When it comes to digital marketing, it’s hard to find a more effective and successful channel than email marketing. To that end, we’re going to look at some lesser-known tips and tricks you can use to get better email marketing results and increase your return on investment (ROI).

1. DO NOT USE A “NO REPLY” FROM ADDRESS.

The main reason not to use a “no reply” address is the detachment it creates. A user is more likely to open and be receptive to an email that comes from a real name or person. If it spots an email that appears to come from an automated process, it will automatically ignore it.

2. SIGN WITH AN ELECTRONIC SIGNATURE

Every email sent by your brand or service should have an email signature at the end. Even if the content of your email is a more holistic newsletter or press release, it pays off tremendously to sign your email as an individual rather than a company. In fact, a 2019 study found that 41% of marketers include a byline for branding, visibility, and easier engagement. Again, this refers to the idea of ​​making an email look like it was sent by a real person, rather than a faceless company. The signature is a marker to attract attention.

3. MAXIMUM 3 TYPES OF FONTS

Studies have shown that emails with less clutter and those with a clear and tidy appearance are much more likely to be opened, read and clicked on. It’s for this reason that we recommend that you use a maximum of three different types of fonts in your email text and never use sizes smaller than 10 point or larger than 12 point. By keeping font types to a minimum and size to a thoughtful stage, you ensure that your email is readable for all readers on a range of devices.

4. STRUCTURE: MAIN MESSAGE AND CTA ABOVE THE FOLD

“Above the fold” refers to the text of the email that a reader sees before having to scroll down; it’s basically the first piece of information a visitor sees when they open your email. You need to include the main message of the email and a Call-to-Action (CTA) above the fold to ensure that your message and objective is reached and can be reached instantly. In fact, using eye-tracking data, the Neilsen Norman Group discovered that despite growing scrolling behavior due to social networks such as Instagram and Twitter, consumers spend 57% of their time watching content above the fold. Make sure your message and CTAs grab attention the moment an email is opened.

5. PERSONALIZED GREETINGS

If you open an email and it starts with “Dear Customer” or “Dear Member,” are you more or less inclined to read on than if it named you directly? Personalized content is one of the only ways to improve email engagement. There are many automation systems that can turn a mailing list and listing into a process of customizing your greetings. It doesn’t take as long as it looks, because the body of the email remains unchanged while an automated process uses your mailing list to insert your customers’ names.

6. DOWN TO THE PIXEL

We also recommend keeping your email within the size settings of 500-650px wide. This is because if your email template is larger than 650px wide, it won’t display properly, requiring users to scroll horizontally and vertically to view it. And if the width is less than 500 pixels, you’ll send an email template that won’t look very professional, which will hurt the user experience.

7. BE SURE TO INCLUDE YOUR LOGO

Again, this may seem obvious, but you need to make sure your brand/service logo is clearly visible at the top of your email. Indeed, the logo is the key to brand engagement and memory – a major aspect of marketing. In fact, a 2020 study by Red Sift showed that brand recall increases by 18% after a five-second exposure to a logo in an email. What’s even more telling is that the likelihood of a purchase increases by 34% when a logo is featured in an email. So remember to always include your logo.

8. YOUR OFFER IS YOUR SUBJECT

Many marketers make the mistake of writing a generic subject line explaining the content of the email. It’s not the right thing to do at all. You should feature your offer in your subject line because in some cases that’s the only thing a user will see, especially if they don’t open your email. So, if you’re a hair salon and you’re offering a Valentine’s Day discount, your subject line should be “Find out how to get amazing Valentine’s Day discounts.” However, you need to make sure the subject line is kept simple and casual without seeming to bombard readers with more information than they can handle.

9. CREATE SYNERGY BETWEEN EMAIL AND LANDING PAGE

The layout, tone, and language of your email template and your brand landing page should synergize. A user shouldn’t feel disoriented when they click through an email and land on your landing page. They must appear to work in tandem, otherwise the user may think they have opened spam and block your address forever. By keeping a similar layout across all your channels, you build customer trust and a stronger brand image.

10. TEST, TEST, TEST

This isn’t new advice, but testing should be on every email marketer’s checklist. Even though this is a quick test where you send it to a friend or colleague, you need to know how your email will look on a variety of platforms and devices. Also be sure to check your emails on different browsers. You don’t want to send an email that doesn’t display properly, because that only hurts your brand image and reputation.