Why and How You Should Build Customer Relationships Via Email

A brand is nothing without happy, loyal customers.

However, gaining those customers takes a lot of hard work and careful planning. When it comes to building customer relationships via email, it requires your team to sit down, understand who your ideal audience is, and what it is they’re looking for from you.

While email marketing has plenty of benefits, you lose out on that face-to-face contact that brick-and-mortar stores get. This makes it harder to gain the trust and loyalty of potential leads because they aren’t able to physically visit your brand, see or test products, or talk with you in person.

While, initially, it may be more challenging to build and nurture customer relationships via email, it’s manageable, and it’s not nearly as difficult as you may think.

Why building customer relationships via email is more vital than ever

2020 has presented quite a few unique challenges to brands across the globe. One of the main challenges brands face is contactless communication and service. While many brands, especially those in ecommerce, already practice contactless communication, those with small businesses are finding themselves having to practice building/nurturing customer relationships via email, SMS, and over the phone.

While this may seem complicated, it’s a skillset all brands must practice as they move forward.

How nurturing customer relationships via email can help your brand

Email marketing is vital in building and nurturing customer relationships. This is especially true now that contactless communication and business is becoming a standard for brands. If you’ve struggled with convincing yourself or your team of the benefits of email marketing, here are a few statistics worth taking note of:

  • Email marketing has the single highest average ROI of all digital marketing channels, with an average of $38 for every $1 spent. – Campaign Monitor
  • Approximately 293.6 billion emails were sent and received each day in 2019. – Statista
  • Sending an average of three abandoned cart emails can result in nearly 69% more orders than a single reminder email. – Omnisend
  • Nearly 55% of consumers prefer email messages that contain products and offers relevant to them. – Liveclicker
  • Forty-seven percent of marketing professionals believe that email marketing is the most effective lead nurturing tactic. – TechJury
  • Brands are 6 times more likely to get a click-through from an email than they are from social media platforms such as Twitter. – Campaign Monitor
  • Fifty-nine percent of B2B marketers state that email is their top channel for revenue generation. – Emma
  • Approximately 4.24% of email marketing traffic will make a purchase from a brand, as compared to 2.49% of search engine traffic and 0.59% of traffic from social media. – The American Genius
  • Email is 40 times more effective at acquiring customers than both Facebook and Twitter combined. – McKinsey
  • Shoppers are likely to spend approximately 138% more when marketed to via email, as compared to those who don’t receive an email offer. – Disruptive Advertising
  • Approximately 320% more revenue is driven from automated emails than non-automated emails. – Campaign Monitor
  • Eighty-six percent of consumers are willing to pay more in exchange for excellent customer experience. – SuperOffice
  • Brands with outstanding customer experience bring in approximately 5.7 times more revenue than those that lack in this department. – Retail Customer Experience via Forbes

Number of sent and received emails per day worldwide from 2017 to 2023 (in billions)

Source: Statista

4 tips for building customer relationships via email

You know that email marketing is essential to any good marketing strategy. However, as online competition continues to grow, providing a good customer experience has become vital. The better the customer experience, the happier your customers, and the more revenue for you.

The key to happy customers is more than supplying them with great products and services. It also involves building customer relationships via email, social media, and other contactless forms. Your customers have come to expect not only exceptional products and services, but instant contact with your brand, should they need something. They also expect to be treated as the individual that they are, not as just another email or text message subscriber.

So, if you’re working on nurturing customer relationships via email, you’ll want to keep in mind these four tips.

1. Personalizing your email communications

Personalization is essential to building customer relationships via email. Now, it’s important to point out that email personalization is much more than simply personalizing an email subject line. While personalized email subject lines are 26% more likely to be opened, if you’re looking to build and nurture a relationship with each of your email subscribers, you need to be taking the time to get to know them and send them only the most relevant information possible.

An excellent way to do this is by offering up an email preference center to your subscribers. This allows your customers the opportunity to tell you more about them, who they are, and what they expect from you.

Email Preference Center Example

Source: Campaign Monitor

Once you’ve gathered enough details about your subscribers, you want to take the time to build a variety of detailed, segmented lists.

