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Best Practices

Email Marketing

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Email Marketing Gets Results
If your marketing strategy relies on email communications, you’ll be glad to know that email marketing is alive and well. According to research firm Econsultancy, “Email continues to be a vital component of the marketing mix and the vast majority of companies (72%) rate email as ‘good’ or ‘excellent’ in terms of ROI.”

But you’ll need a sound knowledge of email design best practices, an eye for email deliverability, and a flair for developing engaging content that targets specific audiences.

Getting Started with Email Marketing
If you’re delving into email marketing, you should first determine how you’ll send messages, track responses, and keep up with unsubscribers. You may also need to choose an email service provider (ESP) or marketing automation vendor. Your choice will depend on your budget, feature requirements, and the number of contacts in your database (and don’t forget to allow for database growth).
 
Building Your List
Once you’ve chosen a solution for sending messages and managing responses, you’ll want to focus on building your email list. To be clear, email marketing is not spamming – it usually begins when website visitors voluntarily “opt in” to be added to a database of marketable names.

Targeting Your Audience
Once you have your database and a growing list of opt-in subscribers, you’ll need to monitor your communication volume and ensure that the messages you send are targeted and relevant. This is how you’ll increase your conversion rates and decrease opt-outs.

Designing for Today’s Devices
It’s not just what you send, and it’s not just who you send it to – it’s how you design it. As more and more B2B and B2C prospects adopt mobile devices such as smartphones and tablets, best practices for email design are evolving rapidly. That means you should design your messages using basic HTML elements that will adapt easily to widely diverse email clients, which may or may not display the images in your design.

Ensuring Email Deliverability
Email deliverability is the art of making sure your emails actually reach their recipients without being flagged by spam filters. It’s an important topic, with many specific design requirements. Taking the time to implement email deliverability best practices will boost the overall results of your email campaigns. You should also look into the deliverability ratings of your ESP, email marketing software, or marketing automation vendor.

Using Analytics and Reporting
Using the detailed analytics built into most email marketing systems, you can thoroughly test new email campaigns and analyze the results before sending them to a larger list. The most common metrics marketers look at are open rates, click through rates, unsubscribe rates, and bounce rates. It’s also interesting to look at the open-to-click ratio (or "effectiveness") of your email, which will help you understand how compelling your content was for the people who opened it.


Related Products
 

Fifth Annual Look Book

For the first time, the pages of our Look Book include digital marketing achievements that extend beyond the email channel, featuring distinctive work in mobile, social, display, and the web. This is an important evolution of the Look Book, as more and more brands seek to design beautiful experi - ences for customers across all digital touch points, rather than sending oneoff email campaigns.

E-Mail Design and Coding Recommendations

In the ever-shifting landscape of digital marketing, the needs of consumers and the demands of the e-mail channel evolve frequently—and so must design and coding best practices.
This guide contains recommendations to help Modern Marketers achieve success in the design and coding of e-mails for all screens. Follow
these steps to increase the chances that your e-mails will achieve high deliverability rates, render properly, and drive results.
 

Email Deliverability Guide

In the modern world, where an estimated 216.6 million Americans are e-mail users, which represents nearly  89% of total internet users , it’s not enough to simply hit the inbox to run a successful e-mail program. Your recipients have to interact with your messages. This eBook covers the latest intelligence related to e-mail deliverability best practices, the internet service provider (ISP) landscape, international regulations, and the truth about Gmail’s interface changes. There’s also a handy FAQ at the end.

Mobile Email Guide

Mobile subscribers are less engaged because they are being forced through an experience that is not optimized to help them take the action marketers are asking them to. It’s daunting, as a marketer, to figure out how to address this growing challenge. This guide walks you through where to begin and provides some design strategies to help
you capture those clicks.