Should You Still Send Plain-Text Versions of Your Emails?

Should You Still Send Plain-Text Versions of Your Emails?

Should You Still Send Plain-Text Versions of Your Emails?

To shed light on the relevance of plain-text emails in today’s digital age, we asked eight professionals, including marketing managers and founders, to share their insights. From the potential resurgence of plain-text emails to how the recipient and purpose guide email style, discover the diverse perspectives on this topic.

  • Potential Resurgence of Plain-Text Emails
  • Authenticity Through Plain-Text Emails
  • Deliverability and Accessibility as Plain-Text’s Strengths
  • Enhancing Deliverability and Authenticity
  • Accessibility Advocacy in Plain-Text Emails
  • Audience and Goals Determine Email Format
  • Legal and Ethical Imperatives for Plain-Text
  • Recipient and Purpose Guide Email Style

Potential Resurgence of Plain-Text Emails

Email marketing platforms typically include a text version with every HTML sent, with no additional effort required. However, the question arises—is the plain-text version seen and used? Likely not, which may lead to platforms discontinuing this feature.

Consider the “view online” text link found at the top of many emails. Initially, this was included so recipients could read their email online if it wasn’t rendering correctly in their email client. Over time, it became almost obsolete as reports showed minimal clicks.

However, with the rise of mobile device usage for reading emails, these links experienced a resurgence in clicks.

Could a similar trend occur with plain-text emails? It’s uncertain. But for now, there’s no compelling reason to stop including them with your HTML versions.

Jeanne Jennings
Email Marketing Strategy, Consultant, Trainer, Speaker, and Published Author, Email Optimization Shop

Authenticity Through Plain-Text Emails

There are technical reasons for choosing plain-text emails over HTML-based ones, but there is also a psychological rationale to consider.

In today’s saturated landscape of sales and marketing emails, where graphics and HTML formatting are ubiquitous, a plain-text email, accompanied by compelling copy, can create a more authentic and personalized experience for the recipient.

Our minds have developed an association between heavy graphics and excessive formatting with advertisements, whether encountered on websites, through direct mail, or in email promotions. As a result, a plain-text email stands out from the crowd, presenting a more human touch that resonates with the recipient on a deeper level.

Nikhil Prasad
Marketing Manager, Fello

Deliverability and Accessibility as Plain-Text’s Strengths

Absolutely, sending plain-text versions of emails is a must, as deliverability is an enormous factor. Many corporate email filters suspect HTML-heavy emails and push them straight to the spam or promotions folder.

Plain-text emails have a better chance of bypassing these filters, so your message lands directly in the recipient’s primary inbox. We also have to think of accessibility. Visually impaired recipients might use screen readers, which work best with plain-text content.

Jon Mazza
Head of Marketing, DealPad

Enhancing Deliverability and Authenticity

Yes, plain-text versions of your emails should still be sent alongside HTML versions. Plain-text emails tend to bypass spam filters more often, increasing the chances of reaching the recipient’s inbox.

By including both versions, a wider audience is catered to, deliverability is improved, and the professionalism and authenticity of your communication is enhanced.

Jorie Wisnefski
Marketing Manager, Urban Machine

Accessibility Advocacy in Plain-Text Emails

For accessibility, it is recommended to still send the plain-text version of emails. HTML emails may not be as clear to the recipient for various reasons, such as device settings or user preferences.

In addition, plain text is a more inclusive form of email. Some visually impaired individuals use screen tools to aid them in reading messages. Communicating to attain understanding is the goal. If email is the available tool presented, then all possible ways to make it effective must be tried.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Audience and Goals Determine Email Format

It really comes down to your goals and audience. For example, if you’re an e-commerce business, your audience needs to see visuals of what you’re selling, so sending plain-text emails would be a bad move. But if you’re offering some kind of personalized service or sharing industry insights, plain text works just fine.

In fact, it works better because you want to talk and act like a human and not as a commercial brand. We’ve seen impressive results with plain text because our content has fewer bells and whistles and more authenticity, so it helps us stay true to our brand.

Ewen FinserEwen Finser
Founder, The Digital Merchant

Legal and Ethical Imperatives for Plain-Text

The answer is a resounding yes—including plain-text versions is still crucial. When considering the accessibility of your emails, plain-text versions play a vital role. Not all recipients use email clients that support HTML formatting, and some individuals rely on assistive technologies like screen readers to consume content.

By sending a plain-text version alongside your HTML version, you ensure that your message is accessible to everyone, regardless of the technology they use or any visual impairments they might have.

Accessibility is not only a matter of ethical responsibility but also a legal requirement in many regions. Laws like the Americans with Disabilities Act (ADA) in the United States emphasize the need for digital content, including emails, to be accessible to individuals with disabilities. Failure to comply with these regulations could result in legal consequences for businesses and organizations.

Harsh VermaHarsh Verma
SEO Head, CodeDesign

Recipient and Purpose Guide Email Style

Deciding this depends on who your email is going to and why you’re sending it!

Plain-text emails are great for cold outreach and any other email where your goal is to be personable and direct. On the other hand, if you’re looking to send out drip campaigns or promotions, a more visually appealing email is what we recommend.

Both plain and rich-text emails have a great place in marketing and e-commerce business management. Another easy way to determine which email style to use is to consider the sender: a corporation/brand or an individual?

If your email would perform best coming from an individual, plain-text is the better choice. If it would perform best coming from a brand, then a rich, polished email design is the better choice!

Chelsea Evans-FlowerChelsea Evans-Flower
Owner, Scott Social

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7 Mistakes to Avoid When A/B Testing Email Campaigns

7 Mistakes to Avoid When A/B Testing Email Campaigns

7 Mistakes to Avoid When A/B Testing Email Campaigns

To help you avoid common pitfalls in A/B testing email marketing campaigns, we’ve gathered insights from seven industry professionals, including directors and founders. From avoiding changing multiple variables simultaneously to limiting wholesale adjustments, these experts share the top mistakes to steer clear of for successful campaign testing.

  • Avoid Changing Multiple Variables Simultaneously
  • Consider Audience Behavior and Seasonal Effects
  • Account for Timing in Email Campaigns
  • Steer Clear of One-Variable Dependence
  • Don’t Direct All Traffic to Same Page
  • Allow Sufficient Time for Testing
  • Limit Wholesale Adjustments

Avoid Changing Multiple Variables Simultaneously

One critical mistake to avoid when A/B testing email marketing campaigns is changing multiple variables at once. Early in Click Intelligence’s journey, this error was made during a campaign. Both the email subject line and the call-to-action (CTA) button color were altered for the A/B test. When a significant difference in open and click-through rates was noticed, it was puzzling. Was the change due to the subject line, the CTA button color, or a combination of both?

By adjusting multiple elements simultaneously, the waters of the test results become muddied, making it challenging to pinpoint which change influenced the outcome. For precise, actionable insights, always change one variable at a time. This ensures clarity in results, allowing for informed, data-driven decisions in future campaigns.

simon brisk Simon Brisk, Director, Click Intelligence

Consider Audience Behavior and Seasonal Effects

That one mistake is not considering the “time-sensitive nature” of your audience’s behavior and its impact.

Many experimenters send an A variant of the email on Monday and a B variant on Wednesday, which can impact the open rate. Not because there’s a problem with the content itself, but because people might be more receptive to emails at the beginning of the week, or perhaps they’re more active in the middle of the week.

Also, depending on your industry, there might be seasonal effects. Retailers experience this heavily around the holidays. If you test an email in December vs. January, user behavior might differ due to the holiday shopping mood in December.

Testing both email variants on the same day and time and repeating tests across varied periods for consistency is essential to overcome the time-sensitive issues.

Daniyal AlamDaniyal Alam
Growth Marketer, Talk Home

Account for Timing in Email Campaigns

Disregarding timing factors is a common mistake in overseeing email campaigns.

Once, two email designs were tested at completely different times of the day. The results were skewed, and it was realized that it wasn’t just the design affecting engagement, but also when the email hit the subscribers’ inboxes. Mornings might be better for some, evenings for others. Mixing up timing variables with content ones gave misleading feedback.

Therefore, it’s important to always ensure you’re comparing like with like, especially when timing plays such a pivotal role in engagement.

Talita MoraesTalita Moraes
CMO, Tarotoo

Steer Clear of One-Variable Dependence

When wielding the A/B-testing wand in the realm of email marketing, steer clear of the “One-Trick Pony” pitfall. Believe it or not, around 60% of marketers fall into this trap, according to the Data Wizards Guild.

Picture this—Unicorn Co. sent out two email versions, switching only the subject line. Bingo, they struck gold with a higher open rate! But beware, dear marketer, relying solely on a single variable like subject lines is like hoping a lone ingredient makes a gourmet meal.

To truly rock the A/B stage, spice things up! Tweak subject lines AND content, throw in call-to-action curveballs, and maybe even switch up the sender’s name. It’s like crafting a symphony—every note counts. So, no more one-hit wonders—let’s compose an A/B masterpiece!

Himanshu SharmaHimanshu Sharma
CEO and Founder, Academy of Digital Marketing

Don’t Direct All Traffic to Same Page

One of the biggest mistakes you want to avoid when running an A-B test on an email marketing campaign is sending all the traffic to the same landing page. Take the time to create two versions of the same landing page and send the A traffic to one and the B traffic to the other. You’ll be surprised how different the results can be based on the messaging of your email.

Adam WhiteAdam White
Founder, SquidVision

Allow Sufficient Time for Testing

One significant error to avoid in A/B testing for email marketing campaigns is prematurely forming conclusions based on insufficient testing time. Rushing the testing phase can lead to skewed results and misguided decisions.

For instance, evaluating responses within the initial hours may neglect variations in recipient engagement due to factors like time zones or varying open times. To ensure the credibility of your findings, it’s essential to allocate an appropriate testing duration. This timeframe should encompass a substantial portion of your target audience, allowing for a more comprehensive understanding of their interactions with the email content.

By patiently allowing the test to run its course, you can gather statistically significant data, resulting in dependable insights. These insights can then be leveraged to fine-tune future email marketing campaigns effectively.

Casey Preston
CRO and Founder, Stratosphere

Avoid Wholesale Adjustments

The biggest mistake I see when A/B testing emails is that people change their emails too much, then can’t pinpoint why their performance has improved or worsened.

If you are going to A/B test, start off with a few minor changes individually, e.g., the email layout or headline. What you can often see is that people will make wholesale changes to the content of the email and the headline, so they often become completely different emails. This makes it difficult to nail down the reason for performance changes.

