Raise your hand if you’re tired of seeing low email open rates and even lower conversions… Yeah, me too!
Writing emails that truly connect with your audience can sometimes feel overwhelming, especially when you’re competing with other brands for their attention.
But does it have to be that complicated?
Of course not! There are proven strategies that can transform your results, and trust me, no guesswork is required.
I’ve been building email lists over the years, and doing email marketing. So, I should know what works, and what doesn’t. And in this guide, I’ll break down seven best practices that have consistently delivered results for marketers across industries.
Let’s get started.
1. Personalize your emails
Did you know that an average person working in an organization receives about 21 emails per day? That could be the reason why no one is noticing your emails.
To improve your open rate and conversions, personalization is simply the key. But to personalize your emails, you need to know your audience inside and out.
What do I mean?
You need to know their name, their age, their purchase behavior, etc. This is how you create an experience that feels unique to each person.
So don’t be afraid to ask for their name and even phone number (if they trust you enough).
But that’s only the first phase. The second phase is segmentation.
The key is understanding your audience. By segmenting based on behaviors or preferences, you can deliver content that feels relevant and timely.
For instance, if someone clicked on a link for a product, you could send them a follow-up email showcasing similar items. Or, if you’re running a promotion, tailor the message to those who’ve shown interest in similar offers before.
This strategy helps build trust and a deeper connection with your audience.
And as a matter of fact, consumers today expect more relevant content, and they’re far more likely to engage with emails that speak directly to their needs. That explains why emails with personalized subject lines see a 26% increase in open rates.
2. Segment your audience
I know you saw it coming, but I just have to be sure.
Splitting your emails into different segments is the best way to reach the right people with the right message.
Think about it for a second, not everyone on your list has the same behavior when it comes to making purchases, or even trusting a brand.
Some subscribers might purchase a product after reading your email once, while others need to be sure your product offers value before they buy it. At the same time, an existing customer might be interested in a special offer or an update about their favorite product.
By segmenting your list, you make your communication feel more personalized and valuable because you will be sending the most relevant emails to each group.
There are many ways to segment your audience, and here are my favorites:
- Demographics: Age, gender, location, etc.
- Behavioral: What they’ve purchased, what links they’ve clicked, how often they engage with your emails.
- Engagement level: Active subscribers vs. inactive ones.
Doing just this can increase your open rates and click-through rates, as well as reduce the number of unsubscribers. In fact, targeted emails can improve your open rate by 14%.
3. Leverage automation
I wonder why some people still send emails manually when they can automate everything at once, in one sitting. Like, Who does that?
Automation could save you time and effort, while you still be able to maintain a high level of engagement with your subscribers.
The beauty of automation is that it allows you to send timely, relevant messages to your audience without having to manually craft each one. For example, you can set up an automated email that gets triggered a few hours after someone abandons an item in their shopping cart.
These emails are sent at the optimal time, which increases the likelihood of engagement.
Apart from saving a lot of time, automation helps you stay top-of-mind with your subscribers. It allows you to send important reminders, product recommendations, or time-sensitive offers based on their behavior.
So, if you’re not already leveraging email automation, now’s the time to start. It’s one of the most efficient ways to drive revenue while ensuring your audience gets the right messages at the right time.
4. Optimize for mobile devices
Did you know that nearly 60% of all email opens happen on mobile devices? That means if your emails aren’t mobile-friendly, you’re missing out on a huge opportunity.
Mobile users expect the same seamless experience they get from websites. If your email isn’t easy to read or navigate on a small screen, chances are it will be deleted in a split second.
But how do you make sure your emails are mobile-optimized?
- Keep your subject lines short: Mobile screens have limited space, so make sure your subject lines are around 40 characters or fewer.
- Use a single-column layout: Multi-column designs can look messy on mobile, so keep it simple with a single column that’s easy to scroll through.
- Make your buttons large and clickable: Ensure your call-to-action buttons are big enough to be easily clicked on a mobile screen.
- Prioritize concise content: Mobile users tend to skim, so get straight to the point with clear, digestible content.
- Test your emails: Before sending out any campaign, test how it looks on both desktop and mobile to make sure everything is in place.
Since mobile opens are only increasing, making your emails mobile-friendly will help you stay competitive and relevant.
