Ten Top Best Email Practices for Building Product Marketing

12196229744_b32db1c881_zEmail marketing continues to be a vital component of the building product marketing mix, but in order to succeed, you need to follow best practices to optimize email deliverability. 

If you are like a majority of business marketers (68%), email marketing is core to your marketing efforts. According to Madison Logic, more than 122 billion emails are sent every hour.

By using the analytics built into most email marketing software, you can thoroughly test and analyze results. The most common metrics you should look at are open, click-through and unsubscribe rates.

The industry standards for B2B email:

  • Open rate: 11-15%
  • Click-through rate: 2.1-5%
  • Unsubscribe: .11-.2%

Given the fact that email marketing is such an important part of your building product marketing effort, follow these top ten best practices to help boost the overall results of your email campaigns.

  1. Use capital letters to lift engagement.
  2. Punctuation is unnecessary.
  3. Increase open rates using personalization: Users are 22% more likely to open when addressed by their first name. 
  4. Keep character count to 50 or less (according to MailChimp).
  5. Don’t use salesy words – be clear.
  6. Focus your messaging on the promise of the subject line.
  7. Pose a question to increase interest and the call-to-action of the viewer and to encourage click-through.
  8. Use color! Orange and red are optimal choices for the color of your call-to-action button.
  9. Test! Test! Test! Improve your campaign’s performance metrics by conducting A/B testing. Test with a sizable audience to ensure statistical significance.
  10. Optimize your site for mobile.

Designing for today’s devices is becoming more important as mobile adoption rates continue to increase at a rapid rate. Be sure to design your message using basic HTML that will adapt easily to a diverse range of email clients.

Also make sure your main messages are in the email text, not just in graphics. The first line of your email should be plain text with a link to a landing page that works well for web and mobile browsers.

PHOTO CREDIT: Per Chris via Flickr

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