This is a guest post written by Jamie Turner, founder of the 60 Second Marketer. He is an in-demand营销演讲者and author of the book entitledGo Mobilewith Jeanne Hopkins, former VP of marketing at HubSpot.

尽管email marketingmay not get the attention some newer marketing channels get, it's still a terrific way for you to generate leads and convert more prospects for your business. With that in mind, I want to share someemail marketing best practices您可以用来为您的业务生成更多潜在客户。

(除了下面的消息规则外,还请查看我们的新信息Out-of-Office Email Generator使您对传入信息的回应同样令人愉快。)

Click here to download our free beginner's guide to email marketing.

1. Don't purchase contact lists.

This first tip should come as no surprise, but given the rollout of the通用数据保护法规(GDPR),它带有重复。电子邮件广告系列取决于健康的开放率,如果您要与您购买的信息(而不是从以前的互动中获得的信息)联系,那么您会很快看到电子邮件的性能下降。

GDPR还需要每个欧洲接收者的同意,然后再与他们联系,并且购买的电子邮件列表通常不符合该同意。

2. Avoid using 'No-Reply' in the sender's email address.

Have you heard ofCAN-SPAM? This longstanding piece of legislation is a popular and important guideline for all email marketers in the U.S. -- and still many companies are trying to comply with it. One major rule in CAN-SPAM is to never use the words "no reply," or a similar phrase, as your email sender's name (for example, "noreply@yourcompany.com").

“不回答”在电子邮件消息中prevents recipients from responding and even opting out of further emails, which CAN-SPAN protects their right to do at any time. Instead, have even your automated emails come from a first name (for example, jamie@mycompany.com). Your customers are much more likely to open emails if they know they were written by a human being.

3. Stick to fewer than three typefaces.

您的电子邮件中的混乱越小,您会遇到的转换越多。不要用超过两个或最多三个字体或字体来垃圾。

4. Optimize the email's preview text.

您已经在收到的营销电子邮件中看到了此链接,不要误会我的意思,这是一个有用的警告。但是,将其保存在电子邮件的预览文本中可能是该电子邮件的开放率的死刑,该判决平均在行业中占22%GetResponse的报告. In this case, you're basically telling recipients, "this email might not work."

Email newsletter with

默认情况下,预览文本将在电子邮件主体的前几个单词中拉动,并在人打开它之前将其显示在主题行旁边。问题是自定义电子邮件模板通常会贴上有条件的语句,例如“看不到图像?”或“不正确显示?”沿顶部的横幅,使其熄灭时可以直接进入预览。

HubSpot用户可以通过customizing the preview text themselvesin the backend of theiremail marketing newsletter.

5.包括电子邮件签名。

即使您的时事通讯从技术上讲bob官网官方网站是代表公司而不是个人发送给您的联系人的,该电子邮件也应包括特定人员的签名。bob全站app人们自然会更倾向于阅读和聆听电子邮件,如果他们知道这是一个人,而不仅仅是集体营销团队。而您的电子邮件签名是您注意的票。

想要一种快速的方法来制作精美的电子邮件签名吗?使用HubSpot's Email Signature Generator.

我们有一个视频指南供您在此处查看。

6. Clean your mailing list regularly.

Some of your email contacts might not opt-out of your email campaign, but still never open your emails. It's tempting to email as many people as possible to reach more prospects, but keeping your least-engaged recipients on your mailing list can kill your open rate. People who never open emails make your campaign look worse since you're not analyzing the campaign's quality against your most loyal recipients.

分析谁在一段时间内没有接触您的电子邮件,并定期将其删除。这为您提供了更准确的电子邮件打开率,并使您的电子邮件广告系列清除了不再有兴趣听到您的人的人。

7. Keep the main message and call-to-action above the fold.

如果您的主要呼吁行动(CTA)低于折叠,则多达70%的收件人看不到它。同样,在各个地方和格式中,在整个电子邮件中应至少重复任何CTA。

8. Personalize the email greeting.

您多久阅读“亲爱的成员”的开始电子邮件?

You might segment your email audiences by the type of customer they are (member, subscriber, user, etc.), but it shouldn't be the first thing recipients see in your company messages. Personalizing the greeting of your emails with your contacts' first names grabs the attention of each reader right away. For HubSpot users, this is called apersonalization token, and creating one looks like this:

An email marketing best practice by HubSpot to insert a personalization token into email newsletters

Then, the address line of your email would automatically produce the contact's first name by fetching this personalization token in the email's HTML, like this:

Hi, !

