What works and what doesn’t in email marketing?

Tired of your emails being ignored? Email marketing remains a powerful tool, discover how to implement best practices.

Por: Gabriela Jaimes Galindo

While it may seem incredible, due to the prevalence of social media and advertising on them, email marketing remains a powerful tool for connecting with your target audience, generating leads, and increasing your sales.

However, with inbox saturation, creating eye-catching emails that sell and are not ignored requires a well-defined strategy adapted to the preferences of your Mexican audience.

What Does the Anatomy of an Irresistible Email Look Like?

We’re going to tell you what we consider a basic structure, which fulfills the objective in all aspects, however, in the creative world, nothing is set in stone. Always try out formulas and study with data which one works best for your business.

Now, without further ado, here’s how an attention-grabbing email can look:

Subject Line: The first impression counts. A short, intriguing subject line that reflects the value of the email (no more than 50 characters) is crucial for grabbing attention. According to Litmus, emails with personalized subject lines are 26% more likely to be opened. We also recommend using emojis depending on the message to make it more friendly.

Pre-header: It’s a small text that appears next to the subject line and serves to pique curiosity and complement the main message. An effective pre-header should be clear, concise, and generate expectations.

Email Body: Content will always be paramount in an email. Use simple, direct language adapted to your target audience. Avoid lengthy texts and text blocks; opt for short paragraphs, bulleted lists, and eye-catching visuals.

Call to Action (CTA): It should have a clear button or phrase that encourages the desired action, whether it’s visiting your website, downloading a resource, or making a purchase. The CTA should be visible and easy to use.

Signature: If you’re sending emails as a personal brand, include your name, title, company, and contact information. Personalize the signature with a human touch to build trust and closeness.

Best Practices for Email Marketing

Segmentation: Divide your database into specific segments based on interests, demographic data, geographic location, or behavior.

Personalization: Use the recipient’s name, purchase history, or preferences in the email content.

Mobile Optimization: Ensure that your emails display correctly on smartphones and tablets, as over 50% of emails are opened on mobile devices.

Analysis and Metrics: Monitor the performance of your email marketing campaigns to identify what works and what doesn’t, and optimize your strategies accordingly. If you use Keybe’s mass mailing module, you have this data in real-time.

Now, Here Are the Bad Practices You Should Avoid at All Costs:

Deceptive or False Subjects: Don’t use clickbait or exaggerated promises to attract clicks; this will only generate distrust and affect your reputation.

Too Many Emails: Send emails at an appropriate frequency to avoid saturating your subscribers’ inboxes. HubSpot recommends sending emails between 1 and 3 times per week.

Lack of Clarity in the CTA: Ensure that the call to action is clear, concise, and easy to identify. Avoid generic CTAs like «More Information.»

Failure to Comply with Anti-Spam Regulations: Obtain explicit consent from your subscribers before sending them emails and respect if they want to opt-out of your database; otherwise, you may face legal issues.

Email marketing is a powerful tool, but it must be used responsibly, ethically, and without crossing the thin line of being intrusive. Start implementing these tips and conquer your subscribers’ inboxes.