Updated June 2023

Email marketing has been one of the most common marketing techniques since the expansion of the internet. Did you know that the first time someone used an email for marketing purposes was by Gary Thuerk, who wanted to promote his company's computer models in 1978? The email was sent to 400 recipients, resulting in more than 13 million dollars in sales.

As a result of the initial success of email marketing, marketing companies have been working on developing effective email marketing strategies ever since. There is no doubt that email is a medium that will always be relevant in this field, even as many agencies rely heavily on social media marketing, video marketing, and SEO.

However, many companies need help with executing marketing campaigns of this kind. Whether companies are having trouble converting or their users aren't opening their emails at all, there are often some simple steps to improve the overall effectiveness of your email marketing campaigns.

Provide valuable content, not just offers

Marketers often miss the point by trying to be clever, catchy, or gimmicky in their emails and overlook that they need to provide more value. Before focusing on design, deliverability, technical issues, or sales tactics, you must create valuable content that compels readers to open up and engage.

Of course, the common goal of email marketing is often the sale of a service or product. However, when the conversion is the focus, the value of the email can be lost in the shuffle.

By pairing your promotions and discounts with helpful content, you increase the likelihood of your email recipient building that know, like, and trust factor with you and entertaining your offer to take the next step. For example, in a recent email campaign I created for a client, we included some fun program updates coming to cable TV but paired that with practical tips to save money on their monthly bill and how to upgrade their internet service.

If you need clarification on what type of content your email reader is interested in, using a survey tool like Typeform can give you an insight into what your customers would find compelling.

Use email marketing software

Your email marketing drip campaigns will be much more effective if you send them using email marketing software designed to send mass emails. Nevertheless, before making such a decision, it is essential to research the platforms, as making the wrong decisions can negatively impact your business.

There is no one size fits all email marketing software. For example, when we compare MailChimp vs. alternatives, we can see that Mailchimp is targeted toward small businesses. At the same time, platforms such as Moosend and GetResponse are options that online store owners may find to be a better fit. I personally prefer the simplicity and straight-forward pricing of MailerLite - everyone has different preferences and priorities.

Differences between email marketing software also can be seen in their subscription plans.

MailChimp is focused on email lists and charges according to the number of your subscribers, while other platforms offer an unlimited number of subscribers. As long as you do not view the cost of the software as a barrier, you can focus on finding the one with the most useful features.

Share unpredictable content

When it comes to email marketing, keeping your content fresh and unpredictable is remarkably effective.

For example, I subscribe to several email lists from service providers who tend to email me every time they launch a new service or run a sale. While I appreciate a promo code as much as the next gal, the emails are predictable and boring. In fact, I often scan them in preview mode before I ever open them.

On the other hand, I'm on quite a few email lists where I'm never quite sure what I'll get. I might get a round-up of their latest blog posts, a case study about their latest project, or a promo code for an offer from one of their preferred vendors.

When you vary the content in your email marketing campaigns, you incentivize the reader to keep opening and stay subscribed.

Combine your social media and email marketing

You might see your social media marketing efforts as a separate strategy from your email marketing campaigns, but combined, the two can be a powerful force.

Repurposing your social media content becomes increasingly valuable as social media user numbers decline and platforms make it more challenging to reach your audience organically. Instead of creating 100% unique content for your email campaigns, plan to recycle 25-35% of your social media content in your emails, varying the delivery and phrasing as needed.

In the worst-case scenario, an email recipient is also a social media follower and recognizes the content - it's unlikely to have a negative impact and, if anything, reinforces the consistency of your message.

Likewise, you can also use your social media platforms to grow your email list. For example, give followers a reason to subscribe by offering a relevant and valuable lead magnet, an exclusive opportunity to learn from you, or a promo code only available to email list friends.

Improve your email subject lines

The subject line of your email is the first interaction between the recipient and an email. Unless a member of the list loves your brand and expects every email, the average customer will be turned away by a boring subject line that doesn't offer any value. To be precise, 33% of users open an email just because of the subject line.

In subject lines, you only have a limited number of characters and must convey as much information as possible. Your subject lines should be assertive and action-inducing – often written after you've drafted the message to ensure it accurately depicts what's inside.

Other essential tips for subject lines include:

Using the recipient's first name
Using emojis if it's consistent with your brand standards (you can find a list of all emojis at QuickTools by PicsArt).
Including a call to action

Analyze Your Email Performance

Knowing how to analyze data and make assumptions based on the analysis is crucial in improving your email marketing campaigns. For example, even the most basic tracking of email open rates helps you see how changes to the subject line can affect performance.

While tempting, analyzing the results of a single campaign can lead to misunderstandings and premature decision-making. On any given day, the news cycle, weather, or even local events can impact email open rates and have absolutely nothing to do with the content you send.

It's best to measure a minimum of 5-7 email campaigns to have concrete data about performance. Important metrics to track include conversion rates, unsubscribe rates, bounce rates, and engagement with your content. By monitoring these metrics, you will be able to identify trends, better understand your users, and craft more effective emails in the future.

Personalize your emails

Unfortunately, only 30% of brands personalize their emails, and even then, personalization is limited to using a person's name in the subject line or email message.

Email marketing platforms have evolved to a much high level of sophistication in recent years, allowing personalization at a much deeper level. For example, platforms like ConvertKit and others provide a mechanism to tag users based on their clicked links and emails they've opened.

Others enable you to use a recipient's purchase history to send product recommendations and variable data based on preferences and location.

Even if your platform doesn't offer a sophisticated automation system to implement some of these personalizations, small details like sending happy birthday or customer anniversary messages can separate you from the corporate giants and help you stand apart.

Include strategic calls-to-action

Call-to-action, commonly referred to as CTA, is an integral part of every email that aims to convert the reader to a specific decision or action.

They can be quite simple, like "Buy Now" or "Download Now," or more subtle, like "Keep Reading" or "Forward This Email."

Pro-Tip: Create your call to action for the email BEFORE you write the email. By starting with what you want the reader to do, you'll write a more compelling message that supports that action step.

A good CTA removes a customer's anxiety about making a decision and gives them the initiative to move forward.

Final Thoughts on Email Marketing

This list is far from complete. There are dozens of methods that you can use to improve your email marketing campaigns. However, by starting with some of the strategies mentioned here, you will significantly improve the efficiency of your marketing campaigns.

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