Email list segmentation is the division of your email subscribers into smaller lists based on a set of specific criteria. There are very few limits when it comes to creating segmented lists. Many marketing teams segment their lists into the following categories:

  • Age
  • Gender
  • Geographical location
  • Interests
  • Purchase history
  • Customer Status (regular/VIP) and more

Email List Segmentation Example

Source: Campaign Monitor

2. Email automation

Aside from treating your customers as the individuals that they are, when it comes to nurturing customer relationships via email, timing is everything. Your subscribers are coming to you because you have information, products, or services that they want, and, when they give you their email address, they expect you to reach out to them promptly.

Automated emails can come in dozens of different forms. From thank you emails to new subscribers, welcome messages for those same individuals, or order confirmation messages, with the right marketing software, you can automate almost any message and send them out, once specific triggers have been met.

For example, this email from Dekks was sent out to a new subscriber.

Example of an automated thank you message for new subscribers

Source: Really Good Emails

Thanks to email automation, nobody had to hit the “send” button physically. The marketing team behind this email simply set up a trigger that had to be met, which was a new subscription. Once this individual took the action of subscribing, the email was triggered and sent out.

3. Creating a customer loyalty program

Nurturing customer relationships via email often takes a little extra finessing than what’d be necessary for those stores that can prioritize their in-person customers. While this may sound daunting, it’s much easier than you think. One way to start building trust amongst your email subscribers is by offering them special incentives, such as a 10% discount on their first order or a free product after they’ve earned so many rewards points.

 Customer Rewards Program and Incentives Example

Source: 1800PetMeds

Customer loyalty programs are excellent for nurturing customer relationships via email because they encourage your subscribers to continue interacting with your brand.

Loyalty and rewards programs can take on literally any form you can imagine. However, most of these programs take on a similar nature. By joining the program, the subscriber would get points or credits. Once they’ve reached so many, they’re given a cash reward or a special gift, like this special reward code from Beardbrand.

Rewards Program Email Example

Source: Really Good Emails

4. Avoiding sending messages from a “do not reply” email address

A no-reply email is defined as an email account that utilizes a “do_not_reply” address and that’s used for email campaigns that can’t be replied to, as it usually leads to a message landing in an unmonitored inbox. While there’s a time and place for these types of emails, such as a digital grocery ad or the weekly digital circular below from Costco, it’s considered a practice that should be avoided.

 Example of a "do-not-reply" email

Source: Costco

Sending from a no-reply email is considered poor practice because your subscribers expect to be able to reach your brand easily. Nearly 25% of consumers have stated that they chose to opt out of a brand’s emailing list due to a lack of human touch.

When building and nurturing customer relationships via email, you need to foster two-way communication between you and your subscribers, so avoid sending from a do-not-reply address, if possible.

Wrap up

It’s never been more imperative to focus your marketing team’s efforts on building and nurturing customer relationships via email. If you’ve struggled on methods to help you in this department, make sure you keep these four tips in mind:

  • Personalized emails
  • Email automation
  • Customer loyalty/referral programs
  • Allow customers to reply to your emails

Need a quick reference on building customer relationships via email? Then keep our handy guide at your side, so you can build your subscriber relationships with ease.

The post Why and How You Should Build Customer Relationships Via Email appeared first on Campaign Monitor.

How to Quickly Launch Your Email Marketing Strategy

While many brands already have email in place, messaging needs are changing fast.

Virtual contact is more crucial than ever before, and with communication ramping up online, marketing teams are asking, “how can we quickly launch an email marketing strategy?”

If there was ever a time to reevaluate your current plan, now would be it. Before you can crack down and learn how to quickly launch a new one, however, you need to first look at your marketing strategy as a whole.

Build your marketing calendar with this free guide.

Recap: what makes a successful marketing strategy

A marketing strategy is a brand’s overall plan for not only reaching prospects, but also converting them into leads and eventually, paying customers. When it comes to discussion about what makes up a successful marketing strategy, three main aspects must be defined and met:

  • Understanding who your ideal target audience member is
  • Finding ways to build strong relationships with new customers while also strengthening current relationships
  • A strategy that generates a return on your investment (ROI)

The challenge that most marketing teams run into is determining which marketing channels will suit their needs the most. With so many digital marketing channels available, it can be easy to get overwhelmed. However, a few are considered the most valuable, including:

  • Email
  • Social media
  • Pay-per-click (PPC) advertising
  • Search engine optimization and more

Having multiple channels gives your audience different ways to discover and interact with your brand. In the same breath, it also offers you several ways to communicate with your audience, helping you to build stronger relationships with both new and returning audience members.

