Best Practices: Email Marketing
Test everything, segment your audience, tell a story, and follow best practices.
The average person sees 90-100 emails per day—that’s why it’s imperative to cultivate an engaging, strategic email marketing plan. A good email’s key elements include an interesting subject line, a creative opener, the most important information “above the fold,” graphics or links, and a clear call to action. Remember, once an email is sent, there is no way to edit or recall it, so emails are extremely important to get right the first time.
Makes sure you follow these essential rules:
- Have a clear call to action, making only one specific ask.
- Don’t confuse your audience with multiple messages—only have one. Aim to write two to four medium-sized paragraphs, focusing on one message.
- Keep it relevant. You know what your audience will be interested in based on how you captured their email addresses in the first place—stick to relevant messaging.
- Talk about them, not about you.
- Mobile opens account for more than 50% of all email opens, so all emails should be optimized for mobile.
Be sure to stick with one message at a time to get the most engagement out of your email marketing. Most emails will fall into one of the following categories:
- Welcome emails help establish a connection between your brand and your new subscriber—don’t miss this opportunity to introduce yourself!
- Survey emails
- Fundraising emails are successful when used in rapid-response topical situations. Adding buttons for predefined donation amounts helps users pick an amount. Be careful not to overuse fundraising emails—they should be used as part of a greater strategy.
GROWING A LIST
Cultivate and Engage
Growing your list is possible through targeted Facebook ads to a relevant audience with a clear call to action. Once you’ve collected names through a Facebook campaign, you’ll want to develop and engage your list with relevant content.
Your unique audience will react differently to content than any other audience. That’s why we stress the importance of testing all aspects of an email campaign.
What Should I Test?
Structure your email campaign and design your creative to test the following email components:
- Subject lines
- Call to action
- Day of the week
WHEN YOU SEND MATTERS
Emails sent during specific hours on certain days typically perform better. In general, we recommend sending emails at 8a.m., 12p.m., 2p.m. or 7p.m. on Tuesday, Wednesday, Thursday, Monday, or Friday, in that order. But this will vary with each audience you’re emailing.
At JVA Campaigns
With our extensive background in communications and media relations, we guide organizations on developing and delivering strategic messaging at the right time and to the right audience. Here’s how we can help.