8 Steps to Optimize Emails

A (very) lengthy post by Ina Herlihy on email marketing best practices:

  1. Optimize for mobile.
  2. Pick a welcome email format: 1-2-3 style or recommendations
  3. Test, Test, Test: sender’s name, subject line, content, calls to action, email length
  4. Include photos or a product video.
  5. Send emails in real time.
  6. Segment emails.
  7. Develop a follow-up email strategy.
  8. Automate emails as much as possible.

Bonus: Compare your metrics against industry benchmarks to help identify potential areas of improvement.