12 Best Email Marketing Tips To Win 2023/24
Email marketing is one of the most effective and affordable ways to reach your target audience, build trust, and increase sales. However, email marketing is not a one-size-fits-all strategy. You need to constantly test, optimize, and adapt your campaigns to the changing needs and preferences of your subscribers.
In this post, we will share with you 12 best email marketing tips that will help you win 2023/24. These tips are based on the latest trends, best practices, and proven tactics that have worked for successful email marketers. Whether you are a beginner or an expert, you will find something useful and actionable in this post.
Tip 1: Segment Your List
Segmentation is the process of dividing your email list into smaller groups based on specific criteria, such as demographics, behavior, interests, preferences, etc. Segmentation allows you to send more relevant and personalized messages to your subscribers, which can improve your open rates, click-through rates, conversions, and loyalty.
According to a study by Campaign Monitor, segmented campaigns have an open rate that is 14.31% higher, a click-through rate that is 100.95% higher, and a bounce rate that is 4.65% lower than non-segmented campaigns.
There are many ways to segment your list, depending on the data you have and the goals you want to achieve. Some common segmentation criteria are:
- Location: You can segment your list by country, region, city, or even zip code. This can help you tailor your content, offers, and timing to the local context and culture of your subscribers.
- Age: You can segment your list by age group, such as millennials, Gen Z, baby boomers, etc. This can help you adjust your tone, style, and format to suit the preferences and expectations of different generations.
- Gender: You can segment your list by gender, such as male, female, or non-binary. This can help you create more inclusive and diverse messages that resonate with your subscribers.
- Industry: You can segment your list by industry, such as healthcare, education, finance, etc. This can help you showcase your expertise, authority, and credibility in your niche and provide more relevant and valuable information to your subscribers.
- Job role: You can segment your list by job role, such as manager, marketer, developer, etc. This can help you address the specific pain points, challenges, and goals of your subscribers and offer them solutions that match their needs and interests.
- Purchase history: You can segment your list by purchase history, such as frequency, recency, value, product category, etc. This can help you create more personalized and targeted messages that encourage repeat purchases, cross-sells, upsells, and referrals.
- Engagement level: You can segment your list by engagement level, such as active, inactive, or at-risk. This can help you optimize your email frequency, content, and incentives to re-engage your subscribers and prevent them from unsubscribing or marking your emails as spam.
These are just some examples of segmentation criteria. You can also combine multiple criteria to create more granular and sophisticated segments. The key is to use the data you have and the tools you use to segment your list effectively and efficiently.
Tip 2: Personalize Your Emails
Personalization is the process of customizing your emails to the individual characteristics, preferences, and behavior of your subscribers. Personalization can make your emails more relevant, engaging, and persuasive, which can boost your open rates, click-through rates, conversions, and loyalty.
According to a study by Experian, personalized emails have an open rate that is 29% higher and a click-through rate that is 41% higher than non-personalized emails.
There are many ways to personalize your emails, depending on the data you have and the tools you use. Some common personalization techniques are:
- Name: You can use your subscriber’s name in your subject line, greeting, or body copy to make your email more friendly and human. For example, “Hi John, here’s a special offer just for you” or “John, you won’t believe what we have for you today”.
- Content: You can use your subscriber’s interests, preferences, or behavior to tailor your email content to their needs and wants. For example, you can send them product recommendations based on their browsing or purchase history, or you can send them content suggestions based on their topic or format preferences.
- Offer: You can use your subscriber’s purchase history, loyalty status, or engagement level to customize your email offer to their value and potential. For example, you can send them a discount code based on their spending, a free gift based on their loyalty, or a bonus reward based on their referrals.
- Timing: You can use your subscriber’s location, time zone, or activity to optimize your email timing to their convenience and availability. For example, you can send them a birthday email on their actual birthday, a seasonal email on their local holiday, or a reminder email on their optimal time to open or click.
These are just some examples of personalization techniques. You can also combine multiple techniques to create more dynamic and interactive emails. The key is to use the data you have and the tools you use to personalize your emails effectively and efficiently.
Tip 3: Optimize Your Subject Lines
Your subject line is the first thing your subscribers see when they receive your email. It is also the most important factor that influences whether they open your email or not. Therefore, you need to optimize your subject line to capture their attention, curiosity, and interest, and entice them to click.
According to a study by CoSchedule, 35% of email recipients open an email based on the subject line alone.
