Email marketing is essential to e-commerce. It acts as the nerves of an e-commerce business as it drives stimulus and acts to it, whatever the situation may be. That said, email marketing is not all about making your content looks really great but about high quality production. Achieving this requires a lot of steps to build the likelihood of high deliverability rates. There are a lot of best email marketing best practices out in the Internet today. We have put together and consolidated best of the best practices that you can take to achieve a high quality email marketing practice.
- Fix your deliverability issue
One of the ways you can fix your deliverability issue is to understand what these issues are and then work on improving them as you go along. There’s no overnight fix but it’s an exercise that will yield better results. A common example of deliverability issue would be emails going straight to spam folders, contacts complaining about unwanted emails, and spam traps.
- Write a good subject line
We all know that subject lines create an immediate and direct impact to both rates and deliverability. That being said, always make sure to create or write a good subject line.
- Know common spam keywords
This is very important in order for your email not go straight to the bin or being captured by spam filters. It is best that you know common spam words and avoid them in your subject line and body. Some of these words include win, free deal, bargain and urgent. A word of advice – never ever think of camouflaging these words by splitting them together or joining them. Spam filters are way more intelligent and perceptive nowadays.
- Understand the importance of multipart messages
There are two versions you can send in an email marketing campaign – the HTML version and the text version. A good best practice is to send these messages together. The importance of sending multipart messages of both content types is because of spam filters. There are email clients who can’t read or recognize HTML so having a text version keeps your email getting through and read by customers.
- Email text versions
This is simply keeping your email content in a text version instead of getting hung up on HTML versions. The latter is what most email marketers tend to focus on but this really sacrifices their deliverability.
- Know that size matters
It’s a no-brainer – long emails are a no-no in any email marketing campaigns. Long emails make it too long to download and impacts your deliverability. But how do you know what’s long? There’s really no scientific solution here but a good rule of thumb is anything less than 300KB to make your deliverability within acceptance range.
- Understand phishing links
Phishing is used by fraudsters to trick people into giving free access their credentials and passwords. Phishing is being filtered strictly by email clients so it is very important to make sure your email content doesn’t include anything malicious or any content that can be easily mistaken as malicious.
- Offer list-unsubscribe option
One of the best things you can offer your customers is offering them a method to let contacts unsubscribe from your email campaign without the need of clicking a link within the body of an email. You can do this by including a tag in the header where you can display your unsubscribe button at the top of the email.
- Offer guidelines for opt-in texts
One of the understated item of the best email marketing best practices is a guideline for customers to opt-in or opt-out. In most cases, email marketing campaigns fail to acknowledge the need to help the customer understand what they are subscribing to at the same time offering a method for them to continue receiving emails or unsubscribe. This is perhaps the most important as well as the easiest best practice of an email marketing campaign. Offer a clear explanation to your customer about what they are getting themselves into and offer options to opt-out if they don’t need it. This way you build trust with your customers and surprisingly increase your opt-in rate.
- Understand the ‘role’ email address and how to avoid them
This is pretty much common in most email marketing campaigns. You can often see email accounts you receive from these email marketing campaigns that start with support@, admin@ and so on and so forth. These are admin email accounts that other companies are using in order to collect incoming emails that will be handled by a specific department or a group within the company. Always be wary of using this and best to avoid using this in your email marketing campaigns.