Don't worry, personalizing an email's greeting line with 50 recipients' names doesn't mean you'll have to manually write and send 50 different emails from now on. Manyemail marketing toolstoday allow you to configure the greeting of your email campaign so that it automatically sends with the name of the people on your contact list -- so everyone is getting a personal version of the same message.

9.保持电子邮件500-650像素宽。

If your email template is wider than 650 pixels, you're asking users to scroll horizontally to read your entire message. This is even more cumbersome for a recipient who's reading your email on his or her mobile device. Your email pixel width is a critical component of its lead-capturing ability.

10. A/B test different subject lines and calls to action.

如果你不能似乎increase your email's open and click-through rates, a couple of things might be wrong: You're not emailing the right people (are you buying your contact list? See the first tip at the top of this blog post), or the content of your email needs to be improved. To start, focus on the latter, and conduct an A/B test.

A/B tests, or "split tests," can be used to improve almost any of your digital marketing content. In an email, this test effectively "splits" your recipients into two groups: Group A receives the normal newsletter, while Group B receives the newsletter with a specific variation. This variation tests to see if your audience would be more or less likely to take an action if your newsletter was different.

HubSpot marketingusers can进行电子邮件A/B测试从主题行到内部的通话行动(CTA)上的任何内容。例如,您可能会将CTA的颜色从红色更改为绿色,以查看电子邮件的点击率是否增加。如果是这样,测试表明您应该从现在开始将电子邮件的CTA颜色更改为绿色。

11. Put your logo in the center or upper-lefthand side of the email.

Eye-tracking studies have found that people instinctively look for logos in the upper left-hand side of emails -- often because it's consistent with the placement of a logo on most websites. However, it's also acceptable to put your logo in the center to align it with the email content beneath it.

无论您的徽标是居中的还是在左侧的一侧,将电子邮件的标题打上烙印,都提醒您的收件人它来自您,并且是系列的一部分。

12. Use incentives to increase open rates.

When you include an incentive in your subject line, you can increase open rates by as much as 50%. "Free shipping when you spend $25 or more" and "Receive a free iPod with demo" are examples of good, incentive-focused subject lines.

但是,请注意不要用储蓄或与产品相关的电子邮件淹没读者。客户忠诚度始于休闲行业的见解 - 只有这样您才能谈论业务。这是带有诱人主题线和热情欢迎的身体副本的电子邮件的示例:

Email marketing newsletter with incentive in the subject line

13. Allow recipients to subscribe to your newsletter.

你可能会想,“等等,他们是否收到了email to begin with, shouldn't they have already subscribed?"

Usually, yes, and therefore adding a "Subscribe" button to your email doesn't help those who've already agreed to receive your emails. But great content is shareable content, and if your current subscribers are forwarding your emails to their friends and colleagues, you'll want to help them subscribe, too.

Add a small but visible CTA that allows an email viewer to subscribe to the newsletter if they received this email from someone else. But remember, because your newsletter should already be driving another action, such as downloading an ebook or becoming a community member, make sure this "Subscribe" button doesn't distract or confuse users, weakening your main campaign goal in the process.

14. Write compelling (but concise) subject lines.

良好的主题行应包含30至50个字符(包括空格)。电子邮件帐户和移动设备通常会切断超出此长度的任何主题行。您的电子邮件主题行还应产生紧迫感,同时给读者一些打开电子邮件后的期望。

15. Use auto-responders for opt-ins.

为您的读者准备好忘记他们选择进来。设置一个自动响应者,提醒他们选择进入您的电子邮件数据库的人。自动响应者应在人注册后的一天,五天和10天发送出去。

Each auto-responder email should also include additional content or bonus material to reward the reader for opting into the newsletter -- or your readers might not feel they have enough incentive to actually opt in.

16. Closely tie emails to landing pages.

Yourlanding pageshould match the email in terms of headline, copy, and content. The look and feel of your landing page should also match the email -- consistency goes a long way toward a customer's trust in the content they're receiving.

Just make sure you're using tracking tools to see which emails and landing pages performed the best so you can keep sending what's working.

17. Conduct a five-second test.

Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If so, you're golden. If not, keep working.

There are a lot of new tools at a marketer's disposal that are getting attention these days. But email marketing has stood the test of time regarding its influence on your users. This old, reliable, and faithful tool can really ensure you get the most out of your marketing initiatives.

新的呼吁行动

新的呼吁行动

Originally published Jun 4, 2019 5:43:00 PM, updated October 14 2021

Topics:

Email Marketing 电子邮件营销工具