Monthly Archives: February 2023

Facebook offers many ways to test the performance of your Facebook ads before they go live.

One of the most popular tools Facebook offers is A/B testing, which allows you to find out which imagery and copy resonates most with your audience.

Here, let’s dive into how you can A/B test your marketing ads on Facebook step-by-step. Even if you’re a beginner, don’t fear — split testing on Facebook is easy, and the boost in ROI can be exponential. Let’s get started.

A/B Testing Facebook Ads

A/B testing, or split testing, is a term used to describe the process of running marketing experiments to see which version connects better with your audience. Usually, they’re tested simultaneously, and the variables can be anything from layout to copy to multimedia.

A/B testing on Facebook is popular because it gives marketers an idea of what types of ads earn the highest conversion rates. Essentially, if you run a split test on Facebook, you can identify patterns in your highest performing ads and posts. This allows you to publish better and better ads, boosting your ROI.

On Facebook, you can create A/B tests in multiple ways. This is dependent on your preferred workflow; the results are virtually the same.

First, you can create an A/B test within the Ads Manager Toolbar. The Toolbar will let you use an ad campaign you’ve already created as a jumping-off point for your new test. Alternatively, you can manually duplicate a campaign or use the Experiments tool.

First, let’s go over the Toolbar method.

The simplest way to split test Facebook ads is by using the Toolbar on your Ads Manager dashboard. Here’s how.

1. Go to Facebook Ads Manager.

Ensure you’re logged into your Facebook account when you access the web page. Then, click on “Go to Ads Manager.” You’ll arrive at your dashboard, which has several tabs: Campaigns, Ad sets, and Ads. Today, we’ll work exclusively in the Campaigns tab.

2. Select the campaign you’d like to A/B test.

To complete A/B tests, you’ll need to have an existing campaign. However, you can set up an A/B test as you create an ad, too. In the second screen of the ad creation process, toggle the “Create A/B test” button under “Campaign details.”

Otherwise, if you’re not creating a new ad, select the existing campaign you’d like to optimize from the list in the Campaigns tab.

3. On the toolbar, click “A/B Test.”

Once you’ve selected your campaign, you can begin creating your A/B test. At the top of your list of campaigns is a toolbar. Click the “A/B Test” button or beaker symbol, as shown below.

Alternatively, depending on your screen size, tap the button that reads “More”, then click “A/B Test” in the drop-down menu.

4. In the A/B test workflow, tap “Get Started.”

A pop-up will appear. Tap the blue “Get Started” button to begin. You’ll immediately be able to either make a copy of your ad to edit, or pick an existing ad you’ve already made.

For this tutorial, we’ve chosen “Make a copy of this ad.” After you choose your preferred option, click “Next.”

5. Choose a variable to test.

There are several different options for variable testing, and they’re categorized based on the goals of your campaign.

The variables are as follows:

Audience: This variable will look at the effectiveness of your ads based on the audiences you aim to reach. For instance, you can test different audiences based on region.

Creative: Creative A/B tests will focus on the visual assets of your ad. So if you want to test different images, videos, or carousels, you will choose the “Creative” option.

Placements: If you want to test where on Facebook your ad will be most effective, you’ll want to pick “Placements.” This option allows you to test automatic placements.

6. Name your test and determine the winning criteria.

Name your test and choose the metrics you’ll use to determine the winner. You can also choose the time frame for how long your ad will run. After you’re done, tap “Duplicate Ad set.”

7. Edit and publish the alternate version of your ad.

In the next screen, you’ll be able to change your duplicate ad as desired. We recommend changing one variable, such as a single line of copy, an image, or another parameter. After you’re finished, click “Publish” in the bottom right-hand corner.

All done! You’re ready to perform your test. You can check the status of your test in Ads Manager.

If you find that you want to go with a different route for your A/B test, there are also options to set them up differently. For instance, let’s talk about duplication next.

Alternative Methods for Split Testing Facebook Ads

Method 1: Use Duplication to Create Facebook A/B Tests

When you choose this option, you can easily create a test by changing one variable in a nearly identical campaign or ad set. Note: This is for ads or campaigns that have already been created.

1. Access Ads Manager.

When you go to Ads Manager, go to your “Campaigns” tab. Here, you’ll see a list of your campaigns that are currently running. You’ll also see your drafted campaigns. You can choose either for duplication.

2. In the toolbar, select “Duplicate.”

After you’ve decided which campaign or ad set you want to test, click the “Duplicate” button in the toolbar.

