One of the most common email marketing mistakes is sending out the same email blast to your entire email database with zero personalization or data behind the strategy. Email marketing optimization seeks to track and improve each phase of the funnel: Delivered → Opened → Clicked → Converted → Revenue, and this guide breaks it down into these simple steps:
Email Marketing Optimization Tips
1. Segment your audience.
The best way to make your emails more relevant to more people is by segmenting your audience based on website behavior, location, interests, customer lifecycle, etc.
For example, you wouldn’t want to send the same email to someone who browsed your website but didn’t complete the checkout process vs. someone who just made their first purchase vs. someone who hasn’t made a purchase in months.
2. Use email automation.
Promotional emails highlighting limited-time offers, sales, or special deals are effective, but shouldn’t be the only campaign you’re relying on. The best email marketing campaigns are often automated sequences that focus on specific behaviors and actions, such as:
- New customer welcome series
- Abandoned cart or browse abandonment
- Product recommendations
- Post-purchase follow-ups
- Review/feedback requests
- Win-back campaigns
3. Don’t stop A/B testing.
A/B testing is one of the best email marketing optimization tactics, but keep in mind that you only want to test one major variable at a time (subject line, send time, CTA wording/placement, offers, etc.). That way, you know exactly what caused the increase or decrease in opens and/or clicks.
4. Design for mobile devices.
A mobile-friendly design isn’t optional; it’s the baseline. Image and font size, text-to-image ratio, CTA placement, mobile responsiveness, and loading speed are critical for email engagement metrics.
5. Look beyond the open rate.
A high open rate doesn’t necessarily mean you have a successful email. Open rates tell you how effectively you’re getting a person’s attention, but other metrics are important too.
Click-through rate: shows whether people are actually doing the desired action
Click-to-open rate: shows how compelling the email is after it’s been opened
Conversion rate: Shows weather licks are actually producing the desired action
Unsubscribe rate: shows whether you’re losing relevance or oversaturating
Email Marketing Best Practices
To improve open rates, try:
- Shorter subject lines with urgency (compelling, not clickbait)
- Use preheader text to complement, not repeat the subject line
- Test send times based on your audience history and behavior
To increase click-through rates, try:
- Use a clear CTA (one goal per email)
- Share the best offer at the beginning
- Reduce clutter, wordiness, and extra links
Learn more about how to build an effective email marketing strategy!
Looking for an Email Marketing Agency?
With years of experience working in digital marketing, email campaigns, and behavior analysis, we know what works and what doesn’t across a variety of industries and business types.
Find out more about who we work with and reach out to us today for an in-depth conversation about email marketing optimization. We are happy to speak with you about your current strategy, marketing goals, and how partnering with IMEG can fuel long-term growth.
