Between business emails, personal correspondence and spam—people receive approximately 94 emails per day.1 While email is a powerful tool, to execute a successful business email marketing campaign, it’s important to follow best practices to help ensure your emails are being delivered, opened and actioned by the recipient.

Subject Line
The email subject line is extremely important because you only have about 50 characters to grab a reader’s attention and pique their curiosity enough to open your email. Many businesses don’t spend enough time crafting subject lines and preheaders (the summary text that follows) and their emails go unopened. For the highest open rate, it’s crucial to A/B test different subject lines to determine the best approach with your customers.

Frequency
The number one problem we see with businesses is the frequency in which they send emails. Some companies and industries benefit from monthly email marketing campaigns, while others only need a quarterly email blast. In certain instances, weekly emails can drive sales, but usually, we see businesses spamming clients with emails that drive people to unsubscribe. Sometimes when it comes to email marketing, less is more.

Content
To drive sales through email marketing, you need to have quality content. Make sure that you have something relevant to offer readers and that the email blast is filled with informative content with a call to action. It’s also important to remember that many people will be opening emails on their mobile devices or tablets, so content needs to be optimized for multiple resolutions and text should be kept at a minimum. We’ve found that captivating graphics, short sentences and large font always perform better than text-heavy email blasts.

It’s also important to follow Canadian anti-spam legislature when sending emails to clients. In Canada, we have an opt-in model that requires people to give consent to be added to a mailing list and receive emails from a business. When creating a successful email marketing campaign, it’s extremely important to ensure that you are following all applicable laws.

Email marketing campaigns can help generate quality leads and drive conversions for your business, but they have to be correctly executed.

To learn how email can help grow your business,
contact one of our marketing specialists.

idig Marketing is a full-service digital strategy and development firm that generates meaningful website traffic and drives high value leads to your organization. By optimizing organic content with paid advertising our custom methodology is adapted to meet your requirements and to exceed your objectives.

Connect with us on Facebook, Twitter and Instagram.
We post daily tips daily to help Canadian businesses succeed digitally.

1 Radicati Group. “Email statistics report, 2015-2019.” Retrieved on November 5, 2018, from https://www.radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf