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How to make your email stand out from all the rest

Crafting the perfect email is an art.

Tracey Edouard

on August 26, 2016

How to make your email stand out from all the rest

Credit: Mashable Composite; erhui1979/Getty Images

Mashable's latest #BizChats Twitter chat discussed the essentials behind constructing an exceptional marketing email.

SEE ALSO: Why no one has responded to your email

Over the course of an hour, our career experts covered an array of questions ranging from how to craft a clever and clickable subject line, to images and how to optimize them to their fullest potential.

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Several email experts joined in on the conversation including: AJ Ghergich, SEO & content marketing expert for Ghergich & Co.; Mari Smith, Facebook marketing expert, social media influencer & speaker; Matthew Vernhout, author, blogger & digital marketing expert; Natalie Zfat, writer, entrepreneur & social media influencer; and Paul Dunay, financial services and U.S. marketing leader for PwC. Check out highlights from the chat in our Storify below.

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Credit: Mashable Composite, UpperCut Images/Getty Images

View the story "#BizChats: Learn how to improve your email etiquette" on Storify#BizChats: Learn how to improve your email etiquetteMashable discussed the essentials behind constructing an exceptional marketing email.Storified by Mashable· Thu, Aug 25 2016 20:22:18 Crafting the perfect email is an art. It takes time and effort to build the perfect formula that will make the recipient not only want to click into the email, but to respond, too. The key to crafting these emails a perfect balance between being clever, clickable and concise.

Just like every other division in business, email marketing has evolved into an extremely competitive medium. Hundreds of thousands of brands hire the best graphic designers and copywriters in the industry to create components that make some of the best emails in the market. However, in some situations, over doing a marketing email with bells, whistles, and buzzers can hurt the reputation of a brand rather than help it. The key to crafting successful emails is learning how to establish yourself as a leader, working toward building a genuine, mutual-beneficial relationship with the recipient, and keeping your audience engaged and interested through the power of your words.

