EMAIL
MARKETING
TIPS 2021

1
Create an Email Marketing Strategy
You aren’t going to have much success with any inbound marketing strategy unless you first have
a plan. When it comes to email, as with anything else, you should start by defining your audience.
Who do you want to reach with your messages? Prospects? Existing customer? Both?
Once you’ve defined your audience, you’ll need to build your list. You can do this on social media,
with opt-in forms on your website, and by using your existing customer list.
Finally, it’s time to develop a content strategy for your list to drive conversions. Will you have an
email newsletter? Different email series for different audiences? Create your plan
and attach some goals.

2
Write a Killer Subject Line
“Don’t settle for last year’s styles”
“New must-haves for your home”
“Steal these time-saving ideas”
“You’re about to miss this discount”
If you want to get email marketing right, you need to start with your
subject line. What you put in that 60-character space could be the
difference between someone opening your message, deleting it, and
even reporting it as spam.
A consumer will open your email if they believe there is a benefit in
doing so, or you can convince them they’ll miss out on something
important.
Here are a few examples of effective subject lines:

The first step to getting more conversions is getting more people to open your emails. You
can do this by using the “double opens strategy.” In simple terms, you’ll resend the same
email message to people who didn’t open it the first time, but with a different subject line.
3
Use the Double Open Strategy

Of course, your subject line is vital. But don’t forget about your preheader.
This is the preview text that a recipient can view before deciding whether or
not to open your email. Using this space effectively, you can increase your
open rate and engagement numbers significantly.
Most email clients give the reader anywhere from 35 to 140 characters of
preview text. Knowing this, you can carefully craft a message that will
maximize the chances of a click.
4
Pay Attention to Your Preheader

5Make CTA Buttons Contextual
You probably put a lot of time and effort into creating a catchy subject line
and preheader and then writing engaging email copy. But don’t forget
about the importance of your CTAs. If readers don’t take action after reading
your email, what was the point?
Instead of using a generic CTA like “buy now” or “click here,” try something
more creative and descriptive. For example, a CTA with a sense of urgency,
such as “Shop 24-Hour Sale” is likely to get more clicks.

Have short paragraphs (plenty of white space)
Follow a logical structure
Use images whenever appropriate
Employ bullets and subheadings to make emails scannable
Too many digital marketers overcomplicate email messages.
Writing copy for emails is similar to writing for the web. It should
be conversational, engaging, and organized. Simply put, your
email message should:
Structure aside, write with your audience in mind. What are their
pain points and how can you help?
6
Write for the Web

There’s a common misconception that email marketing is salesy and
gimmicky. If you’re going to be effective, it shouldn’t be.
Avoid using multiple exclamation points and all caps in your subject line or in
the body of the email. Not only is this a turnoff for readers, but spam filters will
pick this up and flag your message. Enough of these flags, and your account is
likely to get blacklisted.
7
Don’t Be Spammy

8Be Personal
Read any advice about inbound marketing and it will include tips about personalization. If
you are blasting the same email messages to your list at the same time, don’t expect to
optimize your results.
Sure, people like to see their names in an email subject line. But, you can do more.
Segment your email marketing to align with the buyer’s journey. Are they in the awareness
stage? This would call for a different campaign than people in the decision stage.

No one wants to read long emails. If consumers get the impression that your
messages are too “wordy,” they’ll stop opening them.
Beyond this, shorter emails have a greater chance of landing in your recipient’s
“Primary” email folder instead of some other filter. Not sure about this? Test it out.
9
Keep It Short

Instead of hitting “send” and hoping for the best, you can boost
your conversions by figuring out what works and then building on
those strategies. Use the analytics provided by your email service
provider to collect data on the performance of different variations
of your message and opt-in forms to identify your best-performing
combination.
10
Leverage A/B Testing

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