Rather than fading away or being replaced completely, email marketing is still here and is actually still one of the most effective ways of reaching very broad or very focused audience quickly and easily. While the basics of email marketing may seem obvious, there’s always room for improvement. We’ve put together 8 ways businesses (especially small to medium-sized businesses with more niche products and targeted campaigns) can improve their email marketing efforts.

8 Ways to Improve Your Email Marketing Efforts

  1. Email preference management
    Including preference options on a form or subscription page allows a recipient to choose the types of emails they would like to receive, ultimately helping to cut down on unsubscribes since the content is better tailored to the reader’s preference.
  2. Proper list segmentation
    Segmenting your lists also helps with matching messaging to your buyer based on who they are and where they are in the buyer’s journey. In fact, 39% of marketers that practice good list segmentation see better open rates. 28% see a lower unsubscribe rate and 24% see better email deliverability (Email on Acid).
    email list segmentation
  3. A/B subject line testing
    A/B test your subject lines to help improve engagement. Try personalization in your subject lines. You should also avoid words like free that trigger spam filters. Finally, don’t forget to keep the message straightforward. Testing a mix of subject lines using best practices will ultimately help you figure out what drives your target audience to open emails.
  4. Nurture Programs
    Nurture programs are a great way to increase email engagement. It often takes several emails on the same subject to elicit a response. Trying a short 4 to 6 week nurture burst and measuring how far people progress through will help you develop more effective campaigns in the long run.
  5. Responsive emails & pages
    In the past quarter, nearly 60% of emails were opened on a mobile device (Marketing Land). This statistic alone shows how imperative response emails are to a successful send.
  6. Audience tailored newsletter
    Educational newsletters are a great way to build rapport with your audience. Avoid product promotions and be a trusted source of knowledge tailored specifically for your audience. Educational newsletters should help tremendously with engagement in future promotional sends.
  7. Deliverability management
    It’s an obvious statement but one we’re going to make anyway: your email has to hit the inbox in order to have any success. According to Demand Gen Report’s 2016 Benchmark Survey, 77% of B2B marketers say email is the top channel for driving leads, making deliverability of those messages essential for success. This means that deliverability is something that should always be monitored and attended to.
  8. HTML vs. text
    There’s a time and place for both of these options so it’s important to be mindful in which you choose. HTML typically has more of a marketing feel (think newsletters, event invitations, etc.) while text only emails can feel a lot more personalized.

Don’t get sent to the trash

With so much focus on digital marketing, email marketing specifically, you don’t want to get it wrong. You’re business is often competing with hundreds, even thousands of other businesses (B2B and B2C) per day to get a noticed spot in your customer or prospect’s inbox. Give yourself a better chance of being seen instead of deleted with these tips.