Elliot RushtonElliot Rushton
Freelance Marketer, EPR Marketing

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7 Examples of Gamification in Email Marketing

7 Examples of Gamification in Email Marketing

7 Examples of Gamification in Email Marketing

To help you understand the potential of gamification in email marketing, we’ve gathered seven unique examples from industry leaders. From CEOs to marketing managers, they’ve shared their insights on how to engage and entertain subscribers. From sending “Choose Your Own Adventure” emails to entertaining with a spin-to-win wheel feature, discover innovative ways to gamify your email marketing strategy.

  • Send “Choose Your Own Adventure” Emails
  • Boost Engagement with Email Treasure Hunts
  • Test Audience Knowledge with Pop Quizzes
  • Stimulate Competition with Leaderboards
  • Turn Tasks into Missions and Challenges
  • Engage Subscribers with Interactive Elements
  • Entertain with Spin-to-Win Wheel Feature

Send “Choose Your Own Adventure” Emails

Creating immersive and personalized experiences is key in today’s digital marketing landscape. One effective strategy is the use of “choose your own adventure” emails. These are interactive emails offering customers a range of options, each leading to a different outcome, such as a unique offer or tailored product recommendation.

This not only encourages active engagement but also reveals valuable insights into customer preferences. Adopting this style transforms emails from simple communication tools into interactive experiences. This approach drives higher customer engagement, satisfaction, and loyalty.

Scott ReidScott Reid
Founder and Chief Optimizer, Ecommerce Optimizers

Boost Engagement with Email Treasure Hunts

A savvy e-commerce wizard named “Ace Deals & Wheels” wanted to boost engagement with their subscribers. Their secret weapon? Gamification!

According to a study by Campaign Monitor, gamified emails can increase click rates by a whopping 42%! Ace Deals & Wheels crafted an interactive email treasure hunt. Subscribers became modern-day Indiana Jones, hunting for hidden discounts within the email labyrinth.

Real-life proof? The click-through rate skyrocketed like a rocket on a sugar rush! As subscribers reveled in the thrilling quest, sales and brand loyalty revved up like a sports car on an open highway! So, level up your email marketing game with gamification. May the clicks be ever in your favor!

Himanshu SharmaHimanshu Sharma
CEO and Founder, Academy of Digital Marketing

Test Audience Knowledge with Pop Quizzes

Even when faced with subjects we don’t fully comprehend, there’s an inherent drive to confirm whether we are right or wrong. In email marketing, we can capitalize on this by designing pop quizzes that encourage people to test their knowledge. Through these quizzes, we gain valuable insights that can be utilized for future re-marketing opportunities.

Jason VaughtJason Vaught
Director of Content, SmashBrand

Stimulate Competition with Leaderboards

Adding a leaderboard to your email marketing can serve as an example of gamification. A leaderboard is a list of subscribers who have engaged the most with your emails, including those who have opened your emails, clicked on links, or shared your emails with others.

Incorporating a leaderboard into your emails can stimulate competition among subscribers, encouraging them to strive for the top spot. This strategy can enhance engagement with your emails, thereby improving open rates, click-through rates, and social media shares.

Brenton ThomasBrenton Thomas
CEO, Twibi

Turn Tasks into Missions and Challenges

It’s funny how using a different word can spark different behaviors. Instead of asking the reader to take certain steps or perform an action, turn it into a mission or the steps into a challenge, and watch some magic happen. Challenges can feed people’s need to feel like they are making progress and building competency toward some desired outcome.

There is also an inherent winning feeling if you finish a challenge that just going through a list of bulleted items can’t quite match. Make them feel like heroes in your campaign. Alternatively, let them help write the story by giving them a chance to choose their own adventure along the way. They get to decide which parts of the challenge to tackle, and you get an easy way to gain insights, segment the audience, and better serve them with your next email.

Valary OleinikValary Oleinik
Chief Disruptor, valary  with a why

Engage Subscribers with Interactive Elements

Gamification can be enhanced by adding interactive elements like scratch cards or spin-to-win wheels to emails. In contrast to a typical promotional email, this approach creates an engaging experience.

Suppose, as a retailer, you want to promote a new product line or seasonal sale with gamified emails. Your customers interact with the game, anticipating their reward, which could be discounts, special offers, or free gifts. Gamification boosts engagement and click-through rates, fostering a positive brand association and increasing conversion and customer loyalty.

Overall, it creates a more interactive and rewarding experience for subscribers, elevating the effectiveness of your marketing efforts.

Oksana SydorchukOksana Sydorchuk
Marketing Manager, Right People Group

Entertain with Spin-to-Win Wheel Feature

Incorporating a Spin-to-Win Wheel feature is one way to use gamification in email marketing. This interactive element is included within the email, allowing subscribers to click on it and participate in a fun activity, like spinning a virtual wheel.

When a subscriber clicks on the wheel, it starts spinning, and then stops at a random position, revealing the prize they’ve won. The prizes can vary, such as exclusive discounts, special offers, freebies, or even the chance to win a grand prize.

David BuiDavid Bui
Director and Business Specialist, Schmicko

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8 Best Practices for “Thank You for Your Purchase” Emails

8 Best Practices for "Thank You for Your Purchase" Emails

8 Best Practices for “Thank You for Your Purchase” Emails

Crafting the perfect “Thank you for your purchase” email can be a challenge. To help you navigate this, we’ve gathered eight best practices from founders, CEOs, and other marketing professionals. From personalizing your thank you email to offering incentives, discover the insights these experts have shared.

  • Personalize Your Thank You Email
  • Keep It Human
  • Send a Message from the CEO
  • Address Customer by Name and Purchase
  • Promote Further Action
  • Include a Feedback Survey
  • Highlight the Product Benefits
  • Offer Incentives

Personalize Your Thank You Email

Running a digital marketing agency has led to the realization that the key to a powerful “Thank you for your purchase” email lies in its personal touch.

A client once launched a line of artisanal teas. A buyer’s comment about her love for chamomile tea during a previous interaction was remembered, and a thank-you email acknowledging her preference was crafted. “We hope this chamomile blend brings a touch of serenity to your evenings!”

This detail, though small, showed care beyond the transaction, making the communication more memorable. Experiences like this illustrate how tailoring messages can truly elevate customer engagement.

Ryan SteinolfsonRyan Steinolfson
Founder, Accelerate Marketing

Keep It Human

When thanking your customers, make sure that you keep it human, sincere, and, as much as possible, personalized.

Where possible, create segments for efficiency so you can send out a few versions of your email blast to different audiences. Explore, too, the features of your email tool, like including the recipient’s name in the subject line or in the opening part of your message.

A thank-you note forms part of a customer’s experience of their purchase and a channel for feedback. It is also the perfect opportunity for you to build and strengthen your relationship with them.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Send a Message from the CEO

Working with hundreds of e-commerce brands has shown that a best practice when crafting a “Thank you for your purchase” message to customers is to send an automated, yet personalized, message from the founder or CEO.

This can be achieved by creating a secondary sending address from the founder or CEO and creating the message as plain text instead of a typical graphical marketing message. This approach gives the customer the impression that the founder or CEO took the time to send them a one-off message thanking them for their purchase.

Steve DinelliSteve Dinelli
Founder, MarketerInterview.com

Address Customer by Name and Purchase

Addressing the customer by name and mentioning the specific product or service they purchased is important. Tailoring the language to their specific interests is also beneficial. For instance, if the customer is a frequent buyer of the products, this could be mentioned.

Also, try to be timely, clear and concise, and informative.

Brenton ThomasBrenton Thomas
CEO, Twibi

Promote Further Action

You can even use your thank-you emails to promote further action. All you need to do is insert a call-to-action button that invites a customer to participate in further engagement. You can ask them to check out more products or leave a review for the ones they’ve purchased.

The CTA can even lead them to your blog posts, sign up for your newsletter, or enable them to follow your social media channels. This email is an opportunity for you to encourage further engagement, and a call-to-action button is the best way to persuade your customers to act.

Ariav CohenAriav Cohen
VP of Marketing and Sales, Proprep

Include a Feedback Survey

This is an excellent opportunity to provide a feedback survey so that you can get a feel for your customers’ experience with things like checking out, pricing, and navigating your website. When analyzing how your customers have responded to your feedback survey, you can recognize what they like as well as what improvements need to be made.

Miles BeckettMiles Beckett
Co-Founder and CEO, Flossy

Highlight the Product Benefits

Understand the importance of choosing the right [product/service] to meet your needs efficiently. It’s crucial to comprehend all the amazing advantages the new [product/service name] provides. [Explain the top 2-3 characteristics or benefits in detail]. It’s believed that it will surpass your expectations.

Cindi KellerCindi Keller
Communications Coordinator, The Criminal Defense Firm

Offer Incentives

A best practice when crafting a “thank you for your purchase” message to customers includes an incentive or special offer that rewards them for their loyalty.

One example of this could be providing them with a discount code to offer free online shipping on their next order. This is effective as it encourages customers to re-engage with your business, thereby improving customer retention and satisfaction. Additionally, it may also prompt additional purchases from returning customers due to the exclusive nature of the offer.

Julia KellyJulia Kelly
Managing Partner, Rigits

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10 Best Practices for Your Next Email Drip Campaign

10 Best Practices for Your Next Email Drip Campaign

10 Best Practices for Your Next Email Drip Campaign

To help you craft an effective email drip campaign, we’ve gathered insights from top professionals in marketing and sales. From providing small, actionable information to using tracking URLs for targeted content, here are the top 10 best practices shared by our experts. Dive in to learn more about these strategies and how they can enhance your email marketing efforts.

  • Offer Option to Opt Out
  • Provide Small, Actionable Information
  • Guide Customers with the Right Content
  • Segment Your Audience for Increased Engagement
  • Use Clear, Concise Messaging
  • Provide Consistent, High-Quality Material
  • Engage Leads with Storytelling
  • Prioritize Personalization and Consistency
  • Optimize Emails for Mobile Devices
  • Use Tracking URLs for Targeted Content

Offer Option to Opt Out

There’s no denying that your main goal with a drip campaign is to get the readers to take action. You’re either selling a product, a service, or even just an idea.

Building your email list should be a top priority, and the more engaged your audience is, the better your campaigns tend to do.

However, not everyone wants to be bombarded with newsletters about how your cart is about to close and they need to act quickly. Even though they want to remain loyal, this might not be the time for them to spend their money. With that in mind, a really good practice is to give everyone a chance to opt out of those emails.

