour of identifying any bounce-back emails that signed up incorrectly. Don’t hesitate to welcome your customers. They signed up to your list for a good reason.

3. Add Personalization

To help your email marketing and make your customers feel more valued, practice personalization. Customers are 26% more likely to open a personalized email over a generic one. 

Add personalization to your subject line using your customer’s name and within the body of your email. You can also use segmentation to recommend specific products to a group in your target audience. 

Personalized e-commerce emails also lead to six times more completed transactions. Remember, your customers may be getting emails from multiple brands in one day. If you want your email to stand out in a sea of marketing emails flooding their inbox, make your email worth catching their eye. 

4. Be More Inclusive

The last couple of years, many conversations have sparked around diversity, inclusion, and equity in business. 70% of consumers expect brands to promote diversity and inclusion in their online advertising.

Your audience is likely very diverse and it’s important for them to see that diversity is represented not just in a statement, but in the marketing of your brand like emails. 60% of consumers prefer to buy from brands that promote diversity and inclusion in their online advertising.

5. Design for Mobile

Where are you checking and reading your emails? Four out of ten people open their emails on their mobile devices and that number is projected to increase in 2023. That means a best practice for email marketing in 2022 is to make mobile-friendly emails. 

When we read emails on our mobile devices, it’s more than likely that subject lines get cut off, graphics shift and font sizes are too small. Very few people want to scroll through long paragraphs of tiny text. Make sure your emails are designed to be friendly to the eyes when read on mobile.

Give the important information right away. Your audience shouldn’t have to scroll to know what your initial offer or subject is. Deliver minimalistic design and as minimal text as you can. 

Seven out of ten users delete emails that don’t display properly on mobile. Make sure to test your emails on mobile to ensure you don’t easily lose your customers.

 

Even with many consumers on social media, efficient email marketing is still an important way for businesses to reach their audiences. Once you’ve figured out your email marketing, it’s important to keep in mind the way E-commerce trends have also changed in the last two years. For more information regarding emails and business, be sure to contact us!