3. Click “New A/B test.”

In the pop-up, select the “New A/B test” option. Remember, this option will let you choose a variable to change to analyze performance, so choose a campaign that fits that criteria.

4. In the A/B test workflow, choose a variable to test.

From here, the steps are the same as in the previous method. If you’re choosing an ad set to duplicate, Facebook will provide suggestions of which variable to change for you, and you can pick from there.

5. Name your test and determine the winning criteria.

Give a name to your A/B test and choose how you’ll determine the winner. Then, click “Duplicate Ad set.”

6. Edit and publish the alternate version of your ad.

After choosing your variable, you’ll see your tests next to each other in a preview. After making any necessary changes in this stage, click “Publish.”

When you publish your test, audiences will be able to interact with them, so make sure you’ve ironed out all the details before finalizing. However, you’ll be able to check back on your test in Ads Manager to access the most current insights.

Next, we’ll cover how to create an A/B test using the Experiments tool.

Method 2: Use Experiments to Create Facebook A/B Tests

The Experiments tool lets you create or duplicate ad campaigns to test. The difference between using Experiments is minor — the results are the same. Only use this option if it feels more user-friendly.

First, create the campaigns you’d like to test by clicking the green “Create” button and going through the steps. Duplicate the first campaign, change a single variable, and then head over to Experiments. Here’s how:

1. Go to Experiments.

In your Ads Manager dashboard, tap the three vertical lines of the menu, which will show you the “All tools” pane. Then, tap “Experiments.”

You can also search “Experiments” in Ads Manager’s built-in search tool.

2. Click “Get started” on the A/B Test card.

Click “Get Started.” When you do this, you’ll be taken to a page that lets you fill in the ad details.

3. Select your A/B test options.

Choose the campaigns you’d like to test. It’s important to have created the campaigns you’d like to test beforehand, or they won’t appear in the list. You can also schedule the run time of your test and fill in the test name.

4. Determine the winning criteria.

Choose which metrics Facebook should use to pick the winner. After you’re done, click “Review Test Details.”

5. Review your test and tap “Create Test.”

In the next screen, you’ll have an opportunity to see a summary of your test. If you’re happy with the results, click “Create Test.” If not, click “Edit” and make any necessary changes.

6. View all your experiments.

In the Experiments homepage, you can see all of your scheduled and running A/B tests. These include any you’ve created using the Experiments tool or through the Toolbar in the Campaigns dashboard.

Facebook uses the same base technology to run your A/B tests. The different versions of tests you can run help you make the best choices to optimize ad performance.

Next, let’s go over some best practices for running your A/B test on Facebook.

Facebook A/B Test Best Practices

Keep these best practices in mind before you begin your split test — they’ll help you run tests that are valuable and applicable to your next campaign.

1. Stay organized with tracking spreadsheets.

Because A/B tests can influence the future of your Facebook advertising strategy, it’s important to approach the process methodically and have clear goals and tracking in place. Utilizing an A/B test tracking spreadsheet ensures you can collect and analyze your data to make the most insightful, metrics-backed decisions.

Download this Template

2. Choose one variable that’ll help you reach your goals.

When you A/B test on Facebook, make sure you’re only choosing one variable to test. There’s a separate multivariate test that you can run, but for A/B, one variable is key. Your test results will be more conclusive with only one variable.

3. Pick audiences that you want to reach with ads.

Choose a new audience for your test. They should be large enough to provide measurable results, but shouldn’t be the exact same audience as a campaign you’re already running. If they’re the same as a drafted campaign, that’s okay because they’re not published.

However, if you choose the exact same audience as a campaign you’re already running, Facebook’s system might mix up your ads and provide contaminated results.

4. Use hypotheses that are measurable and valuable.

In order to analyze your test results so they’re the most valuable to you, make sure your hypothesis is measurable. To put it another way: Make sure your hypothesis is clear, easy to understand, and able to be determined with an A/B test.

Your hypothesis can be as simple as, “Which method of delivery do my audience members respond the best to?” This question can be answered by using the Delivery Optimization A/B test on Facebook.

5. Make time frames that are ideal.

Recall that when you set up your A/B test, you can choose a time frame. You can choose to run your test for up to 30 days. Facebook’s Business Center suggests at least four days, which is enough time for the technology to produce accurate results.