In other words, give everyone an out. It’s much better to lose a few bucks on this campaign than to lose a potential client forever.

Robert BurnsRobert Burns
Marketing Director, Oxygen Plus

Provide Small, Actionable Information

One of the best practices that has worked for us is providing small, actionable information in each email. This proves highly beneficial for both prospects and businesses.

This approach not only helps to build trust over time but also establishes a perception of authority. By consistently delivering valuable content, prospects are more likely to open promotional emails, leading to increased engagement and conversions.

Avinash KumarAvinash Kumar
Team Lead – Digital Marketing, RepuGen

Guide Customers with the Right Content

The key to a successful drip campaign is guiding customers toward conversion. But figuring out what content to send them can be tough. My favorite technique for this is to start by looking at your existing clients who have already taken the desired action.

Think about what information, resources, or assurances they needed at each stage to feel confident in taking that action. Use that insight to plan your drip campaign and send the right content at the right time.

Oksana SydorchukOksana Sydorchuk
Marketing Manager, Right People Group

Segment Your Audience for Increased Engagement

This means dividing your audience into various segments based on their preferences, behavior, or demographics. Not everyone on your mailing list has the same needs or interests.

By personalizing your emails to cater to each segment’s unique needs, you increase the chances of engagement. It not only displays empathy but also ensures that your content resonates with your audience, making your campaign more successful. Remember, relevance is key in email marketing, and segmentation is a powerful tool to achieve it.

Ray SchultzRay Schultz
VP Marketing, Liquid Rubber

Use Clear, Concise Messaging

One of the best practices in email drip campaigns is directing your readers through clear, concise messaging.

It starts with an identified goal for the campaign and predetermined objectives for each email. There are also various levels of consideration when executing, such as getting them hooked through the power of creativity, creating an impactful copy as you introduce your campaign, and stirring a connection with your audience by thoroughly presenting how your offering is relevant and how it can be beneficial to them. And in this entire process, remember that time and timing are key, too.

But the top consideration remains to be capturing them with clear, concise messaging that is apparent as early as in your email subject and immediately sustained in your headline.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Provide Consistent, High-Quality Material

Providing value and staying relevant throughout the series of emails is a good strategy for developing an effective email drip campaign. Focus on solving problems or exploring topics that are of interest to your intended readers.

Start slow, but gain traction by sending out increasingly valuable emails. In addition, you should monitor the time and frequency of your emails to find the optimal balance between being remembered and annoying your readers. Providing consistent, high-quality material has been shown to strengthen connections, earn people’s trust, and encourage them to take the desired behaviors more often.

Mike LeesMike Lees
Chief Marketing Officer, LeaseAccelerator

Engage Leads with Storytelling

Storytelling is an excellent approach to interacting with and establishing relationships with leads via email drip campaigns. Humans enjoy tales, and one study found that when we read or listen to one, our brains transform into email copywriters. This active area of our brain allows us to feel and experience what the characters are going through.

Incorporating anecdotes into email copywriting allows subscribers to see themselves in the circumstance being described. Because email copywriting appeals to their emotions, it can help persuade them to take the desired action after reading the email.

Adam CrosslingAdam Crossling
Head of Marketing, Zenzero

Prioritize Personalization and Consistency

Personalization is key in an email drip campaign. It helps your audience understand that these consistent efforts from your brand are only for them. This makes them more receptive to the content you share and increases the likelihood of engagement.

So, practice consistency with whatever personalization techniques and elements you put to use. Remember, if even one of your emails fails at this stage, your potential customer will lose focus and appreciation and probably disengage from the entire effort. At this point, you’ll have to start from square one all over again.

Ariav CohenAriav Cohen
VP of Marketing and Sales, Proprep

Optimize Emails for Mobile Devices

The #1 tip that I have for effective email drip campaigns is to always optimize for mobile devices. More often than not, our email campaigns are created on anything but a mobile device, so it can be easy to overlook that the majority of people check and read their emails on their phones nowadays.

Any goals that you have of driving sales, nurturing leads, or increasing engagement can quickly become deflated if a large portion of your audience can’t view and understand your campaign with ease. Use responsive design, concise text, and clear call-to-action buttons to improve the user experience on mobile devices.

In most cases, a mobile-friendly design layout offers more effective ways to communicate the focus of your campaign, and with more creative potential than traditional emails.

Sean CoffeySean Coffey
Marketing Manager, Regency Fire

Use Tracking URLs for Targeted Content

A tracking URL allows you to see who clicks on your CTA among your subscribers. More significantly, it provides you with information on the various sites and actions that your subscribers do on your website after clicking on your CTA.

The data gathered by your tracking URL enables you and your marketing team to provide more targeted content to these subscribers. This allows you to move them down your marketing funnel and convert them into customers.

Kim LearyKim Leary
Creative Director, squibble

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How to Design a Webinar Invitation Email

How to Design a Webinar Invitation Email

How to Design a Webinar Invitation Email

To help you create an effective webinar invitation email, we asked seven industry experts, including CEOs, founders, and marketing strategists, for their top tips. From highlighting webinar benefits to emphasizing key details, discover the essential advice these professionals shared to make your invitation stand out and drive attendance.

  • Highlight Webinar Benefits
  • Focus on the Value Proposition
  • Engage with Interactive Questions
  • Incorporate Visual Elements
  • Craft a Catchy Subject Line
  • Personalize and Add Humor
  • Emphasize the Key Details 

Highlight Webinar Benefits

When crafting your webinar invitation email, it’s important to focus on the benefits that the webinar will provide to your target audience. Your email should clearly explain how participating in the webinar can help attendees solve their problems and achieve their goals. 

Highlight the key points you’ll be discussing during the webinar and why they are relevant to them. By emphasizing the ways in which your audience can benefit from tuning in, you will increase the likelihood that they will open and click on your webinar invitation email.

Marcos Isaias, Founder and CEO, Misaias

Focus on the Value Proposition

One critical tip for designing a webinar invitation email is to focus on the value proposition. Clearly articulate what attendees will gain from the webinar right at the beginning of the email. This could be learning a new skill, gaining insights into an industry trend, or understanding how to solve a pressing problem. 

Use powerful, compelling language and design elements to highlight this key takeaway, making it the centerpiece of your invitation. In addition to this, don’t forget to make the registration process as straightforward as possible. After all, a compelling invitation is only effective if it encourages easy action.

Kevin Hall, Marketing Operations, Webserv

Engage with Interactive Questions

Always use your webinar invitation emails to start a conversation with the subscribers. For example, you can ask them to submit questions to be included in the agenda. For Growth Chats, we use interactive forms inside emails to ask registrants about what they’d like to ask the guests and give those questions priority in the live Q&A.

Aquibur Rahman, CEO, Mailmodo

Incorporate Visual Elements

In my experience as a marketer, adding visuals greatly enhances the effectiveness of a webinar invitation email. The brain processes visuals 60,000 times faster than text, so images, infographics, and videos can quickly draw attention and effectively communicate your message. 

One instance that particularly stands out is when we designed an invitation for a client’s e-commerce seminar. We included a captivating, colorful infographic showing the growth of e-commerce over the years. It visually portrayed what the attendees would learn, hence sparking curiosity. 

The click-through rate for this email was significantly higher than our text-based versions. So, integrating visual elements not only piques interest but also bridges the gap between the recipient and the content.

Josh “Snow” Elizetxe, Founder, Customer Feedback

Craft a Catchy Subject Line

A good tip for a webinar invitation email is to write a catchy and relevant subject line. Your subject line should catch your recipients’ eye and make them curious about your webinar. 

Also, showing the value of attending your webinar should be one of the main motives. You can use different ways to make your subject line more interesting. Use questions, numbers, emojis, or names to make it more effective for the recipients. You’ll get more people to open your email and sign up for your webinar as a result. Just focus on the aspect one will notice at first glance.

Ilan Nass, Chief Revenue Officer, Taktical

Personalize and Add Humor

Want your webinar invitation email to stand out like a unicorn in a field of horses? Here’s a tip that’ll have attendees RSVPing faster than you can say “webinarlicious”! Personalization is key, my friend. No one wants to feel like they’re just another name on a long list. 

Address your recipients by name and use data points to make it extra special. For example, “Hey John, we noticed you’re a marketing whiz who loves all things SEO!” But wait, there’s more! Sprinkle some humor in there too. A witty subject line or a clever pun can make your email irresistible. 

Imagine this gem: “Unleash Your Webinar Superpowers! Join us for an hour of knowledge bombs and virtual high-fives!” So, remember: personalized, humorous, and packed with value. That’s the recipe for a webinar invitation email that gets RSVPs flying in like confetti.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Emphasize the Key Details First

Make sure the details come first. Put yourself in the shoes of your customer—If you’re getting an email about a webinar, the first thing you want to know is the date, the time, and the title. Everything else is bonus information that may help in swaying a decision. 

Use a headline font and brand colors to direct your customer’s eyes to the title. Add bolding to paragraph fonts to display the date prominently and unbold the font when presenting the time. Consider adding the name of the person presenting and their title if it is someone who holds prominence in the industry. This can be done by creating a custom header graphic or simply editing the email text to emphasize the details as described.

Lauren Murdock, Marketing Strategist, Raka Health

9 Best Practices for Promoting Affiliate Links in Your Email Marketing

Best Practices for Promoting Affiliate Links in Your Email Marketing

9 Best Practices for Promoting Affiliate Links in Your Email Marketing

To help you effectively promote affiliate links in your email marketing campaigns, we’ve gathered insights from ten marketing professionals, including founders, CEOs, and marketing managers. From adding authenticity and humor to offering exclusive bonuses, these experts share their top nine best practices for promoting affiliate links in your email marketing campaigns.

  • Add Authenticity and Humor
  • Be Transparent
  • Share Personal Product Experiences
  • Leverage the Post-Script Section
  • Build Trust by Providing Value
  • Ensure Contextual Relevance 
  • Utilize Trigger-Based Campaigns
  • Integrate Affiliate Links Naturally
  • Offer Exclusive Bonuses

Add Authenticity and Humor 

Here’s a tongue-in-cheek best practice for promoting affiliate links in email marketing campaigns: Be as authentic as a unicorn riding a unicycle. Blend your affiliate links seamlessly into your content, making readers think, “Wait, did they just slide in an affiliate link? Sneaky, yet impressive!” 

Share your personal experience with products, dropping the bombshell that you might receive a small commission. Offer exclusive bonuses or discounts to make subscribers feel like they’ve found a secret treasure chest. Segment your email list, serving relevant offers based on readers’ interests. 