@mashbusines and several email experts participated in a #BizChats Twitter chat to discuss how professionals can improve their email marketing strategy. Welcome to #BizChats! Today we’re discussing how to improve your email etiquette. Please introduce yourselves!Mashable BusinessA warm welcome to our email marketing experts: @emailkarma, @johnhaydon, @MariSmith, @NatalieZfat @PaulDunay, & @SEO! 👏🏾👏🏾 #BizChatsMashable Business#BizChats tip #1: Be sure to number your answers according to the question you're answering. (ie., Q1.--> A1., Q2. --> A2., Q3. --> A3.)Mashable Business#BizChats tip #2: Don’t forget to include #BizChats at the end of all your answers to be a part of the conversation!Mashable BusinessOne more minute until Q1. #BizChatsMashable BusinessQuestion 1:Q1. Why is email etiquette so important in business? #BizChatsMashable BusinessA1: SO important to honor the RELATIONSHIP you have with your subscribers. Everyone is totally overloaded with email today. @mashbusinessMari Smith Ⓜ️A1: Businesses that honor and listen to their email subscribers have a competitive edge over those who don’t. Period. #bizchatsMari Smith Ⓜ️A1: You're not emailing a list. You’re emailing 👦🏼 who trust you with their personal space. Don't forget! #BizChats …UP AND SOCIALA1: An email is a means of representing your brand. A bad email leads to a bad opinion of your business. You'll lose them fast. #bizchatsAnnaliese HenwoodA1. Email may be a person’s first and last taste of your brand – so always be sure it represents your brand well #BizChatsPaul DunayA1: 122 billion emails go out every hour! It's important to make sure yours stands out (in a good way). #BizChatsNatalie ZfatA1: as @MarketingFeedle said: your emails are going to people, not a list. You need to keep that in mind when designing & sending. #bizchatsAnnaliese HenwoodA1: You're not emailing a list. You’re emailing 👦🏼 who trust you with their personal space. Don't forget! #BizChats https://t.co/gqyUqEX7S8AJ GhergichQ1 - Email follows the rules of "do unto others as you would have then do to you" #BizChatsMatthew VernhoutA1: Even though a list owner may be messaging thousands of people at a time, you are only EVER talking one-on-one. #bizchatsMari Smith Ⓜ️@mashbusiness A1: often times it's how most day to day communication takes place, but it's impersonal. Word selection is huge. #BizChatsJeremy FosterA1: A person's email inbox is a very private, intimate space. Take time to personalize & humanize your biz emails. #bizchatsMari Smith Ⓜ️A1: @mashbusiness people are busy. Don't waste time with long, drawn out email. #bizchatsGreenRopeQuestion 2:Q2. What are some misconceptions about email marketing that should be tossed to the curb? #BizChatsMashable BusinessA2. No more "just throwing it out there" email practices! #BizChatsPaul DunayA2: Despite claims, there's no best day/time to email. Your list is unique! Test without bias. #BizChats #emailmarketingAJ GhergichA2. I still see businesses still not providing a way to optout – its so last century! #BizChatsPaul DunayA2. While email is a very effective and reliable way to communicate, don’t ever underestimate the power of picking up the phone. #BizChatsNatalie ZfatA2: Toss this: “Send a monthly newsletter.” Minimum should be once a week. Or, daily emails work for quotes, tips, news. #bizchatsMari Smith Ⓜ️@mashbusiness A2: It doesn't work.Jeremy FosterA2: Toss this: “Disguise spam trigger words like this f*ree.” Tacky. #bizchatsMari Smith Ⓜ️@MariSmith A2 - Actually Free is a great word for more marketers, its a common misconception to avoid it #BizChatsMatthew Vernhout@mashbusiness A2: That you don't need a plan! Just send promos and discounts out to the full list, everyday. #BizChatsJeremy FosterQ2 - Email is cheap so its not important or gets a small budget. Email is the engine of most digital marketing programs #BizChatsMatthew VernhoutQuestion 3:Q3. What are the essentials behind constructing an exceptional marketing email? #BizChatsMashable BusinessA3. Subject line is key in my mind – make them want to open that email - #WIIFM #BizChatsPaul DunayA3. Your emails should be like Mother Teresa - short and sweet! #BizChatsNatalie ZfatA3 - Understanding that your recipients are busy, offer then value every time you email. Don't want their time. #BizChatsMatthew Vernhout@mashbusiness Where possible, tailor the message/offer by user group/interests #BizChatsJeremy Foster@mashbusiness A3 #BizChats basic research > proof read > personalize > brevityiz.vents@mashbusiness A3. Provide the opportunity to drive the recipient to the sales funnel. #BizChatsJeremy FosterA3: Map out every detail. Ensure emails are mobile friendly. Segment, segment, segment. #bizchatsMari Smith Ⓜ️A3: One #EmailMarketing Essential: TESTING. Figure out the variable you want to test and TEST until you get optimal results! #BizChatsUpakneeA3: Nurture the relationship you have with your subscribers long before your ‘ask.’ 