What are Email Marketing Best Practices to have higher open/click rate and conversions?

1) Make your emails contextual

1a) Personalize

Contextual emails are personalized to your customers and prospects. You as a marketer accomplish contextualization by sending emails based on the unique qualities of your customers and prospects such as geography, demographics and other attributes. With contextual emails, customers receive the right email at the right time.

1b) Segment

To create contextual email that drives conversions, you must craft emails that makes your prospects feel “exclusive”. One easy way to do this is by creating segment of your email subscribers. When you segment your email lists, you send different emails to subscribers based on their varying stages of path to purchase and/or interests.

2) Make your emails responsive

2a) Make it Responsive

By using responsive email templates instead of mobile friendly emails, your customers will respond favorably to the CTAs when accessed on device(s) that it is read on viz. mobile, tablet or desktop or any hybrid devices.

2b) Not only Mobile Friendly

Remember Responsive emails are not same as mobile friendly emails. Responsive emails respond to different devices by converting text size and layout while mobile friendly emails (with smaller texts) appear the same on every device !

How to optimize Google AdWords by linking an existing AdWords account to a MCC (My Client Center)

Step 1. Get 10 digit account number (on top right of the page)

Before giving your 10 digit AdWords Customer ID, perform your due diligence. This includes understanding agency’s past performance and client testimonials. Also, insist on NDA and non-compete agreement to safeguard your data and business specific information.

Find Customer ID from AdWords Account
Find Customer ID from AdWords Account

Step 2 : You will receive an invitation from the agency to join or link your AdWords with their MCC.

Once you have sent your 10 digit ‘Customer ID’ to your marketing agency point of contact, confirm with the agency manager that your account has been linked with their MCC account ?

As soon as the agency has added your account in their MCC, go to your account settings on top right to give access to the certified agency as a ‘Client Manager’


AdWords Account Settings Page - Grant access to certified Google Partner Agency
Pic 2 : AdWords Account Settings Page – Grant access to certified Google Partner Agency



Step 3 : Accept the request and provide the access level as 'Client Manager'

Give access rights to the certified agency as a ‘client manager’ only, this way the agency can make changes to your account to optimize it further.

Accept Request for AdWords linking to MCC account
Pic 3: Accept Request for AdWords linking to MCC account

As a best practice, do not give access your agency as ‘Administrative Owner’. Administrative Owner has full management access to your account, including being able to grant and remove access for all users (which includes you).