Analyze and optimize click-through and conversion rates, experimenting with humorous subject lines, irresistible CTAs, and captivating email formats. Embrace your inner humor and watch those affiliate links soar, while your emails entertain and conversions flourish.

Ntinyari Kimathi, Founder, XLURU.com

Be Transparent

If there’s one thing I would underscore, it would be this: transparency is key. Make sure to always disclose your affiliate relationships to maintain trust with your subscribers. Weave your affiliate links organically into useful content—don’t just drop a link without context. Keep emails interesting, engaging, and above all, valuable. 

That way, your subscribers will be excited to open your emails, increasing the chances they’ll click on your affiliate links. And remember, the most successful affiliate marketers are the ones who add value first, sell second.

Melanie Balke, CEO and Founder, The Email Marketers

Share Personal Product Experiences

In affiliate email marketing, being real and trustworthy is key. You are not just selling stuff, you are sharing valuable content to help your subscribers solve a problem. Make it really useful, insightful, and relatable. Don’t just say “This product is great”—explain why.

When you talk about affiliate products, get personal. Tell your readers how you used it and how you personally benefited from it. This real-life experience makes the product more genuine and sparks enough curiosity to encourage your readers to click that link.

Juliet Dreamhunter, Founder, Juliety

Leverage the Post-Script Section

One best practice for promoting affiliate links in your email marketing campaigns is leveraging the power of the post-script section, the “P.S.”

Why the P.S., you may ask? Often, when people skim through emails, the P.S. catches their attention. It’s like a bonus after the main content and arouses curiosity. You can take advantage of this to give one last persuasive nudge about your affiliate product or service.

When using the P.S. section, keep it concise and compelling. Use it to reiterate the benefits of the affiliate product, share a powerful testimonial, or highlight a limited-time offer. Link the product or service directly in the P.S. to make it as easy as possible for readers to access it.

Remember, even while using this strategy, transparency is key. Always disclose that it’s an affiliate link to maintain trust with your subscribers. An honest, strategically placed P.S. can boost your click-through rates and foster a loyal and engaged audience.

Will Gill, Event Entertainer, DJ Will Gill

Build Trust by Providing Value

Building a loyal audience comes before you can make your audience buy from your affiliate links. And when it comes to email marketing campaigns, you need to go the extra mile and focus only on giving value before you even talk about your products. 

Putting value on the top will help you win the trust of your audience. The audience will automatically connect with your business and brand if you can solve their problem. So, provide value and build a following of loyal audience. Once you do that, whether you are starting an email marketing campaign or not, your audience will buy from your affiliate links.

Ilan Nass, Chief Revenue Officer, Taktical

Ensure Contextual Relevance

One best practice stands out above the rest: contextual relevance. Ensuring that the affiliate links you include are contextually aligned with your content and offer products or services you genuinely support is paramount.

Contextual relevance not only increases the chances of capturing your audience’s interest but also enhances their trust in your recommendations. By featuring products or services that you would personally subscribe to, you convey authenticity and credibility.

Additionally, it is worth considering the power of offers. Affiliate programs that provide a “no-brainer” offer, such as a free item or a substantial discount code, can further entice your audience.

Finally, transparent labeling of affiliate links is a personal preference I appreciate. While not explicitly required, being honest and upfront about affiliate links fosters trust.

Rafael Sarim Özdemir, Founder and CEO, Zendog Labs

Utilize Trigger-Based Campaigns

The core concept of trigger-based email marketing campaigns is to send emails automatically based on particular client activities called triggers. Trigger emails are sent to the audience based on their behavior. 

The majority of trigger emails fall into two categories: segment-based and event-based. When your subscribers satisfy certain parameters, segment-based trigger emails are sent, whereas event-based trigger emails are sent when they opt-in or make a purchase. 

Trigger emails are used to provide consumers with assistance and nurturing so that they can reap the maximum benefits of a product or service. They are also used to deliver vital updates and to inspire positive behaviors. 

Triggers are extremely efficient for marketing affiliate links since they track the behavior of clients and send customized triggers to them, causing them to perform the desired action like clicking on the links and making a purchase.

Marco Andolfatto, Chief Underwriting Officer, Apollo Cover

Integrate Affiliate Links Naturally

Natural integration of affiliate links in your email marketing campaigns is vital for maintaining a positive user experience and establishing credibility. By seamlessly incorporating relevant recommendations within valuable content, you can enhance engagement and increase the likelihood of conversions. 

Techniques such as contextual storytelling, value-driven recommendations, and personal endorsements contribute to a more authentic and trustworthy approach. Natural integration benefits both you and your subscribers by providing valuable information while also presenting affiliate products as genuine solutions.

Natural integration benefits both you and your subscribers. It enhances the user experience by providing valuable content beyond promotional messages. Your subscribers will appreciate the informative and engaging emails, resulting in higher engagement rates and reduced chances of them unsubscribing.

Sreejith Sreekumar, Email Marketer, Changing Tree

Offer Exclusive Bonuses

When you’re promoting affiliate links to your email list, you can add even more value to your subscribers by offering an exclusive bonus for purchasing through your affiliate link. 

For example, you can offer one of your related products as a bonus, an hour of your time for some personalized strategies, or even store credit they can use in the future. 

Offering a bonus for using your affiliate link shows your subscribers that you stand behind the product that you are promoting, and that even though you’re promoting someone else’s resource, you are still invested in helping them make the most of it.

Anna Crosby, Owner, Geni Collective

12 Ways You Can Use AI in Email Marketing

Ways You Can Use AI in Email Marketing

12 Ways You Can Use AI in Email Marketing

Discover how AI can revolutionize your email marketing strategy with insights from 12 industry experts, including CEOs, Vice Presidents, and Marketing Managers. From streamlining copywriting to maximizing efficiency with email tools, these professionals share their tried-and-true methods for enhancing email campaigns with artificial intelligence.

  • Streamline Copywriting
  • Boost Engagement With AI-Based Videos
  • Brainstorm Content With Assistance
  • Gain Powerful Product Recommendations
  • Amplify Relevance via Combined Tactics
  • Improve Retargeting 
  • Optimize A/B Testing 
  • Discover In-Depth Email Analytics
  • Automate Behavior-Triggered Campaigns
  • Boost Open Rates with Improved Subject Lines
  • Enhance Engagement with Personalization
  • Maximize Efficiency with Email Tools

Streamline Copywriting 

While I’ve found so many ways in which AI can be used in email marketing, there’s one that I completely love and have incorporated in my email marketing campaigns: copywriting.

I love the idea of just entering a bunch of keywords into ChatGPT or Jasper, for instance, and having my email copy ready to be sent. What makes it even more fun is that you can try different input ideas to make the output better. Like you can let the tool know who you’re writing it for, what’s the purpose of the mail, what’s supposed to be the tone of the mail, and so on and so forth.

It’s a genuine recommendation from me to use these tools; leverage the power of AI into your email marketing campaigns because if you’re not doing so, you’re falling behind. We all know it’s very important to stay ahead when you’re in marketing. Plus, it makes your work so much simpler and gets it done so much quicker.

Aquibur Rahman, CEO, Mailmodo

Boost Engagement With AI-Based Videos

Not every email you send out can be action- or product-based — some are purely informative. For emails that fit the latter description, and despite evolving debate, I believe that including videos makes them more engaging. AI-based videos have been a pleasant surprise and add to the experience of opening emails.

As the cost of AI-based video production is lower, creating them is more profitable compared to hiring a professional video team. And your emails’ open rates will show a positive impact.

Matthew Ramirez, CEO, Paraphrasing Tool

Brainstorm Content With Assistance

As an email marketer, coming up with creative content consistently can get tedious. I’ve used AI to assist me with brainstorming ideas for content or copy. 

For example, I’ve asked AI to come up with detailed descriptions for particular customer segmentations in order to know how to talk to or market to a specific group of customers. After I get the description back from AI, I’m able to see how I can modify my marketing language to appeal to each customer segment. 

Whenever I use AI for email marketing, I’ve never used what AI puts out verbatim; I always tweak it to align with the brand voice or expound. Using AI to trigger various brainstorming processes has helped me tremendously by saving time for me and my clients.

Amanda Luke, Owner, Email and Mobile Marketing Freelancer and Consultant, ACL Digital Marketing

Gain Powerful Product Recommendations

I have incorporated AI into my email marketing by using product recommendations powered by machine learning. This allows me to provide recipients with tailored product offers based on their previous purchases or preferences. 

I recommend that other email marketers try this as it can increase relevance and engagement, leading to higher click-through rates and conversions. The AI-powered algorithm can quickly and accurately identify the products that are most likely to interest each individual recipient, so it can save a lot of time compared to manually curating product recommendations for every email.

Ryan Hetrick, CEO, Epiphany Wellness

Amplify Relevance via Combined Tactics

We use AI in our email marketing with AI-powered tools to help us create more personalized and relevant emails. I recommend that all email marketers try to incorporate AI into their email marketing campaigns, to create more personalized and relevant emails, which can lead to improved results.

Here are some specific examples of how AI can be used in email marketing:

  • Segment your email list based on user behavior, interests, and demographics. 
  • Personalize email subject lines, content, and calls to action. 
  • Determine the best time to send emails. 
  • Retarget people who have already visited your website or opened your emails.

Brenton Thomas, CEO, Twibi

Improve Retargeting 

One innovative method we’ve employed in our email marketing strategy is AI-based email retargeting. If a potential customer opens an email but doesn’t take the desired action, our AI system cues us in. We then send a carefully personalized follow-up email, to re-engage their interest. 

For instance, we once had a client who showed interest in our premium packages but didn’t complete the purchase. Our AI system flagged this, allowing us to send a targeted email, offering a limited-time discount. This method ultimately converted the lead. 

So, for my fellow email marketers, I highly recommend incorporating AI into your strategies. It can significantly improve engagement and conversion rates, making your campaigns more effective and profitable.

Alexandru Contes, Co-founder, ReviewGrower

Optimize A/B Testing

If you’re into email marketing, you’ve probably heard of A/B testing. I believe AI can improve this process by automating and improving the testing and optimization workflow, which is a widespread practice. 

Subject lines, images, CTA buttons, and email layouts are just some aspects that may be examined by AI algorithms to identify which works best in an email marketing campaign. Artificial intelligence systems can rapidly determine the optimal permutations of these aspects that yield the highest engagement and conversion rates by automatically producing and testing numerous variants of each. 

