Email marketing can be a challenge to navigate.
From subject lines to opening remarks, graphics, how to close your message, and more, there are many things to consider when setting up an email marketing campaign. Without years of experience in the marketing industry, it's difficult to know what you should do and what you should avoid.
This article provides actionable suggestions for what you should do to improve your marketing efforts. If your goal is improved customer engagement, stronger conversion rates, and smarter ad spending, keep reading to take your campaigns to the next level.
Email Marketing Things to Do
1. Conduct Tests & Track Metrics
You have to know where you are to improve. Marketing activities rely on experimentation, and email marketing is no exception. One of the best ways to optimize your campaigns is by regularly conducting A/B tests and comparing performance against a benchmark.
Track key metrics such as:
- Open Rate: How many recipients open your emails
- Click-Through Rate (CTR): How many readers click on links within the email
- Bounce Rate: How many emails couldn't be delivered
- Unsubscribe Rate: How many users opt out after a message
Using analytics tools like Google Analytics or built-in dashboard reports, you can collect and analyze real-time results to make informed decisions. This kind of marketing data analytics allows you to adapt your marketing strategy to what works, ultimately improving your campaigns' customer experience and ROI.
2. Choose Your Specific Audience with Segments
The era of one-size-fits-all is over. Email marketing thrives on personalization, starting with marketing channels that understand who you're speaking to. Use data analytics to segment your list by behavior, demographics, location, or purchase history.
For example:
- Send special offers to returning customers
- Share educational content with new subscribers
- Create VIP groups for top spenders
By sending emails based on interests or engagement level, you make the message more relevant and helpful, which is key to keeping customers engaged. This tailored approach beats generic data mail campaigns that often become ignored or deleted.
3. Make Opt-Outs Easy
No one likes feeling trapped in a marketing strategy. Not only is it required by law to offer an unsubscribe link, but making it easy reinforces trust in your brand. If users feel like you respect their preferences, they'll be more likely to re-engage later, even if they leave now.
Keep the opt-out button visible, simple, and functional. Avoid dark patterns or misleading tactics. A clean opt-out process says, "We respect your time," which is critical for maintaining a positive customer experience across all marketing channels, from social media to email marketing.
4. Continue to Educate Your Company
The marketing world evolves fast. From direct mail marketing ideas to AI-driven marketing analytics, staying stagnant can cost you growth. Make continuous learning part of your company's culture by:
- Attending industry webinars and conferences
- Subscribing to marketing blogs and podcasts
- Participating in forums and peer groups
- Encouraging employees to share learnings
As tools evolve and platforms shift, so do customer expectations. Staying informed helps your team build better content, smarter funnels, and stronger marketing efforts across email, social media, and beyond. The more you know, the more value you can offer, leading to improved customer outcomes.
5. Leverage Cross-Channel Analytics to Sharpen Strategy
You need to look at the bigger picture to get the most out of your email marketing campaigns. Your email content doesn't exist in a vacuum; it's part of your overall marketing activities. Integrate insights from marketing data analytics across all platforms to shape a more cohesive, effective approach.
Track how users move between your emails, social media, website, and other marketing channels. For example:
- Use Google Analytics to see if email traffic leads to conversions
- Track which emails get shared on social media
- Monitor conversion rates from click to purchase
Collecting data from multiple sources and analyzing it holistically gives you a clearer picture of what's driving results. This allows you to adjust your tone, timing, and content to better match your audience's behavior. When your key marketing decisions are based on reliable analytics tools, you optimize your product or service delivery to meet real needs.
Work with Email Marketing Experts
Getting the right email marketing list for your business can greatly impact your campaigns. Some simple steps, like the ones above, can help your business grow. Working with email marketing experts like those at Progressive Data Service can help you get your message to the right people who want to hear it.
Contact us today to chat about how we can help your program grow.