How to get engagement (despite algorithms and ad blockers.)

Why email marketing should be the center of your strategy

With so many marketing channels available to choose from, it can be hard to choose which ones will garner the most ROI. However, there’s one that’s a guaranteed win for your brand, especially once you’ve solidified your strategy: email marketing.

Not only does email marketing generate the highest overall ROI, generating an average of $38 for every $1 spent, but it’s the easiest way to reach those who want to hear from you. Email marketing best practices ensures that you’re giving your audience members the option to hear from you, and that requires the use of email opt-in measures.

Not yet sold on the idea of email marketing? Here are a handful of statistics that may help convince you of its benefits:

  • In 2019 alone, approximately 293.6 billion emails were sent and received each day – Statista
  • The average email open rate falls at 17.8% across all industries – Campaign Monitor
  • Total number of email users worldwide in 2019 peaked at 3.9 billion – Statista
  • The click-to-open rate across all industries averages 14.3% – Campaign Monitor

 Number of sent and received emails per day worldwide from 2017 to 2023 (in billions)

Source: Statista

Not only should your marketing team be investing their time in your email marketing strategy, but it should be the center point of your whole marketing strategy.

Why? Because all significant digital marketing channels can be utilized to funnel new leads into your email subscriber list.

Once there, you can easily segment your subscribers into appropriate lists, ensuring that you’re sending only the most relevant information to every person. This is essential because 72% of consumers state that they exclusively engage with brands that send out personalized content via email.

How to quickly launch your email marketing strategy in 6 steps

Now that you’re refreshed on what makes up a successful marketing strategy and why email marketing plays such a crucial role in the process, it’s time to focus your attention on how to quickly launch your email marketing strategy. There’s more to it than just creating a stunning email template and sending it out.

Here are six steps to developing and launching your email marketing strategy.

1. Know who your target audience is.

The number one rule of email marketing is to know who your targeted audience members are and what it is they’re looking for from you.

Your target audience is made up of individuals of a certain group that are looking for something very particular. For example, our friends at Emma have a target audience that’s made up of marketing professionals. More specifically, marketing professionals who practice email marketing. So they tailor their email content to that particular audience.

Example of an email targeting an ideal audience member

Source: Really Good Emails

2. Analyze your current strategy.

Once you’ve nailed down your ideal target audience member, you need to take some time to analyze your current marketing strategy and how successful it’s been for you up until this point. This requires you to take adequate time to review each part of your marketing strategy—whether it be social media, PPC advertisements, or even more traditional channels, such as TV ads or mailers.

One way to analyze your strategy’s success is by reviewing your overall ROI for each channel. If you see substantial returns, then that marketing channel is likely one you should keep and integrate into your new strategy. Alternatively, if you don’t see ROI from a certain channel, it’s time to consider axing it in favor of something new.

3. Research your competitors.

If you’re feeling stuck and unsure of how you can improve your marketing strategy, then you and your team should do a bit of research into what your competitors are doing. This is called a competitive analysis and helps you see how others in your particular industry or niche are approaching their marketing tactics.

While you can take the time and follow competitors on their social media platforms or subscribe to their newsletters to see what they’re up to, there are several tools available to help you conduct competitive analysis, including SEMrush.

Example of a SEMrush Competitive Analysis

Source: SEMrush

4. Set reasonable goals.

Once you’ve done your research, it’s time to start laying out your goals. What is it that you hope to achieve through your email marketing strategy? How’re you going to achieve each of them? You want to be SMART about your goal setting, and that means taking the time to outline every aspect of each one of your goals. From what it is to how you’ll achieve it, and in what time frame—the more detailed, the better.

SMART Goal Setting Defined

Source: Content Marketing Institute

5. Build your email list.

You’ve done your research and you’ve outlined your goals in as much detail as you could. Now it’s time to start building your email list. If you already have an existing list, then you want to reach out and see if each subscriber still wants to remain on your list. Sending out an email confirmation or opt-in is the only way to ensure that those on your emailing list want to be there.