5. Use A/B testing to refine your strategy
One of the most valuable lessons I’ve learned in email marketing is the power of A/B testing.
You see, It’s easy to get comfortable with what you think works, but the truth is that your audience is always evolving, and you need to constantly test and optimize.
For example, after experimenting with different subject lines in my campaigns, I was able to achieve an impressive 47% open rate. This is something I would never have expected without A/B testing.
A/B testing, or split testing, is all about experimenting with different versions of your emails to see what resonates best with your audience. You can test a variety of elements, such as:
- Subject lines: This is often the first thing people see. Even small changes in wording or length can make a big difference in your open rate.
- Email content: Test different formats, layouts, and messaging to see what gets the most engagement.
- CTAs: Try different calls to action to see which ones drive more clicks or conversions.
- Send times: Experiment with sending your emails at different times of day or days of the week to find the optimal window for engagement.
Once you test different versions of your email elements and keep track of the results, you can continuously improve your strategy based on real data.
Even simple tests can lead to meaningful insights that will help you create more effective campaigns in the long run. Plus, it keeps your strategy fresh and your audience engaged.
6. Write clear and actionable CTAs
If there’s one thing you should take with you from this blog post, it should be “clarity is key when it comes to calls to action (CTAs)“.
A strong CTA is the driving force behind conversions. This is what guides your subscribers on what action to take. If you want them to buy a product, make it clear.
I’ve seen firsthand how clear, concise CTAs can significantly boost my client’s conversion rates. For example, by using a simple, direct phrase like “Claim Your Offer,” I was able to increase conversions by over 15%.
In contrast, a confusing CTA can leave your audience unsure of what to do next, which can hurt your engagement and sales.
Here are a few tips to make your CTAs more effective:
- Be Direct: Avoid using generic or ambiguous language. Instead of “Click here,” try something more specific like “Get 20% off now.”
- Create a Sense of Urgency: Use words that encourage action, such as “Hurry!” or “Limited time offer.”
- Make it Stand Out: Use contrasting colors for your buttons to make sure they grab attention. You want your CTA to be the focal point of your email.
- Keep it Short: CTAs should be simple and to the point. Don’t overwhelm your subscribers with too much text. A few words can be powerful enough to drive action.
- Test Different Versions: Like other elements of your emails, your CTAs should be tested regularly to see which version drives the best results.
7. Regularly clean your email list
If you notice inactive subscribers, remove them from your list because they will reduce your deliverability and even force you to pay more to manage your list.
But that’s not even why you should clean it. In fact, regularly cleaning your email list to eliminate inactive subscribers will make sure your emails reach real inboxes. On the contrary, If you send emails to inactive addresses, it can hurt your sender’s reputation and cause your emails to end up in spam folders.
Again, when you focus on subscribers who are actively engaged, you increase the chances of them opening and clicking your emails, which helps you achieve better results.
So, how do you clean your email list?
- Remove inactive subscribers: After a few attempts, if someone hasn’t opened or clicked on your emails in months, it might be time to remove them. You can always try re-engagement campaigns first, but if they still don’t interact, it’s better to focus on your active audience.
- Use a double opt-in process: This ensures that subscribers actually want to receive your emails, leading to better list quality.
- Segment your list: Regularly review and update your segments based on behavior, demographics, or engagement levels to ensure your messaging stays relevant.
Frequently Asked Questions
The ideal frequency depends on your audience and your goals, but generally, sending one or two emails per week is a good starting point. You don’t want to overwhelm your subscribers, but you also want to stay top of mind. Pay attention to how your audience engages with your emails. If you notice high open rates and positive responses, you can consider sending more frequently. But if your open rates start to drop, it might be a sign to scale back.
Conclusion
Email marketing is still one of the most effective ways to connect with your audience and drive results. By following these best practices, you’ll be on your way to running successful campaigns that truly engage and convert.
The beauty of email marketing is that it allows you to connect with your audience on a personal level, while still being highly efficient and scalable.
As you keep experimenting, optimizing, and learning from your campaigns, you’ll find that small tweaks can lead to big improvements in your results.
Remember, every email is an opportunity to strengthen your relationship with your subscribers. So, take these tips, apply them to your strategy, and watch your email marketing efforts soar.
