Your goal behind the CTA may vary depending on the audience's buyer's journey stage and what you want to accomplish with your email campaign. For example, you may simply want to engage them further with another piece of content, or you might want to get them to make a purchase. Regardless of what it is, you should follow CTA best practices such as making the ask with clear language and emphasizing it with contrasting design elements. 13. Include personalization elements.
Consider the experience. Do your email recipients want to feel like one among hundreds of other people in your database? Or do they want a personalized experience as though you're talking directly with them? Automation helps save time, but it should never be fax number list at the cost of the experience. Marketing emails need to be personalized to the reader and contain information that is relevant to them. At the very least, swap out the "Dear Sir/Madam" in favor of their name using personalization tokens. 14. Always provide a way for them to opt out. People who don't want to read your emails don't belong on your list. Keeping them only skews your open rates down and increases the number of people marketing your emails as spam.
Besides, according to CAN-SPAM guidelines, you should always provide a way for them to opt out of email if they no longer want to receive communications from you. Typically, this opt-out link lives in the footer of each email you send. 15. Test your emails and make sure they work on all devices. Once your emails are built out, check them over before hitting the send button. Effective email marketing campaigns are designed for all devices on which users can read their emails — desktop, tablet, and mobile. Consider sending them as a test to a colleague and checking them across multiple devices and email clients.