 Email List Confirmation Opt-In

Source: Really Good Emails

If you’re building your email list from scratch, there are several ways to help you get started, including:

  • Dedicated landing pages, such as a newsletter signup
  • Utilizing blog CTAs to encourage email signups
  • Social media posts/ads encouraging potential leads to join your community
  • Offering up free content/tools (otherwise known as gated content) for those who share their email for a download or access to a tool and so much more

Newsletter Signup Landing Page

Source: Campaign Monitor

Once you have your email list ready, you want to make sure you’re taking the time to segment your list into detailed categories. This ensures that you’re sending out only the most relevant information to those who want it. You can segment your lists in several ways, including:

  • Age
  • Gender
  • Location and more

The more detailed information you can get, the better. However, if you aren’t comfortable with asking for more detailed information, then consider supplying your subscribers with an email preference center that gives them the opportunity to tell you exactly what they’re expecting from you.

 Email Preference Center Example

Source: Campaign Monitor

6. Determine which email campaigns will best suit your needs.

Now that you’ve started building your audience and you have an idea of what they want to receive from you, it’s finally time to determine which email campaigns will best suit your consumers’ needs, while helping you reach your marketing goals.

There are dozens of different email campaigns that your marketing team can choose from, including:

  • Welcome series
  • Promotional campaigns
  • Newsletters
  • New content announcements
  • Product/service update or launch announcements
  • Transactional emails and more

Take a detailed look at who your audience is, why they’ve come to you for their needs, and review their email preferences, as these will all help you determine the best types of email campaigns you should be sending out.

Wrap up

When it comes to learning how to quickly launch your email marketing strategy, it’s not nearly as challenging as some may think. This is especially true when you follow these six steps:

  • Know your ideal targeted audience.
  • Evaluate your current plan.
  • Conduct a competitive analysis.
  • Set SMART goals.
  • Continuously build your email subscriber list.
  • Decide which email campaigns suit both your needs and those of your subscribers.

Looking for more information on how to quickly launch your email marketing strategy? Be sure to check out our complete email marketing guide for beginners.

What is Campaign Monitor?

The post How to Quickly Launch Your Email Marketing Strategy appeared first on Campaign Monitor.

5 Reasons Why You Should Invest In Email (With Stats)

Digital marketing is an essential part of all business and, while social media and search engine results are great, there are dozens of reasons why you should invest in email marketing.

The statistics don’t lie. Read on to discover the reasons why you should invest in email, as well as why it’s such a vital piece of your marketing puzzle.

The importance of email in your digital marketing strategy

The marketing world has gone back and forth over whether email marketing is a dead art for some time. Well, the final consensus is in: Email isn’t going anywhere anytime soon. That said, if you haven’t jumped on the email marketing bandwagon yet, it’s time.

The total number of email users worldwide topped 3.9 billion in 2019, and forecasts suggest that it’s going to continue to rise to nearly 4.481 billion by 2024.

And, when it came to the total number of emails sent and received every day in 2019, the numbers came in at around 293.6 billion, with that number also expected to rise and hit a total of 347.3 billion by 2023.

Those numbers alone should be considered when trying to decide if you should add email marketing to your digital marketing strategy. This is especially true if your focus has been primarily your local market and you’re looking to expand to an even greater market.

Plan your email marketing calendar.

5 reasons you should invest in email

While your ideal target audience may not be everyone in that 3.9 billion consumer target utilizing email, that doesn’t mean you won’t have a nearly unlimited market to tap into—making email marketing well worth the investment.

If you’re still on the fence of whether this strategy is worth your time and resources, here are five additional reasons why you should invest in email marketing.

1. Email generates the single most ROI than any other digital marketing channel.

One reason some marketing professionals, especially those with smaller businesses, have yet to invest in email marketing is that they’re short on funds, and they aren’t sure if email would be a worthwhile investment. For example, during our study into the state of small business in 2019, we actually saw that there was a 12% decrease in points when it came to those who prefer email marketing for building brand awareness.

While social media has become an ever-popular option for many digital marketers, it doesn’t provide the same return on investment (ROI) than email marketing does.


