Aug 26, 2016 / by Susan Guillory

At the very least, Michael Phelps gold medal performances should have put you in the competitive spirit. You may not be up for competing in the 200 meter freestyle swim, but you can compete in one category of your business: email marketing.

Trends in email marketing may change as new technologies come on the scene, but best practices can never steer you wrong.

1. Make Them Personalized

Go further in your personalization than just including each recipient’s name in the email. There are email marketing tools you can use to create email offers based on past purchases or behavior.

Let’s say you sell promotional products, and someone recently purchased an order of customized ballpoint pens. You could then send that person an email with a special offer for accompanying notepads or another related product.  When you actually pay attention to what an email subscriber does, you can better deliver emails to get them to take actions that you want.


2. Check Your Frequency.

There are dozens of articles spouting knowledge on how frequently you should send emails, but the fact is: your audience is unlike any other, so you need to figure out the cadence that works for them.

Pay attention to email analytics to see how many people open each email, which days and times the majority are getting opened and at what frequency people unsubscribe. Use this information to help you tweak your schedule.


3. “Fuhgeddabout” Yourself

Your emails shouldn’t be about your brand. They should be about the recipient. Rather than putting your brand front and center, you need to focus on delivering useful content that people will actually read, as well as offers that help recipients solve a problem.

Use language like “you,” not “we.” Focus on the benefits when talking about your products, not the features.

4. Get More Email Signups

Your website isn’t the only place you can encourage people to sign up for your email list. Facebook business pages now have an option to create a button visitors can click to sign up for your emails.


The more places you promote your emails (especially any specific content offers, like a free whitepaper, that you have going), the more signups you’ll get.

If you want the judges to flash that “perfect 10” on their scoreboards, start implementing these email marketing best practices in your campaigns.


Images: Pixabay 1, 2, 3

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About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.