There are many ways to optimize your subject line, depending on the purpose and tone of your email. Some common subject line best practices are:
- Keep it short and sweet: You should aim for a subject line that is between 6 and 10 words long, or 50 characters or less. This can help you avoid being cut off by email clients or mobile devices and ensure that your message is clear and concise.
- Use keywords and phrases: You should use keywords and phrases that are relevant to your email content, your audience, and your industry. This can help you improve your deliverability, readability, and clickability. For example, you can use words like “free”, “guaranteed”, “urgent”, “new”, “exclusive”, etc. to create a sense of value, urgency, or exclusivity.
- Use numbers and statistics: You should use numbers and statistics to make your subject line more specific, credible, and compelling. Numbers and statistics can also help you stand out from the crowd and catch your subscriber’s eye. For example, you can use numbers like “10”, “50%”, “1000+”, etc. to create a sense of quantity, quality, or magnitude.
- Use emojis and symbols: You should use emojis and symbols to add some personality, emotion, and flair to your subject line. Emojis and symbols can also help you convey your tone, mood, or message more effectively and efficiently. For example, you can use emojis like “????”, “????”, “????”, etc. to create a sense of excitement, enthusiasm, or surprise.
- Use questions and punctuation: You should use questions and punctuation to create a sense of curiosity, intrigue, or urgency in your subject line. Questions and punctuation can also help you engage your subscriber and invite them to open your email. For example, you can use questions like “Do you want to know the secret to…”, “How do you…”, “What if you could…”, etc. to create a sense of curiosity, challenge, or opportunity. You can also use punctuation like “!”, “?”, “…”, etc. to create a sense of emphasis, suspense, or continuation.
These are just some examples of subject line best practices. You can also test different subject lines to see what works best for your audience and your campaign. The key is to use the words and symbols that are most relevant, appealing, and effective for your email.
Tip 4: Write Compelling Copy
Your email copy is the main body of your email. It is where you deliver your message, offer, or call to action to your subscriber. Therefore, you need to write compelling copy that captures their interest, builds trust, and persuades them to take action.
According to a study by Litmus, the average time spent reading an email is 13.4 seconds.
There are many ways to write compelling copy, depending on the goal and tone of your email. Some common copywriting best practices are:
- Use the inverted pyramid model: You should structure your email copy using the inverted pyramid model, which consists of three parts: headline, body, and call to action. The headline should summarize the main benefit or value proposition of your email. The body should expand on the headline and provide more details, evidence, or testimonials to support your claim. The call to action should tell your subscriber what to do next and why they should do it. This model can help you grab your subscriber’s attention, deliver your message, and drive your action.
- Use the AIDA formula: You should follow the AIDA formula, which stands for attention, interest, desire, and action. The attention part should hook your subscriber with a catchy headline, a shocking statistic, a provocative question, or a compelling story. The interest part should keep your subscriber engaged with relevant information, facts, or benefits that relate to their needs and wants. The desire part should create a sense of urgency, scarcity, or exclusivity that makes your subscriber want your offer or solution.
The action part should motivate your subscriber to take action with a clear and compelling call to action that tells them what to do, how to do it, and what they will get. This formula can help you create a logical and emotional flow that leads your subscriber to your desired outcome.
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Use the PAS formula: You should use the PAS formula, which stands for problem, agitation, and solution. The problem part should identify the main pain point or challenge that your subscriber is facing. The agitation part should amplify the problem and make your subscriber feel the negative consequences of not solving it. The solution part should present your offer or solution as the best way to solve the problem and make your subscriber feel the positive benefits of doing so. This formula can help you create a powerful and persuasive copy that taps into your subscriber’s pain and pleasure.
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Use the 4 Cs of copywriting: You should follow the 4 Cs of copywriting, which are clear, concise, conversational, and compelling. The clear part means that your copy should be easy to understand and free of jargon, ambiguity, or confusion. The concise part means that your copy should be short and simple and avoid unnecessary words, sentences, or paragraphs. The conversational part means that your copy should sound like a natural and friendly dialogue between you and your subscriber and use words like “you”, “I”, “we”, etc. The compelling part means that your copy should be interesting and engaging and use words like “because”, “imagine”, “discover”, etc.
These are just some examples of copywriting best practices. You can also use storytelling, humor, testimonials, or other techniques to make your copy more memorable and effective. The key is to use the words and tone that are most appropriate, relevant, and persuasive for your email.
