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Weekly Email Marketing News Digest: Email Best Practices


We’re looking at more email best practices this week. Whether it’s dealing with email frequency, apology emails or a new measure of engagement, experts share their tips and insights on optimizing the email experience.

Send more email, make more money?

 We’ve previously covered the debate on email frequency. While extra emails might drive more sales, here are 2 considerations to reduce the negative impact from upping email frequency.

Segment your lists and send more to those that are more likely to respond. Here’s a diagram that might be useful for guiding sending frequency.

Email Frequency Guide

The other consideration when deciding whether or not to up your sending frequency is your sender score and IP reputation. Here’s some research from Return Path on inbox placement rates.

Inbox Placement Rates & Sender Scores

Clearly, if you have a poor sender score, increasing your email frequency shouldn’t be the first thing to come to mind for better ROI from email. Work on improving your sender score instead.

3 Ts of an Apology Email: Target, Truth, and Template

Every email marketer has made a mistake some time or another. Be it a small typo hidden away in copy or a glaring typo in the subject line, here are some email best practices for dealing with errors.

  1. Segment and target the people who have received the error email or engaged with it in some way instead of sending an apology email out to the entire list.
  2. Be truthful about what went wrong or try conversational and playful language when you apologize, depending on the context.
  3. Create a flexible template to use in case an apology has to be sent out. Having the same email template with a differing subject line might confuse readers  into labeling it as spam if they think that they received a duplicate email.

A More Efficient Way To Create Email Strategy

President of Return Path, George Bilbrey, makes the case for analyzing head-to-head engagement – where marketers look at a user’s behaviour in relation to the presence of other mail that are competing for attention. These tests allow marketers an insight into subscriber preferences when it comes to product positioning, tone and more.

7 Don’ts for Email Marketers

Experts share their tips on email best practices in a time where new technology and changing customer behaviour challenge conventional marketing tactics.

  • Don’t forget about cross-channel communication: Help customers share data across multiple devices.
  • Don’t drop the data: Email isn’t the only channel that matters. Look at data across various customer touchpoints.
  • Don’t write a book: With smaller screen size in an attention economy, it’s best to K.I.S.S. (Keep It Short and Simple)
  • Don’t overlook transactional messages: Order and shipping confirmations are sent during the peak period of engagement for a customer. Capitalize on upsell opportunities.
  • Don’t forget to test for usability on mobile: Make sure customers can click through orders to get essential information such as order tracking.
  • Don’t put prices in pictures: Don’t put essential information in images. If an email picture doesn’t load by default on mobile, potential customers might skip the mail entirely.
  • Don’t say the word “blast” with regard to email marketing.

[Infographic] Make Your Emails Impossible to Ignore

Email Best Practices

Learn how to optimize your transactional messages for upsell opportunities when you download a copy of the Transactional Messaging Best Practices eBook!

Transactional Messaging Best Practices

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