Best Practices for Email Marketing

1. Optimizing for Conversion
at Every Step
Best Practices for Email Marketing

2. Newsletter2Go – Who We Are
Email Marketing Software
Built for SMEs, powerful enough for the big
leagues
★ Used by over 185,000 customers
★ Create email campaigns & track all KPIs
★ Integrate with e-commerce platforms like
Shopify and CRM & CMS tools
★ Known for our 1-click product transfer
★ Offer software & support in 4 languages

3. From Delivery to
Conversion

4. The Journey of an Email Campaign
EMAIL PLACED IN INBOX?
CONTACT OPENS?
CONTACT READS/SCANS?
CONTACT CLICKS?
CONTACT CONVERTS?

5. Optimizing for Delivery Rate
& Inbox Placement

6. The Ideal Setup
★ Set up authentication methods to
boost inbox placement
★ If sending > 100,000 emails per
month, use dedicated IP addresses
★ Use whitelisted email marketing
software
Optimizing for Delivery Rate & Inbox Placement
sample-website.com
sample-website.com
123.123.123.12
★ SPF, Sender ID & DKIM
★ Certified Senders Alliance
Deliverability

7. Optimizing for Your
Open Rate

8. The Ideal Subject Line & Preview Text
★ Is personalized (name, product …)
★ Uses active verbs
★ Addresses the reader’s pain points
★ Has 40–60 characters
Laura from Shoe Parade Sat. 1 Mar.
10% off Shoes ⏳ Offer Ends Today!
Sam, find the right sandals for the summer!
Reagan at Exclusive Perfumes Wed. 10 Feb.
Psst, Sam, did you forget about Valentine’s Day?
📦 Free premium shipping for 48 hours
Taylor from Berlin Events Tue. 9 Feb.
Get Your Tix Before They Sell Out, Sam!
“Shoegaze Tooth” will be in town this month!
Mara from Newsletter2Go Sun. 2 Mar.
Sam, do you need to convince your boss?
Download our 2018 study on email marketing ROI
Optimizing for Your Open Rate
★ Creates urgency / FOMO
★ Provides humor
★ Makes the recipient curious / poses question
★ Gives the recipient a sense of exclusivity
★ Sparks emotions
★ “You” perspective, not “we” / “I”

9. FAQ: How Does Character Count Affect Open Rate?
Internal Findings From 12,000 Campaigns
Character Count
★ Target 40–60 characters
★ If possible < 30 characters
★ Keep it brief with the 2-2-2 principle
★ The recipient will spend 2 seconds skimming
the subject line
★ It has to mean something to them today
★ The first 2 words have to grab their attention

10. Best B2B Send Times
FAQ: When Should I Send (in the EU)?
Best B2C Send Times
Mon. Tue. Wed. Thu. Fri. Sat. Sun.Mon. Tue. Wed. Thu. Fri. Sat. Sun.

11. FAQ: What’s an Average Open Rate?
Europe, 2017

12. FAQ: Where Can I Find More Resources?
171 Facts About Email Deliverability & Spam Folders
Blog!
White Papers! Videos!
Webinars!
Infographics!
https://www.newsletter2go.de/wissen
https://www.newsletter2go.fr/documentation
https://www.newsletter2go.nl/kennisbank/
https://www.newsletter2go.com/knowledge-center/

13. Optimizing for Your
Click Rate

14. The Ideal Layout
★ Responsive design
★ 50–85% of consumers check
email on their smartphones
★ Above the fold
★ Company logo, teaser image,
navigation menu, trust elements
★ 600 pixels wide
★ Conversion-centric design
Optimizing for Your Click Rate
★ Powerful CTA button

15. The Ideal Copy
★ Spark positive emotions
★ What is the purpose of the copy?
Optimizing for Your Click Rate
★ Make the recipient curious
★ Pass along key facts
★ Prepare the recipient for the CTA
★ What do you want the recipient to
remember?
★ Work with emphasis
★ Define your goal! 1 Mailing : 1 Goal

16. The Ideal Images
★ Spark positive emotions
★ What’s the point of the image(s)?
Optimizing for Your Click Rate
★ Trigger memories
★ Bring your words to life
★ Support your claims
★ How big should the image be?
★ Use larger pix for larger effects
★ Make sure image and text are
balanced and visually connected

17. Optimizing for Your
Conversion Rate

18. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!

19. Recognition Effect: Using the Same Header

20. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!

21. Recognition Effect: Using the Same Colors

22. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!

23. Recognition Effect: Using the Same Products

24. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!

25. Recognition Effect: Using the Same Price

26. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!
★ Use the same theme!

27. Recognition Effect: Using the Same Theme

28. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!
★ Use the same theme!
★ Focus on one action.
★ It’s a “call to action” not a “call to actions”!

29. Focus on One Action
Free shipping
Redeem now >
Your voucher is waiting for you when you complete your order – simply click on
“redeem now”
Get 20% off jeans &
trousers

30. Focus on One Action

31. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!
★ Use the same theme!
★ Use the same prices!
★ Focus on one action.
★ It’s a “call to action” not a “call to actions”!
★ Avoid confusion!

32. Avoid Confusion!

33. Thanks so much!
Mara Taylor
Online Marketing Manager for English at Newsletter2Go
taylor@newsletter2go.com
+49 (0)30 311 99 393