Tip 5: Design Responsive Emails
Your email design is the visual appearance of your email. It is where you use colors, fonts, images, layouts, and other elements to enhance your email copy and create a positive and consistent brand image. However, your email design is not only about aesthetics. It is also about functionality and usability. Therefore, you need to design responsive emails that can adapt to different devices, platforms, and screen sizes and provide a smooth and seamless user experience.
According to a study by Litmus, 43% of emails are opened on a mobile device.
There are many ways to design responsive emails, depending on the tools and templates you use. Some common email design best practices are:
- Use a single-column layout: You should use a single-column layout for your email design, which means that your email content is arranged in a vertical line. This can help you create a clean and simple design that can easily adjust to different screen widths and orientations and avoid horizontal scrolling or zooming.
- Use a mobile-first approach: You should use a mobile-first approach for your email design, which means that you design your email for the smallest screen size first and then scale up for larger screens. This can help you prioritize the most important and relevant content and elements for your mobile subscribers and ensure that your email looks good and works well on any device.
- Use web-safe fonts and colors: You should use web-safe fonts and colors for your email design, which means that you use fonts and colors that are widely supported by most email clients and browsers. This can help you avoid compatibility issues and ensure that your email displays correctly and consistently across different platforms and devices. You can use tools like Google Fonts or Adobe Color to find and use web-safe fonts and colors for your email design.
- Use alt text and captions for images: You should use alt text and captions for images in your email design, which means that you provide descriptive and informative text that can replace or supplement your images in case they are not displayed or loaded properly. This can help you improve your accessibility, deliverability, and SEO and ensure that your subscribers can still understand and enjoy your email content even without images. You can use tools like Mailchimp or Campaign Monitor to add and edit alt text and captions for your images in your email design.
These are just some examples of email design best practices. You can also use animations, videos, or other elements to make your email design more interactive and engaging. The key is to use the elements and tools that are most suitable, compatible, and effective for your email.
Tip 6: Test and Optimize Your Emails
Your email marketing is not a one-time or a one-way process. It is a continuous and a two-way process that requires constant testing, analysis, and optimization. Therefore, you need to test and optimize your emails to ensure that they are delivering the best results and meeting your goals.
According to a study by Litmus, 39% of brands never or rarely A/B test their emails.
There are many ways to test and optimize your emails, depending on the metrics and tools you use. Some common email testing and optimization best practices are:
- Use A/B testing: You should use A/B testing for your emails, which means that you create two or more versions of your email with one variable changed, such as subject line, copy, design, offer, etc. You then send these versions to a small and random segment of your list and measure their performance based on your goal, such as open rate, click-through rate, conversion rate, etc. You then choose the version that performs the best and send it to the rest of your list. This can help you find out what works and what doesn’t work for your audience and your campaign and improve your email effectiveness and efficiency.
- Use multivariate testing: You should use multivariate testing for your emails, which means that you create multiple versions of your email with multiple variables changed, such as subject line, copy, design, offer, etc. You then send these versions to a small and random segment of your list and measure their performance based on your goal, such as open rate, click-through rate, conversion rate, etc. You then choose the version that performs the best and send it to the rest of your list. This can help you find out how different combinations of variables affect your email performance and optimize your email for maximum impact and results.
- Use analytics and feedback: You should use analytics and feedback for your emails, which means that you use tools and methods to collect and analyze data and insights from your email campaigns and your subscribers. You can use tools like Google Analytics, Mailchimp, or Campaign Monitor to track and measure your email metrics, such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, etc. You can also use tools like SurveyMonkey, Typeform, or Hotjar to collect and analyze feedback from your subscribers, such as satisfaction, preferences, opinions, suggestions, etc. This can help you understand how your emails are performing and how your subscribers are responding and improve your email strategy and tactics accordingly.
These are just some examples of email testing and optimization best practices. You can also use other methods and tools to test and optimize your emails, such as heat maps, eye tracking, or user testing. The key is to use the metrics and tools that are most relevant, reliable, and useful for your email.
Tip 7: Automate Your Emails
Your email marketing is not a manual or a sporadic process. It is an automated and a systematic process that requires planning, scheduling, and execution. Therefore, you need to automate your emails to ensure that they are reaching the right people at the right time with the right message.
According to a study by Econsultancy, 74% of marketers say that email automation saves them time, 68% say that it increases customer engagement, and 58% say that it increases revenue.
