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Email Marketing Strategy: 10 Effective Tips

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Email Marketing Strategy for a Successful Campaign

Did you know that for every $1 spent on email marketing, the average return on investment is $42? 😃  Additionally, 59% of marketers say that email marketing brings them the most return on investment compared to other marketing channels.

Without a doubt, email marketing is one of the most popular marketing strategies of 2024. It not only boosts your sales but helps businesses reach out to customers easily. 

But, to make email marketing successful, businesses have to adopt an email marketing strategy. So, what are those strategies?

This is exactly what we are going to discuss in this blog. This blog will provide you with the top 10 effective email marketing strategies you can use to make your campaigns more effective.

🔑 KEY HIGHLIGHTS

  • To create an effective email marketing strategy for a campaign, you need to personalize your emails, segment email lists,  optimize email on mobile, create compelling subject lines and CTAs, and send emails at the right time.
  • Email marketing is a form of marketing that sends a commercial message to people using email and email marketing strategies are guides that helps businesses conduct effective email campaigns.
  • Marketers have experienced a significant increase in revenue by using segmented email campaigns.

How to Create an Effective Email Marketing Strategy for a Campaign?

1. Personalize Your Emails

Businesses send personalized emails using customer data to deliver messages. This kind of personalized email is tailored and personalized according to the customer. However, sending personalized messages doesn’t mean sending individual emails to each customer. Personalization means using subscriber data to create a personalized message. 📝

A great example of a company that does personalization well is LinkedIn. Almost each and every email that LinkedIn sends is personalized. For example, if someone messages you on LinkedIn and you haven’t seen it yet, you’ll receive an email saying, “You have a new message awaiting your response.”. LinkedIn has 900 million users worldwide, with almost 310 million monthly active users. LinkedIn’s personalized email has one of the highest open rates in the job portal.

Customized emails are seen in the mail much more often, and according to Zembula research, 82% of people will open if the email is customized for them than those that aren’t.

So, sending personalized emails has become increasingly popular, but many companies still do not know how to use personalization. Here are some tips on how to properly personalize an email and what mistakes to avoid.

  • Collect customer data in the beginning. Data such as their name, company, and location will help you send personalized messages.
  • You can use a real email signature to better communicate with customers. The best way to do that is to include your contact details in the signature.
  • Use a real reply-to email address to engage your reader. Using [email protected] will create a boundary between you and your customer, so try using a real reply address.

2. Segment Your Email Lists

Segmenting your email lists will allow you to send more relevant content. The more relevant your email is, the more it reaches the audience. Segmenting is effective because when you segment your database, your email campaigns become much more targeted to your audience. 

The segmentation part is simple and can easily be done through customer service software such as HubSpot, Salesforce, Zoho, and Zendesk. CRM software allows businesses to segment their email lists based on demographics, behavior, and purchase history.

Businesses can segment emails by demographics, including age, gender, income level, and occupation. Similarly, segmenting emails based on purchase history can provide valuable insights into users’ preferences and buying habits. This targeted approach helps tailor content to specific audience segments, 

Moreover, delivering emails based on segmentation helps businesses perform better campaigns, increase ROI, and improve customer experience. In addition, segmenting email campaigns can lead to a 760% increase in company revenue.

One of the perfect examples of a business that boosted its CTR (Click-Through Rate) via segmented emails is Doggyloot. 

Doggyloot is a flash sale website that sells dog foods, chews, and many stuff to its customers. This flash sale website for dog owners segments its emails based on the subscriber’s pet. It categorizes email based on dogs;

  • Name
  • Breed
  • Size
  • Gender
  • Birthday

Categorizing dogs based on their traits helped Doggyloot send more personalized and segmented emails. After starting to send segmented emails, Doggyloot found that their campaigns’ open rates were 410% higher than non-segmented campaigns.

3. Optimize Emails for Mobile Devices

Did you know there are 7.26 billion mobile users, and this number is likely to rise to 7.49 billion by  2025? Similarly, in 2022, 46% of marketing emails were clicked on mobile devices. That’s why optimizing emails for mobile is essential for any business. 

In addition, most people use their personal email on their mobile, so businesses that want to complete their campaign successfully should focus on optimizing emails for mobile devices. Sending optimized emails for mobile devices will automatically increase the click-through rate.

Businesses can optimize emails for mobile devices using these tips;

  • Responsive design: Businesses can design their emails to fit different screen sizes using a single-column layout, larger fonts, and plenty of white space.
  • Clear and concise content: Make your content easy to read with short paragraphs, bullet points, and headers.
  • Optimized images and media: Try compressing images to load quickly and avoiding large files that slow down email loading on mobile devices.
  • CTA accessibility: You have to ensure that every call-to-action button is easy to tap on mobile with large, identifiable buttons and enough spacing to prevent accidental clicks.
  • Minimal scrolling: Make sure you keep important information at the top of the email to reduce the need for excessive scrolling.

