Email marketing may be one of the oldest marketing strategies still widely used on the Internet, but it remains a viable means of increasing leads, traffic and revenues. But despite its long-standing application, there are right and wrong ways to implement email marketing into your overall strategy, and it's easy to fall short of the potential ROI this type of campaign can provide your business. 

In many cases, businesses who use email marketing are likely to overlook simple ways they can improve the efficacy of their marketing strategy. It's important to make sure your marketing efforts are mindful of email marketing best practices. Here are five email marketing best practices to improve the performance of your email campaigns. 

1. Increase email open rates with incentives

The easiest way to encourage email readership is to offer enticements to peak the interest of recipients. For example, offering discounts, free items or other special, limited-time offers can motivate email recipients to click and read. Email open rates are vital to the success of an email marketing strategy, so always look for ways to improve their performance area. 

2. Simplify your email design

Busy emails can often disorient recipients and prompt them to abandon the message entirely. Simplicity in design will keep your message clear and will appeal to the eye of your reader. The fewer typefaces you employ, the better -- two tends to be a good number. And don't ever send out an email more than 650 pixels wide. When you do, readers have to scroll to the sides -- but few actually will, truncating the right side of your message and losing potential leads.

3. Construct your email according to reader appeal

There's plenty of data out regarding which types of formatting, structure and layout are most effective in connecting with readers of an email campaign. Don't ignore it. Make sure the main message of your email is placed high in the body, along with a call to action. And make sure your call to action is repeated several times throughout the email.

Additionally, your company's logo will be best remembered by placing it at the upper-left-hand corner of the email. Research shows this is where an email recipient's eyes gravitate to the most. Since email marketing is about creating brand awareness and remaining top-of-mind with those organizations, your logo's visibility is just as important as the content of the email itself.  

4. Implement autoresponders

The use of autoresponders can decrease your time spent managing email campaigns and ensure emails are fired off efficiently over time, improving lead qualification and other efforts. Just make sure these emails don't overwhelm the consumer, and they provide them with a reward for remaining opted in to your campaign. 

5. Keep subjects short and sweet 

Under 50 characters is best. Get to the point, and convey a sense of urgency to motivate readers to click on the email and take action. 

By remaining mindful of these email marketing best practices, you can be sure your campaigns will be effective for your business.