There are many ways to automate your emails, depending on the tools and platforms you use. Some common email automation best practices are:
- Use email marketing software: You should use email marketing software to automate your emails, which means that you use a tool or a platform that allows you to create, send, and manage your email campaigns. You can use email marketing software like Mailchimp, Campaign Monitor, or AWeber to design, segment, personalize, test, optimize, and track your emails. You can also use email marketing software to schedule your emails, set up triggers, and create workflows for your email campaigns. This can help you save time, effort, and resources and increase your email productivity and performance.
- Use email marketing templates: You should use email marketing templates to automate your emails, which means that you use a pre-designed and pre-written email that you can customize and adapt to your needs and goals. You can use email marketing templates for different types of emails, such as welcome emails, newsletter emails, promotional emails, transactional emails, etc. You can also use email marketing templates for different stages of your customer journey, such as awareness, consideration, purchase, retention, etc. You can use email marketing templates from your email marketing software or from other sources, such as HubSpot, Canva, or Envato. This can help you create consistent and professional emails and reduce your email creation and editing time.
- Use email marketing automation tools: You should use email marketing automation tools to automate your emails, which means that you use a tool or a platform that allows you to create, send, and manage your email campaigns based on specific triggers, actions, or conditions. You can use email marketing automation tools like ActiveCampaign, Drip, or ConvertKit to create and send automated emails based on your subscriber’s behavior, activity, or profile. You can also use email marketing automation tools to create and send automated emails based on your business events, goals, or scenarios. This can help you create personalized and timely emails and increase your email relevance and engagement.
These are just some examples of email automation best practices. You can also use other tools and platforms to automate your emails, such as CRM, CMS, or e-commerce platforms. The key is to use the tools and platforms that are most compatible, integrated, and effective for your email.
Tip 8: Grow Your List
Your email list is the foundation of your email marketing. It is where you store and manage the contact information and preferences of your subscribers. Therefore, you need to grow your list to expand your reach, increase your traffic, and generate more leads and sales.
According to a study by HubSpot, 80% of marketers say that email list growth is important for their organization.
There are many ways to grow your list, depending on the sources and strategies you use. Some common list growth best practices are:
- Use opt-in forms: You should use opt-in forms to grow your list, which means that you use a form or a pop-up that asks your website visitors or customers to provide their email address and consent to receive your emails. You can use opt-in forms on different pages of your website, such as your homepage, your blog, your landing page, your checkout page, etc. You can also use opt-in forms on different platforms, such as your social media, your mobile app, your webinar, your podcast, etc. You can use tools like OptinMonster, Sumo, or Leadpages to create and display opt-in forms on your website or platforms. This can help you capture the email addresses of your prospects and customers and grow your list organically and ethically.
- Use lead magnets: You should use lead magnets to grow your list, which means that you use a free and valuable offer or incentive that you give to your website visitors or customers in exchange for their email address. You can use lead magnets for different types of content, such as ebooks, reports, guides, checklists, templates, etc. You can also use lead magnets for different stages of your customer journey, such as awareness, consideration, purchase, retention, etc. You can use tools like Canva, Google Docs, or PDFescape to create and deliver lead magnets to your website visitors or customers. This can help you attract and convert your prospects and customers and grow your list effectively and efficiently.
- Use referrals: You should use referrals to grow your list, which means that you use a word-of-mouth or a viral marketing strategy that encourages your existing subscribers or customers to share your email or your offer with their friends, family, or colleagues. You can use referrals for different types of emails, such as welcome emails, newsletter emails, promotional emails, etc. You can also use referrals for different types of incentives, such as discounts, coupons, free trials, free gifts, etc. You can use tools like ReferralCandy, Viral Loops, or InviteBox to create and manage referral programs for your email or your offer. This can help you leverage the power and trust of your existing subscribers or customers and grow your list exponentially and authentically.
These are just some examples of list growth best practices. You can also use other sources and strategies to grow your list, such as contests, quizzes, surveys, or partnerships. The key is to use the sources and strategies that are most relevant, appealing, and effective for your audience and your offer.
Tip 9: Comply with the Laws and Regulations
Your email marketing is not a free or a casual process. It is a regulated and a legal process that requires compliance with the laws and regulations of your country and your industry. Therefore, you need to comply with the laws and regulations to ensure that you are respecting the rights and privacy of your subscribers and customers and avoiding any fines or penalties.
According to a study by Litmus, 32% of brands have faced email-related litigation.
