5 email marketing best practices for your business in Nigeria


Questions like "what is the best time to send emails?", what is the best day of the week to send emails?", how soon should I send the next email?" will be answered soon as we move into the 5 email marketing best practices.

Introduction to email marketing.

Same thing with every business advertising and marketing strategies, the aim of email marketing is to bring customers to purchase from you or use your services while you continue to provide value to them.

So, if you are serious about growing your customer and sales then email marketing should be one of your most effective solutions to implement for your business.

Even if the aim is to grow your business, the most important role of the email marketing medium is to nurture Prospects into becoming Clients. It is not for you to disturb them and get them to dislike your brand. Engages & nurtures both prospects and customers to generate new leads and sales…

Questions like "what is the best time to send emails?", what is the best day of the week to send emails?", how soon should I send the next email?" will be answered soon as we move into the 5 email marketing best practices.

As you move on, you will realise that emails can be automated so that you can literally prospect and sell around the clock (even while you sleep). In other words, email marketing delivers traffic, leads and customers.

With all these being said, Email Marketing is a business marketing strategy whereby you get to send electronic messages through the Internet to prospective customers and customers in a more personalised manner.

When using this strategy, it is very important to understand, remember, and utilise the full power of email marketing by doing all your best to craft your contents is a very personalised way as if the person is sitting close to you. That is the power of email marketing.

What is Email Marketing?

Email Marketing is a business marketing and sales strategy which involves collecting email addresses of customers and subscribers with their permissions and sending them promotional newsletters regarding your company’s product or service using email marketing tools like Mailchimp, GetResponse, etc. The process is repeated continuously with the goal to reach as many email subscribers as possible.

Benefits of Email Marketing:

Even if it seems like the world of Internet marketers are evolving round social media marketing or search engines optimisation to rank websites higher, email marketing still remains one of the most influential ways to nurture leads and turn those leads into customers. Surprisingly, the method has an ROI of 4,300.

Additionally, 59% of B2B marketers prefer email as an active channel for revenue generation. In fact, 74% of consumers also prefer email to receive commercial communication while 66% of consumers admit to purchasing as a result of an email newsletter.

If email marketing has all these potentials as we explained above, why are businesses not buying into this strategy?

Some say it is boring and requires some work. Others might be afraid to offend others. Meanwhile, some of us might just be lazy to even check our email lists. We've all heard those stories, some of which we tell ourselves.

But the simple hard truth is that There’s Nothing Boring About DOUBLING Your Sales Without Having To Increase Your Ad Spend.

Email Marketing also provide you with the opportunity of testing which of your messages will work well. The term marketers call "A/B Testing". This provide a guide and feedback system so you will have full understanding of what is working in which email you will be sending to your prospects and customers.

Don't forget the benefit of PERSONALIZATION as you've decided to work this marketing strategy. Craft your content in a way as to provide a one-on-one with the receiver of your email. Let them know and have the feel that you're there with tell and you understand them.

Let's look at 5 best practices to get the most out your email marketing.

1. Grab Your Audience Attention And Keep Them Interested.

This should be very clear enough since an average email user receives 121 emails per day. However, 33% of us decide to open these emails based on the subject line.

Your Subject line should be one of the most interesting thing in your email because that is what will trigger customers to open it. And if it is not interesting enough, they will just skip it.

Below are ways to create a great methods of creating interesting and compelling subject lines;

Ask a question - put response inside the body of the email.

Give a command - by telling them what to do.

Challenge them to use your product or service and if the don't like it, you refund them

Comparing products in a "before and after" fashion.

Don't waste your time crafting such compelling subject line when the main content will not just make sense. Also make the content very interesting. Include everything that will bring value to your customers and don't ever thing you're over giving them information or value. That is how trust and loyalty is built.

Below are guidelines to craft a compelling email body;

Include an offer for your customers almost immediately.

A real life testimonial or recommendation should be included.

Keep your sentences and paragraphs short - write about one idea per paragraph.

Make it very easy to read by using bullet points and short words.

2. Truly connect with your audience:

You may be surprised as to how "connecting with your audience" is a best practice when it comes to email marketing. But may I remind you that apart from the "no cost", what makes email marketing one of the best business marketing and sales medium is the ability to "get personal".

Just the way you will like to convince your siblings to do something for you, which is personal in terms of your relationship, that is how you should craft your contents.

When writing your marketing contents;

be emotional towards your audience

put yourself in their immediate shoe in relation to why you are writing

don't hold any benefit of your products or services back

don't be afraid to write long

don't forget that humans are creatures of emotions and not reasoning

and above all, make sure you give your audience your utmost value.

"sign the mail" by yourself or by an actual person so that your audience will have the feel that they are talking with someone who feels, cares, and is human, not some computer generated program.

Try and connect with both the pain points and joy points of how your services/product will reduce or eliminate the former while increasing the latter.

3. Solve a Problem:

We all know how important it is to give than receive right? Even if everyone won't agree with that statement, but we know it holds some value.

The point here is that, when sending emails to your audience, restrain from "selling every time", but provide value all the time. Values as simple as giving them instructions on how to carry out a task, save money, become more productive, etc., will make your audience look forward to receiving your emails.

Your emails should not focus on selling, selling, selling. It should help solve a pain point for the recipient of the mail

4. Frequency of your email:

Having people subscribe to your email list or even having the email address of your customers is a privilege. So don't abuse it.

Don't flood their inbox with both relevant and irrelevant emails. Here is what is important and you shouldn't neglect;

Knowing what time of the day to send an email

Knowing what day of the week to send an email

Knowing how frequent to send an email.

Research shows that the best days of the week to send emails in order of high opening rates are on Tuesdays, Thursdays, Thursdays, Fridays, Saturdays, Mondays and Sundays.

Also, the same research pointed out that the best time of the day to send emails are between; 9 - 11 AM, 2 PM, and 8 PM.

When it comes to frequency of sending emails, first, look at what works best for your audience. But for those starting out on a new email list of subscribers, Email them immediately they've subscribed and tell them how happy you are to have them on your list.

Next, for the next five days, send them emails about your business products/services and how it can add values to their lives. This is done so at to keep you business fresh in their minds and move them into taking action.

For those who have move pass the "new subscribers", twice in a moment is an ideal time to tell them how incredible your business can help uplift their lives or businesses.

5. Follow the 80/20 Rule:

According to Epsilon, 54% of emails are marketing content. However, your user might not be interested in hearing about your business all the time. For this reason, make sure you resist the urge to self-promote your business and create content that is useful and helpful for the user.

What the above statement is saying is that, when next you've sending emails to your customers, try not to forget the 80/20 Rules. This Rule simply states that only 20 percent of you email contents or email in general should be about selling. The remaining 80 percent, should be more of useful and valuable content to the users.


With this helpful guide, we hope that you can continue with your email marketing efforts with more determination. Email marketing is a profitable channel, and just like other tactics, it comes with its set of challenges and drawbacks. Continue with determination by keeping the tips mentioned above in mind to grow leads and get the results you wish to achieve.

Your next email marketing content can generate leads for your business if you apply it professionally, keep in mind these best practices and align it with your marketing funnel.

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