The Only Email Punch List You Need

• DateNovember 18, 2020
• AuthorLeah Swearingen
• Categories
  • Featured

It bears repeating: Email marketing works.

Email generates $38 for every $1 spent, according to HubSpot. That is an unbelievable 3,800% ROI.

Therefore, every email deserves special care and feeding. Here is a punch list of best practices.

Subject Line

Subject lines are hugely important. Make them clear. Hint at what’s inside. Arouse curiosity. Present a solution. Answer the “WIFM” question: “What’s in it for me?”

Don’t copy and paste. The title of your content likely isn’t the grabber needed in the subject line.

Keep it short — 41 characters, or 7 words. Some marketing experts suggest even shorter. In 2018, 61% of emails were opened on a mobile device. Keep in mind the truncated display of 30-40 characters on most mobile device screens.

Preview Text

Preview text should build on the subject line.

The subject line and preview text together should cover what the offer is, why it’s important and how to get it, if applicable.

Body

Use the inverted pyramid structure. That means placing the most fundamental information in the lead paragraph, and then arranging the remaining details, from most important to least important.  Although the inverted pyramid style is not appropriate for all email communications, it remains a standard for most newsletters, mass media news writing, and more.

Keep your emails concise. There are exceptions, but try to stick to one core goal or focus.

Write like you talk. Don’t make it another hapless marketing promo.

Time of Send:

There’s lots of data out there, and audience make up matters. In general, 9 – 11 a.m. is reliable. So is 1-3 p.m. Midweek. Some statistics show that as early as 8 a.m. works. Executives are known to open more email on weekends. Test various times with your specific audience.

In Conclusion

According to WordStream, email is the third most influential source of information for B2B audiences behind colleague recommendations and industry thought leaders. As you look ahead to your 2021 marketing plan, be sure that your email strategy follows these reliable guidelines.