9 Techniques for Optimizing Email Marketing Campaigns

In today’s era, there are various ways through which you can promote your business or your brand. Video marketing, blogs, and social media marketing are all great ways of doing your marketing. However, even though it’s been around since the 90s, email marketing is still one of the best ways to get a response from your customers. 

According to some studies, the ROI of email marketing is 36$ for each dollar invested, which means that email marketing is a very efficient way of marketing. 

However, it requires much effort to make the most out of email marketing. Luckily, there are certain techniques that you can implement to ensure that your message is heard.

workdesk with laptop for email marketing

1. Personalize the emails

There is no better way to connect with your recipient than by speaking directly to him. Today, many email marketers are making the mistake of not personalizing their emails beyond including the customer’s name in the message, and even this is a rarity. 

By using analytic tools, you can understand some of the behaviors of your customers, remind them of the products that they were browsing, recommend products according to their previous purchases or give them discounts.

This is a straightforward way to talk to your customers and build a relationship with them. Personalizing your emails will most definitely increase the potential for conversions. Personalizing your emails can be done after you’ve done a segmentation of your audience. This way, you will be able to give the emails an adequate tone.

2. Include calls to action

Even if you write a perfect email, including a clear call to action in your email signature can be a powerful way to lead your customers to your website. Your emails should have a purpose, and when you determine the purpose of your email, it’s going to be much easier to implement a call to action that will motivate your customers to make a purchase. By adding a clickable link or button to your email signature that directs customers to your website, you can increase the chances of them taking action and making a purchase.

You should incorporate into your email a button or a banner that will trigger a purchase or integrate a booking system for an online appointment. Depending on the field of your company, you should carefully pick the colors for your banners and buttons that will invoke a certain feeling in your customers.

3. Optimize for multiple devices

More and more companies are having a mobile-first approach. This means that they are developing their applications and services for mobile screens first, rather than developing them for PCs and Macs. According to some statistics, mobile accounted for 42% of email opens in 2019, and this number has continued to increase.

On the other hand, there is a much higher likelihood that a mobile email will bring a customer to your website. Your emails need to be optimized for multiple devices so that you won’t miss out on any potential conversions. The information provided in the email should be completely accessible and readable on any device.

4. Provide an unsubscribe button

There is nothing more annoying than spam emails that don’t interest you. Information and special offers should be sent only to people that want this type of content. It’s way more important to build an email list of reliable customers.

By providing your recipients with an unsubscribe button, you are giving them a choice to stop following you when they feel like it. It’s good to have a straightforward unsubscription process but it’s also a great way to implement a place where they can leave feedback.

You can use email list builders to create a high-quality email list that will contain reliable shoppers. The unsubscribe button will be there to help your information get to only those that want it.


5. Speak conversationally

A good way to increase the conversion rate of your emails is to work on the readability of your emails. This might require a lot of trial and error but it’s important to find a sweet spot between the formal and informal tone of your emails. 

It largely depends on the context of your products and your company, but a lighthearted tone will allow your customers to feel good while engaging with your content. Speaking to your customers as if you are speaking with a friend will create a relationship between you and your customer.

6. Have a great opening line

The thing that counts the most in blog posts and emails is the first impression. Your introduction is what makes the reader engaged. When you receive an email, the preview is the opening line that can be seen only partially. This part of the email should be concise and should make the reader interested. 

The subject line and opening line are what will make the potential customer open the email. If this part seems spammy or confusing, chances are that they won’t even bother to open the email, let alone read the content or make a purchase. 

The opening line of your email should also include a call to action. A call to action is used to help the reader make the next step in the purchasing process. 

However, before you try to write an opening line that will sell, you should make sure that it sounds trustworthy. What rejects people the most is that promotions often sound like a scam, and sounding too “salesy” should be avoided at all costs.

7. Add in shareable links 

You don’t have to come up with a complex marketing plan to get a larger audience. You can easily allow your readers to do the marketing for you. This can be achieved by adding a line that encourages sharing the email with other people or adding links to your social media accounts.

Even though more than half of the world is using emails as a way to communicate they are often reserved for a more formal way of communication. But by implementing social media buttons at the bottom of the email, you are increasing the chances of someone sharing the email.

8. Use rich text 

People will more likely read a well-segmented email that uses rich text to emphasize certain points than to read a long chunk of text that looks monotonous. You are writing an email that should draw the attention of your customer and not a novel.

The font in email for rich text includes bold, larger, or smaller fonts, subscripts, superscripts, italics, and underlining. The things mentioned are great tools to highlight a certain part of the message. Emphasizing a point using bold text can help you create a more impactful opening line.

In the cases of emails with a more serious point, in the cases of policy changes, alerts, etc. Bold text can be used to emphasize the important information that the customer should read. This way, you are making sure that the important information gets to him.

9. Segment the recipients 

Segmentation is a way to deliver a certain message to certain audiences, there is a variety of ways by which you can do this. The most useful way by which you can segment your audience is by geographical location. If you are selling physical products, it’s expensive and hard to deliver them to another continent, and there are low chances that someone will be interested in paying for expensive shipping.

Other ways include segmenting your audience by their preferences that you have information on by implementing surveys when signing up for the newsletter, or by analyzing their purchase history. By sending emails to the parts of the audience that have already shown interest in the type of product that you are mentioning in the email, there will be a higher rate of success.

Segmentation is one of the best ways to keep your loyal customers updated with your products or with your work. While on the other hand, if you don’t do the segmentation, there will be a higher chance of delivering the email to customers that aren’t interested in the product, which increases the chances of people unsubscribing. 

For example, this technique can be also used for demographics that have opened your email but they haven’t made a purchase. This way, you can send them another email with the intention of swaying them towards the purchase.


These techniques for optimizing email marketing campaigns will likely help you improve your email marketing in a variety of ways. It will help you increase the chances of people opening your emails, but also will help you make their path from opening to purchasing much more straightforward. 

Although there aren’t many things to do if your audience is unresponsive, these techniques will significantly help you be more engaged with your audience and let them know of special deals and valuable info.

Newsletters don’t even have to sell anything, but they can simply be informative or be used to remind people of your brand or a company.

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