Source: Campaign Monitor

It’s difficult for marketers to determine an ideal ROI for social media because there are so many moving parts involved in this tactic. Approximately 60% of marketing professionals find measuring social media ROI as one of the most challenging in social media marketing.

With email marketing, the moving parts are all intertwined and simple to monitor for success, and calculating your overall ROI is easy. For the last 10 years, email marketing has produced the highest ROI of all digital marketing channels, coming in at approximately 3800%. That comes out to an average of $38 for every $1 spent.

2. Your consumers prefer email over other channels for communication.

Another reason you should invest in email marketing is that your consumers prefer this method of communication. With approximately 2.3 billion smartphone users worldwide in 2019, this shouldn’t come as a surprise to most marketers.

While SMS and chatbots are continuing to rise in popularity—thanks to the consumers’ need for instant information, when it comes to regular and promotional content—83% of consumers state that they prefer to hear from their favorite brands via email.

Global Study: Consumer Engagement Best Practices for 2020

Consumer communication preference

Source: Twilio

3. Email is where you’ll reach your mobile users the most.

With so many consumers preferring to hear from their favorite brands via email over other digital marketing channels, it’s crucial to know how these individuals are viewing your messages. Nearly 94% of consumers are “annoyed” by the communications they receive from businesses because 33% of all consumers are being contacted via the wrong communication channel.

Of the 2.3 billion smartphone users worldwide, nearly 78% of them are using their devices for checking their email, with web browsing and Facebook coming in at second and third, respectively, for most popular activities on smartphones.

Checking email is the top use of smartphone users

Source: IDC & Facebook Always Connected Report

That means email marketing is not only an essential part of any digital marketing strategy, but that those who utilize it must be catering to those who are using their mobile devices to view their email communications.

The best ways to cater to those individuals is by:

  • Ensuring you’re utilizing mobile-friendly email templates
  • Keeping your email message simple to navigate
  • Keeping CTAs easy to spot and click on

With email and Facebook in the top activities on smartphones, it’s worth noting that 90% of emails will get delivered to the recipient’s inbox. While social media is a worthwhile investment on its own, you won’t see the same results as you will with email marketing.

4. Email marketing helps boost sales.

With more businesses forced to maneuver into contactless communications and ecommerce sales instead of in-store sales, they’re finding it difficult to drive the necessary traffic to their online stores.

Email marketing is a powerful tool for those looking to drive conversions. It generates some of the highest open and click-through rates compared to other channels.

  • Average email open rate across all industries: 17.8%
  • Average email click-to-open rate across all industries: 14.3%
  • Average email click-through rate across all industries: 2.6%

Email can help boost your brand’s sales because it can hook consumers and draw them to your website or a particular landing page. While the body content of your email is essential to capturing the reader’s attention and piquing their overall interest, you want to make sure you’re utilizing the right CTAs.

There are typically two types of CTAs that email marketers use to get their readers to click through to their website:

  • A direct sales CTA
  • An indirect sales CTA

Email example that drives sales

Source: Really Good Emails

A direct sales CTA is just that: a call to take a specific action, such as the “Buy Now” CTA used in the email example above.

An indirect sales CTA is one that doesn’t tell your readers to go make a purchase. Rather, it pulls them in for more information, such as the “Learn More” CTAs utilized in the email example above. The idea behind an indirect sales CTA is to lead your reader to decide to act of their own accord. Whether it be a purchase, a download, or signup—these are all conversions, and an indirect sales CTA makes readers believe it’s their decision to follow through, as compared to a direct sales CTA that tells them to take action.

Regardless of which type of CTA you choose, your email has to be both informational and encouraging to get your readers excited to make the desired conversion. With a combination of excellent body content and the right CTA, brands have the potential of increasing their clicks by 371% and their sales by approximately 1617%, according to some studies.

5. Allows you to get to know your targeted audience better.

Finally, one of the most important reasons why you should invest in email marketing is that it allows you the opportunity to genuinely get to know who your ideal target audience is. Although social media allows you unprecedented access to your audience, it doesn’t allow you to pinpoint the details about them like email can.

