Email Marketing Best Practices for 2024

Email marketing is the OG of digital marketing. Since the late 70s when the first mass emails were sent by Gary Thuerk of Digital Equipment Corporation, email marketing has remained strong despite the rise of social media, essentially standing the test of time. As such, it has become an ever-evolving field. Experts are constantly trying out new things with email marketing and finding out what works and what doesn’t.

So with no further ado, here’s a refresher on what’s applicable in email marketing in 2024. 

Why Email Marketing Is Everything in 2024

Simply put, email marketing provides so many benefits to the digital marketer without as many drawbacks. Among these benefits include:

High ROI: When it comes to digital marketing channels, email marketing regularly offers a higher return on investment than other methods. It enables companies to spend relatively little money reaching a large group of people.

Direct connection: Email marketing can be a very personal way to market things to people. The very fact that each recipient is seeing a message meant for them as against one just appearing on their time already creates a ready environment for conversion. 

Measurable Outcomes: Email marketing provides insightful data that lets companies keep an eye on important parameters like open rates, click-through rates, and conversion rates.

Versatility: Email may be used for several things, such as generating leads, retaining customers, advertising, and increasing brand recognition.

Broad Reach: Email marketing is an extremely accessible channel because almost everyone has an email account.

Integration with Other Channels: Social media and content marketing are two other digital marketing channels that email can be successfully combined.

Email Strategies for 2024

Personalization is the Go-word: The more tailored to your target audience the email is, the more likely it is to be opened. Personalization will also increase the likelihood of your recipients clicking on links in your emails to explore further (clickthrough rate) and make a purchase (conversion rates). It is also important to segment your email list. Use personalization tags like names and locations.

Obviously, Content: Content is everything in 2024, I know, and water is wet. Offer valuable insights in your email, and make sure it is readable - keep it short and sweet, and use bullet points, headings, and subheadings. Don’t also forget about images and graphics. 

Be More Phone-Conscious: Gone are the days when people read their emails on a desktop or laptop. While the exact percentage is unknown, some estimates say that around 50 to 60 percent of people read their emails on their phones. As such, it is important in 2024, to always optimize your emails for mobile by using mobile-friendly layouts and testing these emails on mobile devices.

Make Sure It Will Deliver: When was the last time you checked your mailing list? It is incredibly important to keep your mailing list clean. Do not add email addresses, whose owners have not given permission. Use SPF, DKIM, and DMARC to improve your deliverability. Also, monitor your engagement.

Get Your Users Involved: Use testimonials from customers who have used your product or service. Also, take advantage of user-generated content to build trust with your audience and possibly get them to engage with your content.

Your Subject Line Should Eat: You heard that right, subject lines are vital as they are the first thing your recipient will see regarding your email. Make sure it is short (remember KISS) and has a great CTA. Also, experiment with A/B testing, using two different lines to see what works best.

It’s Alright to Automate: Use welcome emails to great new subscribers. Automation can also be used to confirm orders and notify customers about shipping updates.

Track, Track, Track: Be very watchful about your engagement metrics - look out for open rates, click-through rates, conversions, and unsubscriptions. You may also use tools like Google Analytics and refine your strategies based on your findings.

Final Thoughts

In 2024, work hard using these practices to develop email marketing campaigns that increase client loyalty, engagement, and conversions.