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Glossary of Marketing Terms

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Email Marketing Best Practice

What is email marketing?

Email marketing is a digital marketing strategy that involves sending emails to a list of subscribers to promote a product, service, or brand. It's a permission-based marketing channel, meaning recipients have opted-in to receive emails from you.

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What are email marketing call to action best practices?

Your email CTA is like the closer in a sales pitch - it's where you nudge readers towards the desired action. Here's how to craft compelling CTAs that drive results:

1. Clarity is king:

  • Use clear and concise action verbs. Tell readers exactly what you want them to do, be it "Shop Now," "Download the Guide," or "Learn More."
  • Focus on the benefit. Highlight the value proposition of clicking the CTA. Instead of "Click Here," try "Get Your Free Trial Today."

2. Design matters:

  • Stand out visually. Use contrasting colors and clear button designs to make your CTA pop.
  • Optimize for mobile. Ensure your CTA button is large enough for easy tapping on smartphones.

3. Strategic placement:

  • Don't bury your CTA. Place it prominently within your email, ideally at the end of your message where readers naturally conclude their reading journey.
  • Consider secondary CTAs. Sprinkle relevant CTAs throughout your email body to capture attention at different points of engagement.

4. Testing is key:

  • A/B test different CTA variations. Experiment with wording, color, and placement to see what resonates best with your audience.
  • Track and analyze results. Monitor click-through rates (CTRs) to identify the most effective CTAs and continuously refine your approach.

What are email marketing campaign best practices?

Email marketing campaign best practices:

1. Planning and audience:

  • Define your goals. What do you want to achieve with your campaign? Drive sales, generate leads, or boost brand awareness?
  • Know your audience. Tailor your content and CTAs to resonate with their specific needs and interests.

2. Content is king:

  • Craft compelling subject lines. Subject lines are the first impression - use strong verbs, intrigue, and personalization to entice readers to open your email.
  • Keep it concise and scannable. People skim emails, so use clear headings, bullet points, and short paragraphs to break up the text and improve readability.
  • Personalize when possible. Use subscriber names, purchase history, or browsing behavior to personalize your email content and offers for increased relevance and engagement.

3. Design and optimization:

  • Maintain a consistent brand identity. Use your brand colors, fonts, and logos to create a professional and recognizable visual experience.
  • Optimize for mobile responsiveness. Ensure your email displays correctly across all devices, especially smartphones.

4. Sending and tracking:

  • Schedule strategically. Consider factors like time zones and sending times that align with your audience's activity patterns for optimal open rates.
  • Segment your audience. Send targeted campaigns to specific audience segments based on demographics, interests, or purchase history to increase relevance and engagement.
  • Track key metrics. Monitor open rates, click-through rates, unsubscribe rates, and conversion rates to measure campaign effectiveness and identify areas for improvement.

What are email marketing deliverability best practices?

Here are some key best practices to ensure your emails reach their intended audience:

1. Authentication is essential:

  • SPF, DKIM, and DMARC: Implement these authentication protocols to verify your email sender identity and prevent spoofing. This builds trust with email providers and reduces the chances of landing in spam folders.

2. Maintain a clean sender reputation:

  • Monitor your sender reputation score. Several online tools track your reputation based on factors like spam complaints and bounce rates. A low score can significantly impact deliverability.
  • Minimize Bounces: Regularly clean your email list to remove inactive or invalid addresses. Bounced emails can negatively affect your reputation.

3. Avoid spam triggers:

  • Stick to legitimate content. Avoid excessive ALL CAPS, exclamation points, or misleading subject lines.
  • Design with care. Don't rely heavily on images or excessive HTML code, as this can trigger spam filters.
  • Unsubscribe options are mandatory. Include a clear and easy-to-find unsubscribe link in every email to comply with regulations and maintain a positive sender reputation.

4. Engagement is key:

  • Keep your content relevant and valuable. Subscribers who engage with your emails are less likely to mark them as spam.
  • Segment your audience. Send targeted emails based on interests and behavior to improve relevance and engagement.
  • Optimize for mobile. Ensure your emails display correctly on smartphones and tablets, as most users check emails on mobile devices.

5. Warming up new IPs:

  • Start slow and gradually increase email volume. A sudden surge from a new IP can raise red flags for email providers.
  • Monitor performance closely. Track bounce rates and spam complaints to identify any issues with your new IP address.

6. Permission is paramount:

  • Always obtain explicit opt-in permission before adding subscribers to your list. Purchasing email lists or using deceptive methods can damage your reputation and land you in hot water with spam regulations.

7. Embrace preheader text:

  • The preheader text appears next to your subject line in many inboxes. Use it to provide a concise and compelling preview of your email content to entice readers to open.

