8 Tips to Improve Your Email Marketing Campaigns

Each day, nearly 270 billion emails zipping back and forth online - an average of 2.4 million emails every single second.   When you’re using marketing emails, there is a lot of competition out there.  When you do send an email, there’s no guarantee the recipient will take action.   Email open rates average just below 20% and click rates are at just 2.3%

With all that clutter, is it still worth it?  You bet it is.  Study after study shows email marketing still generates significant returns.  For every $1 spent on email marketing, research shows it returns $38 in revenue.  If you’re doing the math, that’s an ROI of 3,800%.

8 Tips to Improve Your Email Marketing Campaigns

Successful email marketing campaigns can pay off big for your business.  Here are 8 strategies that make a difference.

List Segmentation

Segmenting and building audiences based on your target customer allow you to customise emails to groups.  Email marketing automation can leverage data about customers to further craft messages.   Beyond just using the recipient's name in the body of the email, referencing other data points such as past purchases, can make a difference.

A study by the Direct Marketing Association revealed that targeted and segmented emails are responsible for 58% of revenue generation from email marketing campaigns.


One of the most effective ways to improve your email marketing campaign is to personalise your content.  Personalised emails can increase sales by an average of 20%.

The more you can personalise the content to customer behaviours, the more effective it will be.  It’s why 80% of videos viewed on Netflix and 35% of online sales at Amazon come from their recommendation engines.  They use past purchases to indicate future intent.  This encourages more frequent conversions.

Personalising your email marketing means more than just targeting audiences, you can also take it literally.  People respond better to messages that come from people rather than companies.

Action Triggers

It can be as simple as setting up “action triggers” based on user behaviour.  Here are a few examples:

  • When someone signs up for your mailing list, you can send them a thank you with a special incentive.  

  • Inactive customers can be targeted with “we miss you” marketing messages.

  • Frequent B2B visitors to your site or content can be messaged with additional information or nudged along the customer journey based on their activity.

  • Birthdays, holidays, and customer anniversaries can all be used as a reason to connect.

  • Target B2C consumers that abandoned shopping carts with reminders or incentives.

Target Current Customers

Personalised messages to encourage repeat business can be extremely profitable. 40% of all eCommerce revenue comes from repeat customers.  They spend more per visit and then buy more often.  Repeat customers convert 9X more than first-time visitors.  Getting repeat business dramatically decreases your cost of acquisition.

Sending a thank you email to customers when they purchase along with a discount or incentive for additional purchases can drive conversions.

A/B testing

“Half the money I spend on advertising is wasted,” said businessman John Wanamaker.   “The trouble is I don’t know which half.”

With split testing, you can determine which half is wasted.  By varying email subject lines, messages, and landing pages, you have a way to track which tactics convert best.  This allows you to continuously optimise your email marketing campaigns.

Subject Lines 

Some marketers will spend a lot of time on building great marketing email content but fail to put the same effort into subject lines.  That’s a mistake.  Id prospects don’t make it past the subject line, it won’t matter how well the email message is crafted.

Just putting the recipient’s name in the subject line can make a big difference.   A study by Experian showed that open rates increased by almost 30% when names were used in the subject line. 

A Little Flattery Never Hurts

Positive and personal messages have been shown to influence actions.  It’s more than just putting a positive spin on something, butter them up!  Researchers call this tactic creating an “implicit subconscious positive impression.”  Even when recipients know the flattery is insincere, it can have a positive impact.

When it’s coupled with a personalised statement, it’s even more effective.  For example, thank someone for making a purchase and affirm how smart they are for making the decision.

Custom Landing Pages

A common mistake that marketers make is to write great emails that generate clicks, but the link takes visitors to the website’s home page.  When people click on a specific link, product, or content offering, they should go directly to the right spot.

If you’re selling fall clothing lines to women, don’t make them hunt through the site to find the new fall fashions.  If you’re offering a White Paper on best practices, get them directly to the download page with an email form to fill out.

Taking engaged visitors anywhere but directly to the information they seek will drastically decrease conversions.

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