There are many laws and regulations that govern email marketing, depending on the location and sector of your business and your subscribers and customers. Some common email marketing laws and regulations are:
- CAN-SPAM Act: The CAN-SPAM Act is a US law that regulates commercial email messages. It requires email marketers to follow certain rules, such as using accurate and honest subject lines, providing a clear and conspicuous opt-out option, including a valid physical postal address, and identifying the message as an advertisement. The CAN-SPAM Act also imposes penalties for violations, such as fines of up to $43,792 per email.
- GDPR: The GDPR is a EU regulation that protects the personal data and privacy of EU citizens. It requires email marketers to follow certain principles, such as obtaining explicit and informed consent, providing a clear and easy opt-out option, respecting the right to access, rectify, or erase personal data, and ensuring the security and confidentiality of personal data. The GDPR also imposes penalties for violations, such as fines of up to 20 million euros or 4% of annual global turnover, whichever is higher.
- CASL: The CASL is a Canadian law that regulates commercial electronic messages. It requires email marketers to follow certain rules, such as obtaining express or implied consent, providing a clear and prominent opt-out option, including a valid physical and electronic address, and identifying the sender and the purpose of the message. The CASL also imposes penalties for violations, such as fines of up to $10 million per violation for organizations or $1 million per violation for individuals.
These are just some examples of email marketing laws and regulations. You can also check the laws and regulations of other countries or regions, such as Australia, UK, China, etc. The key is to use the laws and regulations that are most applicable, relevant, and updated for your email marketing.
Tip 10: Nurture Your Leads
Your email marketing is not a one-off or a transactional process. It is a relational and a long-term process that requires building and maintaining a strong and loyal relationship with your subscribers and customers. Therefore, you need to nurture your leads to ensure that they are moving along your sales funnel and becoming your loyal and repeat customers.
According to a study by DemandGen, 67% of B2B marketers say that lead nurturing increases sales opportunities throughout the funnel by at least 10%.
There are many ways to nurture your leads, depending on the content and strategies you use. Some common lead nurturing best practices are:
- Use email sequences: You should use email sequences to nurture your leads, which means that you use a series of emails that are sent automatically and sequentially to your leads based on specific triggers, actions, or conditions. You can use email sequences for different types of emails, such as welcome emails, educational emails, promotional emails, etc. You can also use email sequences for different stages of your sales funnel, such as awareness, consideration, purchase, retention, etc. You can use tools like ActiveCampaign, Drip, or ConvertKit to create and send email sequences to your leads. This can help you provide consistent and relevant communication and guidance to your leads and move them closer to your desired action.
- Use email personalization: You should use email personalization to nurture your leads, which means that you use the techniques and tips mentioned in Tip 2 to customize your emails to the individual characteristics, preferences, and behavior of your leads. You can use email personalization for different types of emails, such as welcome emails, educational emails, promotional emails, etc. You can also use email personalization for different stages of your sales funnel, such as awareness, consideration, purchase, retention, etc. You can use tools like Mailchimp, Campaign Monitor, or AWeber to segment, personalize, test, optimize, and track your emails to your leads. This can help you create more relevant and engaging emails and increase your email open rates, click-through rates, conversions, and loyalty.
- Use email segmentation: You should use email segmentation to nurture your leads, which means that you use the techniques and tips mentioned in Tip 1 to divide your email list into smaller groups based on specific criteria, such as demographics, behavior, interests, preferences, etc. You can use email segmentation for different types of emails, such as welcome emails, educational emails, promotional emails, etc. You can also use email segmentation for different stages of your sales funnel, such as awareness, consideration, purchase, retention, etc. You can use tools like Mailchimp, Campaign Monitor, or AWeber to segment, personalize, test, optimize, and track your emails to your leads. This can help you send more relevant and personalized messages to your leads and improve your email open rates, click-through rates, conversions, and loyalty.
These are just some examples of lead nurturing best practices. You can also use other content and strategies to nurture your leads, such as case studies, testimonials, webinars, or social proof. The key is to use the content and strategies that are most valuable, helpful, and persuasive for your leads and your offer.
Tip 11: Retain Your Customers
Your email marketing is not only about acquiring new customers. It is also about retaining your existing customers. It is where you use email to keep your customers happy, satisfied, and loyal to your brand and your products or services. Therefore, you need to retain your customers to ensure that they are staying with you, buying from you, and recommending you to others.
