How to Make an Impact in the Inbox: Best Practices for Email Marketing

by | Mar 27, 2024 | Marketing Gems

In the fast-paced digital world, email marketing remains a critical strategy for businesses to connect with their audience. However, most inboxes are flooded with messages competing for attention, so knowing the best practices to stand out and drive engagement has never been more critical. 

But don’t worry! At Sapphire Strategy, we have years of email marketing experience and execution under our belts—and in this article, we’re taking the time to highlight our top strategies for success. 

Here’s what you need to know about how to make an impact in the inbox:

Remember: Timing is Key

Choosing the right time to send your emails can significantly impact open and click-through rates. While there’s no one-size-fits-all answer, studies suggest that Tuesdays, Wednesdays, and Thursdays yield the best results, with mid-morning and early afternoon being optimal times. Experimentation and analyzing your unique audience’s behavior can help you fine-tune the timing to find what works best.

Where We’ve Seen Success:

  • Tuesdays and Thursdays: Between 9 and 11 AM
  • Wednesdays: Between 9 and 10 AM, at 1:30 PM
  • Thursdays: 1:30 PM
  • Fridays: 10 AM, 1:30 PM

Don’t Be Afraid to Embrace Emojis! 

Emojis have become a universal language in today’s digital conversations, adding relevant personality and emotion to messages. Incorporating emojis in email subject lines and content can grab attention, convey tone, and make your emails more visually appealing. Just be sure to use them strategically, ensuring they make sense in the context and align with your brand voice.

Keep Content Clear & Concise

With the average attention span being 8.25 seconds, it’s important to get your message across in a clear yet comprehensive way. Craft compelling subject lines that pique curiosity and accurately reflect the email’s content. In the body, maintain a clean layout with concise copy and visually appealing elements. Be mindful of the preview text, ensuring it complements the subject line and entices recipients to open the email.

Subject line tips:

  • Use questions or statements with mystique to drive open rates
  • Keep them as short and concise as possible
  • Be clever where you can
  • Use action words where possible
  • Think about what it would take for you to open an email

Understand When to Expand vs. Link

While keeping it short and sweet is often the key to email marketing, there will always be content that requires additional context. In these cases, understanding the balance between providing value upfront and encouraging further engagement is essential. Study your audience’s interests to determine when to expand on a topic within the email vs. when to include links to external resources/landing pages for more in-depth information. 

Email Marketing Solutions in Indianapolis

When done correctly, email marketing is an invaluable tool. By leveraging strategic timing, incorporating engaging elements, delivering concise messaging, and understanding your audience—you’ll have no problem maximizing the impact of your email campaigns!

At Sapphire Strategy, we can help you continuously monitor and analyze performance metrics to ensure ongoing success in engaging and converting your audience. With these best practices at your disposal, you’ll be well-equipped to unlock the full potential of email marketing for your business.

Reach out for a consultation!