These tips will help you optimize emails for the device. Moreover, you can also try using different tools and resources for mobile email testing;

  • Email on Acid: Email on Acid is a tool that provides a list of mobile, web, and desktop clients for reviewing HTML emails. This tool will also verify every link in your email and assist you in finding the best code solutions in the test result window.
  • Litmus: Litmus is another mobile testing tool that allows businesses to be previewed across 90 apps and devices. You can preview mail through Outlook, Apple Mail, Yahoo, and multiple mobile apps.
  • Brevo: Brevo is a full-on CRM platform that allows you to send both transactional emails and email campaigns. You can also send SMS and track conversions, sales, and more.

4. Create Compelling Subject Lines

Grabbing the attention of customers is one of the most difficult and important tasks for every marketer. Customers judge every email subject line that businesses send. 47% of marketers said they tested different email subject lines to optimize their emails’ performance and increase click-through rates. And the one with compelling subject lines had the most click-through rates. 

Compelling subject lines will help businesses grab the attention of recipients.  A well-written and descriptive subject line is more likely to be opened by recipients. Secondly, the subject line can also help the recipient prioritize their emails.

So, writing a compelling subject line is as important as the content inside. Here are some tips to include when writing a compelling subject lines;

  • Add personalization: You can try adding a little bit of personalized subject lines with the recipient’s name or location. By sending personalized messages, you can increase the open rate.
  • Keep it short and sweet: Keep your subject line short and sweet. Lengthy and vast subject lines will bore customers, and they might ignore the message. So, keep your subject length no more than 9 words and 60 characters.
  • Limit your punctuation: It’s best to use only three punctuation marks per subject line. Using too much punctuation will make your email look like spam.

Claim your UNLIMITED free photo book.” This subject line will intrigue customers because it has the word UNLIMITED in it.  

Now that we have provided some tips on how you can write compelling subject lines, there are some words and sentences to avoid while writing email subjects;

  • Don’t overuse emojis: Excessive use of emojis can make your business look spammy, so try to limit them to subject lines.
  • Avoid spam words: Spam words and phrases such as 100% free, Congratulations 🎉, and you are a winner can trigger email filters and land your emails in the spam folder.
  • One-word subject lines: A short subject line is important, but saying this doesn’t mean writing one-word subject lines such as “survey” and “ hi.” One-word subject lines appear unprofessional and spammy. 

5. Create a Strong CTAs (Call-to-Actions)

CTA, called Call-to-Actions, is an effective email marketing strategy that guides the user to the next desired step. It actively drives user engagement and conversation and increases the conversation rate. By steering website visitors towards a specific website or location, CTA increases the traffic to the website. 

The CTA shows users what value the business offers. You can also use more than one CTA and offer different values. Without a CTA, potential customers may be unsure where to go next to continue interacting with your brand, and as a result, they are more likely to abandon your page or site and look elsewhere, such as to your competitors.

So it is important include CTAs in email marketing. You can create your own effective CTAs for your brands. Here are some tips for creating effective CTAs.

  • Placement: Try to place CTAs where they are immediately visible. Most businesses place their CTAs at the end of articles and videos so customers can click on the CTA after learning about the product or service.
  • Wording: Always write CTAs with clear and direct language. Tell users exactly what to do (e.g., “Sign Up Now,” “Get Started”). You can also use action-oriented words such as  “Download,” “Subscribe,” “Join,” “Buy,” etc.
  • Design: The visual appearance of the CTA is also important, so make your CTA button stand out. You can make it stand out by using contrasting colors against the background. You can also use icons such as arrows and images pointing at CTAs.

Having a strong CTA is important, and effective emails with CTA can increase clicks. Some examples of Strong CTAs are;

  •  “Download Our Free Ebook.” “Sign Up for Our Newsletter.” This type of CTA is known as a lead generation CTA, and it aims to collect user information, such as email addresses or phone numbers, for lead generation purposes. 
  •  “Register Now” or “Save Your Spot” are CTAs for registering for events, webinars, or workshops. 
  •  “Download Now” or “Get Your Free Resource” are CTAs that encourage users to download resources such as eBooks and case studies.
  • “Leave a Review” or “Share Your Feedback”. This kind of CTA encourages customers to provide feedback and reviews of content or products.

6. Optimize Email Performance with A/B Testing

A/B testing, also known as split testing, lets businesses experiment with different subject and content lines in the same email to evaluate which performs best. This testing includes creating two distinct versions of an email. Each version is slightly different from the other in text, subject line, design, and call-to-action placement. 