8. Continuously monitor and adapt:

  • Track key metrics like deliverability rates, open rates, and click-through rates. Analyze data to identify areas for improvement and refine your strategy over time.
  • Stay up to date with evolving spam filter practices. Email providers constantly update their algorithms, so staying informed allows you to adapt your approach accordingly.

What are email marketing landing page best practices?

Here's how to craft landing pages that convert email subscribers into enthusiastic program participants:

1. Headline hero:

  • Clear value proposition: Your headline should be the first thing visitors see, so make it count. Clearly state the value proposition of your rewards program and how it benefits them. (e.g., "Earn Rewards Every Time You Shop! Join Our Free Program Today.")
  • Highlight Exclusivity (Optional): If your program offers unique benefits, showcase them in the headline to pique interest. (e.g., "Exclusive Discounts & Early Access - Join Our Rewards Club")

2. Visual storytelling:

  • Compelling hero image: Use a high-quality image that visually represents the program's rewards and benefits. This could be a person enjoying a vacation earned through points, using exclusive discounts, or receiving a coveted reward item.
  • Benefits in motion (Optional): Consider incorporating a short video showcasing the program's features and how members can utilize them.

3. Benefits breakdown:

  • Simple and scannable: Clearly outline the key benefits of joining your program using bullet points or short, engaging sentences. Focus on the rewards members care most about, like earning points, receiving cashback, unlocking exclusive discounts, or gaining early access to sales.
  • Quantify the value (Optional): Whenever possible, quantify the program's benefits. For example, instead of just saying "earn points," state "Earn 5 points for every $1 spent!" to provide a clear understanding of reward accumulation.

4. Seamless sign-up:

  • Minimal form fields: Only ask for essential information needed for enrollment (e.g., name, email address, potentially birthday for personalized offers). A long form can discourage potential members.
  • Clear call to action (CTA): Make it easy for visitors to join. Have a prominent and visually distinct button with clear text like "Join Now" or "Sign Up for Free Rewards."

5. Building trust and security:

  • Social proof: Showcase logos of well-known brands participating in your program or display testimonials from satisfied members to build trust and credibility.
  • Security assurances: Briefly explain your data security practices and commitment to protecting member information. This can alleviate any privacy concerns and encourage enrollment.

6. Mobile responsiveness:

  • Optimize for All Devices: Ensure your landing page displays flawlessly across desktops, tablets, and smartphones. Most users will access it on their phones, so a mobile-friendly design is crucial.

7. Beyond the fold:

  • Additional content (Optional): While the top portion of the landing page (above the fold) is most crucial, consider including additional content below. This could be a more detailed explanation of the program's features, a FAQ section addressing common questions, or showcasing different reward categories.

8. A/B testing is key:

  • Test different variations: Run A/B tests to see which headlines, visuals, and CTA buttons resonate best with your audience. Continuously refine your landing page based on data to maximize conversion rates.

What is email marketing layout best practices?

Here are some key layout best practices to follow:

1. Structure for success:

  • Inverted pyramid approach: Start with the most important information at the top (headline, preheader text, hero image) and gradually expand upon it with supporting details as you move down the email. This caters to readers who may skim content.
  • Logical flow: Ensure a clear and logical flow of information. Guide readers through your email with consistent formatting, clear headings, and bullet points to break up text.
  • Single column for mobile optimization: While you can experiment with multi-column layouts on desktops, prioritize a single-column approach for optimal mobile display. Most emails are opened on smartphones, so a mobile-first approach is crucial.

2. Visual appeal

  • High-quality images and graphics: Incorporate high-quality visuals that complement your content and brand identity. Images can enhance engagement, illustrate key points, and break up text-heavy sections.
  • Strategic use of white space: Don't clutter your email. Utilize white space effectively to create a visually balanced and clean layout, improving readability and guiding the reader's eye through your message.
  • Consistent branding: Maintain a consistent visual identity throughout your email. Use your brand colors, fonts, and logos to create a recognizable and professional experience.

3. Mobile responsiveness:

  • Responsive design is essential: Ensure your email layout adapts seamlessly across all devices, especially smartphones and tablets. Test your email on different devices before sending to guarantee a flawless viewing experience for all recipients.
  • Consider preheader text: The preheader text appears next to your subject line in many inboxes. Use it wisely to provide a concise and compelling preview of your email content and entice readers to open.

4. Call to action (CTA) prominence:

  • Clear and compelling CTAs: Tell readers exactly what you want them to do next, whether it's "Shop Now," "Learn More," or "Download the Guide." Make your CTA buttons visually distinct and easy to find, ideally placed above the fold (visible without scrolling).
  • Test different CTA variations: Consider A/B testing different CTA button colors, placements, and wording to see what resonates best with your audience and drives the most clicks.

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