Email marketing allows brands to get to know their audience on a more in-depth level, thanks to the need for personalization. Email personalization is vital for several reasons, including:

  • Personalized promotional mailings have a 29% higher unique open rate, as compared to non-personalized mailings. – Instapage
  • Ninety-one percent of consumers stated that they’re more likely to shop with a brand that offers them personalized offers and product recommendations. – Accenture
  • Ninety percent of U.S. consumers find marketing personalization appealing, to some extent. – Statista
  • Sixty-three percent of consumers have stated that they’ll stop purchasing from a brand that doesn’t utilize personalization tactics. – Smart Insights

Email marketing allows you to implement personalization tactics that simply aren’t available on other digital marketing platforms. Thanks to email list segmentation and email preference centers, you can gather detailed information from your subscribers without coming off as invasive.

Once you start implementing email list segmentation based on the data you’ve collected, you can start sending the most relevant content to your readers—something they prioritize when it comes to choosing the brands they return to and suggest to others.

Wrap up

With so many digital channels worth exploring when working on your marketing strategy, it can be easy to overlook some of the best options. That’s why you’ll want to consider these five reasons to invest in email marketing:

  • Generates the most ROI
  • Consumers prefer email communication
  • Mobile users frequently check their email
  • Boosts your sales
  • Allows you to get to know your audience better

Ready to get started? Then dive into our complete email marketing guide for beginners today.

The post 5 Reasons Why You Should Invest In Email (With Stats) appeared first on Campaign Monitor.

3 Email Marketing Best Practices for Publishers

Article first published June 2016, updated September 2019

Email marketing is widely used by publishers as a highly effective way to grow their audience and drive revenue for their businesses. Savvy publishers know that email marketing drives the highest ROI of any marketing tactic, and they’re using it to their advantage.

Read on to discover three email marketing best practices for publishers that any publishing business can easily implement and see results.

1. Cater to subscribers interests with segmentation.

Like many businesses, publishers cater to a lot of different subscribers and customers, each with their own preferences. For email marketing to be effective, publishers must cater to these specific interests. In other words, publishers can’t create one email and send it to everyone on their list. One-size-fits-all emails no longer deliver in an age where informed consumers want highly targeted content.

Research shows that 58% of revenue generated from emails comes from segmented lists. And marketers have found a 760% increase in email revenue from segmented campaigns.

Many businesses segment by demographics, past purchases, or buying behavior, but publishers tend to benefit most from interest-based segments. By allowing customers to select which content they want to receive based on their interests, response rates will likely increase. We’ve written about how BuzzFeed has excelled using this approach.

To make segmentation and user preferences a snap, you can set up a preference center that allows subscribers to pick the kind of content that arrives in their inbox. Here’s an example from Penguin Random House, asking subscribers to do just that:

Preference center

With a preference center like this, subscribers do the segmenting by indicating their preferences. From this information, it’s possible to tailor email messaging to specific groups and create content specific to each category. It ensures that subscribers receive relevant emails that they care about.

2. Improve efficiency with email automation.

With email automation, marketers can easily create workflows to send personalized, timely, relevant emails to customers at the right time, which explains why 49% of companies are using it.

Here are a few types of emails that publishers can use:

Email courses

Apartment Therapy uses email automation to send baking lessons right to their subscribers’ inboxes. Subscribers receive daily lessons that guide them from novice to kitchen experts. And this type of opted-in, automated email pays, as open and click-through rates are around 55%.

Welcome emails

Research shows that the first 48 hours after sign up is when subscribers are the most engaged, and yet 41% of brands miss this window of time. Publishers can take advantage of this opportunity with an awesome welcome email.

Publishers set up a triggered email, so that, each time a new subscriber is added to a list, a welcome email is automatically sent.

A welcome email should have:

  • A relevant subject line that signifies a new relationship
  • A friendly greeting as the opening line of the email message
  • A mention of email frequency
  • A CTA that leads subscribers to your website

BuzzFeed sends a welcome email to each their newsletter lists to set the tone of what subscribers will receive and when they’ll get it.



Personalized content

Publishers take the time to personalize emails to build stronger relationships with their subscribers. It’s a smart email marketing best practice because transaction rates for personalized emails are six times higher than those without. And emails with personalized subject lines are 26% more likely to be opened.

Many people assume personalization simply means adding a subscriber’s name to the subject line, but there are lots of ways to personalize an email, including:

While personalization may take a bit of additional time, it’s an important aspect to add to each email whenever possible.