6. Choose a budget that works for your business.

Facebook can provide an ideal budget for you based on your test details, or you can choose an ideal budget for yourself when you’re filling in test details. Setting an ideal budget will help you determine a winning strategy — it factors in Ad Spend into the success of your test.

According to one of HubSpot’s Paid Ads specialists, Nicole Ondracek, “A big value of split testing is being able to prevent audience overlap so you know that the same audience is not seeing multiple variants which could affect the results. That way, you can confidently say which one is the clear winner.”

A/B testing gives you a better understanding of audience behavior. Performing them on Facebook streamlines the process and gives you more comfortability with Facebook’s ad system.

Additionally, Ondracek mentions that depending on split testing results, advertisers can begin to shape what type of creative they need to use for the future.

This post was originally published in March 2013 and has been updated for comprehensiveness.

It’s a new year and the question on every social media marketer’s mind is, “What social media trends should I expect?”

To learn more about what brands can expect in 2023 and beyond, the HubSpot Blog surveyed 1,283 marketers to discover trends B2B and B2C businesses will leverage in 2023 and which ones they’ve left in 2022.

Below, I’ve compiled ten expert or research-backed trends social media marketers should watch and leverage in 2023.

1. Brands with an engaged social media community will win in 2023.

Many brands think social media is all about sharing content but that’s only half the battle. The second half is building community – in other words, connecting and engaging with your audience.

How do you know if you have an engaged community? Here are some signs to look out for:

Unprompted promotion of your brand
Sharing of your content
Communal celebration of brand milestones and successes
Relationship building rooted in an interest in your brand and/or products

According to our survey, 90% of social media marketers say building an active online community is crucial to a successful social media strategy in 2023. It’s so important that it’s their second-biggest goal for 2023.

Looking at consumer data, we see why. Our survey found that 20% of social media users joined an online community in the past three months, while 22% actively participated in one.

Of those who take part in online communities, roughly a quarter (21%) say the biggest benefit is product discovery.

So, with that said, where should you build your online community? Social media marketers we split are split between Facebook and Instagram. Our advice is to start wherever your audience lives and use those learnings to inform your strategy on other platforms.

2. Social media is the future of e-commerce.

In 2022, shopping on social media really took off. Platforms like Instagram made it easy to make in-app purchases through shopping tabs, “save later” buttons, and more.

It starts with product discovery. For consumers ages 18 through 54, social media is the preferred channel for finding new products.

As for the purchases. over one in five Gen Z, Millennial, and Gen X social media users bought a product directly in a social media app in the past three months.

Social media marketers have also noticed an uptick in social shopping, with 47% of social media marketers surveyed also reporting in-app sales.

In addition, around 80% of social media marketers say consumers will buy products more often on social apps than on brands’ websites or third-party websites like Amazon.

Despite these numbers, many consumers are still wary of purchases through social media. According to our survey, only 41% of social media users feel comfortable making purchases on social media platforms, and only 37% trust social media platforms with their card information.

The three biggest concerns social media users reported having are:

The legitimacy of the brand (54%)
The ability to get a refund (48%)
The quality of the product (44%)

Among all the apps offering in-app purchases, Instagram is the one consumers say offers the best shopping experience. Social media marketers also believe it offers the best ROI and marketing tools.

So, if there’s one place to start, the survey suggests that Instagram is the best call.

3. DMs will be consumers’ preferred customer service channel.

If your brand’s DMs aren’t already flooded with customer service requests, they might be this year.

Around one in five Gen Z, Millennial, and Gen X social media users have contacted a brand through DMs for customer service in the past three months. And 84% of social media marketers predict that this will become consumers’ preferred customer service channel in 2023.

It seems like most brands have prepared for this, with 76% of social media marketers saying their company currently offers customer service via social and 42% saying providing customer service through DMs is a primary responsibility of their job.

To dive a bit deeper, 43% of companies providing customer service through DMs have a customer service representative responding to customers, while 41% leave it to the marketer in charge of managing that platform.

So, this is your sign to develop a plan for funneling customer service requests via social through the proper channels.

4. Search engines lose steam as consumers turn to social search.

According to our survey, 87% of social media marketers think consumers will search for brands on social media more often than through search engines in 2023.

Our survey found that 24% of consumers between 18 and 54 years old already search for brands on social media platforms more often than through a search engine. This shoots up to 36% among Gen Z.

