Email marketing is a terrific way to generate leads and convert potential customers for your business. Whether you’re new to email marketing or are a tried and true user, in order to best optimize your email efforts, you’ll want to be sure that you’re following best practices. The Email Marketing Experts at D3 have compiled a list of best practices of email marketing in 2020 that will help you get your customers engaged, improve your Return on Investment (ROI), and take your efforts to new heights! 

Email Marketing - Practice Makes Perfect

  1. Short and Sweet E-Blasts: Don’t make your e-blasts too wordy because you feel as though you have to. Consider how you read your emails from companies and businesses. Are you really reading the extra fluff?. Provide your customers with key information that won’t distract them from the main points of your email.

  2. Cross Reference Information: If you’re having an event at your business and specials on the same night, include both in your e-blast! This is an extra way to get users to click on the email and come out to support your business. 

  3. Include a CTA: Always include a CTA (Call to Action) in all your emails, no matter what. The point of an e-blast is for the user to click on it. Link to your booking engine, website, specials page, forms, events, etc. Whatever is relevant to that e-blast and to your business, your email needs to link out.

  4. Segment your Lists: Don’t buy your email lists, segment them! By segmenting your lists, you can reach customers based on their interest in your company. If someone fills out a form to book a party, you want to send them your ‘book a party’ e-blast, and so on. It’s important to move away from the idea that sending your e-blasts out to all of your contacts is the best way to reach and engage your audience. Not everyone on your list is interested in all the information that you send out, especially if they don’t live in the area, or the information doesn’t pertain to them. Help prevent your contacts from unsubscribing by providing them with the most relevant information possible. 

  5. Ensure Compliance: Possibly the most important practice in email marketing is ensuring that you are compliant with CAN-SPAM and GDPR practices! Considering the General Data Protection Regulation (GDPR), and the Controlling the Assult of Non-Solicited Pornography and Marketing Act (CAN-SPAM Act) can help you make sure that you’re following all necessary precautions to be sure that your emails are not marked as spam. 

Understanding email marketing terminology is always an important tool when speaking with professionals about your businesses and marketing. Be sure that you’re on the same page by understanding the following terminology. 

Email Marketing Terms You Want to Know

Above-the-fold: This is the section of your email that is visible without scrolling. Your call to action should always be above the fold, making it easy for openers to understand the purpose of your email. Above the fold varies across platforms, so be cognizant of all platforms.

CTR: CTR, or click-through rate, is the number of unique clicks, divided by the number that was opened, of recipients that click on a given URL in your email.

Conversion Rate: This is the number of recipients who respond to your call-to-action in an email marketing campaign or promotion. This helps to measure your email campaign’s success. 

Open Rate: The percentage of emails that are opened of the total number of emails that were sent.

Opt-in: To opt-in or subscribe to an email list is choosing to receive emails by supplying your email address to a company, website, or individual. This gives them permission to email you. 

Spam: This is an email that is sent to someone who has not opted-in or given permission to the sender. Spam is unwanted and unexpected by the recipient. 

Segmenting: Selecting a target audience, or a group of people who are likely to be interested in a certain product or service. This is very important for marketers because segmented, relevant email campaigns produce a higher response and fewer unsubscribers. 

Have questions about your email marketing strategy? We can help! For more information about how D3 can benefit your business, please contact D3 at 410-213-2400, or email us at