By automating A/B testing, email marketers can save time and effort while continuously improving the effectiveness of their efforts. Marketers may learn about client preferences and adjust email campaigns accordingly with the help of AI algorithms that reveal why certain variants performed better than others.

Timothy Allen, Sr. Corporate Investigator, Corporate Investigation Consulting

Discover In-Depth Email Analytics

I can say from personal experience that using AI-driven email performance analytics provides marketers with a wealth of data to examine the success of their email campaigns. While measures like open rates, click-through rates, and conversion rates are helpful, the patterns and levels of interaction with a brand’s content that can be gleaned through AI algorithms are much more so. 

Email data such as time spent reading, scroll depth, email forwarding, and social media sharing can be analyzed by AI systems. Having access to these supplementary analytics allows for a deeper dive into consumer interaction and the identification of weak spots in email layout, content placement, and overall campaign strategy. 

Email marketers can improve campaign performance, boost engagement, and get more results by evaluating detailed email data and acting on the insights they reveal.

Tiffany Hafler, Marketing Manager, FORTIS Medical Billing 

Automate Behavior-Triggered Campaigns 

In my opinion, the development of behavior-triggered email campaigns is made possible by AI-driven predictive email segmentation. AI systems can discover specific triggers, such as abandoned carts, website surfing patterns, or email interactions, by studying client behaviors in real-time. 

Email marketers can automate the sending of tailored emails to the appropriate customer subset based on the occurrence of certain triggers. When a customer abandons their cart, for instance, an email system driven by AI can immediately send a reminder of the items and an incentive to complete the purchase. 

Predictive segmentation-based behavior trigger emails have been shown to increase consumer engagement and purchases. They take advantage of AI algorithms’ capacity to spot opportune moments for communication, which boosts open, click-through, and conversion rates.

Cindi Keller, Communications Coordinator, The Criminal Defense Firm

Boost Open Rates with Improved Subject Lines

We’ve leveraged AI to enhance our email marketing strategy, particularly by creating more compelling subject lines. Recently, we were struggling to craft a catchy subject line for a promotional email. We fed the AI some basic information about our offer. It spit out a subject line that was intriguing yet informative. 

To our surprise, that email had the highest open rate we’d ever achieved. The reason why I recommend this to other email marketers is that AI can help you come up with fresh, unique subject lines that hook your audience. It’s like having a creative powerhouse at your fingertips, saving you time while optimizing your results.

Thomas Giarraputo, Vice President, Executive Cleaning Services

Enhance Engagement with Personalization

I’ve incorporated AI into my email marketing by leveraging personalized subject lines and content. By using AI to personalize emails, we can improve open rates significantly. Additionally, personalization enables us to tailor the experience for each subscriber based on their preferences and interests, which increases engagement and conversions.

I recommend other email marketers try this because personalization can help them create a unique experience for their subscribers, build stronger relationships, and increase conversions. Additionally, it allows email marketers to quickly collect data and insights which can be used to optimize future campaigns.

Darryl Stevens, CEO, Digitech Web Design

Maximize Efficiency with Email Tools

Incorporating AI into email marketing has been a game-changer for maximizing efficiency and personalization. I have adopted AI-powered algorithms to analyze user behavior and preferences, allowing for dynamic content customization.

I recommend other email marketers implement automated email segmentation and personalization based on user interactions, interests, and demographics.

By utilizing AI-driven tools, marketers can automate creating targeted email campaigns, improving open, click-through, and conversion rates. AI can analyze vast data and generate actionable insights to optimize email content, subject lines, and send times for different audience segments.

This level of personalization enhances the user experience and increases the likelihood of driving meaningful engagement and conversions.

AI-powered email marketing tools can also provide real-time analytics and performance metrics, enabling marketers to make data-driven decisions and optimize their email campaigns.

Shane McEvoy, MD, Flycast Media

13 Things To Get Right When Outsourcing Email Marketing

Things To Get Right When Outsourcing Email Marketing

When outsourcing email marketing efforts, it’s crucial to get certain aspects right to ensure success. We’ve gathered insights from 13 marketing professionals, including CEOs, founders, and marketing managers, on the most important factors to consider. From providing guidance on structure and tone to creating a detailed brief, these experts share their top tips for a successful outsourcing experience.

  • Provide Guidance on Structure and Tone
  • Define Roles and Communicate Clearly
  • Set Clear Expectations Upfront
  • Maintain Brand Consistency
  • Understand Brand Voice and KPIs
  • Define Success and Track Metrics
  • Prioritize Industry Experience
  • Ensure Legal Compliance
  • Establish Clear Communication With Check-ins and Feedback
  • Verify Agency’s Experience and Expertise
  • Consider Budget for Outsourcing
  • Ensure a Correct Opt-Out Process
  • Create a Detailed Brief

Provide Guidance on Structure and Tone

When outsourcing email marketing, you must be clear about your preferred structure and tone. For example, provide previous email examples you created in-house or newsletters from other brands you particularly enjoy. The more inspiration you provide to the freelancer or agency, the greater the likelihood of them capturing the essence of what you’re looking for.

Lyudmyla Dobrynina, Head of Marketing, Optimeal

Define Roles and Communicate Clearly

When outsourcing email marketing efforts, it’s essential to define roles and responsibilities clearly. I’ve learned this through personal experience, where a lack of clarity in this area can lead to confusion, miscommunication, and ultimately, poor results. By defining who handles what, you can ensure that everyone knows what’s expected of them, and everyone can work efficiently towards the same goal. 

It’s also essential to establish an obvious line of communication and set up regular check-ins to ensure that everyone is on the same page. By doing so, you can help ensure that the outsourcing process runs smoothly and that you achieve the desired results.

Natalia Brzezinska, Marketing and Outreach Manager, ePassportPhoto

Set Clear Expectations Upfront

Setting clear expectations upfront is crucial for the effective outsourcing of email marketing operations to a third-party company or independent contractor. In order to guarantee that everyone is on the same page, this entails identifying deliverables, techniques, a timetable, and prices. 

It’s also essential to treat the outsourcing partner like a team member and make sure they have the knowledge and experience required. To guarantee responsibility and prevent grouping activities together, it is also crucial to set up regular check-ins and milestones. In order to ensure that everyone involved knows where they are going and how to get there, we should develop clear and quantifiable goals.

Michael Lees, Chief Marketing Officer, EZLease

Maintain Brand Consistency

When outsourcing email marketing efforts to an external agency or freelancer, one critical factor to consider is ensuring consistency in brand messaging. 

According to HubSpot, personalized emails improve click-through rates by 14% and conversion rates by 10%. This highlights the importance of ensuring that the outsourced email marketing partner understands the brand’s voice, messaging, and target audience to create personalized and relevant emails.

One example of a company that excels at outsourcing email marketing is Airbnb. The company outsources its email marketing to an external agency, but they have maintained the brand’s unique voice and personality by providing detailed brand guidelines and frequent communication. This has resulted in a consistent and engaging email marketing campaign that has contributed to the company’s success.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Understand Brand Voice and KPIs

When outsourcing email marketing efforts, it’s crucial to ensure that the external agency or freelancer understands your brand voice and messaging. 

This requires a clear and concise communication strategy, which should include your target audience, brand values, and goals. Providing the agency or freelancer with a detailed brief that outlines your expectations and guidelines is also important. 

It’s essential to maintain regular communication throughout the process and to review and approve all email copy and designs before they are sent out. 

Additionally, it’s crucial to establish key performance indicators (KPIs) to measure the success of the email campaign. KPIs such as open rates, click-through rates, and conversion rates will provide insight into the effectiveness of the campaign and allow for adjustments to be made if necessary.

Luciano Colos, Founder and CEO, PitchGrade

Define Success and Track Metrics

Without a clear understanding of what you want to achieve through your email marketing campaign, how will you know if it’s successful or not? 

Start by defining what success means for your business. Is it more sales, higher website traffic, increased brand awareness, or something else entirely? Once you’ve identified your goals, you need to establish specific and measurable metrics to track progress. 

For example, if your goal is to increase sales through email marketing, track open rates, click-throughs, conversion rates, and revenue generated from email campaigns can help you determine whether you’re on the right track. By outlining these metrics upfront, you can communicate this effectively with any external agency or freelancer you work with.

Effie Asafu-Adjaye, Founder, Beautiful Sparks

Prioritize Industry Experience

We’ve worked with a few different freelancers, and those with industry experience (for us at Helm, that’s the accounting and finance industry) have been markedly better to work with and have produced the best results. 

For those without industry experience, we’ve found that they have to spend more time developing copy, and it resonates less with our target audience. Those with experience have had an easier time jumping in, and typically already have a strong grasp of our audience, or at least a level of familiarity that helps them write more engaging copy. 

Another benefit of working with those with industry experience is that they sometimes know things or have insights on things that even we didn’t, potentially helping us in other aspects of our business.

Kelvin Gieck, Co-founder, Helm Cash Flow

Ensure Legal Compliance

When outsourcing email marketing, I suggest making sure your partner is aware of and complies with relevant legislation such as GDPR, CAN-SPAM, and CASL. I believe this will assist you in avoiding legal complications and protecting the reputation of your brand.

Adam Crossling, Head of Marketing, Zenzero

Establish Clear Communication With Check-ins and Feedback

One thing to get right when outsourcing email marketing efforts to an external agency or freelancer is to ensure clear communication and expectations. This means establishing a clear scope of work, outlining goals and objectives, and setting timelines and deadlines.

It’s also important to communicate your brand voice, target audience, and any specific requirements or preferences you may have, such as language, design style, or tone. Setting up regular check-ins and progress reports can help ensure that the work is meeting your expectations and that any issues or concerns are addressed promptly. 

Finally, it’s essential to establish a good working relationship with the agency or freelancer, which means being open to feedback and willing to collaborate to achieve the best results.

Brenton Thomas, CEO, Twibi

Verify Agency’s Experience and Expertise

Agencies certainly have experienced teams that deliver winning email marketing solutions to their clients. But does the agency you’ve hired have the necessary experience and expertise to cater to your brand and niche? 

The rules of email marketing vary in every industry, and there’s quite a lot of fine-tuning that comes into play when serving different brands too. So ensuring that your agency can indeed deliver efficient solutions is among the first things to consider. 

Review their existing client list, ask them how they intend to improve on your current strategy, and even plan a few test runs to see how the entire plan works. Sign up for their services only when you’re convinced.