😍💗💖💋💋 #bizchatsMari Smith Ⓜ️A3: Simple Checklist for Email Marketing Campaigns #BizChats https://t.co/hWehoovbN1AJ Ghergich@mashbusiness A3. Keep subject line short and sweet. Get to the point early in the main copy. #BizChatsJeremy FosterA3 - Subject lines with questions help drive opens, people are curious of the answer... just be sure to answer it #BizChatsMatthew VernhoutA3: 17 Ways to Integrate Facebook and Email Marketing https://t.co/B6VM0I7XcG Excellent post by our fab friend @JayBaer #bizchatsMari Smith Ⓜ️A3: Align marketing w/ product: ensure the leap from email CTA to website doesn't drop users in the wilderness. #BizChatsEzra NanesA3: Integrate retargeting. Install the Facebook Pixel. Create Custom Audiences. #BizChats https://t.co/W2DeM4MyMkMari Smith Ⓜ️Question 4:Q4. What’s the key to crafting a clickable subject line? #BizChatsMashable BusinessA4. A subject line is your email’s elevator pitch – make it dazzle by being clever, warm, professional - and to the point. #BizChatsNatalie Zfat@mashbusiness A4. Knowing your audience! #BizChatsJeremy FosterA4. The use of a question, a number like 5 things … or How To – always seem to work #BizChatsPaul DunayA4: Keep it short; don't trick the person - but still have a hook, such as a question or pointing out a need in their life. #bizchatsAnnaliese HenwoodA4: Cute headlines reek like ads. Studies show simple headlines work best. https://t.co/nihnzTODqH #BizChats https://t.co/gCiTAhy57MAJ GhergichA4: Test, test, test. Use a tool like @Buzzsumo to get inspiration for popular headlines. #bizchatsMari Smith Ⓜ️A4. Implied Value. There should be incentive for users to open that helps them in some way, not you #BizChatsKevin NaismithA4: Testing subject lines - try using an emoji where it fits, more brands are working these in every day #BizChatsMatthew VernhoutQuestion 5:Q5. Do images help or hurt a marketing email? Why or why not? #BizChatsMashable BusinessA5: a pic says 1000 words, choose those words wisely with appropriate images. People see through stock photos #BizChatsMatthew Vernhout@mashbusiness A5: Images should help to explain. Don't make the entire email an image. #BizChatsChow Ying YiA5: View your email with images turned off. Is the email still compelling? If not, fix it! Alt tag styling is your friend. #BizChatsAJ GhergichA5: Images help as long as you use them properly - use them sparingly, add alt text, keep them relevant... #bizchatsAnnaliese Henwood@mashbusiness A5. If it's for a sale/promotion - a clickable image, linked to website should be used IMO. #BizChatsJeremy FosterA5. I love a good email GIF. (P.S. @SEO You're not the only GIFmaster...) #BizChats https://t.co/pbn7LMl6L4Natalie Zfat@mashbusiness A5. Too many words, even if valuable will kill it. Draw them in with a paragraph and provide click out to website #BizChatsJeremy FosterA5: Avoid all images emails, and footers should be in text no mater what. Don't try to hide who you are behind them #BizChatsMatthew VernhoutA5: @mashbusiness we like to limit images. We will spice it up with 1 or 2, but find emails with less, perform better. #bizchatsLars HelgesonA5: I think having alt text that's clear and useful is very important because not all email clients show the actual image. #bizchatsAnnaliese HenwoodA5. When properly paired, images/GIFs can make an email go from memorable to unforgettable. #BizChats https://t.co/6Jve58eNcsNatalie ZfatA5. I don’t think they hurt email unless they are heavy slow down your load time #BizChatsPaul DunayA5: Also be sure to use Alt tags for your images, this is actually quite important #BizChatsMatthew VernhoutQ5:Social images can help! Ditch stock & use customer UGC to compliment product shots, show product in use https://t.co/PpHYtqmyhO #bizchatsJen ForrestQuestion 6:Q6. What apps, tools, services do you use to help improve your email marketing game? #BizChatsMashable BusinessA6: I use @Boomerang and @Wisestamp and https://t.co/sa2ZcLcqeN EVERY day! Fab tools. And, of course, @Unrollme! #bizchatsMari Smith Ⓜ️A6: Use these free headline analysis tools🔧 https://t.co/4noVmySo7M https://t.co/sg3bweOz11 