Best Practices for Email Marketing in 2020

To make the most of email marketing, it’s a good idea to ensure you are utilizing best practices for starting and growing your subscriber list. Even if you have already launched an email list but you simply are not seeing the results you would like, the following email marketing strategies can help you to realize the growth you desire in 2020.

Focus on Mobile

One of the more common mistakes that many people make when it comes to growing their email marketing list is focusing on desktops first rather than mobile. When it comes to lead generation and nurturing, it’s imperative that you focus on how you present your emails. Mobile is now king and most people access everything from websites to apps using mobile devices. This includes email. Therefore, when designing email content and opt-in forms, you need to focus on mobile first.

Remember that it’s best to utilize short paragraphs as opposed to longer blocks of text. Ideally, each paragraph should be no more than two to three sentences. Additionally, if you use images, make certain they are scaled properly for mobile usage.

Clickable elements should be made obvious. Keep in mind that mobile users won’t benefit from hover effects to uncover clickable content and links, as they would on a laptop.

Keep Email Copy and Design Clean and Minimal

When designing your email content and design, keep it simple. Opt for a minimalist design that makes ample use of white space. While white space might have been taboo at one time, that is no longer the case. Don’t be afraid to utilize that white space in order to maintain a crisp, clean appearance to your content design. Eliminating a cluttered design will keep your readers from becoming overwhelmed, which could encourage them to leave sooner than you would like.

One thing we know we need to do for email marketing in 2020 is to keep the design simple. Whitespace is our friend. It helps with accessibility and looks nice and clean on any device they may be using to read.

Use Personalized Content

We may be heading into a new decade, but utilizing a human touch is still important for email marketing. Toward that end, personalize your content. This includes making use of form elements that work to capture the first names of your visitors. You can make great use of this information at a later time to personalize your content.

Link triggers and tagging are also quite effective for uncovering what interests your subscribers the most. You can then segment that information accordingly to send customized content that is actually relevant to the interests of your subscribers.

In the long-run, utilizing a human touch will pay off tremendously. Most online users change their media channels multiple times within a one-hour timeframe. Given such a short attention span, it’s imperative that you be able to hold your subscribers’ attention. Personalized email greetings and copy help you to keep your readers engaged for a far longer period of time.

Let Automation Work for You

Instead of working harder, make sure you are working smarter. Automation is a great way to do that. Whether you are sending out trigger-based tagging or drip emails, automation can help you to get more done in less time. Using time wisely can help you minimize cost and maximize time. Autoresponders are also a great way to send out welcome emails as people subscribe to your email list.

Automating and creating a complete email marketing campaign will help you reach your financial goals and provide great content to your potential customers.

Target the Right Content with A/B Testing

Split testing should be a priority for all of your content and not just your subject lines. For instance, you can use split testing to determine the best CTAs to use, which images work best, the layouts for email, and even personalization style. By utilizing split testing over time, you can gain a good idea of exactly the type of emails most likely to appeal to your subscribers and ultimately, which emails have the best chance for subscribers to click through. Although split testing does take time and effort, the results are well worth it.

Don’t Be Afraid to Tap into User-Generated Content

Want to increase the chance of closing a deal? One of the best ways to do so is to utilize user-generated content within your emails. You might be surprised to discover that most consumers factor user-generated content in their decision to make a purchase. The simple fact of the matter is that people still trust other consumers when it comes to making a purchasing decision. Even if they’ve never met the people making the recommendation, your subscribers will still be more likely to click that purchase button after reading content written by someone with whom they identify.

How can you leverage this marketing tactic? Simply encourage your current subscribers to share their own experiences or testimonials using your service or product. It’s that simple. You can even entice them to do so by offering a sample.

Make Use of Interactive Elements in Your Content

Previously, we discussed the importance of keeping content simple. While you should always make an effort not to overwhelm readers, there is something to be said for engaging subscribers with the use of dynamic elements, such as social share buttons, search bars, sliders, and CTA buttons. Doing so is a great way to keep your readers engaged.

If you are ready to grow your email list, there are a multitude of ways in which you can do so. Keep in mind that some techniques, like giveaways and contests, can help you to grow your email list rather quickly, while other techniques will take a bit longer. The key to creating a strategy that will allow your email list to continue growing over time is to not rely on a single strategy but instead to make use of multiple techniques. Split testing will also give you the opportunity to discover exactly what works best for you while weeding out less successful techniques. Over time, you can cultivate a strategy that will allow you to continue expanding your email marketing list.

There are always more ways to improve your email marketing, so make sure you continue learning new tactics and staying up to date.

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