Ariav Cohen, VP of Marketing and Sales, Proprep

Consider Budget for Outsourcing

We can do marketing entirely in-house, completely outsourced, or a combination of the two. After all, compared to internal teams, marketing firms typically offer a wider range of services, have a team with more varied specialties, and can work more quickly. 

Setting your budget might make it clearer whether your business should hire a freelancer or a marketing outsourcing agency. Consider factors such as how much it costs you in terms of time and money to keep things in-house. A rough estimate of the resources you’ll (theoretically) be freeing up can be obtained by starting with the salaries of your workers and figuring out how much time they spend on the tasks you’ll be outsourcing. 

How long do you intend to work with the agency or freelancer? Do you plan to outsource a single campaign that will last a month? Any possible savings from equipment, contractors, or other services that you won’t require after starting to work with the independent contractor/agency.

Joe Li, Managing Director, CheckYa

Ensure a Correct Opt-Out Process

You must ensure that they get the opt-out process correct. People need to clearly see how to opt-out, and the request must be honored immediately. Not everyone remembers signing up for your list, and some people just want to clear their inboxes. Regardless, failure to get it right can cause damage to your brand with negative reviews.

Mike Wood, Digital Marketer, Legalmorning

Create a Detailed Brief

When creating a brief, know that there’s no such thing as “too specific.” If you feel like the agency or freelancer needs to know about it, then write it down. The more you can reduce back-and-forth in the beginning, the more the external partner can get into the ‘flow’ of your requirements.

Gary Warner, Marketing Manager, Joloda Hydaroll

How Do You Know If Your Emails Are Going To Spam?

How Do You Know If Your Emails Are Going To Spam?

How Do You Know If Your Emails Are Going To Spam?

From discovering low open rates to receiving automated reactions, here are eight answers to the question, “What are a few important indicators that your emails are going to spam?”

  • Low Open Rates
  • High Bounce Rate
  • Inconsistent Sending Patterns
  • Blacklisting
  • Low Engagement Rate
  • Poor Sender Reputation
  • High Unsubscribe Rates
  • Receiving Automated Reactions

Low Open Rates

Low open rates can be a clear indicator that your emails are going to spam. When I notice that most of my recipients are not opening my emails, I usually wonder if my messages are even getting delivered to their inboxes.

It’s important to remember that spam filters are becoming increasingly sophisticated, and they can easily flag your emails as spam if they contain certain trigger words, excessive use of capital letters, or come from an unverified sender. 

If I notice low open rates, I typically review the content of my emails and ensure that I am not using any spam-triggering words or phrases, and I also check if my email is properly authenticated to avoid being flagged as a spammer.

Natalia Brzezinska, Marketing and Outreach Manager, ePassportPhoto

High Bounce Rate

A higher bounce rate can be a solid indicator that one’s emails are going straight to the spam folder. Bouncing, of course, implies that the server itself rejected the emails because of their contents. 

When one server rejects emails as spam, it is highly likely that others will follow suit. Adjusting the content accordingly and following HTML best practices is a simple remedy for this ailment.

Max Schwartzapfel, CMO, Schwartzapfel Lawyers

Inconsistent Sending Patterns

Sending emails inconsistently could cause your emails to be marked as spam. Spam filters examine patterns in the frequency and timing of emails to assess whether they are real. If you suddenly start sending more emails than normal, or if you go for lengthy periods sending no emails, they may tag your emails as spam.

Max Whiteside, SEO and Content Lead, Breaking Muscle

Blacklisting

If your domain or IP address has been blacklisted by email providers, it signifies that recipients or email providers have identified your emails as spam. 

This can happen if your email practices violate the restrictions of your email provider or if you send emails to invalid email addresses. To resolve this issue, I believe that contacting your email provider to see why your domain or IP address was blacklisted and take corrective actions to enhance your email practices.

Rasa Bernotiene, SEO Specialist, No Win No Fee

Low Engagement Rate

You are sending enough emails to customers, yet the engagement rate is still so low. What could be the reason? It is possible that your emails are going to spam. A low engagement rate is a clear sign you need to work on your email strategy again. Spam filters can detect whether your recipients are engaging with your emails, and this is a common reason emails go to spam.

If recipients are not responding to your emails, they are more likely to be flagged as spam. When you receive low engagement from your email recipients, start working on content strategies to make emails more engaging and effective. This will help you increase the engagement rate.

You should stop sending emails to the same addresses that are not opening your emails after several tries. Take the help of some tools to easily find the reason behind email spam. This way, you can save time and leap from a low engagement rate to a high engagement rate.

Yogesh Kumar, Digital Marketing Manager, Technource

Poor Sender Reputation

I believe your sender reputation impacts whether your emails are labeled as spam. Your sender reputation is a score granted to you by email service providers that shows your sender reliability. 

If your reputation is bad, it might impair email delivery and cause it to be labeled as spam. Maintain a strong sender reputation by adhering to proper email practices, avoiding spamming activity, and cleaning your email list regularly to remove incorrect or inactive email addresses.

Matt Magnante, Director of Content and SEO, Fitness Volt

High Unsubscribe Rates

A clear sign that your emails are being spammed is a high rate of unsubscribes from your email list. This is especially true if you see more than average compared to what you typically expect. Typically, people flag intrusive messages as spam before eventually unsubscribing. 

So, if you’re noticing a sharp increase in your unsubscribe rate, it could indicate that your emails are ending up in the wrong places.

Karl Robinson, CEO, Logicata

Receiving Automated Reactions

Email providers’ automated answers, such as “undeliverable” or “blocked,” can indicate that your emails are not reaching the recipient’s mailbox. In my opinion, this is a clear sign that your emails are being routed to spam. To remedy this issue, contact your email provider to see why your emails are being blocked and take the necessary steps to enhance deliverability.

Adam Crossling, Head of Marketing, Zenzero

Fill in the Blank: Email Click-through Rates Can Be Improved by ___________.

Email Click-through Rates Can Be Improved by

From starting with a free offer to putting solutions front-and-center, here are 13 answers to the question, “Fill in the blank: Email click-through rates can be improved by ___________.”

  • Offering Something Free
  • Adding an Element of Play
  • Crafting Compelling Subject Lines
  • A/B Testing
  • Avoiding Spammy or Salesy Words 
  • Segmenting the Email List
  • Putting in an Infographic 
  • Personalizing the Content
  • Sending Fewer Emails
  • Testing and Adjusting Send Times 
  • Including Powerful Calls-to-Action
  • Using Emojis
  • Providing Value Through Solutions

Offering Something Free

You can improve your email click-through rate by offering something for free. For example, if you’re trying to sell a product online, you could give a free sample for people to try before purchasing. 

This way, you’re increasing your chances of them clicking through to your site to purchase. Offering something for free can help increase your click-through rate by making your emails more appealing to potential customers.

Matthew Ramirez, CEO, Paraphrase Tool

Adding an Element of Play

Get really creative and challenge your subscribers! Email gamification is a highly interactive way to increase your click-through rates. 

I’ve seen brands embrace games within emails by combining GIFs and landing pages to include “Spin the Wheel” games, or specially formatted “Where’s Wally?” style images with hidden objects to drive engagement. 

You can easily introduce occasional puzzles, mazes, or brain teasers. Ask subscribers to enter their answers in an email form or select a button to play.

Vicky Smith, Email Strategist and Copywriter, Flic Email

Crafting Compelling Subject Lines

Email click-through rates can be improved by crafting compelling subject lines. 

Well-crafted, specific, and concise subject lines have the power to grab your subscribers’ attention. It’s the first thing your subscribers see, and it can make or break their decision to read your email. 

Hence, a compelling subject line will stand out from the crowd and increase the chances of your email being opened.

Shaun Connell, Founder, Writing Tips Institute

A/B Testing

A/B testing is a powerful tool that allows marketers to optimize their email campaigns. 

By testing different versions of an email, marketers can gain insights into what works and what doesn’t. This approach helps to identify the most effective elements of an email, such as subject lines, images, and calls-to-action. 

With this information, marketers can refine their emails to improve click-through rates and ultimately drive more conversions. 

A/B testing is a solid strategy for optimizing your click-through rates.

Jennifer Ayling, Content Marketer and Copywriter, The Mulberry Pen

Avoiding Spammy or Salesy Words 

Because of the huge number of emails received by prospects daily, your emails most likely won’t be opened. Creating urgency and excitement for the viewers should be the aim you’re striving for. Your subject line must be powerful enough to get recipients to open the email; that should be your priority.

As a rule, avoid using words such as “get,” “register,” and so on. The email algorithms and human minds are so well-versed in such words that they’ll either go into the spam box or just be ignored. A great hack I’ve been using lately is Mailmeteor’s spam checker, which checks and detects spammy words that might affect your deliverability.

Another point is, always make sure your CTA is highlighted and directed to the right landing page. Even if you’re not working on those creative branded emails, just make sure you use the right font and color schemes to grab attention. Testing regularly and retaining the ones that are working will turn your email campaigns into successes.

Johannes Larsson, Founder and CEO, Financer.com

Segmenting the Email List

Email click-through rates can be improved by segmenting the email list. The method refers to dividing the email subscribers into different groups based on specific criteria such as demographics (e.g., age, gender, location), behaviors (e.g., purchase or browsing history), interests (e.g., wish list), or actions (e.g., clicking on specific links, filling out a form). The underlying concept behind email segmentation is to deliver more targeted and personalized content to each group of subscribers, which can lead to increased engagement, open rates, and click-through rates.

Email segmentation involves tailoring the email content, design, and call-to-actions to each group. For instance, a company selling outdoor gear might segment its email list into hikers, campers, and rock climbers. The marketing team then crafts targeted emails with relevant products, tips, or promotions specific to each subgroup. Doing so increases the likelihood that subscribers will find the email content valuable.

Nina Paczka, Community Manager, Resume Now

Putting in an Infographic

Images are great—they draw the eye in and break up long paragraphs. But for click-through rates, I’ve found that infographics are even better. 

Studies have shown that the average customer only looks at an email for a single second. They’re scanning the contents, at best. By combining images with pertinent information, you’ll convey a concise message that they can quickly absorb, improving the odds that they’ll continue on to your site.

Remember though, to leave them wanting more, your infographic should hint at the conclusion, not reveal it. It’s about the tease and the chase.

Tim Walsh, Founder, Vetted

Personalizing the Content

One way to improve email click-through rates is to personalize the content to the recipient. By incorporating the recipient’s name, past purchase history, or other relevant details, the email feels more tailored to their interests and needs. This can lead to higher engagement and more click-throughs. 

