Email marketing remains a primary channel for marketing and lead gen efforts. Though email marketing has changed over the years in many ways – manual to automated, impersonal to personalized, broad email blasts to hyper-targeted campaigns – there remain several tried and true practices that will ensure the best ROI for your email marketing efforts. Find out about some of the B2B Marketing Dos and Don’ts of email marketing:

Dos:

  1. Update and cleanse your email lists regularly

No matter how you got your current email list, there is a high probability that some of the addresses on it are invalid. Sending emails to these invalid addresses will not only affect your engagement rates (no one is sitting on the other side of a broken email address clicking your CTA), but it can also affect your domain authority. Spam complaints and undelivered emails are monitored by ISPs and email security services, and continuously sending to invalid lists will cause you to lost authority points.

To supplement your list-building efforts, you can use anonymous website visitor data to gain insights on who is visiting your website and add new leads to your database. This will allow you to send your emails to contacts and companies who are already interested in your product, without needing them to complete a lengthy form-fill.

  1. Segment your email lists and create relevant content for your audiences

If you have a broad range of products and services, or you have a single product that appeals to a variety of audiences, sending a batch email to your entire list won’t drive the engagement you need. By segmenting your email lists beforehand, you’ll be able to craft more specific emails that are more likely to appeal to your direct audiences.

Once again, if you leverage anonymous website visitor data to aid in this step, you can tailor your content to the interests of your contacts. If you know a certain grouping of people has spent a lot of time on a particular page, you can craft email content that will appeal to those contacts specifically, and segment your audience by customer interests.

  1. Use A/B Testing to find out what works

When you’re excited about getting your email campaigns up and running, it can be tempting to skip this step. But A/B testing is one of the most important ways of making sure your emails are effective.

A/B testing can be used to test things like your Call to Action, email layouts, subject lines, or who the user sees as the sender of the message. Testing these elements will help you craft the best possible email message.

  1. Make your emails mobile-friendly

We all know that keeping your website mobile-friendly is essential, but what about your email blasts? A study from Adestra found that at least 65% of email opens occur on a mobile device, compared to 17% from desktop.

With that high percentage of opens coming from people on mobile devices, making sure your email design is suited for mobile will be integral to getting conversions. It will also give a unified experience for your user between desktop and mobile, should they decide to open your email on both platforms.

Don’ts

  1. Break spam regulations

As mentioned in the first “Do” point, sending spammy emails is going to negatively affect your marketing efforts. In addition to ISPs monitoring open rates, many countries have laws regarding spam mail.

The main elements to include in emails for spam act compliance are:

  • A visible unsubscribe button
  • Accurate “From” and “Subject” information
  • The physical address of your company

These regulations also require that you do not send emails to “harvested” email addresses, such as contacts you gained from bots. You want your emails going to only those who want them.

  1. Send un-personalized emails

In this era where we all have a world of marketing data, it doesn’t make sense to create email campaigns that are not personalized in some way. A study from Campaign Monitor says that emails with personalized subject lines are 26% more likely to be opened. Segmenting your email contacts and using an automation platform to fill dynamic fields with names, relevant article links, or subject lines is an easy way to increase value and conversion likelihood for your email campaigns.

  1. Use too many images (or even just one big image)

Have you ever opened an email and been faced with a lot of blank space with red Xs? Many times, if you are not already on a subscriber’s “safe senders” list, the email you send will show up without images. If your design is entirely reliant on the viewer seeing pictures, there is a chance they will not be able to gain any value from your email. Pictures also add loading time, and given the low average attention span of consumers, those precious seconds can be the difference between conversion and unsubscribing.

Instead, opt for simple layouts with easy-to-read text, and small images that won’t make or break the design. Use colors to your advantage, and include links to web pages that have your fancier imagery hosted outside of emails.

  1. Send without a call to action

Before you hit the send button on your campaign, reread your email at least twice. Put yourself in your customer’s shoes, and think about what you would click on if you opened your email. Make sure that your CTA is compelling and relevant to the rest of the content throughout the email, and that it is clear what you want the user to do.

If you liked these tips, check out our blog about amplifying email campaigns with data, or find out how anonymous web visitor data can help you gain actionable information to inform your email strategies.