With A/B testing, you can determine what kind of content converts more website visitors into buyers. Similarly, when you test an email before sending it out, it eliminates all the guesswork on your website and enables the experience optimizer to make decisions. 

But before testing the A/B experiment, you have to try a few elements; here are some few elements of your email to test:

  • Email subject lines: Testing different email subject lines can help identify which phrases, tones, or lengths most effectively capture the recipients’ attention and encourage them to open the email.
  • Email copy: By experimenting with various email copy, you can determine which messaging, style, and length resonate best with your audience, ultimately leading to higher engagement and conversion rates.
  • Email design: Evaluating different email designs can reveal which layouts, colour schemes, and visual elements enhance readability and appeal, thus improving overall user experience and engagement.
  • Links within the email: Testing the placement and types of links within your emails helps to understand which ones are more likely to be clicked, ensuring that your most important links are positioned for maximum visibility and interaction.

After testing the emails based on elements, you have to analyze the result, and based on the outcome, you can send that kind of email to customers. Here’s an easy-to-follow procedure you can use while analyzing the result;

  • First, perform statistical tests to ensure your A/B test has a large enough sample size. A small sample can give incorrect results, while a large sample can show minor differences as significant. 
  • Next, examine your test results across various customer behavior metrics. You should also consider other factors like click-through rates, time on page, and revenue. After that, align your metrics with your specific goals and objectives for the test.
  • Segmentation helps understand how different user groups respond to variations. After analyzing overall audience behavior, break down the results further. These insights can help personalize your website.
  • Consider external factors that might have affected your results. For instance, holiday seasons or competitors’ actions can skew results. If external factors significantly impact your results, consider repeating the test.
  • After analyzing, decide if the new variations met your goals. You might stick with the original design or iterate further if there’s no significant difference. If a new variation performs better, consider reaching out to your entire audience.

7. Send Emails at the Right Time

Everything has the right and proper timing. Similarly, the right timing is very important when sending emails. When you send your email at the right time, your leads are more likely to open it and engage with your message. So, timing is everything when reaching out to customers. Only when you send an email at the right time will you be able to reach the right customer at the right time. 

But the question is, when is the right time to send emails to customers? A recent study by GetResponse analyzed 2.85 million emails to determine the best time to send emails. The research revealed that the best hour for open rates is 4 a.m., while 6 a.m. is ideal for getting the most click-through rates. Similarly, the best time for open rates is Friday, while the best time for click-through rates is Tuesday. 

However, this is just a general time to send the message. To send an email at the right time, you have to study your subscriber’s time zone. Finding and searching for the perfect email-sending time involves data analysis, experimentation, and continuous monitoring. 

Here’s a guide to help you find the best times to send your emails:

  • Understand your audience: Understanding means knowing your audience’s demographics, such as age, occupation, and location. Different groups may have different habits and preferences.
  • Time zones: If your audience is spread across different time zones, segment them accordingly.
  • A/B testing: Use A/B testing technique to divide your email list into different segments. After that send emails to each segment at different times and track the performance.
  • Adjust send time: Business should adjust their send times based on the ongoing performance data. What works best may change over time as audience behavior evolves.
  • Use Email Marketing Tools: Use automation tools to optimize the emails and send them automatically. You can also use machine learning to predict the best send times based on past user behavior.

By following these steps and utilizing the right tools, you can determine the optimal send times for your audience, leading to higher engagement and better results for your email marketing campaigns.

8. Automate Your Email Marketing Campaigns For Efficiency 

Automating your email campaigns is essential for enhancing efficiency and maximizing engagement. Businesses can streamline their communication processes by setting up trigger-based campaigns and using automation tools while delivering personalized messages.

This approach not only saves time but also ensures consistency and improves targeting precision. Common types of automated campaigns include welcome sequences that enhance new subscribers, timely reminders that prompt action, and personalized messages designed for individual customers. For instance, a retail company might automate personalized product recommendations based on customer browsing history.

Using trigger-based campaigns offers several advantages that can greatly benefit businesses. 

  • Save time: Trigger email save time by automating  emails based on specific actions or events, eliminating the need for manual intervention. 
  • Consistency: This automation ensures consistency in communication, as messages are sent promptly and consistently whenever triggers are activated. 
  • Improved targeting: Trigger-based campaigns enhance targeting precision by delivering personalized messages tailored to individual behaviors or preferences, increasing content’s relevance and improving engagement rates. 

There are many types of email triggers you can use at your business.