How are social media users using search? To find:

People (58%)
Interesting content (57%)
Brands (32%)
Ideas/inspiration (32%)
Products/services to buy (31%)

This trend was even confirmed in 2022 by Google’s senior vice president of Knowledge & Information, Prabhakar Raghavan. He said that social platforms were eating up Google’s core products: Search and Maps.

“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” said the Google exec. “They go to TikTok or Instagram.”

Raghavan explained that nowadays, young consumers are looking for more visual-rich results and steering away from search engines, which favor text.

So, the question is, how should you optimize your profiles for social search? Here are the top recommendations from social media marketers:

Including relevant keywords and hashtags in your posts and bio. 
Making sure your username is easy to search for.
Having a consistent username across accounts.

5. Influencer marketers are ditching celebrities for micro-influencers.

Here’s an interesting finding from our study: 80% of influencer marketers work with small creators (1K to 99,999 followers/subscribers), while just 16% work with accounts over 1 million followers.

What are the benefits of this strategy? It’s more affordable, establishes long-term partnerships, and offers access to engaged, tight-knight audiences.

In the earlier days of influencer marketing, follower count was the main allure. Today, quality of content and brand alignment weigh much more heavily.

A third of social media users prefer product discovery on social media through an influencer. With Gen-Z, that figure is even higher.

So, it’s clear that influencer marketing’s not going anywhere. What has shifted is which influencers hold the most value.

6. Short-form video is the highest ROI format and will see the most growth of any trend in 2023.

In 2021, we predicted TikTok would have a ripple effect on the social media landscape and we would see the continued rise of short-form video. In 2023, that trend will continue.

Short-form video is Gen Z and Millennials’ preferred format to learn about new products, with 57% of Gen Z and 42% of Millennials preferring to learn about products and their features through short-form video.

As for social media marketers, it’s the most popular format used by 54% of marketers surveyed. In addition, 33% of social media marketers plan to invest more in it than any other format, the highest of any format.

But not only is it popular, but it’s also effective – 83% of those who use it say it’s the most effective format they leverage.

This is likely why 42% of social media marketers who don’t use short-form yet plan on trying it for the first time in 2023 – the highest of any format.

7. Funny, trendy, and relatable content will stand out all 2023.

Remember when social media was all about aesthetics? You had to have the highest production value to stand out among the competition. Well, not anymore.

68% of consumers say social media content being authentic and relatable is more important than polished, high-quality content.

When it comes to social media, 50% of consumers rank funny content the highest for being the most memorable, followed by relatable content (36%).

However, funny content isn’t offering the highest ROI – relatable and trendy content are tied for #1. Despite this, 66% of social media marketers say funny content is the most effective format they use.

So much so that funny content will be the second-highest investment of any content type in 2023. In addition, of those already leveraging funny content on social media, half plan to increase their investment in it.

8. Instagram is the highest ROI platform and will see the most growth of any social app in 2023.

Our survey found that Instagram will see the most growth in 2023, compared to other social platforms.

Wondering why? Well, if you ask social media marketers their favorite social platform, they’ll likely say Instagram.

They rank it #1 for ROI, engagement, and quality leads. Social media marketers also say Instagram has the most accurate algorithm, which is essential for brand awareness and reach.

As a result, 52% of social media marketers using Instagram plan to increase their investment in 2023. On top of that, 36% of those not yet using it plan to leverage Instagram for the first time this year.

9. Social budgets will be put under the microscope.

In 2022, many marketers faced budget cuts with the threat of a recession looming. In 2023, most marketers don’t expect reductions but they are facing more oversight.

57% of social media marketers say the way they spend their budgets and the ROI it produces is being scrutinized more than in the past. Despite that, 91% of them are confident about the ROI their social media marketing activities will offer.

With half of marketers expecting budget increases and 41% expecting it to stay the same, extra eyes aren’t the worst news as the economy is still top of mind for many brands.

10. Re-sharing the same content across platforms won’t fly in 2023.

Our survey found that social media marketers manage an average of four platforms. Although the benefits of cross-posting are clear, many are starting to steer away from it.

Our survey found that only 17% of marketers are cross-posting the exact same content. Most are shifting away from a copy-paste approach and instead to a tailored one.

According to our survey, 48% are making tweaks to their content when sharing on various platforms. Meanwhile over a third (34%) are starting from scratch each every time.

The social landscape around us is constantly changing. And, although we think we know what to expect with social media, this list of trends is likely not exhaustive of what we’ll see in 2023.

