8 Best Practices for Email Marketing

Email marketing may not be as flashy and fancy as the latest tools of the trade, but running a successful email campaign will still help you generate more leads and convert readers into customers. It’s a no-brainer with return on investment (ROI) being so high since there is little-to-no cost with email campaigns.

When implementing any marketing tactic, it is important to review what works. Here are eight best practices for email marketing campaigns to help you convert your audience:

1. Include incentivesemail campaign, email marketing, drip campaign, customer targeting, digital marketing, sales, crm software, sales and marketing software, touchconvert, customer lists, digital marketing strategy, roi

Incentives included in a subject line will increase your open rate by as much as half. For example, offer a specific amount of free shipping or a gift with a demonstration can help lure customers to click and convert.

2. Target your audience

Make sure that you create different lists for different purposes. You can have a general list, but also include mailings specific to the reader based on the sales funnels you have established.

3. Make Customer Lists

Create separated customer lists after targeting your audiences. This ensures your writing with the end-user in mind. You can create multiple campaigns under each list and with more targeted messaging, you get better conversions.

4. Keep text simple

Limit your variation in font to two maximum. It looks less cluttered and will be an easier read for your audience.

5. Stay above-the-fold

When including your call to action, or CTA, make sure you include it above-the-fold. Doing this will increase your conversions significantly. You should also repeat your CTA at least three times within your email.

6. Include your brand in the right spot

Place your logo on the upper left-hand part of the email window. Just like letterhead, readers are accustomed to seeing a logo in this spot and will increase your brand’s visibility.

7. Use engaging subjects to get read

Pay attention to this part of the email campaign - you need to hook your reader immediately with the subject and avoid getting marked as spam by email servers. Avoid spam trigger words and use TouchConvert’s 3 subject lines to stay out of junk mail.

8. Set up drip campaigns

Many ill-prepared campaigners will overlook the necessity of using an drip campaigns. Once readers add themselves to your mailing list through a form, you have an additional opportunity to engage them. Through TouchConvert, you can funnel them directly into a drip campaign and acknowledge them immediately, one day after, several days after and two weeks after their initial registration. Include another CTA or incentive in each follow-up.


The number of available tools for marketers to engage audiences increases daily, but email remains a strong tactic to use to build your customer base and convert readers. 

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