23 Simple Email Marketing Tips to Improve Your Open and Clickthrough Rates

Practicing good inbound marketing means sending emails to people who actuallywantto hear from you.

But oftentimes, your emails still end up getting lost in your customers' inbox clutter -- or worse, their spam folder. And then, when someone actually opens your email, they don't actually click through.

您可能会对自己想：“嗯，我无法赢。”

Don't worry, I've got your back. Here are 23 tips that are perfect for small and growing businesses, but anyone can embraceright nowto improve their emails' open rates, clickthrough rates, and lead generation potential.

1. Do not buy email addresses.

I know what you're thinking: In the early stages of anemail marketingraybetapp新闻通讯，您想尽一切努力启动广告系列并吸引您的业务。我得到它。但是，无论您在网上看到什么选择，您都应该抵制购买an email list.

There are lots of ways to buy an email list, but none of them will actually benefit your campaign. Why? Since the owners of these email addresses didn't explicitly agree to receive content from you, there's no telling how interested they are -- or if they're even a fit for what you have to offer. A bought email list is also in violation of GDPR (we'll talk more about this in just a minute).

Purchasing email lists is always a bad idea. Get more reasons why in这篇博客文章。

2.遵守CAN-SPAM规则。

CAN-SPAM (Controlling theAssault ofNon-SolicitedPornographyAndMArketing）是一种行为that was passed in 2003。Essentially, it's a law that establishes the rules for commercial email and commercial messages, gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.

在order to be CAN-SPAM compliant, it's important that your email messages follow these rules, which areavailable on the FTC's website。

A few highlights:

• 在clude your valid physical postal address in every email you send out.
• Give recipients a clear and obvious way to opt out (i.e., unsubscribe) of every email you send. (HubSpot customers:不用担心 - 除非包含此元素，否则您无法保存电子邮件模板。）
• 使用清晰的“从”，“到”和“回复”语言，可以准确反映您是谁。
• Avoid "no-reply" or similar sender names, which prevent recipients from opting out of an email newsletter if they'd like to.
• 避免将任何电子邮件地址出售或将任何电子邮件地址转移到另一个列表中。

Note:因为我不是律师，所以请不要将本文内容作为官方法律建议。查看FTC的网站有关此主题的广泛建议，以及阅读此博客文章for more tips on improving email deliverability.

3.确保您的选择加入过程符合GDPR。

您可能听说过General Data Protection Regulation (GDPR)这是一项新法律，于2018年5月在整个欧洲制定，以更好地保护互联网用户的个人数据。

We don't expect you to have this long piece of legislation memorized. However, if some of your email recipients live in Europe, there is one key guideline by which you should develop your email marketing campaigns:

当您的网站用户降落在征求他们个人信息的页面上时，传统可能会告诉您包括一个预先检查的框，将用户选择进入电子邮件广告系列，以便他们可以收到与您的业务相关的更新和特别优惠。今天，预先检查此盒子是违反GDPR的。So, to comply with GDPR, make sure your European users and customers are given the clear option to opt into your email newsletter themselves -- don't make the decision for them。

对于您的电子邮件营销活动而言，此规则可能听起来像是坏消息，但实raybetapp际上可以提高您的开放率和点击率。将您的订户列表限制在那些专门要求加入的人中，只有最有兴趣的人收到您的消息。这最大程度地提高了您将读者转换为通过电子邮件发送的合格潜在客户的机会。

4. Email new contacts within 24 hours.

重要的是要利用的窗户opportunity when your company or brand is at the top of your prospects' minds. You can really get a pulse of what future engagement will look like by what people do when you email then within 24 hours of their subscribing to your newsletter, signing up for an offer, and so on. Plus, it's a great opportunity for branding and setting expectations.

If you don't have any automated email workflows set up, you're likely missing out on some major opportunities to nurture and engage your existing contacts.

（（HubSpot customers:Use HubSpot's Workflows Appto create personalized, automated email workflows that can get triggered in a number of different ways: when a contact gets added to a list, submits a form on your website, clicks a link in an email, views a page on your blog, clicks on one of your AdWords ads, or becomes a marketing qualified lead.)

5. Send your emails from a real person, not your company.

当您从真实人员发送电子邮件时，您的电子邮件开放率会增加。干净利落。这是因为 - 基于我们进行的过去测试 - 收件人通常比通用的测试更有可能信任个性化的发送者名称和电子邮件地址。如今，人们被垃圾邮件淹没了，他们常常不愿意从不熟悉的发件人那里打开电子邮件 - 他们更有可能信任个性化的发送者名称和电子邮件地址，而不是通用的发送者。

At HubSpot,我们发现从“ Maggie Georgieva，Hubspot”发送的电子邮件在Open方面表现更好and点击率比仅从“ HubSpot”发送的电子邮件。因此，最好做到这一点...

