2024 Email Marketing Best Practices

Email marketing is a great way to stay at the top of your prospects’ minds. Studies have found that email marketing is the most cost-effective and efficient way to reach your prospects and drive marketing success. If you’re a small business that isn’t making email marketing a core part of your 2024 strategy, it’s worth reevaluating that.

Email marketing can kick your strategy into overdrive and help you drive real results. However, there are some best practices to be mindful of when implementing email marketing campaigns. Bear these tips in mind when planning, crafting, and optimizing your email marketing strategy in 2024, and you’ll soon be creating a lasting bottom line through email marketing.

Keep It Short

Email messaging tends to be short and punchy. It can be tempting to sing the praises of your product or service over email, but we’d advise against writing an email over 150 words. Under 125 words is preferred. Your email readers will likely skim your email before taking action. A miniature novel will not land and would be a waste of time. Keep the email short and punchy. You can still promote longer, more informative content with the email in question and push interested users to your website to learn more. Email marketing is a great way to promote more exciting and informative content, so being brief and direct is a huge boon. Keep it simple and short and watch your email marketing reap the rewards.

Keep It Personalized & Relevant

The average email user receives hundreds and hundreds of irrelevant promotional email messages in a day. When receiving this volume of emails, most folks will tune out and not engage. You might think email marketing is a volume-based game and want to get as many “Shots on goal” as possible. This is true to an extent, but you must resist the urge to send numerous irrelevant emails to a user. The best solution is to keep your email messages as relevant to the receiver as possible.

For instance, if a small-business user has purchased a product in the past, don’t send them your Large Business newsletter. You might think that a more extensive email list is helping your email marketing, but the small business user is unlikely to be interested in an email that doesn’t address their needs. Segment your database by interests or demographics to keep your email messages relevant; your open rates and CTRS will start to rise.

Include Options To Unsubscribe & Remove Inactive Emails

No one wants to be bombarded by emails. Unfortunately, too many email marketers can make it harder to unsubscribe than it needs to be. Keeping users on an email list isn’t worth it if they are frustrated with email messages’ volume, relevancy, or frequency. Make it simple for your users to unsubscribe. It can also be helpful to schedule a time to remove email addresses from your database. You might hate to see the number of emails in your database fall, but trust us when we say that taking the time to prune your database is worth it. You’ll pay for the number of emails you send in most CRMs or email marketing tools as is; make the most of every cent and prune the inactive when you can.

A/B Test

One of the beauties of email marketing is that you can play around with various executions. With the right email marketing tool, you can set up multiple automated campaign sequences for your email users. Because these tools help save so much time, it’s much easier to experiment with different elements of the same email. This A/B testing enables you to understand what is working and what isn’t and can help better inform your future email marketing outreach.

Everything from subject lines to CTAs to message focus can be tested head-to-head on email sequences. We recommend setting up A/B tests when you can to gather more information about your audience. The better you understand what works, the better you can optimize in the future, and the better your results will be.

Use Imagery

It can be tempting to think of email marketing as a question of email copy and message, but these elements are essential. However, the right imagery can make or break your email marketing. The right images, video, and graphics will pique the interest of your email users and increase the odds of the user clicking on your website from the email. The latest evidence in the marketing world supports this.

Call JSL Marketing & Web Design

Are you looking for an award-winning email marketing agency to help you drive real results? Call JSL Marketing & Web Design today! We’re here to help with the following:

• Email Marketing Copy
• Campaign Management
• Email Marketing Campaign Creation
• Product Photography & Videography
• & More!