20 Actionable Email Marketing Tips

Segmentation allows you to send content that's highly relevant to each subgroup. This relevance increases engagement and encourages recipients to take desired actions.

By segmenting your list, you can address recipients by name and tailor content to their interests, increasing the chances of conversions. Businesses can segment through demographics, behavior, or interests.

Lead magnets are free, high-value resources or offers provided to website visitors or social media users in exchange for their contact information, usually their email addresses. Examples include e-books, checklists, templates, webinars, and exclusive discounts.

To create effective lead magnets to attract subscribers, offer high value, know your subscribers, solve a problem, have a responsive design, and keep the sign-up process simple

Email marketers use the double opt-in process to confirm subscribers' intent and interest in receiving emails. The double opt-in process includes the following;

• Initial sign-up

• Confirmation email

• Confirmation action

• Confirmation feedback

Double opt-in reduces the chances of spam sign-ups. It also ensures subscribers have knowingly and willingly provided their email addresses. This action helps businesses comply with regulations like GDPR and CAN-SPAM, as it demonstrates clear consent.

Internet Service Providers (ISPs) and email service providers (ESPs) monitor the engagement rates of your emails. Sending emails to inactive or unengaged subscribers can negatively impact your sender's reputation, leading to lower email deliverability.

By removing inactive subscribers, you can reduce your costs and allocate your resources more efficiently. A smaller, engaged list is more likely to interact with your emails, leading to higher click-through and better conversion rates, boosting your email marketing ROI.

Personalization is beyond using the recipient's name. The subject line can be tailored based on subscriber behavior, location, or past purchases. 

When subscribers see you're using their data to send them relevant content, it demonstrates that you understand their preferences, which can lead to a stronger connection with your brand.

A well-defined CTA tells recipients exactly what action you want them to take. It guides them toward the desired outcome, whether it's making a purchase, signing up for a webinar, or downloading a resource.

Ultimately, the primary purpose of most email campaigns is to drive conversions. A clear and persuasive CTA can turn email engagement into actual conversions, such as sales or lead generation.

Mobile device usage for email has increased in recent years. Users check their emails on the go, during commutes, and while waiting. To reach and engage your audience effectively, you must cater to this growing mobile audience. Neglecting mobile optimization can result in missed opportunities and a poor user experience.

Designing emails that render well on various devices includes using touch-friendly buttons, responsive layout, single-column design, large font sizes, preheader text, and short, scannable content.

Communicate the value of your email. Explain what subscribers will gain by opening and reading your message. Use personalization to address subscribers by their first name and customize content based on past interactions with your brand. 

Share stories that evoke emotions, establish connections, and convey the message effectively. Incorporate visually appealing elements like images, infographics, and videos to break up text and make your content more engaging.

Different audiences have different schedules and preferences. Testing helps you discover when your specific audience most responds to your emails. Also, testing gives you a competitive edge. If your emails consistently arrive when your audience is most receptive, you can stand out in the inbox.

Conduct A/B tests where you send the same email to two segments simultaneously. Analyze the results to identify the time that generates the best engagement.

For subscribers who have become less engaged, consider sending re-engagement campaigns before removing them from your list. Offer incentives or content to reignite their interest.

Continuously monitor open rates, click-through rates, and unsubscribe rates. If you notice a drop in engagement, consider reducing email frequency.

A/B testing allows you to make decisions based on data instead of assumptions. Subject lines have a direct impact on open rates. A/B testing helps you find the most compelling subject lines to maximize email engagement.

Examples of variables to test for better performance include emojis, using short, concise subject lines, creating a sense of urgency, and aligning with current events, seasons, and trends.

Preview text should complement and expand the subject line, providing additional context or enticing information without repeating the subject. 

Also, make the preview text action-oriented. Encourage recipients to take a specific action, such as "Read Now" or "Discover Savings." As preview text is displayed on mobile devices, make it short, engaging, and mobile-friendly.

Reputable Email Service Providers(ESPs) know how to navigate spam filters, sender reputation management, and authentication protocols to ensure your emails reach the inbox.

In addition, using a reputable ESP can lead to higher email deliverability rates. They have established relationships with major email providers and Internet Service Providers (ISPs).

Domain authentication protocols, including SPF, DKIM, and DMARC, improve email deliverability. Sender Policy Framework (SPF) is an authentication method that specifies which servers are authorized to send emails on behalf of your domain.

DomainKeys Identified Mail (DKIM) adds a digital signature to your emails, which allows email providers to verify that the email content hasn't been tampered with during transit. 

Domain-Based Message Authentication, Reporting, and Conformance (DMARC) builds upon SPF and DKIM to provide a comprehensive email authentication framework, enabling you to set policies for email authentication and receive reports on email activity.

A/B testing allows you to gain comprehensive insights into various elements of your emails, helping you understand what resonates best with your audience.

The elements to test A/B testing are images, layout, content, CTAs, email length, subject lines, and segmentations.

A/B testing within these segments ensures your emails are highly relevant to each group's preferences and needs.

By testing variations of email elements within segments, you can identify what resonates best with each audience subset. It leads to higher open rates, click-through rates, and overall engagement.

A/B testing allows you to gain comprehensive insights into various elements of your emails, helping you understand what resonates best with your audience.

The elements to test A/B testing are images, layout, content, CTAs, email length, subject lines, and segmentations.

Interactive elements like polls and quizzes can gather valuable data about recipients' preferences, interests, and needs, enabling you to refine your marketing strategies.

Ensure the interactive elements are mobile-responsive. Many recipients open emails on mobile devices, so a seamless mobile experience is crucial.

Feedback loops establish a two-way communication channel with your subscribers, fostering a sense of engagement and involvement. They prioritize subscriber needs, allowing you to tailor your email content and strategy based on their preferences and feedback.

The open rate provides insights into the effectiveness of your subject lines and sender name. On the other hand, CTR reflects the level of engagement and the appeal of your content and offers.

The conversion rate tracks the recipients who completed a desired action after clicking on an email link, such as purchasing or signing up for a webinar. It directly ties email efforts to business goals.

High open, CTR, and conversion rates indicate effective subject lines and sender names. If they are low, it may signal issues with your subject lines or email deliverability.

Regularly monitor and analyze metrics to identify trends and adapt your strategy accordingly. Also, clean your email list to remove inactive or unengaged subscribers. It reduces the likelihood of spam complaints and improves overall deliverability.