Useful Email Marketing Tips

The from line of your email should make it clear who you are. If the subscriber knows you, and knows that they have subscribed to your campaign, they’re less likely to ignore you or blindly unsubscribe.

The subject line of your email is important for grabbing readers’ interest. If your subject line is dull or confusing, people will likely just skip over the email, unsubscribe, or even mark the email as spam.

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An easy way to get users to segment themselves (by interests, occupations, gender, etc.) is to simply send an email asking them to identify which segment they belong to. An extra benefit to this kind of email is that it can help reveal the subscribers who are most engaged with your campaign.

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When you have a lot of topics to cover in one email, don’t try to fit all the information into the email itself. Instead, use a short description paired with a link to more information on your website. This will help keep the email short and to the point and increase the odds that the reader will get through the entire email.

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If possible, keep your email design consistent with the landing page that you’re sending your subscribers to. Matching the email design with the landing page will ensure that readers don’t feel misled after clicking, which will increase the odds that they’ll continue along your desired path.

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To add variety to your campaign and keep your subscribers interested long-term, mix in the occasional non-promotional email — perhaps based off current events – with your usual call-to-action style emails.

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In order to prevent users from having scrolling both ways (horizontally and vertically), keep the height of your emails with horizontal layouts under 550 pixels or 600 pixels at the most.

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Assuming it works for your company and campaign, sending an email with a horizontal layout is a good way to grab your subscribers attention.

If your email campaign is relying exclusively on traditional vertical layouts, it’s possible that readers are beginning to tune out your message. Try out a horizontal layout and see if you see a bump.

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Google’s Gmail service is now loading images by default, which is unique among the major email providers.

One major reason that images are generally not loaded by default is to protect against spammers. When a tracking image is loaded, spammers will know that email address is live.

To protect against this, Gmail has two conditions for loading images by default:

1. The email must be authenticated.
2. The person receiving the email must have sent you (the person sending the email) at least two emails in the past.

This gives email newsletters that encourage two-way communication (the receiver replying back to the sender of the newsletter) an advantage in Gmail.

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