Toggle mobile navigation

We're Here to Help!

Talk to an expert

Contact Me

Email Marketing

Best Practices

Select A Topic:
Email Marketing Gets Results
If your marketing strategy relies on email, 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, sales process, 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.

Ensuring 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 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 analytics built into most email marketing systems, you can 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

Frictionless B2C

Orchestrating a cross-channel B2C marketing experience means creating a smoother ride for your customers. Your customers want, demand, and quite frankly expect a cross-channel experience where they receive essentially the same message across all of those same channels. Read how to remove any friction B2C marketers may be having as it relates to delivering a cross-channel marketing experience across marketing automation, content marketing, social media, and data management.

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.

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.

Email Deliverability Guide

You need to orchestrate marketing messages that are relevant to preferences and behavior. Getting email delivered to the inbox is critical to this process. If you don’t pay attention to segmentation, dynamic content, and engagement, you will find a majority of your emails ending up in bulk or spam folders. Understanding global differences from country to country is also integral to success. In this guide, we cover email deliverability best practices, the ISP landscape, international regulations, and deliverability strategies.

Send Emails on Weekends: Smart Targeting Tips

Make sure your next marketing campaign reaches its full potential with these essential tips for smarter targeting, sourced from Modern Marketing best practices and research. Read these 10 tips to improve marketing automation, email deliverability, data hygiene, video, social and content marketing, and more.

LookBook 2015

Presenting LookBook 2015: A visual guide to the industry’s best branding and marketing campaigns of the year. Browse the book and see how designs, content, and out-of-the-box execution can inspire and transcend. Download Oracle Marketing Cloud's LookBook 2015 and start your own creative journey.