According to a study by Bain & Company, increasing customer retention rates by 5% increases profits by 25% to 95%.
There are many ways to retain your customers, depending on the content and strategies you use. Some common customer retention best practices are:
- Use email loyalty programs: You should use email loyalty programs to retain your customers, which means that you use a program or a system that rewards your customers for their repeated purchases or referrals. You can use email loyalty programs for different types of rewards, such as points, discounts, coupons, free trials, free gifts, etc. You can also use email loyalty programs for different types of emails, such as welcome emails, newsletter emails, promotional emails, etc. You can use tools like LoyaltyLion, Smile.io, or ReferralCandy to create and manage email loyalty programs for your customers. This can help you increase your customer retention, loyalty, and advocacy and reduce your customer churn and acquisition costs.
- Use email re-engagement campaigns: You should use email re-engagement campaigns to retain your customers, which means that you use a campaign or a strategy that aims to re-activate your inactive or at-risk customers. You can use email re-engagement campaigns for different types of emails, such as win-back emails, feedback emails, reminder emails, etc. You can also use email re-engagement campaigns for different types of incentives, such as discounts, coupons, free trials, free gifts, etc. You can use tools like ActiveCampaign, Drip, or ConvertKit to create and send email re-engagement campaigns to your customers. This can help you recover your lost or dormant customers and increase your customer retention, loyalty, and revenue.
- Use email customer service: You should use email customer service to retain your customers, which means that you use email to provide support, assistance, and guidance to your customers. You can use email customer service for different types of emails, such as confirmation emails, thank you emails, follow-up emails, etc. You can also use email customer service for different types of purposes, such as answering questions, solving problems, providing information, etc. You can use tools like Zendesk, Freshdesk, or Help Scout to create and manage email customer service for your customers. This can help you improve your customer satisfaction, trust, and loyalty and reduce your customer complaints and negative reviews.
These are just some examples of customer retention best practices. You can also use other content and strategies to retain your customers, such as newsletters, testimonials, webinars, or social proof. The key is to use the content and strategies that are most relevant, helpful, and delightful for your customers and your brand.
Tip 12: Measure Your Results
Your email marketing is not a guesswork or a trial-and-error process. It is a data-driven and a result-oriented process that requires measuring, analyzing, and evaluating your email performance and outcomes. Therefore, you need to measure your results to ensure that you are achieving your email marketing goals and objectives and improving your email marketing ROI.
According to a study by Litmus, 82% of marketers say that email marketing is important or very important to their organization’s overall success.
There are many ways to measure your results, depending on the metrics and tools you use. Some common email marketing metrics and tools are:
- Open rate: Your open rate is the percentage of your email recipients who opened your email. It is calculated by dividing the number of unique opens by the number of emails delivered. Your open rate can indicate how effective your subject line, sender name, and preheader text are in attracting your subscriber’s attention and interest. You can use tools like Mailchimp, Campaign Monitor, or AWeber to track and measure your open rate for your email campaigns.
- Click-through rate: Your click-through rate is the percentage of your email recipients who clicked on one or more links in your email. It is calculated by dividing the number of unique clicks by the number of emails delivered. Your click-through rate can indicate how effective your email copy, design, and offer are in engaging your subscriber and driving your action. You can use tools like Mailchimp, Campaign Monitor, or AWeber to track and measure your click-through rate for your email campaigns.
- Conversion rate: Your conversion rate is the percentage of your email recipients who completed your desired action, such as making a purchase, signing up for a trial, downloading a resource, etc. It is calculated by dividing the number of conversions by the number of emails delivered. Your conversion rate can indicate how effective your email is in persuading your subscriber and achieving your goal. You can use tools like Google Analytics, Mailchimp, or Campaign Monitor to track and measure your conversion rate for your email campaigns.
- Bounce rate: Your bounce rate is the percentage of your email recipients who did not receive your email because it was rejected by their email server. It is calculated by dividing the number of bounces by the number of emails sent. Your bounce rate can indicate how deliverable your email is and how healthy your email list is. You can use tools like Mailchimp, Campaign Monitor, or AWeber to track and measure your bounce rate for your email campaigns.
- Unsubscribe rate: Your unsubscribe rate is the percentage of your email recipients who opted out of receiving your emails. It is calculated by dividing the number of unsubscribes by the number of emails delivered. Your unsubscribe rate can indicate how relevant and valuable your email is and how loyal your email list is. You can use tools like Mailchimp, Campaign Monitor, or AWeber to track and measure your unsubscribe rate for your email campaigns.
