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4 Email Marketing Best Practices


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Email marketing is a staple of business communication, with hundreds of users interfacing through email everyday. Between personal communication and business communication, a fair chunk of our daily interactions can be found concentrated in our email inboxes.

Though it is a widely used communication tool, it is easy to get lost in the noise of an inbox. Every morning I begin my day by rooting through various emails that are all jostling for my attention, and every morning I filter through the ones that don’t immediately engage me. What exactly makes an email stand out?

1. Straightforward, Succinct (Or Catchy!) Subject Lines

Did you know 69% of email recipients mark emails as Spam based solely on the subject line? Another statistic finds that 35% of email recipients open emails based on the subject line alone.

Optimize your email subject lines for your audience. Tests have found that click-through rates increase significantly if the recipient is addressed directly in the subject line. Get personal! Your subject line should be relevant, tailored, and deliver value. While catchy subject lines are sometimes great at engaging individuals, subject lines that are too gimmicky can have an adverse effect and immediately label your email as “Spam.”

2. Smart Segmentation

If your email marketing platform is equipped with analytics and data collection, don’t let the features go to waste. Use them to help your team craft carefully segmented and targeted email campaigns.

If an individual receives too many irrelevant emails from your company because they’ve been targeted or segmented improperly, the likelihood that they will unsubscribe is rather high (or, even worse, you’ll find your company on their Spam list). Avoid this by leveraging your platform’s data analytics to ensure that you are consistently delivering relevant content to your intended audiences. Segment based on behaviors so that you can deliver the most relevant emails to your target audiences at the best times.

3. Personalize, Personalize, Personalize

Email automation makes it easy to dismiss the importance of tailored and personalized emails. Yet, it’s critical that you make your customer feel valued with emails that are tailored and personal to their needs.

On the other side of this, it is also important to personalize emails from your standpoint. A fair chunk of email recipients (43%) will mark emails as spam based purely on the “from” email address. Emails from info@xxxx.com or marketing@xxxx.com are prone to being immediately dismissed as Spam.

Your emails should emulate a one-on-one exchange - even if there is an email automation system involved on one end. Simply using a real name can do wonders for improving the personalization of an email. It gives your email a person/face to associate with it. E.g. “Hi Bob Smith! My name is Insert Name from Company, and I think this information would be really helpful for you.”

4. Call-to-Actions / Value Drivers

Whether you’re emailing to inform your customers of a new item or announcing a promotion, it is important that you incorporate call-to-actions (CTAs) and value drivers. A popular acronym that I have seen in Sales and Marketing is WIIFM, which encapsulates the thoughts that most individuals have while perusing their overfilled inboxes.

WIIFM stands for, “What’s in it for me?” This is where your CTAs and value drivers come into play. Your emails should deliver obvious value to the receiver. Is there a sale that I will benefit from? Are their new upgrades that will help improve my user experience? What exactly is in it for me?

In Conclusion

Email marketing, when done right, delivers amazing ROI (with a $44.25 return on every dollar spent). The assistance of new email marketing platforms has allowed companies of all sizes engage in email automation and campaign analytics tracking.

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