• Sender name: Paul Smith
• Sender email address:psmith@raybet电子竞技company.com

。。。instead of this:

• Sender name: Marketing Team
• Sender email address:marketing@raybet电子竞技company.com

（（HubSpot customers:Click hereto learn how to personalize the "From" name and email address.)

Note:Our tests showed personalization works, but we've also found that a combination of a person's name and a company name together in the sender name works well, too. You've just got toA/B test what works bestfor your particular company, brand, and industry as well as what's ideal based on to whom you're sending emails.

6. Pre-set the preview text.

Email clients like the iPhone Mail app, Gmail, and Outlook will display the first few lines of text from the body of your email alongside the subject line. In other words, it's a text preview of the content inside the email. The exact amount of text shown depends on the email client and user settings.

Use it to provide a short, to-the-point synopsis of what you're offering -- and keep it to 50 characters or less.

When you don't set the preview text, the client will automatically pull from the body of your email, which not only looks messy, but is also a wasted opportunity to engage your audience. (HubSpot customers:Click hereto learn how to set the preview text of your emails.)

7.写清楚,可点击标题。

Speaking of the subject line ... your marketing emails have a lot to compete with in recipients' inboxes. The best way to stand out is to write compelling, "can't-help-but-click-on-this" subject lines.

To entice readers to click, be sure your subject lines:

• Are super clear and understandable.
• 少于50个字符，因此不会被切断，尤其是移动设备。
• 使用语言和消息传递your target buyer persona熟悉和兴奋。
• 在clude verbs and action-oriented language to create a sense of urgency and excitement.
• 包括一个独家价值主张（例如一件商品或免费电子书享受20％的折扣），以便人们知道自己得到的东西。
• 避免垃圾邮件触发like “Cash,” “Quote,” and “Save."
• 如果适用，则是及时的。（之一我最喜欢的主题行came from Warby Parker and read: "Uh-oh, your prescription is expiring".)
• 有时包括他们的名字（可能increase clickthrough rates), or even add something about their specific location. (You'll want to do this sparingly, like for your most important offers, rather than over-doing it and being repetitive or intrusive.)

Read this blog post有关编写可单击，令人愉悦的主题行的更多提示。

8. Keep your emails concise.

Everyone's busy and their inbox is already full. Why add to the problem with a longwinded email? People generally like short, concise emails better than long ones because concise emails have an obvious focus. Plus, when your users are scanning through all their emails in a short amount of time, they're more likely to find the overall message before deciding to take any action.

使您的电子邮件简短的另一个原因？对于垃圾邮件过滤器来说，副本实际上也是一个危险信号。

To keep your emails short and compelling, write your email like you were talking to someone in real life. If your emailhas要长时间，将其分成多个段落以提供视觉上断。这将使浏览它在读者上更加容易。（（阅读此博客文章，介绍如何撰写引人注目的电子邮件for more tips.)

Here's a great example of a concise email:

9. Include one call-to-action button per email.

还记得我说很多电子邮件收件人会扫描您的电子邮件而无需阅读所有副本吗？这就是为什么您想拥有一个清晰的呼吁行动（CTA）按钮，即使是最快的电子邮件扫描仪也很容易发现。没有CTA按钮，您将不会呼吁收件人采取任何实际受益于他们的行动以及您的业务增长。

You'll want to place your CTA in a location where it's easily visible and where it makes sense for someone to click on it. For example, you might put a CTA to download a free ebook in an email that describes new strategies for using your product.

Once you've determined where you want to put your CTA, it's time to create the button itself.单击此处下载50个免费的CTA按钮模板to get you started. (HubSpot customers:学习如何一个dd CTA buttons to emails in HubSpothere。)

10.将ALT文本添加到您的CTA图像中。

默认情况下，许多电子邮件客户端会阻止图像 - 包括您的CTA按钮。这意味着您的大量听众可能看不到您的美丽，优化的CTA。相反，他们看到了：

When you set an image's alt text, though, you let recipients who can't view images in their email know exactly where to click to complete the action:

You can either edit the alt text in your email tool's rich text editor (just right-click the image and edit away), or you can manually enter it in the HTML editor of your email tool like this:

11.超链接您的电子邮件的图像。

您的电子邮件营销目标是让人们点击进入网页。提高点击率的一种无垃圾范围内的点击率的方法是将电子邮件中的图像超链接到与图像内容相对应的网页。

例如，如果您邀请读者下载电子书，并且您的电子邮件中包含了一张电子书的图片，请不要仅仅在图像旁边超链接文本，告诉人们“在这里下载”。超链接电子书的图片。人们比文本更普遍地吸引了图像，您想为您的电子邮件订阅者提供尽可能多的选项以获取电子书。

You can simply click on the image and then use your email tool's "Insert/Edit Link" option, or you can link an image in the HTML editor using the following code:

12.包括明显的文本链接。

在general, it's a good idea to link to your featured offer in multiple places in addition to the clear and focused call-to-action button. In addition to your main CTAs and images, consider including a noticeable text link (or two) when applicable, as having more links increases the opportunity for engagement.