As a social media marketer, the best thing you can do is to continue to research trends, online consumer behaviors, and your team’s social media data to determine which trends or strategies to lean into or how to navigate unprecedented online scenarios.

Have you ever had to hype yourself up to send an email? We have too.

Writing compelling professional emails is a superpower that most professionals would love to have. Email is the most common form of professional communication, and sending bad emails can make or break your career.

This article will provide some tips to help you improve the overall quality of your emails. Once you’ve applied these simple strategies to your writing, you should be able to confidently send emails to anyone and get rid of that post-send anxiety.

But first, let’s talk about your goals. What purpose do you want your email to achieve?

Define your email goals.

Writing Effective Emails

How To Write An Effective Email

1. Use a professional email address.

2. Have a compelling subject line.

3. Start with an appropriate greeting.

4. Have a strong attention grabber.

5. Keep your message concise.

6. Be consistent with your font.

7. Check the tone of your message.

8. Write a simple closing.

9. Use a professional signature

10. Use CC and BCC fields wisely.

11. Schedule your emails.

12. Do a final spelling and grammar check.

13. Schedule a follow-up reminder.

Email Writing Tips for International Teams

Imagine receiving the email you’re writing.

Write like you talk.

Get email etiquette right for each work situation.

Define your email goals.

Writing an email is like creating a meal. Just as a chef needs to carefully select and prepare ingredients to create a delicious dish, you need to carefully choose your words and organize your thoughts to create a clear and effective email.

Before you start writing the email, it might help to define your email goals first. Ask yourself the following questions:

What purpose do you want to achieve with this email?

What are the main points you want the reader to understand?

How can you get readers to understand those points concisely?

What is the appropriate email etiquette or tone for this recipient?

Defining these elements can help you write quick, effective, and compelling emails.

Think about the last time you received a poorly written email. You might have had to read it a few times to understand it. The message then kicks off a long back-and-forth email thread that could have been avoided if the first email had been properly planned.

That is why we recommend taking the time to plan your communications goals first. It helps you, the sender, come across as a strong communicator while saving the reader’s time.

When you have defined your goals, then you can start crafting the email. Let’s begin.

Writing Effective Emails

Writing an effective email hinges on many factors:

You have to get the recipient to open the email.
Your email must make the intended impression on the reader while successfully relaying the intended message.
It must drive the recipient to take the desired action.

Failure at any point could hurt the email’s effectiveness. So, how can you prevent this? Let’s dive in.

1. Use a professional email address.

The first thing the recipient sees is your email address. First impressions matter. Sending an email from “Cutiepie245@gmail.com” to a hiring manager might give them the wrong impression about you and might create a bias against you. Always ensure that you send professional emails from a professional email address.

2. Have a compelling subject line.

Subject lines can make or break your email’s success. It’s often the deciding factor on whether someone will open your email.

Unfortunately, a lot of people struggle with this part.

Take a look at this example.

This particular subject line (real-life example by the way) is vague, indirect, and does not hint to me at all what the content of the email will be about.

The result? I might delete or ignore it altogether.

Here’s a better option.

It’s descriptive, specific, and tells me that this is an introduction.

Subject lines are especially important if you’re reaching out to someone for the first time. The recipient doesn’t know who you are, and can only judge you from your subject line.

Even if you’re sending emails internally at your company, it still pays to write a great subject line so your recipient has an idea of what to expect. Like any busy person, your teammates receive a ton of emails every day, and would certainly appreciate the extra effort of a descriptive subject line.

So, how do you write a good subject line?

Be clear, direct, and describe the content of your email. Don’t be afraid to take up the whole subject line. Here are some great examples of subject lines.

[Action Required] Monthly Marketing Meeting
FYI/Informational
Request for [Insert here] [Reminder] Survey to Complete | Will Take 2 Minutes
[Name] suggested I reach out to you
I’m going to be in town next Tues — are you available?

If you’re sending a promotional email, avoid deceptive subject lines like:

RE:
FWD:
Urgent
Order confirmation
Account Status

There’s no need to resort to sneaky tricks or clickbait titles just to induce an open. They make recipients feel cheated and tricked, according to a Litmus survey. You’ll lose trust and may end up in their junk mail as a result.

You want to associate positive feelings with your email, not anger and disappointment.

If you are sending promotional emails or newsletters, we recommend that you test different subject lines to see what works best for your audience. This can help you fine-tune your email strategy and improve your results over time.

