Here are a couple of tips as best practices received from Gartner, and SiriusDecisions I found particularly insightful.
- The subject line should summarize the content and objective of the email. This will encourage readers to open the read further. Also offering personalization such as ‘Your Chance’ or ‘Inviting You’ offers a personalized touch
- The copy should be direct as possible without the need for long explanatory paragraphs that often spark negative or scarce emotions like talking about a challenge or limitation. Instead start with what you want the reader to do and then explain the reason why.
- CTA’s can be repeated twice one in a button, and one in a link in the email copy.
- The image header should not occupy the entire email preview space particularly if you are optimizing the email on a mobile browser or app.