13. Place at least one clickable item above the fold.

使您的电子邮件更加单击的一种方法？将一个或多个可单击的元素放置在电子邮件开头附近。

This is especially useful for mobile users. Mobile tends to require a lot of scrolling, and sometimes squinting, pinching, and zooming. Giving a recipient something actionable that is seen upon opening can lead to more clicks in this environment.

14. Add alt text to all of your images.

同样，默认情况下，许多电子邮件客户端会阻止图像。（（这是完整列表from Campaign Monitor.) In those cases, images won't load unless the recipient clicks a button to show them or change their default settings.

将alt文本添加到您的电子邮件图像helps recipients understand your message -- even if they can't see the images right away. (HubSpot customers:Click hereto learn how to add alt text to your email images in HubSpot.)

You might consider making the language in your alt text actionable, such as "Click here to download the ultimate content creation kit." Actionable alt text will essentially turn every linked image into another CTA. So, even if someone doesn't see the snazzy GIF of my latest offer (or if they hover their mouse over an image thatdoesshow up), the alt text will beckon them to click.

15. Avoid background images.

如果您的目标买家倾向于将Outlook用作电子邮件客户端，这一点尤其重要。

Microsoft Outlook无法识别背景图像，期间。鉴于Outlook is the fifth most-used email client占市场份额的7％ - 总共有；您的行业可能会有更多的东西 - 最好避免完全使用背景图像。

在stead, use a background color and use images in other ways in your email, like Harry's did in their email below:

Image Credit:Beautiful Email Newsletters

16.添加社交共享按钮。

在creasing the number of people who see your link will increase the number of people who click on it. So, be sure to extend the life of your email by添加社交共享按钮。

Many email tools will come with templates that have built-in social sharing buttons that make it easy -- just fill in the destination URL and you're good to go. If you don't have built-in capabilities,这是一个备忘单，可轻松创建自己的社交共享按钮。

重要的提示：If you want to increase clicks, you want to addsharing按钮，不是follow纽扣。前者将允许您的电子邮件收件人将电子邮件URL传递给他们的关注者。后者将促使他们喜欢，关注或添加您公司的社交媒体渠道。raybet电子竞技

17.用现成的推文简化共享。

People are far more likely to take an action if you make it really, really easy for them. For recipients out there who are too lazy to tweet the wonderful content you sent them via email, you can make it easy for them by creating what we call a "lazy tweet."

One simple way to do this? Using ClickToTweet, a free custom tweet link generator. First,转到ClickTotweet的基本推文生成器。然后，输入您的推文，需要（trackable）目的地URL和主题标签：

Click "Generate New Link," and then grab that link. Then you can link it to your Twitter sharing button. Or, if you'resegmenting your list by attributessuch as "has Twitter" or "topic of recent conversion: social media" (you'll need marketing intelligence software像HubSpotfor this), you can even include it in your main email copy, like this:

18.添加电子邮件转发选项。

Another way to extend the clicks on your email beyond its shelf life is to prompt your audience to forward the offer.The folks at Litmus found that最对ded emails were 13X more likely than the typical email to include “Share With Your Network” calls-to-action.By including forward-to-a-friend (or social sharing links, as we discussed above), you put it in recipients' minds to share.

You can add a little post-script to the end of your email copy, such as "Not responsible for your company's social media? Feel free to forward this ebook to a friend or colleague using social media marketing." Link the call-to-action to a pre-made email, complete with subject and body text. That way, all someone has to do is enter their associates' email addresses and hit "Send."

You can highlight text or an image and add the URL via your email tool's rich text editor and then enter a mailto:? link. Here's what this looks like:

You can also create this in your HTML editor. Here's how to attach a mailto:? link to text:

这是附加邮件的方法：？链接到图像，例如时尚的召唤按钮，上面写着“电子邮件此优惠”：

Your%20subject%20here%20&body=Your%20email%20body%20text%20here.“> YOUR IMAGE SOURCE HERE.JPG" alt-text="您的Alt文本来到这里"/>

Just make sure you use the "%20" tag to separate words! Otherwise, your message willreadlikethis (not too appealing, right?).

19. Clean up the plain-text version of your emails.

Not every recipient is going to see the beautiful, HTML, rich-text version of your email. Some clients don't support HTML-rich emails, while other times, a person may simply choose to only view messages in plain text.

When you don't optimize the plain-text version of your email, this is what happens when someone views it:

Scary, isn't it? I don't think many people are going to bother to read through this garbled mess.

