Email Content: Best Practices Every Marketer Should Be Aware Of

Dec. 06, 2011

Under: Email Marketing Content Marketing

Email marketing plays a fundamental role in today’s
marketing efforts. Whether it’s attracting new customers,
nurturing leads, developing loyalty or transactional messaging, there are standard best practices for email content. Marqui’s email content best practices can be applied to all emails including promotions, e-newsletters, triggered campaigns, drip campaigns, win-back or client education programs.

The following lists the tactical approach Marqui recommends to all email marketers with regard to email content best practices:

Trust Elements

•    Is the privacy policy clearly accessible?
•    Can recipients easily control their email subscription?
•   Does the “From" line contain a recognizable company name?
•   Does the email let the recipient know why they are getting it?

Engagement

•   Does the subject line communicate value?
•   Is the subject line too long (< 50 characters)?
•   Is the message self-explanatory without graphics?
•   Is the relevant content above the preview pane fold?
•   Will the content properly display on mobile devices?
•   Are there quick ways to read the email?
•   Does the look and feel integrate with your brand?

Action

•   Is there a clear call-to-action?
•   Can the user complete the promised action?
•   Are you tracking for conversion optimization?

Word-of-Mouth

•   Are members motivated to forward the email?
•   How easy is it to subscribe?

Metrics

•   Does the deployment ensure short and long-term measurable results?
•   Do you have a plan to continually optimize your content to improve results?

Following these best practices for email content will help you ensure that your campaigns are engaging and effective. A Marqui email audit can help you determine how best to implement these practices and invigorate your marketing efforts. Talk to a Marqui Email Strategist today.

Posted by Nicole Capelo at December 6, 2011 3:30 PM