Effective Email Marketing Strategies to Get Better Result

Effective Email Marketing Strategies to Get Better Result

Email is one of the best ways to engage with customers. Build your email strategy, follow these email marketing strategies to make your campaign a success.

Online marketing has been influenced by the rapid technological advancement, there are various marketing channels such as email marketing, content marketing, video marketing, affiliate marketing, and more. The email has always been the most used communication channel with 3.9 billion users worldwide, more than 306 billion emails are sent every day and this number is expected to reach 500 billion emails per day by 2023. Social media also evolved as a new marketing channel but still, there are more email users than users on social media. With a huge user base, email marketing is the most powerful marketing channel, every B2B and B2C businesses use email to market their products and services. Also, in terms of ROI, every $1 spent on email marketing gives a return of at least $38. Another reason that makes email marketing the most profitable marketing channel is that unlike other marketing channels it allows marketers to have a one to one relationship with a customer or prospect.

What is Email Marketing?

Email marketing is the form of direct marketing channel, it is the process of targeting customers through emails to bring the product or service knowledge to their attention and drive sales. Modern email marketing is based on the principles of consent, segmentation, and personalization. However, in the past, it was used to address a mass group of people.

What makes it the best marketing channel?

  • Email marketing has an ROI of 3800%.
  • 70% of top marketers rate email marketing as having an excellent or good ROI.
  • 91% of consumers check their emails at least once in a day.
  • Email is the most popular activity on smartphones among users ages 18-44.
  • 64% of decision-makers read their emails via mobile devices.
  • 66% of online customers ages 15+, made purchases as a result of email marketing messages.
  • Over 70% of mobile purchasing decisions are influenced by promotional emails.
  • Over half of businesses achieve over 10% of total sales through email marketing.
  • 44% of email recipients made at least one purchase last year based on promotional emails.

Key strategies to get better results

Personalize your message

Email personalization is all about using the personal information of subscribers such as customer name, company name, designation, and more, in the body and subject line of the email to make it personalized. It makes email more targeted and significantly enhances the overall email marketing performance by increasing opened and clicked rates. According to a study, 70% of marketers do not use email personalization, thus it is important to personalize emails to stand out against the competition. The simplest way of personalization is to address subscribers with their first name, most email service providers (ESP) offer such personalization within their functionality. Statistics suggest that subject lines having the first name of the recipient can increase the open rate by 20%. The best example of email personalization is Amazon’s promotional emails, all Amazon’s emails are well personalized, it’s not “Dear valued customer” but “Dear (first name)” in the same way it’s not “You might like these (randomly generated)” but “You might like (based on purchase history)”. By Christoph Engelhardt

Segment your email list

Email list segmentation is a technique that email marketers use to divide email lists into smaller groups or segments in order to send highly targeted emails. Segmentation is a crucial process because it makes your email campaign more precise so that the right messages hit the right inboxes and increase conversion rate. It goes hand in hand with GDPR and email marketing For example, you are hosting a networking event for small business owners located within 20 miles and you want to send invitations through emails. Your email list includes all big and small business owners from across the globe. if you send to the entire list, the recipients from other countries or continents would not be interested in an event hosted at a significant distance and they can probably unsubscribe themself from the list. Segmenting the list can save from losing the subscribers and reaching out to relevant people can give you a better outcome from your email campaign. By Oren Greenberg, Digital marketing consultant.

Create mobile-friendly emails

Creating a mobile-friendly email means to create an email that displays optimally between desktop, tablets and mobile devices. It is all about offering a good user experience on small screens. It should look nice regardless of which device your prospects read it. The mobile-friendly design avoids the need for your audience to zoom in and zoom out to be able to see the content, it also makes it easy to navigate through the email using a smartphone. Factors that influence the mobile compatibility of an email are smaller screen sizes, touch interface, environmental factors, network limitations, technology (older phones and software support), device orientation (landscape and portrait), and more. These factors are important to keep in mind while designing a mobile-friendly email. As statistics show that 64% of decision-makers read their emails via mobile devices. You can use Poppulo report for device usage To know which device your customers consume the email content. Most of the time recipients unsubscribe if emails do not display properly. It is crucial to create mobile-friendly emails. By Piyush Jain, Founder of Simpalm, a web development company in Virginia.

Do email testing

Testing allows you to compare and contrast the different elements in your email to see how they impact subscribers behaviour. There are several elements in a promotional email such as subject line, preheader text, message, call-to-action, design, personalization, landing page, sender name, and more. It is crucial to test whether all the components in the email are working as you wanted them to. Email testing tools come with three major categories: spam testing, email previews, and email verification. Email preview ensures that your email looks professional at the recipient's screen, email verification tools ensure that your email lands into the right inboxes. The most useful of all is spam testing tools, it is used to avoid spam filters and get the best out of your email campaign. There are many different email testing service providers such as Mailgun, SpamAssassin, Email on Acid, EmailReach, and more, you can choose the best suited for your requirements. Having email tested improves deliverability and gives better results out of email campaigns. By Sarah Walters, Marketing Manager.

Use email automation

Email automation is the function within email service provider tools that allows sending time and action triggered emails to subscribers with relevant information. The most common form of triggered emails is welcome emails, thank you emails, and transactional emails such as informing about the order confirmation and more. Automation is used for a variety of different marketing processes, Statistics shows that triggered emails perform much better than traditional emails. According to Epsilon triggered emails have open rates 94% higher than traditional emails, it has double click rates and websites that convert more than 40% of their traffic use trigger emails. Other studies show triggered emails perform better than traditional emails. As there are only 25% of email marketers using triggered emails, there are a lot more opportunities to reap benefits through email automation. By Katie Holmes, Internet marketer at OutwitTrade


Email marketing has much to offer when it comes to online marketing, having subscribers list and email content is not just enough. Email marketing is only beneficial if backed with better email marketing strategies. According to the content marketing institute, 93% of B2B marketers use email marketing to distribute content, implementing the email marketing best practices can improve your email marketing results.