https://t.co/ZcYrxMImxV #BizChatsAJ GhergichA6. I’m a big fan of @Mailchimp (for A/B testing), @Boomerang (for scheduling) and @ConstantContact (for analytics). #BizChatsNatalie ZfatA6. I rely heavily on my marketing automation tool for targeting, delivery and reporting #BizChatsPaul DunayA6: Longtime user of @Infusionsoft and @LeadPages. #bizchatsMari Smith Ⓜ️A6: I have a folder in my Gmail for newsletters about email marketing. I am no expert, so I rely on real ones for tips and ideas. #bizchatsAnnaliese HenwoodA6: Mail Tester is a free tool that lets you easily check your email spam scores. https://t.co/ylG1iYl4cW #BizChats #emailmarketingAJ GhergichA6: Love @AdobeSpark for creating images (+ videos & simple web pages). Or @Canva for images. @Animoto for videos. #bizchatsMari Smith Ⓜ️A6: test your subject lines with https://t.co/D7Q5Xm7YXZ from @AlchemyWorx #BizChatsMatthew VernhoutA6: One of my first email tools in the early 2000’s was @CoolerEmail now merged w/ @GreenRope. Fab tool! #bizchatsMari Smith Ⓜ️Question 7:Q7. What are the biggest mistakes professionals make in email marketing? #BizChatsMashable BusinessA7. or like @MariSmith says always be segmenting! #BizChatsPaul DunayA7. I still see marketers using lists that are old or not relevant – when they should use dynamic targeting #BizChatsPaul DunayA7. You wouldn't publish an article riddled with typos - don't slack off in emails, either! Fact-check and copy-edit everything. #BizChatsNatalie ZfatA7: Taking a shortcut... Email is hard, there are no short cuts. #BizChatsMatthew Vernhout@mashbusiness A7. Frequency! Too much or not enough. #BizChatsJeremy FosterA7: Mistake: adding email addresses to your list without permission - from business cards you get at an event. Ugh. #bizchatsMari Smith Ⓜ️A7: This one always makes me laugh... https://t.co/2DJe8e6S2D #BizChatsMatthew Vernhout@mashbusiness A7 #BizChats sounding like a 🤖 and not a 👫iz.ventsQ7: Not obtaining consent from the recipient of the email! | Here is a Canadian #AntiSpam cheat sheet! https://t.co/DBzy1C50PF #bizchatsUpaknee@mashbusiness A7. Frequency! Too much or not enough. #BizChatsJeremy FosterQuestion 8:Q8. What final tips do you have for improving your email etiquette game? #BizChatsMashable BusinessA8: Respect your subscriber, do you do business with people that abuse your trust/permission #BizChatsMatthew VernhoutA8. Now that you have someone's attention, don’t forget a call to action! If it's a consult... don't forget your checkbook. ;) #BizChatsNatalie ZfatA8: Use Facebook's Lead Ads to grow your list. (See Facebook's free training Aug 30th: https://t.co/mqLoVsnPAT) #bizchatsMari Smith Ⓜ️A8: some great resources on international email laws: https://t.co/vG5XoXpZy5, https://t.co/jP6Dufue9MMatthew VernhoutA8: don't give up on the platform. It's still one of the best ways to turn leads into sales. You can even "delight" customers too. #bizchatsAnnaliese HenwoodA8: 'Scrub' your list regularly. Survey your list periodically. Segment your list regularly. #bizchatsMari Smith Ⓜ️A8. custom audiences is another way to improve your email game! #BizChatsPaul DunayA8: Don't be afraid to upload your email list (in segments!) to Facebook & serve unique ads to your list. HIGHLY effective! #bizchatsMari Smith Ⓜ️@mashbusiness check your email subject lines (coschedule has a great analyzer) and make sure you are not too content heavy #BizChatsSarah MillerA8: Calm down with the over-hyped email subject lines. #BizChats #emailmarketing https://t.co/35IF9CCBkeAJ GhergichClosing Comments:🎉 Thank you for joining today’s #BizChats! 🎉Mashable Business#BizChats - well thank ya’ll for having me - I had a great time! See you next time …Paul DunayI want to say thanks to everyone for such a great chat and some new tools I need to go checkout :) Was awesome! #bizchatsAJ Ghergich@mashbusiness Thanks for inviting me & thanks to the other panel members! @johnhaydon, @MariSmith, @NatalieZfat @PaulDunay, @SEO #BizchatsMatthew VernhoutMashable

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Tracey Edouard

Tracey Edouard is a Social Media Assistant for Mashable, with a primary focus on daily content optimization for Mashable Business & Startups on Facebook, LinkedIn and Twitter. Since the start of her internship in September 2014, Tracey has created and managed the first-ever #BizChats Twitter chat, a new series which highlights various topics surrounding business. She's a Long Island native and a proud graduate of The Pennsylvania State University (May 2013).