Email marketing is generally considered one of the best digital marketing tactics. From generating leads to reaching out to current customers, email is a great way to connect and promote your product. But not all email campaigns are equal. Without the proper approach, your emails could be easily ignored, trashed or perhaps left labelled as spam.
If you’re seeking to tantalize your email marketing tastebuds, you’ve found the right spot. In this post, we’ll be revealing 10 actionable tips that can help you write better emails, get better open rates, and improve conversion rates.
The Power of Email Marketing
Email marketing provides a decent ROI (up to $36 for each $1 spent, per Litmus). It’s a way to reach your audience one-on-one with targeted deals, information or messages that are special to them. But here’s the catch: your emails also need to cut through the clutter in an inbox crowded with other messages.
Follow these 10 tips and you’ll have what you need to start producing effective email campaigns that connect with your audience and deliver towards your #marketing goals.
1. Define Your Goals
Before you hit “send,” ask yourself: What is it that you want your email to achieve? Are you promoting a product, a blog post, or building a list for an event? A precise objective will define the formal and contentual style of your e-mail in a way that reaches your target group.
I.e, If you want to sell a product through your email, your email should have a very strong CTA leading back to your product page. If however you are seeking to drive more traffic to your blog, concentrate on having a catchy title and link to your content directly.
Pro Tip:
Make sure your objectives are in line with your marketing campaign as a whole for consistency and the most punch.
2. Collect a High-Quality Email List
Signups never get old!
Your audience is at the heart of your email campaign. Better an email list of quality and engaged subscribers than a massive one that is nonchalant. Resist the urge to buy lists; this often results in low open rates, spam complaints, and possibly getting you into trouble under GDPR or CAN-SPAM jurisdiction.
Instead, build your list through natural means by providing value-added incentives. These can include lead magnets like eBooks, discounts, or access to private webinars in return for sign-ups.
Pro Tip:
Leverage clear messaging on email sign-up forms about what your audience will get in exchange for subscribing. If you are transparent, they will trust you and come back for more.
3. Write Impactful Subject Lines
Your subject line is your first (and often your only) opportunity to grab a reader’s attention. Data reveals that 47% of email recipients open an email based solely on the subject line, while 69% report an email as spam based on the subject line alone.
Narrow your subject lines down to be short, personalized, and direct. Use action verbs, include the recipient’s name, and create curiosity.
For example:
Bad Subject Line: “The Latest from X”
Solid Subject Line: “[Name], Your Exclusive Invite Awaits!”
Pro Tip:
Test out a few different subject lines (A/B test) to see what your audience best responds to.
4. Customize and Segment Your Audience
The era of generic, one-size-fits-all emails is over. You need to personalize if you’re going to really reach your audience. Begin with a personalization to call your subscriber by their name. Then, customize your content to fit their tastes, past actions, or demographic information.
Now, here is where personalization gets interesting: segmentation. Your email list can be segmented by groups such as location, purchase history, or industry so you can send content that directly applies to each segment. Instead of sending the same promotional email to everyone, tailor offers based on product categories or preferences.
Pro Tip:
With tools like Mailchimp and HubSpot, it’s simple to segment your audience and create personalized campaigns.
5. Design & Readability
You need to be focusing on MKTG design and readability.
A nice-looking email is more likely to be read. Opt for sleek, mobile-friendly designs that are clean and attractive. Use headings, images, and short paragraphs to break up your content for easy scanning.
Here’s what to include in your email:
- A clear order with the most significant information at the top
- Legible typefaces (stick to web-safe fonts like Arial or Helvetica)
- Generous white space for a contemporary and crisp look
- One prominent call-to-action button (e.g., in a bright color)
Pro Tip:
Inspect your email layout for mobile usability. More than 50% of emails are opened on mobile, so be sure your content is optimized for small screens.
6. Don’t Overload With Text
Your list members get dozens of emails a day. Why should they read yours? Make your emails short and sweet, but well thought out and value-packed.
Focus on one core message or call-to-action, and eliminate any unnecessary information. For longer content, provide a teaser and link to a full article or landing page for readers who want more details.
Pro Tip:
Bullet points or numbered lists will keep your email skimmable and digestible.
7. A Direction to Proceed – CTAs
Want some more?
Your email campaign is only as successful as your call to action (CTA). A CTA tells your audience what to do next—whether it’s signing up for a webinar, buying a product, or downloading an eBook.
Make sure your CTA is easy to find and action-oriented. Use compelling phrases like:
“Get Your Exclusive 20% Off” or “Download Your Free Guide.”
Pro Tip:
Leverage buttons for your CTAs to ensure they stand out and people perceive them as clickable links.
8. Timing Matters
Your email can gain a lot by being sent at the right time. Studies have indicated that the best days for sending emails are Tuesday and Thursday mornings. However, your audience may have specific preferences based on their industry or geography.
Experiment with different sending times and monitor performance statistics to determine when your audience is most engaged.
Pro Tip:
Leverage email automation software to send emails at optimal times based on previous engagement with your campaigns.
9. Monitor Key Metrics
Regularly track key performance indicators like open rate, click-through rate (CTR), and conversion rate to optimize your email campaigns. These insights will help you identify what’s working and where improvements are needed.
For example:
- Low open rates? Optimize your subject lines
- Poor click-through rates? Revisit your CTA and design
Pro Tip:
Use A/B testing to fine-tune various elements of your campaigns, such as design, tone, and send times.
10. Stay Compliant
Last but not least, make sure your email marketing efforts comply with regulations like GDPR, CAN-SPAM, and CCPA. Always make it easy for people to unsubscribe and only send messages to individuals who have opted in.
Failing to comply can lead to fines and damage your reputation.
Pro Tip:
Keep your email list clean by removing inactive subscribers to improve deliverability.
Begin Creating Emails that Get You Paid
Email is still one of the most powerful weapons in your digital arsenal. Through audience segmentation, aesthetically pleasing design, and personalization, your campaigns can captivate subscribers and deliver measurable results.
Put these tips into practice in your next email strategy. By experimenting and optimizing, you’ll notice a difference in your open rates, engagement, and ultimately your ROI.