For example, a digital marketing agency sent personalized emails to a client’s email list with customized product recommendations based on their past purchases. This resulted in a 35% increase in click-through rates compared to non-personalized emails.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Sending Fewer Emails

Email marketing is all about finding the right balance between content and frequency—a policy of more emails equaling more engagement simply doesn’t work here. 

When sending emails to a target audience, it’s essential to arrive at a frequency that does not overwhelm them because of high numbers. If they see too many emails from your brand, they’ll simply stop engaging or, worse, unsubscribe. The trick is to send fewer but more impactful emails that not only improve your click-through rates but also engage your audience without making them feel swamped.

Ariav Cohen, VP of Marketing and Sales, Proprep

Testing and Adjusting Send Times 

Testing and adjusting send times and frequencies can significantly improve email click-through rates (CTRs) by ensuring content reaches subscribers when they are most likely to engage. Optimal send times depend on factors like location, demographics, and habits; A/B testing and engagement metric analysis can help determine the best time to reach a specific audience.

Balancing email frequency is crucial: too many emails lead to subscriber fatigue, while too few result in missed opportunities. Monitoring metrics like open rates, click-through rates, and unsubscribe rates helps fine-tune frequency for maximum engagement.

Moreover, relevance and timeliness play a critical role in improving CTRs. Sending emails to coincide with relevant events or promotions creates urgency and boosts engagement. In summary, by optimizing send times, frequencies, and content relevance, marketers can significantly enhance email CTRs and foster stronger relationships with subscribers, improving CTR success.

Jorge Alberto Fuentes Zapata, Founder, Fuentes Zapata Co.

Including Powerful Calls-to-Action

Email click-through rates can be improved by seasoning your content with irresistible calls-to-action. Just like a delicious dish that entices people to take a bite, your emails should include captivating invitations that encourage readers to click and explore further.

Craft your calls-to-action to be clear, concise, and compelling, while ensuring they align with your email’s overall message. By sprinkling these tantalizing elements throughout your content, you’ll create a savory experience that leaves your audience hungry for more, ultimately boosting your click-through rates.

Robert Wolski, Co-founder, Halftone Digital

Using Emojis

Using emojis in email subject lines can improve click-through rates by adding visual interest and emotional appeal to the message. However, it’s important to use emojis sparingly and only when they align with the tone and content of the email. Testing different variations can help identify which emojis resonate with your audience and drive the most engagement.

Ben Lau, Founder, Featured 

Providing Value Through Solutions

When your email content provides valuable information and, more importantly, solutions to your audience, you can count on enhanced engagement. A good click-through rate is achieved by giving your subscribers enough reasons to click on those well-placed CTA buttons and taking that next step in building a beneficial relationship with your brand. 

One way to do this is to package your product or service as just the solution your subscribers were looking for. Whether it is a product tweak that ensures better quality or a service enhancement that reduces effort, it’s all about convincing your audience that what you have on offer is a problem-solver. This will eliminate any hesitation or doubt and give your subscriber a powerful reason for further engagement.

Wasim Kagzi, Director of Marketing and Development, MuscleLead

What Do You Put In The Subject Of An Email?

What Do You Put In The Subject Of An Email?

From putting the value front and center to using your sense of humor, here are 13 answers to the question, “What are the most effective things to put in an email subject line that inspire opening and action?”

  • Value
  • Numbers
  • Power Words
  • Personalization
  • “Alert”
  • Localization
  • A Question
  • Urgency
  • A Review Request
  • A Specific Call-to-Action (CTA)
  • Emojis
  • A Solution
  • Humor

Value

The subject line should convey the importance of the email to the recipient. The recipient should be able to understand why they should open the email. Employ phrases like “free,” “exclusive,” or “limited-time offer” to emphasize value. Providing value in the subject line can entice the recipient to take action and open the email.

Gerrid Smith, Chief Marketing Officer, Joy Organics

Numbers

I’ve tried it and it works great because using numbers in the subject line can catch the recipient’s attention and make the email stand out in their inbox. For example, “10 Strategies to Save Money” or “3 Sleep Tips.” In addition, using a number in the subject line can give the reader an idea of what to expect in the email.

Kenny Kline, President and Financial Lead, BarBend

Power Words

I believe that using strong words in the subject line can catch the recipient’s attention and make them more inclined to open the email. Power words elicit emotion and generate a sense of urgency or excitement.

“Discover,” “Proven,” “Limited,” “Breaking,” and “Secret” are examples of power words. When you use powerful words in the subject line, the recipient may feel as if they are missing out if they do not read the email.

Max Whiteside, SEO and Content Lead, Breaking Muscle

Personalization

We use a personalized subject line that includes the recipient’s name and a relevant topic. According to research, personalized subject lines can increase email open rates and engagement. 

By including the recipient’s name in the subject line, we can show that the email is personalized for them rather than a generic mass email. Including a relevant topic also helps pique the recipient’s interest and encourages them to open the email to learn more.

For instance, instead of using a generic subject line like “Important Update,” we use a personalized subject line like “John, Your Feedback on Our New Product Design,” which is more inspiring and more effective in encouraging opens and action. This subject line includes the recipient’s name and a relevant topic that they may be interested in.

Johannes Larsson, Founder and CEO, JohannesLarsson.com

“Alert”

Adding “alert” to your email subject creates a sense of urgency. This easily catches the recipient’s attention and makes them more inclined to open the email. It is also important to keep subject lines short and clear, and they should allow the recipient to know what they can expect and make them want to know the contents of the message.

Michelle Siy, Content Writer, Oliver Wicks

Localization

I believe that using localization in the subject line can make the email feel more relevant to the recipient. This can involve including the recipient’s city or state in the subject line, as well as terms relevant to the recipient’s area. 

For example, “Get Ready for Fall in New York City” or “The Best Tacos in Austin.” Localization can make the recipient feel as if the email is personalized to their interests, increasing the likelihood that they will open it.

Andrew Priobrazhenskyi, CEO and Director, Discount Reactor

A Question

I’ve found that one thing you can put in the subject of an email that inspires opens and action to be taken is a question.

I think people like to be asked questions because it makes them feel like their opinion matters and that they’re being listened to. It also gives them a chance to show off their knowledge or expertise, which can make them feel good about themselves. And of course, if they answer your question, they get the satisfaction of helping someone who might need it—and that feels good too!

Rengie Wisper, Marketing Manager, Check CPS

Urgency

Any specific phrase you may include to inspire action in an email subject should be concise and relevant to the topic at hand. Using a call-to-action such as “Act Now,” “Limited Time Offer,” or “Last Chance” can help motivate the reader to open the message and take the desired action. 

Word choice is an important factor when crafting an email subject because overly long, boring, or vague subjects may be overlooked by the reader. Furthermore, using words related to urgency, scarcity, or excitement can help capture the reader’s attention and motivate them to take action.

Victor Mathieux, Co-founder and CEO, Miracle Brand

A Review Request

Asking email recipients to leave a review is one surefire way to get more emails opened. People love sharing their opinions about things. For customers who just bought a product, the timing is perfect for them to share their honest feedback with others, for example. Providing a reward system, like points for a review, can further boost engagement too.

Alexandre Robicquet, Co-founder and CEO, Crossing Minds

A Specific Call-to-Action (CTA)

Using a call-to-action (CTA) that is obvious and specific to the reader’s needs or wants is one of the best subject lines for motivating action. Because it provides a clear CTA (joining the group) and speaks to the recipient’s desire to make a difference, a subject line like “Join our group and start making a difference today” can motivate action. 

Also, the use of terms like “today” conveys urgency and immediacy, which may inspire the recipient to act. An effective subject line should be brief, precise, and catered to the target audience. The advantages of taking action should be emphasized, and the next steps should be made obvious. You can improve your email’s chances of being opened, read, and responded to by doing this.

Dayna Carlin, Director of Marketing and Sales, NovoPath

Emojis

Emojis, when used appropriately, can be an easy win for boosting open rates. The aim of a subject line is always to grab the recipient’s attention, and even the most click-inducing copy can sometimes be overlooked. An emoji, on the other hand, instantly makes your email stand out, making it a lot more likely for your subject line to be acknowledged and allowing your copy the opportunity to encourage engagement. One especially effective use of emojis in subject lines is to consistently use one that is associated with your brand. 

Take Morning Brew, for example. This newsletter includes a coffee emoji at the start of every subject line. This emoji usage is obviously relevant, but as this is a frequent newsletter, it builds brand loyalty. The pitfall of emojis is, of course, over-usage, or using an irrelevant choice. Make sure you choose one that either relates to the content within the email or can be used consistently in line with your branding.

Joe Cowman, Head of SEO, FATJOE

A Solution

Everyone loves a solution to their problems, issues, needs, or wants, and if your email’s subject line promises this, you’re bound to open the email and act on it. This is the formula I invariably put to use, whether it’s my personal and professional emails or the email marketing campaigns I lead. 

With scores of emails making their way into people’s inboxes each day, the ones that directly offer a timely solution to a current problem invariably gain precedence over others. This email immediately conveys value and gives the receiver enough reason to click on it and learn more.

Ariav Cohen, VP of Marketing and Sales, Proprep

Humor

I believe that including humor in the subject line can help the email stand out in the recipient’s inbox. A subject line that makes the receiver grin or chuckle might form a favorable association with the sender and increase the likelihood that they will open subsequent emails. Yet, I believe it is critical to use humor sparingly so as not to insult the recipient.

Tiffany Hafler, Marketing Manager, FORTIS Medical Billing Professionals

Is It Legal to Buy Email Lists?

From damaging your reputation to violating rules for email marketers, here are eight answers to the question, “Is it legal to buy email lists?”

  • Results in Complaints and Unsubscribes
  • Legal but Not Ethical
  • Depends on Where and What You Do With It
  • Use Inbound Marketing Instead
  • It’s Not Worth the Risk
  • Nothing Good Will Come From It
  • Check Data Protection Laws First
  • Might Violate the Can-Spam Act

Results in Complaints and Unsubscribes 

In many countries, email marketing laws require that individuals have explicitly given their consent to receive emails from a company. This means that companies cannot simply purchase email lists from third-party providers and start sending emails to those addresses. 

Buying email lists can also result in a high number of complaints and unsubscribes, which can harm a company’s sender reputation and lead to email deliverability issues in the future. It’s important to note that email lists are often full of outdated or inaccurate email addresses, which can cause bounced emails and other delivery issues. 

