Optimizing your email marketing strategy

Email marketing is one of the most effective forms of marketing. Statista predicts that active email users will reach 4.8 billion by 2027, up from 4.3 billion active users in 2023. So, while that makes it a great way to get in front of people, it also means you’re competing for attention with many other brands. To stand out from the crowd, you’ll need a strong email marketing strategy, plus a few tips and tricks to really optimize for success.

Build a strong, high-quality list

Once upon a time, marketers would purchase huge, uncategorized lists of contacts and email all of them, at once. And, while this might still be relevant in a small number of cases, it will not work for the majority, plus it’s a waste of time and money. An email marketing list should be relevant, curated, and segmented. Plus, with all the data regulations that exist now, it should also be full of people that have opted in.

Your list serves as the backbone of your email marketing strategy. As such, it’s best to ensure that you have lots of ways for contacts to get added to that list, everything from a newsletter or promotion sign up to trade show lists and beyond. These curated entry points mean you will build a list of high-potential contacts. Within that list, you will need to segment the list into audiences that make sense for your brand. It could be aligned with the stages in your sales cycle, behavioral data, engagement levels, or other identifying features. The idea is to be able to send curated content that is right for that segment rather than always sending mass emails.

Choose the right type of campaign

Are you building brand awareness or are you closing the deal? It makes a difference! In order to get the highest engagement and return from your email sends, choose the right type of campaign each time you send an email and adjust the audience and content accordingly. Do not expect to achieve your email objectives if you are sending lead generation campaigns to converted clients. Personalization has never been more important, especially in the age of AI. So, take the time to connect the right audience with the right content.

Leverage human behavior principles

Humans are somewhat rational creatures, but we also have distinct reactions and preferences shaped by the modern world. For example, marketers have long figured out that creating a sense of urgency helps to drive more conversions. People are more likely to make a purchase when low-stock counters, limited-time promotions, and countdown clocks are utilized because it creates a sense that they have to act fast or risk losing the deal. (Hello, FOMO.) And, while it does not make sense to create a sense of urgency in every email, it can be used strategically when you are reaching the end of the year or the end of a promotion to get those final hot leads to bite the bullet and make a purchase.

Leveraging human behavior does not mean you should start manipulating people into buying your product or service. Rather, it is helpful to understand how people behave in order to craft appealing content so you can deliver relevant and impactful information. Consider incorporating some of the following elements:

Personalization – In the age of AI, personalization counts for a lot. Email lists should be segmented and most content should be personalized to the recipient. Use their name, stated preferences, past purchases, or special dates to make it feel like they are interacting with humans, not bots or faceless brands.
Curiosity – If you can pique people’s curiosity (authentically, of course), you can get far. Share something interesting, give an inside look, or invite them to exclusive events or promotions to capture their attention, both in the subject line and the content.
Trust – More and more people are seeking out purpose-driven brands that build trust with their audiences. Be that brand. If you can build lasting, trust-based relationships with your audience, you will ensure strong brand ambassadors. Brand ambassadors in turn make it easy to find, nurture, and retain clients.
Creativity – The email market is rife with competition; just think of the sheer amount of emails you receive in your inbox every day. Putting effort into creating creative and eye-catching content and graphics can go a long way in ensuring your brand stands out in a crowded inbox. You don’t have to have a huge budget behind you to make fun, different, or authentic content that people want to connect with, just put in the effort.

Improve deliverability of all emails

One of the biggest barriers to email marketing is getting stopped by bots before you even make it to the inbox. To ensure all emails get delivered, follow these guidelines:

Send the smallest amount of emails possible at first – Sending a lot of bulk emails is a great way to get your IP address flagged as spam. If you send curated emails to small amounts of people at first, you are less likely to trigger action from ISPs which would impact your email deliverability. Once you have built a stellar reputation, you can always send more emails, but set a regular cadence and do not spam people.
Send to the right people – Make sure to follow all rules and regulations around opt-ins for email marketing lists or you risk getting flagged. Along with a curated list of contacts, be sure to vet the list to avoid hard bounces which are emails sent to an email that doesn’t exist.
Authenticate your email – Do not send emails from an unverified email address as this will make delivery less likely. Authenticating your email shows service providers and contacts that this email is actually from your brand, enhancing deliverability.
Test your emails before sending – Do not send blindly. Invest the time to test the deliverability of your emails before a mass send. That may include testing the formatting, email content or graphics, authentications, and double checking some contacts to ensure emails are delivered.

As one of the most effective forms of marketing out there, an optimized email marketing strategy will get results fast!