3. Start with an appropriate greeting.

To kick off the email, you should begin with an appropriate greeting. There are two components to the greeting: the salutation and the opening sentence.

The appropriate salutation actually depends on the situation. If you’re writing a formal email to a bank or government institution, it would be better to start off with “Dear [X].”

If you’re sending an email to someone you know, or work in a casual environment, then it is perfectly fine to go with a “Hi [Name]” or “Hello [Name].”

There’s also “To Whom It May Concern,” when you’re sending an email to a group email and not sure who will be reading it.

One thing you want to avoid is using gendered and non-inclusive terms like “Hi guys” and “Mr./Ms/Mrs.” in your salutation.

To help you out, here is a list of salutations you can use in your emails.

Dear [First Name] [Name] Good morning/afternoon
Hi team
Hey
Hi there

Pro tip: When you are sending an email to a person for the first time, we recommend personalizing the email by addressing the recipient by name. Also, include specific details about their company and make sure to introduce yourself.

This shows that you have done your research and are genuinely interested in them. It can also help you build rapport with them and set the tone for future interactions.

4. Have a strong attention grabber.

Once you’ve gotten the salutation out of the way, it’s time to start your email.

While the subject line determines whether your email is opened, your opening sentence determines whether your email is read till the end.

Author and business coach Daniel Pink recommends using the “20-second rule” when writing emails. This means that you should try to make your main point within the first 20 seconds of the email, as this is the amount of time many people will spend reading it.

If it’s an introduction, you can open with something you know will interest your recipient. You can find this out through a little research on their social media profiles. Perhaps they Tweeted something interesting or recently posted something on LinkedIn you can reference.

This will help you build rapport and show that you’re not sending a generic email to multiple people.

Of course, this is not necessary if you’re emailing a colleague or someone you know. Instead, establish some kind of context so that they know what’s happening.

With a colleague, start with the “why.”

No one has the time (and patience) to guess what an email is about. The sooner you answer the “why,” the faster you’ll capture their attention.

Quick tip: If you’re sending out sales emails and need inspiration on exactly what to say, take a look at HubSpot’s free email templates. With this tool, you can access a library of built-in templates designed for each stage of the customer journey.

5. Keep your message concise.

We send and receive roughly 319 billion emails a day worldwide, according to Statista.

This statistic makes one thing very clear: We spend a lot of time reading emails. And because of this, many people simply scan emails to get the essence of the message and move on to the next.

With this in mind, you want to optimize your email for readability and scannability. This includes:

Keeping paragraphs short.
Adding bullet points.
Using visuals to break up the text.
Utilizing formatting tools, such as bolding or italicizing, to help draw the reader’s attention to important points.
Using active language and avoiding jargon or technical terms that may not be familiar to the reader.

No one is eagerly awaiting a three-page essay to arrive in their inbox. Think about it this way: What’s the main takeaway from your email and is there a particular action you want your recipient to take?

From there, draft your email and when you re-read it, make sure every line you add is helping you meet this goal. If it’s not, remove it.

When you need to include a lot of information in an email, it’s probably better to suggest a phone call or a meeting instead. You can use this free meeting tool to schedule your meetings faster.

6. Be consistent with your font.

If I get an email like this, I’m immediately deleting or assuming it’s a scam.

This is an example of what not to do. There are several fonts used in the email, different font sizes along with different colors. As a result, the eye doesn’t know where to go and it’s a bit overwhelming.

Furthermore, the message gets lost, as your recipient is too distracted by all these elements fighting for their attention.

So, as a rule of thumb: Stick to one font. If you want to use a secondary one, use it sparingly. Follow the same rule for color.

If you’re using a non-English keyboard, your fonts may not show up properly on the other person’s device. Instead, use web-safe email fonts like:

Arial.
Courier.
Georgia.
Helvetica.
Lucida Sans.
Tahoma.
Times New Roman.
Trebuchet MS.
Verdana.

In fact, this is the exact list Gmail gives.

This will ensure that your recipient will receive your message in a regular font, regardless of device or operating system.

7. Check the tone of your message.

The tone is an essential element of a professional email. It’s always helpful to start the email off in a friendly, positive tone. Here are some examples:

“It was a pleasure meeting you at [X event].”
“I hope you had a great weekend.”
“Thanks for your contributions today in [X meeting].”

However, you will also want to avoid overuse of things like exclamations points and emojis, which can come across as unprofessional to certain audiences. It’s important to know the seriousness of the content and the person you are addressing to decide the tone of your email.