These are just some examples of email marketing metrics and tools. You can also use other metrics and tools to measure your results, such as revenue, ROI, retention, loyalty, etc. The key is to use the metrics and tools that are most aligned, accurate, and useful for your email marketing goals and objectives.
Tip 13: Segment Your Audience
Segmentation is the process of dividing your email list into smaller groups based on specific criteria, such as demographics, behavior, interests, preferences, etc. Segmentation allows you to send more relevant and personalized messages to your subscribers, which can improve your open rates, click-through rates, conversions, and loyalty.
According to a study by Campaign Monitor, segmented campaigns have an open rate that is 14.31% higher, a click-through rate that is 100.95% higher, and a bounce rate that is 4.65% lower than non-segmented campaigns.
There are many ways to segment your list, depending on the data you have and the goals you want to achieve. Some common segmentation criteria are:
- Location: You can segment your list by country, region, city, or even zip code. This can help you tailor your content, offers, and timing to the local context and culture of your subscribers.
- Age: You can segment your list by age group, such as millennials, Gen Z, baby boomers, etc. This can help you adjust your tone, style, and format to suit the preferences and expectations of different generations.
- Gender: You can segment your list by gender, such as male, female, or non-binary. This can help you create more inclusive and diverse messages that resonate with your subscribers.
- Industry: You can segment your list by industry, such as healthcare, education, finance, etc. This can help you showcase your expertise, authority, and credibility in your niche and provide more relevant and valuable information to your subscribers.
- Job role: You can segment your list by job role, such as manager, marketer, developer, etc. This can help you address the specific pain points, challenges, and goals of your subscribers and offer them solutions that match their needs and interests.
- Purchase history: You can segment your list by purchase history, such as frequency, recency, value, product category, etc. This can help you create more personalized and targeted messages that encourage repeat purchases, cross-sells, upsells, and referrals.
- Engagement level: You can segment your list by engagement level, such as active, inactive, or at-risk. This can help you optimize your email frequency, content, and incentives to re-engage your subscribers and prevent them from unsubscribing or marking your emails as spam.
These are just some examples of segmentation criteria. You can also combine multiple criteria to create more granular and sophisticated segments. The key is to use the data you have and the tools you use to segment your list effectively and efficiently.
Tip 14: Use Email Marketing Software
Email marketing software is a tool or a platform that allows you to create, send, and manage your email campaigns. Email marketing software can help you save time, effort, and resources and increase your email productivity and performance.
According to a study by Capterra, 89% of marketers say that email marketing software improves their business.
There are many features and benefits of using email marketing software, depending on the tool or platform you use. Some common features and benefits of email marketing software are:
- Design: Email marketing software allows you to design your emails using templates, drag-and-drop editors, or HTML/CSS code. You can also use email marketing software to design responsive emails that can adapt to different devices, platforms, and screen sizes and provide a smooth and seamless user experience.
- Segmentation: Email marketing software allows you to segment your list using various criteria, such as demographics, behavior, interests, preferences, etc. You can also use email marketing software to create dynamic and interactive segments that can update automatically based on your subscriber’s data and activity.
- Personalization: Email marketing software allows you to personalize your emails using various techniques, such as name, content, offer, timing, etc. You can also use email marketing software to create dynamic and interactive emails that can change based on your subscriber’s data and activity.
- Testing: Email marketing software allows you to test your emails using various methods, such as A/B testing, multivariate testing, or analytics. You can also use email marketing software to test different variables, such as subject line, copy, design, offer, etc. and measure their performance based on your goal, such as open rate, click-through rate, conversion rate, etc.
- Automation: Email marketing software allows you to automate your emails using various tools, such as scheduling, triggers, or workflows. You can also use email marketing software to automate different types of emails, such as welcome emails, newsletter emails, promotional emails, transactional emails, etc. and send them based on specific triggers, actions, or conditions.
- Analytics: Email marketing software allows you to track and measure your email metrics, such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, etc. You can also use email marketing software to track and measure your email ROI, revenue, retention, loyalty, etc. and improve your email strategy and tactics accordingly.
These are just some examples of features and benefits of email marketing software. You can also use other features and benefits of email marketing software, such as integration, security, support, etc. The key is to use the email marketing software that is most compatible, integrated, and effective for your email marketing.
