The Best Email Marketing Best Practices 2023


Do you want to improve your results in email marketing? We share the best email marketing best practices that you can apply them and make your campaigns successful.

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Email Marketing Best Practices

Coherence in the brand image: always

We will keep repeating it ad nauseam: the brand image must be consistent in the different channels of communication and contact with the customer.

If you see a big yellow M with a red background, you know it's McDonalds, wherever it appears, you recognize the brand.

Many brands do not have a corporate identity manual and use different fonts, image styles and even colors depending on the channel. It is very important that the user knows the brand and then be able to recognize it.

If one design and style is used on a website, another in email marketing and another in a brochure, even if the same logo is repeated, the image is not consistent and this is an error that will give a bad image and will play against the rest of the actions of marketing and branding that we carry out.

Read more: How To Design An Email Marketing Strategy?

Your main message and CTA must be clear

When viewing an email, the user must stay with the main message that we want to convey and see the CTA (Call to Action or Call to Action) easily.

Our call to action can be to register in a form to attend an event, make a purchase, read the latest blog article.

But whatever it is, it must be one. If we fill our email with buttons each with a goal, we are downplaying each other.

Large and main button with the clear objective of the email. This does not imply that only one link or button can be placed.

But there must be a clearly main button or link with the CTA and if there are others that appear at a lower level without standing out as much as complementary.

Perform A/B tests on your campaigns.

Thanks to A/B Testing we can check the effectiveness of different variables in our email marketing campaigns.

The way it works is as follows: the mailings are sent to two groups of contacts, one of them receives the usual email and the other receives a different version, modifying, for example, the subject or the CTA button.

In this way we can check the effectiveness of the different elements and update our shipments with the learnings.

Have the campaigns with the red button received more clicks than those with the orange button?

When inserting an image, have more people filled out the form than in the version without an image? These are some examples.

Includes a personalized signature

Ideally, the person in charge of the email marketing of the company or the content signs the emails.

If we can insert a photo of you, all the better. Name, surnames, email, telephone and address.

When the sender is a person and you can put a face on it, communications tend to work better than if they are sent without a signature as a generic email from the brand.

Take advantage of available automations

There are many options for creating workflows and automations in email marketing: take advantage of them!

You can create an automatic welcome email that arrives every time a new user registers to receive your communications.

If you ask for the date of birth of your leads, you can congratulate them on their birthday and give them a discount or exclusive promotion for their day.

In the event that they have carried out a specific action, for example, reading an article about product A, take advantage of that first step to help them take the second:

Automate an email so that whoever reads information about the product receives an email an hour later with a discount on that same product to finish helping you buy it.

Don't buy databases

Why? For two main reasons:

  • By the RGPD: The General Data Protection Regulation requires us that the users we address have accepted the legal terms and given their consent to receive our communications.

In most cases, the databases that are sold do not meet this requirement. This puts us at risk of fines and problems that are best avoided.

  • For efficiency: When certain people voluntarily leave us their data after viewing our website or downloading one of our resources or content, they are leads that have already shown interest in the brand. There has already been a first contact, a first rapprochement.

Purchased databases imply having a large number of contacts, but their qualification is minimal or even non-existent.

Better few contacts with real interest than many contacts without interest and in breach of the regulations.

Take care of your bbdd.

A neglected database can lead to many headaches. Periodically you have to spend some time reviewing the contacts.

Delete possible duplicate contacts, update contacts who have retired or changed companies, etc.

In Mailchimp, for example, you can see which contacts have a soft bounce rate and which ones have a strong bounce rate.

In the case of soft bounce, it may be a temporary problem.

In the case of hard bounce, it is usually about emails that have changed or have been deleted and you have to review those contacts to have the necessary new emails.

Avoid using the "no-reply" option in the sending email

There are many emails that arrive automatically, most of them.

Has it ever happened to you that you did not understand any of them or that you had a question and when you went to answer to ask it, it was an email that does not allow answers?

This should be avoided as much as possible because it is about making it easier for users to communicate and contact us.

One option if our issuing email is a “no-reply” is to clarify in the signature which email and telephone number users can contact to express their doubts.

And here is today's article! What do you think?

Did you follow these same instructions or are you going to implement a new one that you have learned?

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