For example, you’ll use different tones for a thank you email after a final interview versus a status update to a peer colleague.

By reading through your email before sending it, you can ensure that the tone of voice you have used fits with your message and intended audience.

8. Write a simple closing.

Once you’re done with the content of your email, it’s time to close it off.

You don’t have to make it fancy — just keep your closing simple and straightforward.

So, nothing like this.

Instead, stick to the safe, proven closing lines and you should be good.

You can choose from some of the most common closing lines below.

Sincerely
Best regards
Best
Warm regards
Warm wishes
Kind regards
Kind wishes
Thank you
Take care

Make sure to use a strong call-to-action (CTA) to clearly convey what you want the recipient to do next. This could be scheduling a call, filling out a form, or visiting a specific webpage.

9. Use a professional signature

Try to add a professional signature to the end of your email. Use an email signature that specifies your full name, your role, and the company you work for. You can include your company’s website and social media links.

For example, see the email signature below.

Make sure that you use simple signatures when the initial email turns into a long thread.

If you are sending an email to a coworker you should probably skip the company website and social media handles. You can make it easy on yourself by saving 2 or 3 signature templates and using the relevant ones in the emails you send.

10. Use CC and BCC fields wisely.

The more people that get added to an email chain, the more complex and tricky it can be to navigate. Remember proper etiquette when using CC and BCC fields in an email. Here’s a quick reminder:

If you want a contact to view and respond to an email, use the CC field.
If you are sending an email that doesn’t need a response to a wide list, use the BCC field.
Use can also use BCC if you think the recipient won’t need to be involved in future conversations.

The main thing to consider when using these fields is the relevance to the recipient. You want to ensure that the proper stakeholders have the information they need without overwhelming them with email communications.

11. Schedule your emails.

A survey by Sleep Advisor found that around 54% of Americans check their work email immediately after or within an hour of waking up.

Another study by Litmus on the State of Email Engagement in the United States supports this. In fact, the most popular time for reading emails is in the morning. Open rates start around 6 a.m. but usually peak between 9 a.m. and noon local time.

Given this information, you can follow one of two strategies: Send your email in the morning when you know they’re scrolling, or wait for a less busy time.

On one hand, your email runs the risk of being buried if you send it in the morning. However, if you wait for a later time, your email may never get opened.

It takes trial and error to figure out what works best when emailing your team.

If you’re writing an email to someone in another state or country, factor in time zones. Noon for you may be 7 pm for someone else. As such, keep in mind who your recipient is and when they would be most receptive to your email.

Pro tip: You can use our free email scheduling tool to ensure that your emails are sent at the right time.

12. Do a final spelling and grammar check.

You’re almost there. Don’t fumble in the home stretch.

Imagine spending time crafting a perfect message, only to be ignored because the email is riddled with spelling and grammar errors.

Once you finish drafting your email, copy and paste it into Microsoft Word or Google Docs to give it a quick grammar, phrasing, and spelling check.

Alternatively, you can also use free checkers like Grammarly to automate the process while you’re drafting.

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Next, read the message out loud to make sure the sentences aren’t too long, sound clunky, or robotic. You want your email copy to sound human.

All of these tips help the reader focus on your message, not the other elements of your email.

Pro tip: Change the “undo send” option to 30 seconds. We tend to catch our mistakes seconds after the email is already sent. Extending the “undo send” option time helps to eliminate the possibility of sending a bad email.

This is a standard setting that you can change in all of the email apps. Instead of the default time period, update to 30 seconds to minimize risk.

13. Schedule a follow-up reminder.

A thoughtful follow-up email can help make sure your email gets read. Working professionals are often very busy juggling a variety of meetings, deadlines, and obligations. It’s not abnormal to forget to respond to an email promptly.

However, don’t follow up too soon. Wait a few days unless the message is urgent.

Email Writing Tips for International Teams

Most people won’t tell you this, but crafting a good email begins even before you put down a single word. It starts with your mindset.

When you’re in the correct frame of mind, you’ll be able to write effective emails that communicate and persuade.

Sounds logical … but how do you enter the “correct frame of mind”? Well, there are two ways: Put yourself in the recipient’s shoes and write the way you talk.

More on that below.

Imagine receiving the email you’re writing.

Have you ever received an email that was so incoherent you couldn’t even finish reading it, let alone even consider replying? Or included a completely irrelevant proposition?