Publishers using an email service provider, like Campaign Monitor, should be able to access a whole host of features to make personalization simple.

3. Focus on mobile.

With nearly half of all emails being opened up on mobile devices worldwide, mobile-friendly and responsive email templates are an absolute must.

Here’s an example from Fashion Magazine:

Fashion Mobile

Why going mobile is a must for email marketers

With the world going mobile with their email viewing, email marketers must be designing with mobile in mind. If they don’t, the chances of their email message rendering correctly on a mobile device decline drastically, all while the chances of their message being deleted increase.

In fact, emails that display incorrectly on mobile devices can and will be deleted by receivers in under three seconds. Even worse, many users won’t just delete the message, but 15% of them will also go as far as to unsubscribe from your list. Why? Because they assume that your design team can’t put together a properly functioning email message.

So how can you ensure your email messages are rendering correctly and being seen by your audience? By using these tips:

  • Check for oversized images or images that seem out place
  • Cut down on the walls of text and use images and white space to create breaks
  • Utilize a single column layout (unless you’re using a responsive template, but that’s another topic)
  • Include ALT text that describes images, in case they don’t load

Knowing the difference between mobile-friendly and responsive email templates is also vital for your marketing team. While both are great options to ensure your message is seen on a mobile device, your users may prefer one method or the other. So what exactly is the difference?

  • Mobile-friendly: These designs utilize a single column layout to ensure that all messages appear and function the same across all devices.
  • Responsive: These designs can utilize a multi-column layout; however, they use media queries to ensure that the message alters its appearance to fit any size screen.

Responsive email designs ensure your message can be seen, no matter the screen it’s viewed on.

Source: Campaign Monitor

Campaign Monitor provides email templates that are mobile responsive, which means they look great on every device. Plus, publishers can send a test email prior to sending the email to their list to see how their email looks in 30+ email clients and devices.

Stellar examples of the best email marketing for publishers

Publishers have a very unique audience that they must cater to when it comes to their email marketing efforts. While some publishers are busy pushing sales of books and magazines, others focus heavily on catering to a reader’s need for information, such as news outlets.

That’s why we’ve decided to look at two very different email examples that we consider to be among the best email marketing for publishers—and we’ll tell you why.

VJ Books

VJ Books is a brand that sells books to their readers. So, while they may have plenty of product available to appeal to their readers, they still must take the time to design messages that catch their reader’s attention and get them to take action.

Capture the reader’s attention by sending segmented/relevant content to their inboxes.

Source: Milled

This is an excellent example of email automation in action. Not only does it fit the fall sales theme that many brands are going to be utilizing now through the winter months, but it also makes use of several email marketing best practices.

In this example, we see that the marketing team started by grabbing the reader’s attention with a compelling and actionable subject line:

Subject line: NEW Fall Book Sale starts TODAY: Save 30% with coupon inside!

From there, they designed their message to keep the reader scrolling. Again, they inform the reader of the special deal but then use images of some of the most popular books to keep the readers scrolling. Instead of adding in descriptions of the books, the user must click on the CTA, “read more.” This creates user engagement and moves the subscriber from the message to the brand’s website.

If none of the books listed seem to capture the reader’s attention, then they make sure to say that there are over “over 15,000 products to choose from,” which is followed up with a “Start Your Fall Savings Today” CTA button.


Vox is an entirely different publisher whose focus is on bringing the world’s news to their subscribers.

What makes that tricky is the fact that these subscribers aren’t looking to buy a product. Instead, they’re looking for a reliable source of information, which requires a brand to not only build trust amongst their subscribers, but authority as well.

So how does Vox do that? Through content curation.

Curated content helps to establish your brand as a trusted, reliable source of information.

Source: Milled

Curating content is taking content from other sources and sharing it with your readers to help establish your authority on a subject, while also building trust with your readers. In this email example, it’s clear that Vox isn’t afraid to turn to the big boys in news to cater to their reader’s need for information.

Does that mean that Vox simply shares other’s brand’s content? No. Once a reader starts moving through the email, there are plenty of CTAs that draw the reader to the brand’s website, where they share their own content on similar subjects.

What’s great about this message is that Vox can easily curate the content to their readers’ needs, depending on how their readers have set up their email preference centers.

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