Emails are an important way to communicate with consumers directly. The messages your company sends will hopefully spark a long-term, exciting business relationship. It’s safe to say that email marketing is an important customer outreach channel, especially because you get creative control over what to say and how to say it.

There’s science behind the art of crafting email campaigns — the data behind the message. Email marketing is complex, and there are a number of best practices that help companies capture consumers’ attention and keep them around for the long run.

The elements of an email, such as its copy and design, impact consumer perceptions of the sender. Focusing on the details can improve email marketing return on investment by building brand awareness and consumer loyalty. Plus, analyzing metrics and adjusting your strategy will move your company forward. Take a look at this graphic to learn more about email marketing best practices.

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