Instead of buying email lists, companies should focus on building their own email list organically by offering valuable content and incentives for people to sign up for their email lists. This approach ensures that the individuals on the email list have given their explicit consent to receive emails and are more likely to be engaged with the company’s content and offers.

Mike Schmidt, Civil Trial Law Specialist, Personal Injury Trial Law Specialist, and Civil Trial Specialist, Schmidt & Clark

Legal but Not Ethical

Buying email lists is just a bad idea all around. While it’s not actually illegal to buy email lists, marketing to an audience that never consented to your emails allows them to take legal action. 

In fact, you’re likely to annoy people who never asked to hear from you in the first place, which can actually damage your reputation and turn people off from your business. 

Plus, these lists are often outdated or inaccurate, which means you’re wasting your time and money sending emails to people who may not even exist anymore.

Jess Rodley, Director of Operations, Dialed Labs

Depends on Where and What You Do With the Lists

Can you buy and sell email lists in the US? Sure, there isn’t any law prohibiting that. In the rest of the world, you run into significantly more issues because of GDPR, especially if you try to send marketing emails to the list that you’ve bought. 

That is super illegal and can land you in a lot of hot water. Overall, these days I would caution against buying email lists as they are largely more trouble than they’re worth unless you’re doing something rather niche only in a non-GDPR country.

Dragos Badea, CEO, Yarooms

Use Inbound Marketing Instead

If you’re asking, “Is it legal to buy email lists?” you’re asking the wrong question. What you’re really trying to get at is, “How can I grow my audience and connect with leads that will buy?” 

So, the answer there is to use inbound marketing. By sharing content with your audience, you can rank more highly in search engine listings and build a loyal audience who already knows who you are BEFORE you email them. So, they’re much more likely to respond instead of marking you as spam and moving on to the next email. Build your list, don’t buy your list.

Matthew Stibbe, CEO, Articulate Marketing

It’s not Worth the Risk

After spending years as a marketer, I’ve seen many people tempted by the ease of buying an email list. Yes, it is legal to do so; however, any gain from such a list is likely to be short-lived. 

Without solid proof of the validity and value of the list, most emails will end up in a person’s trash. From my experience, it’s always best to build your own email list from scratch using quality content and promotions and offer valuable information to potential customers—that’s when you’ll see actual progress with your email marketing campaigns.

Lorien Strydom, Executive Country Manager, Financer.com

Nothing Good Will Come From It

No, it is not legal to buy email lists, and it puts your business at risk. It can lead to spam complaints, loss of reputation, and even legal action. Not only is it illegal to buy email lists, but it’s also bad for your business. 

You risk sending out emails to people who haven’t given you permission and don’t want to hear from you. Instead of buying an email list, I’d suggest focusing on building your own. 

Use content marketing and social media to draw in people who are interested in what you offer and are more likely to engage with your brand.

Shaun Connell, Founder, Writing Tips Institute

Check Data Protection Laws First

In many countries, buying email lists is legal, but it is important to note that the legality of purchasing email lists can vary depending on the jurisdiction and the specific circumstances involved. 

Sometimes, the purchase of email lists may violate privacy and data protection laws, particularly if the individuals on the list have not given their consent for their personal information to be used for marketing. In addition, sending marketing emails to individuals who have not given their consent may also violate anti-spam laws.

Dan Johnson, Business Development and Sales Manager, Pearl Scan

Might Violate the Can-Spam Act

The Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003, which is extremely comprehensive, offers email users protection and stipulates rules for email marketers in the United States. 

The CAN-SPAM Act imposes stringent restrictions on unwanted emails, although it does not outright forbid the purchase of email lists. You could incur fines of more than $43,000 for violations. Be aware that you can experience similar problems with the CASL Act and the GDPR if you send emails the same way in Canada or Europe.

Inga Broerman, VP of Marketing, BluLogix

What is the Ideal Length of an Email Subject Line?

From between 6 to 10 words to 7 words being the ‘sweet spot’, here are 12 answers to the question, “What is the ideal length of an email subject line?”

  • Between 6 to 10 Words
  • No More Than 9 Words 
  • As Long as It’s Not Cut Off
  • There is No Ideal Length
  • Use Emoji to Reduce Characters in Subject Line
  • It Needs to All Be Visible On Mobile Phones
  • 25-30 Characters
  • Short and Sweet
  • Conduct Split Testing to Determine Your Answer
  • Ask a Question and keep it Under 50 Characters 
  • Between 40-60 Characters
  • 7 Words is The Sweet Spot 

Between 6 to 10 Words

The ideal length of an email subject line is between 6 to 10 words, or about 50 characters. This length ensures that the subject line is short enough to be displayed fully on most devices, while still providing enough information for the recipient to understand the purpose of the email. 

Longer subject lines may be truncated, causing important information to be omitted, while shorter subject lines may lack sufficient detail to entice the recipient to open the email. The best subject lines are clear, concise, and to the point, and they should accurately reflect the content of the email.

Ilija Sekulov, Marketing and SEO, Mailbutler

No More Than 9 Words Or 60 Characters

The main goal with an email subject line is to make sure everything you want said is captured on the page, regardless of which view, browser, or device your targeted reader is using. If we’re looking at mobile email browsers in particular, 60 characters is the absolute maximum that will typically be visible before the rest of the content fades and users will need to make an extra click to read the rest. Going longer than that is a waste of effort, as it will not be read–the email will work or not based on the first visible segment.

Dragos Badea, CEO, Yarooms

As Long as It’s Not Cut Off

The most important thing is that the subject line doesn’t get cut off in the reader’s view of the unread email that shows up in their inbox. Luckily, you can send yourself a test email to see whether or not this happens. If your subject line is too long and the reader can only see some of it before they open the email, they may not even bother opening it.

Drew Sherman, Director of Marketing and Communications, RPM

There is No Ideal Length

Do things that others aren’t doing, whether that’s creating really short subject lines or really long ones–there’s value in a subject line that looks different from the many others in a person’s inbox. Don’t focus too much on the character count, but rather do whatever you feel will allow you to connect with your recipients.

There are no concrete rules in terms of subject line lengths that are the most ideal. If your subject lines are longer, include the most relevant parts at the beginning. Test varying lengths with your audience to get a better feel for what best resonates with them. In the meantime, focus more on offering value rather than the length of your email subject lines.

Dakota McDaniels, Chief Product Officer, Pluto

Use Emoji to Reduce Characters in Subject Line

The ideal length of an email subject line is typically 40-50 characters, and should accurately convey the content of the message. An uncommon example would be utilizing an emoticon to provide a simple yet effective representation of the contents. Using such emoji or symbol allows for a considerable reduction in character counts while still impacting readers on an emotional level.

Kate Duske, Editor in Chief, Escape Room Data

It Needs to All Be Visible On Mobile Phones

The ideal length of an email subject line is generally considered to be between 41-50 characters. This allows the subject line to be concise and to the point while still providing enough information to entice the recipient to open the email.

However, it’s important to note that the ideal length can vary depending on the audience and the content of the email. For example, a subject line for a promotional email might benefit from being shorter and more attention-grabbing, while a subject line for a newsletter might be more effective if it’s longer and more descriptive.

Ultimately, the most important factor is to ensure that the subject line accurately reflects the content of the email and encourages the recipient to take action. Lastly, there are some excellent tools out there allowing you to check how effective your subject line will be; my favorite is most definitely: SubjectLine.com, which scores your effectiveness out of 100 and works really well.

Shane McEvoy, MD, Flycast Media

25-30 Characters

25-30 characters is ideal, because it caters to the growing number of people who open emails on mobile devices. Thus, if a sizable portion of your target audience is using mobile devices, then it is in all parties’ best interest if you use shorter subject lines. Otherwise, you run the risk of users seeing an abbreviated version of your subject line, which could automatically decrease their interest.

Andrew Chen, Chief Product Officer, Videeo

Short and Sweet

The sole purpose of an email subject line is to be straightforward and outline exactly what the email will entail. This doesn’t mean a description of exactly what the content includes, but more of a clue, question, or hint as to what the reader should expect. The language used should be attention-grabbing and be no more than 9 words long.

Annie Everill, Digital Marketing Executive, Imaginaire

Conduct Split Testing to Determine Your Answer

The answer to the question about email subject line length can vary wildly. Some studies have mentioned a 7-word subject line, while others cite a 1-5 word subject line.

It’s important to remember that each person and audience segment is different, so split testing is vital to determine your brand’s specific answer. For example, I tend to open emails with shorter subject lines. It might be because the email looks more personal, which is a big thing in our highly digitized world. It’s important to keep in mind who your audience is, what they want, and how they interact with your brand.

To determine the ideal length for your audience, try split testing different subject line lengths and tracking the engagement. This will give you valuable insights into what works best for your audience, allowing you to optimize your email campaigns for maximum impact.

Axel DeAngelis, Founder, Jumpcoast

Ask a Question and keep it Under 50 Characters 

A good rule of thumb is to keep subject lines under 50 characters and make sure you are including relevant information that catches readers’ attention or asking a question!

A business offering an online course could use a simple subject like “Grow Your Career with Our Online Course,” which is shorter than 50 characters but still conveys what the recipient can expect from opening the email.

On the other hand, longer subject lines can also work if done correctly. For instance, saying “Grow Your Career Now – Learn Industry-Leading Digital Marketing Skills in Our Online Course” gives a better idea of what they will find when they open the email.

My last sneaky tactic to make sure I get the email opened on cold outreach is to include a personal question in the title, such as “Hey Sarah, is this true?” That is a surefire way to make sure to get the email opened.

Stephanie Jenkins, Founder, Stephanie Jenkins Photo

Between 40-60 Characters

Take a look at your email inbox on your laptop or PC and make a note of the subject lines that quickly grab your attention. Now, do the same on your mobile. If the same emails catch your eye and have you convinced that they have indeed gotten the length of their subject line right, go ahead and count out the number of characters.

Let me cut it short for you – in all probability, the number of characters in these subject lines is between 40 and 60. This is the ideal length for two reasons. One, a subject line of this length is easily visible across devices, and secondly, this rule guides you into delivering the topic of your email in a quick and impactful manner.

Ariav Cohen, VP of Marketing and Sales, Proprep

7 Words is The Sweet Spot 

Most email service providers recommend a short subject line. To optimize your email subject line for mobile devices, a recommended subject line length would be no more than 9 words or 60 characters.

A study done by Marketo suggested that the sweet spot for subject lines is 41 characters or 7 words. Make sure the subject line is unique and catchy, and work in a personal name if possible.

Chris Brooks, Senior SEO Specialist, Vervini