  • Welcome sequences: Welcome emails are sent when someone signs up for your mailing list, joins your loyalty program, or subscribes to your newsletter. They let you introduce your business and explain what they can expect from your emails, and it’s important to include a call to action to encourage them to stay engaged.
  • Cart abandonment: Abandoned cart reminders are sent when customers add items to their online shopping carts but leave the website without buying them. These emails remind customers of their abandoned items and often include incentives like discount codes to encourage them to complete their purchase, sometimes emphasizing limited stock to create urgency.
  • Customer feedback: Customer feedback emails are automatically sent when customers engage with your business, such as after making a purchase, to gather feedback on their experience and identify areas for improvement. 

To automate email campaigns efficiently, focus on segmentation to target specific audience groups, personalize content to resonate with individual recipients, and analyze metrics like open and click-through rates for optimization. 

By refining these strategies based on data insights, businesses can streamline their email marketing efforts, enhance engagement, and improve overall campaign effectiveness and return on investment (ROI).

9. Email Analytics and Metrics

Monitoring your email open rates and click-through rates is crucial, but in email marketing metrics, these metrics only help you on the surface. So, It’s essential to track metrics such as unsubscribe, bounce, and cart abandonment rates. 

These metrics provide valuable insights into your campaigns and highlight areas that need improvement. Unsubscribe rates indicate how engaging your content is, bounce rates reflect email deliverability issues and cart abandonment rates reveal potential barriers in your sales funnel. 

Analyzing these metrics comprehensively allows you to effectively refine your strategies and optimize your email marketing performance.

There are several tools available for monitoring and analyzing email performance that offer different features;

  • Email Service Providers (ESPs): Platforms like Mailchimp, Constant Contact, or SendGrid provide comprehensive analytics on email campaigns, including open rates, click-through rates, bounce rates, and more.
  • Google Analytics: Integrating Google Analytics with your email campaigns allows you to track website traffic generated from email links, conversion rates, and user behavior after clicking through emails.
  • Email Marketing Automation Platforms: Tools such as HubSpot, Marketo, or ActiveCampaign offer advanced analytics capabilities, segmentation options, and A/B testing to refine email content and delivery strategies.
  • CRM Systems: Customer Relationship Management systems like Salesforce or Zoho CRM provide insights into how email campaigns contribute to the overall customer journey and sales pipeline.

Use data to monitor key metrics like open rates and conversions, segment your audience for personalized content, conduct A/B testing to optimize elements, analyze the customer journey, gather feedback, and learn from competitors to refine and improve your email marketing strategy continually.

10. Re-engage Your Inactive Subscribers

Re-engaging inactive subscribers is important because it allows businesses to revive relationships with customers who have shown interest in the past. Businesses can increase sales and customer loyalty by reconnecting through targeted messages or incentives. 

Moreover, re-engagement efforts are often more cost-effective than acquiring new customers. Understanding why subscribers became inactive can also provide valuable insights for improving future retention strategies and optimizing overall marketing efforts.

Re-engaging inactive subscribers is essential for businesses looking to revive connections and maximize the effectiveness of their email marketing efforts. Here are several effective strategies for a re-engagement campaign:

  • Remind subscribers of value: Start by reminding inactive subscribers about your business and the unique value you offer. Highlight key benefits or services they may have forgotten, reinforcing why they subscribed in the first place.
  • Provide exclusive offers: You can offer exclusive discounts or promotions to inactive subscribers. This allows them to re-engage with your brand and can prompt them to make a purchase or revisit your website.
  • Show new content: Introduce new and exciting content, such as blog posts, videos, or product updates. This keeps your brand top-of-mind and encourages subscribers to engage with fresh, relevant information.
  • Interactive engagement: Encourage interaction by inviting subscribers to reply to a question or participate in a survey. This not only reopens communication but also provides valuable feedback for the future.

To ensure the success of your re-engagement campaign, avoid common pitfalls such as overwhelming subscribers with excessive emails, offering irrelevant content, or neglecting to provide clear calls to action.

🔥You May Also Like This: Best Email Marketing Platforms

Conclusion

Effective email marketing relies on several key strategies to maximize engagement and drive results. Businesses can continuously improve and achieve sustainable success by sending personalizing emails, segmenting email lists,  testing variations, tracking key metrics, and re-engaging inactive subscribers. 

Personalizing emails based on customer data, segmenting email lists for targeted content, and optimizing emails for mobile devices are fundamental practices. Crafting compelling subject lines and implementing strong calls to action enhance engagement rates. A/B testing allows businesses to refine their strategies based on data-driven insights while strategically timing emails to ensure they reach recipients when they’re most likely to engage. 

Using all these effective strategies, businesses can optimize their email marketing efforts and create successful email campaigns.

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Dinesh Silwal

Dinesh Silwal is the Co-Founder and Co-CEO of KrispCall. For the past few years, he has been advancing and innovating in the cloud telephony industry, using AI to enhance and improve telephony solutions, and driving KrispCall to the forefront of the field.

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