Search
Hit enter to search

5 Hacks to Optimize Your Email Marketing Campaigns

Dmytro Zaichenko

Marketing Specialist at Mailtrap - 16 Nov, 2020

Digital marketing has left no room for conventional ways of customer outreach. Your goal is to succeed in today's business environment. In that case, you need to have a clear understanding of how to attract, convert, and keep your customers engaged online.

Email campaigns are essential forms of digital marketing that help businesses boost customer interactions and secure a constant stream of conversions. The goal of effective marketing emails is to convert your prospects into customers and turn one-time buyers into loyal fans of your product or service.


Source: Solen Feyissa

To implement that in practice quickly and qualitatively, you have to streamline the entire process, and this post will help you get started.

How important is email marketing for your business?

A well-performed email marketing campaign relates to highly targeted outreach. In the case of newsletters, you get more recipients opting-in for content, and eventually becoming more qualified than prospects you engage with via other marketing channels.

Before we look at the best effective ways for email marketing optimization, let's have a quick overview of the most successful email marketing practices to base these campaign tuning tactics.

What are the most effective email marketing practices?

Here are some base-line practices that most successful email marketing campaigns share.

Send personalized emails

When creating emails, include customizable fields that would allow you to fill in the name of your recipient automatically. There is a good possibility that your email will end up in Spam if it’s addressed to “Dear Sir/Madam.”

Here’s a good idea: use your opt-in form to collect your user’s name. This way, you can personalize your emails in the future.

Create visually appealing emails

Using visual content in your email marketing campaigns is essential – the more impactful your content is, the easier it is for you to convert your prospects into customers. Email allows you to take advantage of all the design capabilities of HTML.

In fact, your email can be just as visually interesting as your landing page and the rest of your site. Enhance your emails with well-designed eye-catching background images, custom fonts, appealing graphics, and other forms of rich content.

Authenticate your domain for emails

Email authentication refers to the process of better identifying the sending origin or domain so that ISPs can better route your email. Even though email authentication is not required, those who don't configure it end up with many of their emails going straight to spam or not delivered at all.

There are three key methods of email authentication, such as DKIM, SPF, DMARC. In a perfect scenario, you should implement all three authentication records. It's crucial to empowering email deliverability and email security.

Email Authentication Records

Ensure GDPR Compliance

Your marketing email must be GDPR compliant if you target anyone in the EU. The GDPR, or General Data Protection Regulation, is a government regulation that requires that websites servicing the EU be secure and follow prescribed ‘data privacy breach’ protocols.

Make sure you’re GDPR compliant, which means having a comprehensive privacy policy and being able to prove you have user consent to send the email.

How to enhance your email marketing campaigns

So, how can you jumpstart your email marketing performance? In this section, we’ll present five ways to optimize the workflow of your email campaigns to get more out of it.

1. Be a storyteller

Customer engagement is based on effective storytelling. Naturally, your recipients will respond better to an email campaign that gives them a relatable concept and aligns with their subjective interest in your product or service.

Here’s a little trick:

You should try to shift the way you think about your story and develop your ability to reach the recipient. In email marketing, a story is a narrative that explains in a simple and relatable way what it’s like to need and later get the product or service you offer.

2. Target user segments to maximize engagement

When you get users to opt-in to your email newsletter, use your perfect chance to find out what they prefer or, even more than this, learn what about your offering can interest them. Your goal here is to find out the type of information your prospect would most prefer to receive.

Invite your recipients to complete a user profile in a welcome email or any time after a user has subscribed. This way, you can naturally get the details you need.

Before creating user segments, you need to build a general email list. For this purpose, you may use any of available email finding approaches and tools that will speed up the process greatly.

3. Use A/B testing

What data would you look into first when you compare the performance of two versions of an email? It’s a good idea to focus on how many recipients opened your email and how many clicked through to your landing page.

Split your recipient list in half, then send the “A version” of an email to one half and the “B version” to the other half. This is what we call an A/B test. This test will help you see which email works better for you by getting a better response. This information, along with the results of additional A/B tests, should be used to improve your content until your audience receives exactly what they want to see.

AB Testing

You can also use A/B testing to optimize any other aspect of your marketing emails, such as including subject lines, CTAs, and many more.

Note:

you should never test more than one thing at a time. If you A/B test one element of your email at a time, you’ll be able to pinpoint which one gets you the best response.

4. Keep your emails off your recipients’ spam folders

Using ‘salesy’ language is a highway to ruin your email campaign and get your emails straight to your recipients’ Spam folders. The advanced algorithms of modern spam filters scan your emails for the kinds of content often found in spam email. Try to avoid using all caps, triple exclamation points, and words free, bonus, offer, sale, and other spam-trigger words.

5. Measure results to see what you can improve

What can help you define a new audience to target after an email marketing campaign is completed? It would be best if you always carried out the post-campaign analysis.

Let's see how it works:

  • Track open and reply rates on a regular basis in the last 30 days.
  • Divide your subscribers’ list into active and inactive recipients.
  • Send those lists emails with different messages that would address their needs to maximize engagement.

To keep in mind:

Take a long term view of your campaign performance data. You will always be able to take advantage of it to optimize the workflow from a different perspective.

To wrap up

When it comes to email marketing, you’ll never find a one-fits-all solution. So, you need to experiment and do it in a fast and effortless way. Here, optimization strategies pop up. Using audience segmentation, polishing email copy, testing your emails, ensuring email authentication can have an immediate and lasting impact on your campaigns.

Hopefully, these practices will help you find out what’s best for your brand and boost your email efforts. Let us know if you have more to add!