Tip 15: Use Email Marketing Templates
Email marketing templates are pre-designed and pre-written emails that you can customize and adapt to your needs and goals. Email marketing templates can help you create consistent and professional emails and reduce your email creation and editing time.
According to a study by Litmus, 56% of brands use email templates for their email marketing.
There are many types and sources of email marketing templates, depending on the content and format of your email. Some common types and sources of email marketing templates are:
- Welcome email templates: Welcome email templates are emails that you send to your new subscribers or customers to welcome them to your email list or your brand. You can use welcome email templates to introduce yourself, thank them for joining, set expectations, and provide value. You can use welcome email templates from your email marketing software or from other sources, such as HubSpot, Canva, or Envato.
- Newsletter email templates: Newsletter email templates are emails that you send to your subscribers or customers to provide them with updates, news, tips, or resources related to your brand or your industry. You can use newsletter email templates to educate, inform, entertain, or inspire your audience and build trust and loyalty. You can use newsletter email templates from your email marketing software or from other sources, such as HubSpot, Canva, or Envato.
- Promotional email templates: Promotional email templates are emails that you send to your subscribers or customers to promote your products, services, or offers. You can use promotional email templates to generate interest, desire, and action and increase your sales and revenue. You can use promotional email templates from your email marketing software or from other sources, such as HubSpot, Canva, or Envato.
- Transactional email templates: Transactional email templates are emails that you send to your subscribers or customers to confirm, notify, or remind them of a transaction or an action that they have taken or need to take. You can use transactional email templates to provide confirmation, information, or guidance and improve your customer service and satisfaction. You can use transactional email templates from your email marketing software or from other sources, such as HubSpot, Canva, or Envato.
These are just some examples of types and sources of email marketing templates. You can also use other types and sources of email marketing templates, such as re-engagement email templates, feedback email templates, referral email templates, etc. The key is to use the email marketing templates that are most suitable, relevant, and effective for your email marketing.
Tip 16: Use Email Marketing Automation Tools
Email marketing automation tools are tools or platforms that allow you to create, send, and manage your email campaigns based on specific triggers, actions, or conditions. Email marketing automation tools can help you create personalized and timely emails and increase your email relevance and engagement.
According to a study by Econsultancy, 74% of marketers say that email automation saves them time, 68% say that it increases customer engagement, and 58% say that it increases revenue.
There are many features and benefits of using email marketing automation tools, depending on the tool or platform you use. Some common features and benefits of email marketing automation tools are:
- Design: Email marketing automation tools allow you to design your emails using templates, drag-and-drop editors, or HTML/CSS code. You can also use email marketing automation tools to design responsive emails that can adapt to different devices, platforms, and screen sizes and provide a smooth and seamless user experience.
- Segmentation: Email marketing automation tools allow you to segment your list using various criteria, such as demographics, behavior, interests, preferences, etc. You can also use email marketing automation tools to create dynamic and interactive segments that can update automatically based on your subscriber’s data and activity.
- Personalization: Email marketing automation tools allow you to personalize your emails using various techniques, such as name, content, offer, timing, etc. You can also use email marketing automation tools to create dynamic and interactive emails that can change based on your subscriber’s data and activity.
- Testing: Email marketing automation tools allow you to test your emails using various methods, such as A/B testing, multivariate testing, or analytics. You can also use email marketing automation tools to test different variables, such as subject line, copy, design, offer, etc. and measure their performance based on your goal, such as open rate, click-through rate, conversion rate, etc.
- Automation: Email marketing automation tools allow you to automate your emails using various tools, such as scheduling, triggers, or workflows. You can also use email marketing automation tools to automate different types of emails, such as welcome emails, newsletter emails, promotional emails, transactional emails, etc. and send them based on specific triggers, actions, or conditions.
- Analytics: Email marketing automation tools allow you to track and measure your email metrics, such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, etc. You can also use email marketing automation tools to track and measure your email ROI, revenue, retention, loyalty, etc. and improve your email strategy and tactics accordingly.
These are just some examples of features and benefits of email marketing automation tools. You can also use other features and benefits of email marketing automation tools, such as integration, security, support, etc. The key is to use the email marketing automation tools that are most compatible, integrated, and effective for your email marketing.
I hope you enjoyed reading this blog post and learned some useful and actionable email marketing tips to win 2023/24. If you have any questions, comments, or feedback, please feel free to leave them below. Thank you for your time and attention. ????
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