Email marketing is an incredibly powerful tool for reaching prospective and existing customers. It strengthens client relationships while reminding your prospects to reach out to you. Also compared with other marketing techniques it is the only marketing technique that will yield the highest returns on investments. To take full advantage of email marketing, businesses should focus on improving their email marketing practices.

Whatever message you’re communicating, it’s critical that you structure your emails correctly to grab your audience attention effectively. To find out how small and mid-sized businesses, can increase the effectiveness of their email marketing campaigns here are the top five tips for creating emails that recipients will click on and read.


Know your audience

Knowing your audience ensures you send them messages that are relevant to them. One common mistake to avoid in email marketing is sending every subscriber on your list the same message. Your audience has different interests and needs; therefore it is vital to understand their:

Demographic data
Know your audience’s gender, age, where they live and job title.

Behavioral information
Get to know what they buy, what they do with your product, when and how often they buy.

Customer sign-up date
Get to know new users and welcome them, reward your best customers.

Customer email client data
Get to know if they’re browsing on a desktop or mobile phone, when they prefer to receive emails, and when they last clicked on an email.

By knowing your audience, you increase the likelihood that the emails you send to recipients are relevant to them hence creating leads.


Build your own subscriber list.

Sending emails to recipients who have not subscribed to your newsletters almost ensures your emails end up in the spam folder and most likely will be deleted without being read or just ignored. To promote your email sign-ups, provide an option for people to sign up for your newsletter on your website, landing pages, blogs as well as at any conferences or live events. Building your subscriber lists the right way will create a relationship with real people interested in your business and your emails will reach the right customers. Therefore you will end up with subscribers who are interested in your products or services.


Have a clear call to action (CTA)

Having clearly defined and precise calls to action is an essential segment of best email marketing practices. It does not matter if you’re getting people to call a number, driving traffic to a specific page or asking for form submissions. If the email recipient cannot determine what they are expected to do, chances are they will not do it or will delete your email. You can have one single CTA in your email directing users what to do next. Always try to make the CTA exciting by including visually outstanding bold text that entice readers to take action. For example, find out more! Book now! or click to read more!



As your business grows, you will have clients from all over the world, and this will require you to send emails to many different countries. Ensure you are compliant with each country’s email legislation before you send out emails. You can do this by tabulating the different countries you send emails to and cross check all the relevant email legislation. For businesses in Canada and America, you need to be compliant with both the Canadian Anti-Spam Legislation (CASL) and CANSPAM. You also have to include your physical business address in your email, usually at the footer.


Encourage readers to reply

Unlike direct mail, email marketing is much more than a one-way conversation. It should spark meaningful conversations with people interested in your business. Using the “no-reply” in your email marketing puts a barrier between you and your recipients, as well as discourages recipients’ engagement. Allowing your clients to directly reply to your emails offers opportunities for you to know your clients better. Ensure your emails have exciting subject lines and use an entertaining and distinctive tone that directly speaks to the reader. This can be done with personalized automated solutions that encouraging recipients to respond.

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