Making the Most of Email Marketing

Laura HuddlestonBlogLeave a Comment

In the world of Facebook, Instagram, Twitter and Snapchat, email is still the No. 1 digital activity. According to online marketing firm Ezanga, 58 percent of adults check their email first thing in the morning.

Here are a few tips to help you optimize your email marketing:

  1. Create personal experiences.
    • Don’t aim to sell; aim to enrich by creating a valuable experience through email marketing. This doesn’t mean you can’t promote your products or business, but show your customers how your products can benefit them.
    • Know your audience. Most email marketing tools allow you to segment your mailing list into groups. Pay attention to your audience’s interests; who’s clicking on what? This will help you craft emails that feel more personal and less generic.
  2. Make a good impression.
    • Automation – When I subscribe to an email list, I expect some sort of “hello” email or discount welcoming me. I’m not alone in this. According to the marketing automation platform Ometria, 74 percent of people expect a welcome email when they sign up for an email list.
      • If that’s not enough of a push – the average open rate for welcome emails is TWICE the normal open rate, AND they’re shown to improve lifetime engagement by 33 percent.
    • Don’t overload your subscribers with information. Don’t send out an email about every little thing. Under normal circumstances, there’s rarely a reason you should send more than one email a day. Bombarding your readers with too many emails is a quick way to drive up your unsubscribe number.
  1. A well-designed email is a happy email.
    • The inbox matters. The first thing someone sees when you email them is what sits in the inbox – Name, subject line, preview text.
      • Think before you send. Who is this email coming from? This goes back to crafting a personal email.
      • Cutoffs – iPhones cut off a subject line after 32 characters.
    • Email Content – Here are a few tips to consider while creating your emails:
      • Be consistent with the look and feel of your emails.
      • Use web-safe fonts that will appear the same on all computers (just not comic sans, please).
      • Make all fonts at least 13px or iPhones will automatically resize for you, potentially messing up your template.
      • Create an email hierarchy: Most important stuff should be at the top and the most prominent.
      • White space: Use it. Don’t feel like you have to cover every inch of the email with news or images.

 Feeling inspired to revamp your email? There are several email marketing tools we suggest you check out:


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