Email Marketing Tips for Businesses Big and Small


Your competitors are the first reason your business needs to invest in impactful email campaigns. The second is the potential ROI. Research shows that email campaigns generate on average an ROI of around 4,300% — that’s a return of $43 for every dollar spent. In fact, when done right, email campaigns are the most economical way of reaching the largest number of customers.

What is email marketing?

Broadly speaking, any email that solicits a buying decision is email marketing. This includes advertisements, coupons, newsletters, and so on. Emails can be created and delivered much more quickly than traditional print postal mailers. They are less intrusive and much more efficient than telesales campaigns. Finally, emails allow brands to reach a large audience, while still customising the message in a way with which traditional advertising simply cannot compete.

As such, marketers identify email as the single most effective channel for promoting awareness, acquisition, conversion, and retention. When targeted email arrives in a customer’s inbox, he or she must make a decision — even if it’s to press delete. This gets the customer involved, and allows email campaigns a chance to move past customer indifference.

Unlike the banner ads that accompany internet browsing, there is no ad-blocking software that can keep out every marketing email from reaching clients. This is a good thing for customers, as 95% of customers opting into favourite brand emails find them somewhat or very useful.

Get noticed.

Advanced spam filters are generally more focused on intercepting untargeted emails without much in the way of content, meaning that a well-designed campaign email will almost always reach its destination. But email as a channel can only provide marketers with the opportunity to reach their customers. To help ensure that your email marketing campaign connects with your audience, here are some valuable email marketing tips:

  • Subject Lines
    The subject line is the first thing your customer will see. Hook them. Make them want to see more. When crafting a subject line, keep this in mind these email marketing writing tips:

    • Keep it short.
      There are restrictions on how many characters will be previewed in the customer inbox. Shorter subject lines (generally fewer than 50 words) are less likely to be “cut off.” Likewise, descriptive subjects that provide some incentive to open the email (“Special offers in August”), are more likely to be opened. Don’t waste character space on including your brand name, as this information should already be visible in the “From” field.

    • Personalise it. 
      Subject lines that include personal information, such as the recipient's first and last name, or even the city he or she lives in, are more likely to be opened. In fact, personalised email messages improve click-through rates by an average of 14%, and increase conversions by an average of 10%.

    • Mix it up
      If you are regularly sending emails (such as newsletters) to those on your mailing lists, try to update your subject lines just as regularly. This will help keep the subject interesting and will also give recipients a more accurate idea of what awaits them should they decide to open the email.


  • B2B Email Marketing
    B2B marketing is about showing value. These B2B email marketing tips will help you create an effective B2B email marketing campaign:

    • Avoid jargon, sensationalism, and exclamation points.
      The recipients of your email are likely to be industry experts. They won’t be impressed by your use of tired jargon or annoying buzzwords. They will likely be downright offended at inaccurate, sensational language meant to provoke an emotional response. Limiting exclamation point usage to one or none per email will also help establish credibility.

    • Be careful with design.
      Even the most well-designed campaigns fall short if images don’t display properly. There aren’t any established industry standards among email providers when it comes to rendering images. If you aren’t sure how well an image will be displayed, then either stick with text or rely on tables and cells with implicit sizes set and all styles in-line.

    • Rely on research.
      Having a vendor who combines cloud services with research, reporting, and segmented targeting can be hugely beneficial. Likewise, business intelligence (BI) and business analytics (BA) are important tools that can help you better understand your B2B clients. They can also give you insight into marketing sentiment, forecasting, and reputation — including their own.


  • Mass Email Campaigns
    Personalisation is always an important factor in achieving high open rates. Here are some bulk email marketing tips for personalised email marketing on a more massive scale:

    • Only send mass emails to subscribers.
      Unwanted, untargeted emails are spam. Offer interested customers the opportunity to opt in to email lists so they can get important news and special offers, and always give them the chance to opt out at any time.

    • Be honest about what the email contains.
      Be honest about what the recipient will find in the email, and those who do open it will be much more likely to convert.

    • Optimise your mass emails for use on mobile devices.
      Studies show that 55% of emails are now read on mobile devices. Optimising your mass emails for full functionality (particularly in regard to displaying properly) is a smart way to help ensure that your subscribers are able to access the email whenever and wherever they want to.


  • Video Email Campaigns
    Although most marketing emails rely on text or imagery to share information, video emails are becoming increasingly common. Review these video email marketing tips and tricks before you get started:

    • Be brief.
      When you send a customer a video, you are asking for a commitment. Videos are difficult to skim and require clients to listen as well as look. Keep your video short, and get to the payoff quickly. If you feel as though you have too much content to condense into something that’s less than a minute long, consider breaking it up into an ongoing series.

    • Provide a good setup.
      If you send your subscribers a video link without any sort of explanation, how are they to know what to expect when they open it? Write an interesting description of the video in the body of the email, include in the subject line an accurate idea of what to expect from the video, and provide a clear call to action.

    • Know what you’re doing.
      51.9% of marketing professionals worldwide name video as the content with the highest ROI. However, this is all assuming that the marketers have the right tools and expertise to produce something worthwhile. Before you send out your first video, be sure that you have the right equipment and experience.

Salesforce Marketing Cloud makes it possible.

An effective CRM tool can help you better understand your email customers by detailing their interests, purchase histories, and demographic information, while also mining and analysing relevant data for further insights. Giving users the chance to provide valuable feedback will lead to better email content. Salesforce Marketing Cloud is the tool that makes this all possible.

Salesforce Marketing Cloud empowers marketers to give their customers the 1-to-1 journeys they expect. Test and track campaigns to ensure optimal effectiveness. Deliver predictive, personalised messages through automated tasks, pre-defined event triggers, and drag-and-drop content tools. Build a single, accurate view of your clients, and share that view across departments and teams. Simply put, Marketing Cloud lets you connect with your clients in a way that is relevant, targeted, and effective. This leads to customer engagement.

Personalise your email marketing strategy.

When it comes to tips for email marketing, one of the most important things to keep in mind is that your customers are individuals. No matter how many prospective clients you have, your success will always hinge on the service you provide them as individuals. Salesforce Marketing Cloud makes it easy to use customer data to address individual client needs, making every customer feel like the only customer that matters.

Our reps have answers.

Ask about Salesforce products, pricing, implementation, or anything else — our highly trained reps are standing by, ready to help.