So, cut out the extra text, replace long tracking URLs with shortened ones, and keep the body simple. Taking the five extra minutes tooptimize your email's plain-text versioncould help you reach more of your target segment and keep you out of the spam folder.

Note:When you're cleaning up your plain-text emails, don't change the actual copy much at all or you'll risk it getting marked as spam.

20. Optimize your emails for mobile users.

在Litmus' analysis of over a billion email opens，他们报告说56% of opened emails were opened on mobile devices in April 2016.这个数字代表过去一年的移动设备增长8％。

他们写道：“这代表了移动市场份额的顶峰，也是我们在假期之后看到的最长的持续增长。”

Image Credit:Litmus

As more and more people use their mobile devices to read email and surf the web, it's more important than ever that marketers design their emails with mobile users in mind. Otherwise, their user base will be significantly affected.

How? Here's a visual example of what happens when images aren't optimized for mobile (first) versus when images are optimized for mobile (second):

第二张图像不是更好的用户体验吗？

Here are a few ways to优化移动设备的电子邮件:

• Reduce your images' file sizesto make up for mobile devices' generally slower download speeds. (HubSpot customers don't need to worry about it -- images uploaded to HubSpot's software are automatically compressed. Otherwise, tools likeTinyPNGwill help you reduce file size.)
• 确保CTA按钮和链接大于45-57像素for the best user experience. Why?According to an MIT study，成人食指的平均尺寸为1.6-2厘米，在移动设备上翻译为45-57像素。
• 在vest in responsive email templates.Creating your own responsive template may be beyond your particular skill set or bandwidth. Sometimes, the most economical solution is to just license or buy email templates from the people who do it best.

HubSpot customers:HubSpot的默认电子邮件模板均已使用响应设计为移动设备进行了优化。要访问这些模板，请创建一个新的电子邮件，并在左上方的“文件夹”下拉列中查找响应式选项。

21.在发送电子邮件之前预览和测试您的电子邮件。

当您终于准备好在电子邮件中“发送”“发送”时，习惯了上一次仔细检查您的电子邮件是否看起来像您想象的那样好。如果你的email marketing toollets you, go ahead and preview what your email looks like in different email clients and devices that are popular with your audience.

（（HubSpot customers:You can preview what your emails look like in 30+ email clients right in the HubSpot Email App, as well as preview what your emails will look like on any device -- including desktop, tablet, or mobile devices.单击此处了解如何。)

You should also send out a test version of your email before you send out the real deal to ensure it's working properly for everyone on your email list. Start incorporating these as final steps in your email review process. (HubSpot customers:Learn how to test your emails here。)

22.不要害怕“清理”您的联系人列表。

很容易保留您在电子邮件广告系列中赢得的每个订户，直到他们亲自选择退出为止。但是，仅仅因为他们没有选择退出电子邮件时事通讯，并不意味着他们仍然感兴趣，而变得不活动的订户可以杀死您的raybetapp电子邮件的开放和点击率。

为了确保您只向想要阅读的人发送电子邮件，clean up your email listso that it excludes recipients who haven't opened a certain amount of emails in the campaign's recent history. This makes sure your emails' open and clickthrough rates reflect only your most interested readers, allowing you to collect more effective data on what is and isn't working in each email you send.

最重要的是一个好email list cleaning service删除其他电子邮件地址，这些地址会给您的收件箱放置带来风险。Zerobouse首席执行官Liviu Tanase说：“无效，滥用和临时电子邮件将影响您的发件人声誉，因此最好将其淘汰。”“您渴望增加清单只是自然的，但是您不惜一切代价扩大它。仅通过电子邮件发送有效而有效的地址使您可以与关心您品牌的人建立联系，这就是每个电子邮件营销人员想要的。” Tanase补充说。

（（HubSpot customers:Lists that add and remove members based on their email behavior are called smart or "active" lists. Learn how to create them inHubSpot Academy。)

23. Monitor each email's performance.

What's working in your email campaign this month might not work quite as well next month, and it's imperative that you check in on your emails' open and clickthrough rates for opportunities to improve your copy (to do this, of course, you'll need a tool to跟踪您的电子邮件分析）。

If after a month of email sends, for instance, you find 10 messages are getting double the engagement as the other 20, analyze them. What did you do differently in the higher performers? Was it the imagery? The subject line? Maybe you have more than one audience segment and one of them just isn't as interested in your current email content.

使用您的电子邮件性能数据运行A/B测试，该测试旨在向您展示您的电子邮件收件人真正想要的东西，并引导您看到的趋势，以使您的电子邮件活动更加可取。raybetapp

Email marketing can be tough at times -- I'm right there with you. But by sending compelling offers to the right target segments and paying attention to the little details that go into an email, you can increase the opens clicks in your emails and generate more leads. (And了解有关要跟踪哪些电子邮件营销指标的更多信息，以及如何在此处进行。)