5 Email Marketing Best Practices for 2019

According to Radicati Group, there will be 2.9 billion email users worldwide by the end of 2019. For marketers, this figure shows the value of email. If you use email marketing best practices, you can generate leads, drive sales, and accelerate business growth.

Email Marketing: What You Need to Know

Businesses of all sizes can quickly launch email marketing campaigns, but not all email marketing campaigns are effective.

To start, your business needs an email marketing strategy. Without it, your emails are unlikely to generate interest from your target audience. Worst of all, you could fall behind business rivals without a clear path to recovery.

Source: Really Good Emails

Ultimately, email marketing campaigns empower you to promote your company, its products, and its services. If you use these campaigns properly, you can distinguish your business from the crowd. As a result, your email marketing campaigns may help your business accomplish its immediate and long-term goals.

Why Are Email Marketing Best Practices Important?

Email marketing best practices deliver proven results. They have been tested extensively and highlight the best ways to engage with the right customer, at the right time, every time.

So, which email marketing frequency best practices should you use in 2019? Here are five email marketing best practices to adopt this year.

1. Automate Your Emails

Email automation seems simple, yet it often challenges even the best marketers. Lucky for you, there’s a tried-and-true process you can use to automate your emails:

Identify Your Target Audience

Who should buy your company’s products and services? To find out, conduct online surveys and questionnaires, learn about your competitors and collect industry data. Then, you can produce timely, relevant, and engaging emails that promote your business and hit the mark with customers.

Establish Goals

What is your email campaign’s goal? Common email marketing goals include driving brand awareness, increasing website traffic, and nurturing leads, among others. Once you know what you want to accomplish, determine the KPIs, so you track your email marketing strategy’s effectiveness.

Choose the Best Automation Software for Your Business

Which email automation software is right for you? Look at an email automation software’s features and consider how the software integrates into your existing systems. Additionally, make sure you choose email automation software backed by friendly, knowledgeable, and easy-to-reach customer service experts.

Develop Your Automation Strategy

How can you build a successful email automation strategy? Here are tips to help you do just that:

  • Organize Your Emails — Categorize your emails as drip campaigns (emails sent at defined intervals) or triggered emails (emails sent based on a customer’s actions).
  • Define Your Email Triggers — Establish email triggers; for example, if a customer creates an online account, you can automatically send him or her a confirmation email.

Establish Your Workflow — Use email workflows to define the rules and conditions for sending emails to your customers.

Look at an email automation software's features and consider how the software integrates into your existing systems.

Source: Really Good Emails

Create an Unforgettable Customer Journey

As you review email campaign best practices, prioritize the customer journey. Remember, your email subject line, how it will look on different devices, and other email quality factors impact your customer’s experience with your company. If you consider the customer’s perspective, you may be better equipped than ever before to get the most out of email automation.

2. Drive Customer Engagement

When it comes to customer engagement, common sense reigns supreme. The best way to improve customer engagement involves one simple rule: Give the people what they want. To do so, here are three things to focus on:

  • Customer Journey — Produce meaningful emails that drive engagement at each stage of the customer journey.
  • Content Value — Deliver emails that educate and inform your customers and show them why they should do business with you.
  • Personalization — Offer personalized emails that lay the groundwork for long-lasting customer partnerships.

Track your customer engagement results over time, too. As you identify your customer engagement strengths and weaknesses, you can take steps to transform your weaknesses into strengths.

3. Tell a Story

Storytelling is a great way to promote your products and services without a direct sales pitch. For instance, customers will probably feel good after they read a success story about how your products and services delivered positive results. The result: these customers may choose your brand over the competition thanks in part to your ability to tell a good story.

Of course, email storytelling is an imperfect science. But there are lots of different stories you can use to grab customers’ attention, including:


Customer testimonials can make a world of difference relative to email marketing. They highlight the value of your company’s products and services, as well as show how your business supports its customers in any way possible.

Vision Stories

Your business has goals, and your customers deserve to know about them. If you share your business aspirations with your customers, you can show your customers how your products and services will transform their lives in the years to come.

Origin Stories

Every business has a story.

Think about what makes your story unique and share this information with your customers. An origin story allows you to differentiate your business from its rivals, along with highlighting your dedication to building a successful company from the ground up.

Also, give your customers a peek behind the curtain by sharing information they won’t get anywhere else. That way, you can simultaneously entertain and engage with your customers and show them the “human” side of your business.

This example sent for the Pulse App shows a seamless transition from origin story to an inclusive offer.

Think about what makes your story unique and share this information with your customers.

Source: Really Good Emails

4. Segment Your Emails

Email segmentation provides countless opportunities to foster customer engagement and sales. It requires you to slice and dice your email contacts based on various criteria, so you optimize your email marketing campaigns.

Commonly used email segmentation criteria include:

  • Demographics — Deliver emails to customers based on their age, gender, company position, income, and other demographic data.
  • Location — Send emails to customers in specific markets and ensure these emails arrive at times when customers are most likely to open and read them.
  • Past Purchases — Follow up with customers based on their past purchases and provide them with future buying recommendations.

Email segments can be as big or as small as you want. If you effectively segment your emails, your messages will resonate with your target audience, regardless of size.

Keep in mind that effective email segmentation requires comprehensive data analysis as well. Fortunately, with state-of-the-art email marketing software at your disposal, you can use data to segment your emails. Best of all, you can put yourself in a position to achieve your desired email marketing results.

5. Measure Your Success

Email marketing frequency best practices alone are insufficient. Because if you ignore email marketing metrics, you may miss out on opportunities to maximize your email marketing ROI.

Some of the email marketing metrics you need to track include:

Open Rate

When customers receive your emails, do they open them? If not, you may need to overhaul your email marketing strategy.

Open rate refers to the total number of times a customer opens your email divided by the total number of emails sent during a campaign. As such, open rate helps you identify which emails customers like and dislike so you can map out your email marketing strategy accordingly.

Bounce Rate

The bounce rate shows how many of your emails make it to a customer’s inbox. Thus, a high email bounce rate indicates that now is a good time to update your contact lists because not many emails are going to the recipient’s inbox.

Unsubscribe Rate

Unsubscribe rate measures email effectiveness. A low unsubscribe rate shows that your emails resonate with customers, while a high unsubscribe rate means you may want to rework your brand’s messaging.

A low unsubscribe rate shows that your emails resonate with customers, while a high unsubscribe rate means you may want to rework your brand’s messaging.

Source: Really Good Emails

The data-driven marketer is impactful in any business. Therefore, if you collect and analyze email marketing data, you can provide valuable marketing insights to colleagues and superiors across your business. You can also work with key business stakeholders to determine the best ways to maximize your marketing campaigns.

Track your email marketing efforts regularly by producing daily, weekly, monthly, quarterly, and annual email marketing reports. Accurate reporting will allow you to identify patterns and trends. You then can use these insights to improve your email marketing strategy consistently.

Wrap Up

Email marketing is a top priority for businesses, but you need to use email marketing properly. Thankfully, you can start using these best practices right away:

  • Automate emails
  • Focus on driving engagement
  • Utilize storytelling
  • Segment your emails
  • Measure your success carefully

Implementing these email marketing best practices will enhance your email marketing campaigns both now and in the future.

Ready to take your email marketing to the next level? Discover how Delivra can help you streamline your email marketing campaigns.

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