Best Email Marketing Practices for 2024

According to Statista, there were 4.37 billion email users worldwide in 2023. This figure is expected to increase to 4.59 billion users by 2025. Thus, email marketing remains one of the best ways to engage more people with your business online. To achieve great results in email marketing in 2024, understanding the latest trends and best practices is key.

Target right

Your email list is your most valuable asset. Sending generic messages results in lower conversion rates, a poorer customer experience, and an increase in unsubscribes. Hence, understanding who your subscribers are and what they're interested in is still a relevant email marketing strategy in 2024.

Let's consider a specific example. By analyzing past purchases or clicks on previous emails, an online makeup store can send more targeted messages. The store can segment its email list into categories such as 'lipstick lovers' and 'skincare enthusiasts'. Consequently, their customers and prospects are more likely to open such emails, and they're also more likely to take action, such as signing up or making a purchase.

Many platforms offer tools to create effective email campaigns, automate marketing tasks, and target your audience better. You can even try platforms like ActiveCampaign for free and receive a lifetime discount as well.

Other popular email marketing platforms include Mailchimp, Constant Contact, and Sendinblue.

Strong subject line

People are busy. Even though 99% of them check their inboxes daily, their “Promotional” tab is filled with tens or even hundreds of emails. A big mistake marketers make is crafting subject lines and content only from their point of view. Instead, try stepping into the recipient's shoes and think about what kind of subject line would grab your attention in a flooded inbox.

A clear and catchy subject line is your first impression and the chance to catch their attention. Your content could be the best under the sun, but if the subject line is dull, it will most likely never reach the audience it deserves. Hence, it needs to be strong enough to convince them to open the email. Crafting a good subject line is an art, but a simple one. It should be short, sweet, and to the point.

Examples of good subject lines:

• 🌴 Summer Savings: Enjoy Up to 30% OFF Today! 🔥
• Choose your FREE beauty gift 🎁
• Reach new SEO levels 🚀 75% OFF for 2 months

Keep it short

We've discussed how busy people are, so your email should follow this approach. Imagine you're texting a busy friend, not writing a novel. It's important to get to the point quickly and focus on one main message per email because people easily feel overwhelmed by multiple topics.

When you receive a lengthy text in your email, no matter how good the story is, will you actually read it? Hardly. Generally, people prefer shorter and more concise messages that are easy to consume and quick to understand. Using bullet points, small paragraphs, and short sentences can help your readers scan through the text quickly and increase the likelihood that they will read it.

Lastly, don't forget to end with a clear call to action. Should they visit a website? Reply? Make it obvious what you want them to do. You can even use colorful buttons or links within the body content as well, not just at the end.

Mobile friendly

A no-brainer email marketing practice that stays the same in 2024 is ensuring that your emails look good on phones. After all, most people check emails on their phones.

When creating emails, follow these key guidelines:

• Ensure your email template works well on both mobile and desktop screens so recipients can easily read them on any device.
• Use a single-column layout to make it simple for mobile users to scroll through your message.
• Use at least a 14px font size and a clear font to improve readability, especially on smaller screens.
• Avoid using complex elements like Flash and pop-ups, which can cause issues on mobile devices.
• Always preview your emails on different devices using tools provided by email marketing platforms before sending them out.

Overall, most email marketing platforms automatically optimize emails for mobile so that they are easy to read and interact with on smartphones and tablets.

Offer value

People don't want to feel like they're always being sold to. Therefore, you need to give them a compelling reason to open your email. Think of it this way: if they give you their time and attention, you should offer something valuable in return.

There are many ways how to go about this. Starting with the simplest one, since everyone loves a good deal, offering exclusive discounts or promotions is a great benefit. In this category are discounts on their next purchase, early access to sales, or free shipping.

Another valuable option is providing a free resource, like an e-book or template related to your niche.

Hosting contests and giveaways also helps to generate excitement and encourage engagement.

Track results

Tracking results is crucial for effective email marketing in 2024 because it allows you to see what works and what doesn't, helping you improve your emails and effectively reach your goals.

There are a few key metrics available in your email marketing platform of choice that will help you identify problems:

• Open Rates: See how many people open your emails. A higher open rate usually means that your subject lines are catchy.
• Click-Through Rates (CTRs): Track how many people click on links within your email. This shows if your content is engaging.
• Unsubscribe Rates: Monitor how many people unsubscribe after receiving your email. A high unsubscribe rate might indicate the content isn't relevant.
• Conversion Rates: Measure how many people who receive your email take a desired action (buy, sign up, etc.). This is the ultimate success measure.

Remember that email marketing is an ongoing process of testing and experimenting. If there are areas that fall short, you can continuously change and optimize your campaigns to achieve better results.

Bottom line

Time is money in email marketing. Don't waste yours (or your audience's) with emails that don't work.

Since email marketing is constantly evolving, to achieve amazing results, it's important to adjust your strategy accordingly.

Use these email marketing practices for 2024 to create attractive campaigns that boost conversions.