One of the biggest problems when it comes to email writing is the lack of empathy for the recipient. Ask yourself these questions:

Why am I emailing this person?
Is this the right person to contact, considering what I’m trying to achieve?
Is my message clear and to the point?
Would this be better discussed in a meeting?
Does each line help or hurt my goal?

This is especially important when emailing someone new but still valuable when contacting a colleague.

Write like you talk.

If you’re not a native English speaker, it’s normal to feel like you should be more formal when it comes to your email writing.

However, this results in emails that are too formal, and come off as awkward or stiff. For example:

Native English speakers write more informally. Their writing sounds like one person talking to another.

Here is a quick grammar tip that will always help you sound more native: Write in an active voice and avoid the passive voice.

An “active voice” shows that a subject is performing the verb’s action. For example, “Marilyn mailed the letter.”

In contrast, the “passive voice” shows that the verb is acted upon by the subject. In this case, “The letter was mailed by Marilyn.”

Instead of writing “your feedback would be much appreciated”, try saying “I would appreciate your feedback.” Instead of writing “your request has been received”, try “I received your request.”

Notice how writing in an active voice sounds more human.

Composing an email is like having a conversation. Just as you would consider the tone in a face-to-face conversation, you should consider the tone and style of your emails to make sure they are respectful and appropriate for the recipient.

Get Email Etiquette Right For Each Work Situation

Different work situations require different types of correspondence. Yes, all of the other rules still apply, but every situation is different.

For example, let’s say you interviewed for a job and you want to send a follow-up email after the interview. How do you go about it?

First, you personalize the email by addressing the recipient by their first name, then you express your gratitude for their time, put some emphasis on your interest in the job, and ask about the next steps in the hiring process. For instance:

Dear [interviewer’s name],

I hope your day is going well. Thank you again for the opportunity to interview for [ job title] with [ company name]. It was a pleasure to meet you and the team.

I’m following up to see if there are any updates regarding [ job title] from my interview on [date]. I’m really excited about the opportunity. If you need any more information, please let me know.

Thank you again for your time and consideration. I hope to hear from you soon!

Best regards,

This outline works great after an interview. However, the format would change for a different request. For example, you would use a different tone if you were asking your boss for some time off.

Be sure to familiarize yourself with professional email etiquette to help you craft the perfect message each time.

Writing an email shouldn’t be daunting. By following these simple tips, more of your messages will get read. Soon, you’ll have a reputation as a top communicator at work.

Editor’s Note: This post was originally published in July 2018 and has been updated for comprehensiveness.

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.

Are rewards programs keeping airlines afloat? They just might be.

Delta Airlines is taking a different marketing approach in its latest video called “Grow Your World With Every Mile” highlighting its SkyMiles program.

The program was initially launched as the “Delta Airlines Frequent Flyer Program” in 1981 and was renamed SkyMiles in 1995. The recent ad spot marks Delta’s first major investment in marketing the loyalty program. Why the recent focus on marketing a 42-year-old program?

Unsurprisingly, the COVID-19 pandemic.

How Airlines Are Creating Their Own Banks

Though travel demand and spending decreased due to the pandemic in 2020, Delta was able to generate cash by raising $6.5 billion through the SkyMiles program and payouts from its co-branded credit card partnership with American Express.

Delta isn’t alone in using this approach — United used a similar strategy to generate cash from its loyalty program during the pandemic, and recent reports have found that some popular rewards programs are worth more than the airlines.  

In late 2020, Delta created its subsidiary SkyMiles IP Ltd. which essentially serves as the company’s own “bank” that it can purchase miles from to use as financial leverage.

With this move, the success of the SkyMiles program is now integral to the success of Delta, so investing in the program’s growth is a no-brainer for the company. The more miles it can award loyal customers, the more potential capital the airline can leverage if travel demand dips again.

“Grow Your World With Every Mile” may have been the first piece of content we’ve seen promoting Delta SkyMiles, but it certainly won’t be the last.

Marketing Snippets

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The latest marketing news and strategy insights.

Twitter announced it will limit two-factor authentication to Twitter Blue subscribers.

Meta introduced a paid verification option and is testing the subscription in Australia and New Zealand.

YouTube is testing podcast management capabilities in its creator studio.

Instagram rolled out a broadcast channels feature to help creators connect with their audiences.

TikTok is launching a Creativity Program Beta to help users foster creativity and generate revenue on the platform.

Spotify is introducing a TikTok-inspired vertical feed.

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