Marketing

How to create emails that meet your subscribers’ expectations: tips and best practices

Kevin George

Mar 10, 2020 · 3 min read

Toolkit for download in this article

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Email marketing is flourishing, and it has undergone several changes since the advancement of technology. Considering 86 percent of consumers would like to receive promotional emails from companies they do business with at least monthly, email is an ideal way to connect with your customers, if you do it right with help from Keap. While for businesses and email marketers it is all about the engagement and conversions, for a successful email campaign, you need to consider how your subscribers react to your emails.

Email subscribers perceive emails differently!

An email that has a visually appealing design, exciting offers, relevant information, and which does not spam the subscriber’s inbox is what subscribers usually look forward to while signing up for a brand’s emails.

So, before you jump in to create your next email campaign, here are a few points you need to take into account to match your subscribers’ expectations and make your emails highly relevant to them:

From Name: Make it easily identifiable

Your emails should have a valid name and address to make them look authentic to your subscribers.

Subject Line: Keep it relevant and compelling

The subject line is the first thing that the subscribers notice and hence it should be persuasive and informative. Make sure it is relevant and not misleading.

List Segmentation: Segment your subscribers accurately

Once you collect data from your subscribers, divide the subscribers into different segments based on their gender, location, interests, behavior, purchase history, etc. This will help you in sending relevant emails.

CTA: Link your CTAs correctly

The CTA is the most prominent element of an email. Make sure you link it to the right landing page to avoid misguiding your subscribers.

Personalization: Personalize your emails to delight subscribers

Sending the right email to your subscribers at the right time will make them feel closer to your brand. Personalizing emails is a great way to keep your subscribers engaged.

Email Frequency and Send Time: Avoid over-emailing

Before you start sending emails, ask for your subscribers’ permission. Send at their preferred time to avoid spamming.

For a detailed take on the way a subscriber perceives emails, check out the infographic by EmailMonks: Marketer’s Expectations vs Subscriber’s Perception of an Email.

EmailMonks infographic 1EmailMonks infographic 2EmailMonks infographic 3EmailMonks infographic 4EmailMonks infographic 5EmailMonks infographic 6


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