Email marketing is one of the most effective digital marketing channels. But even with the best message or offer, your emails can end up discarded or remain unopened. That’s why optimizing email campaigns is key.
Email optimization is the way to improve both open and click rates. These can help you convert email subscribers into customers. So, how can you get more people to open your emails? And once they opened it, how can you make an offer to get your readers to click and visit your page?
Let’s take a look at each of these email optimization tips.
7 Easy Email Marketing Optimization Tips
Use a few or all of these email optimization tips to get higher conversions and revenue from your email marketing campaigns.
1. Use a Catchy Subject Line
Subject lines are the first text people see when they open their inboxes. It gives a hint about the content of the email. And will largely determine if the recipient will open or trash an email.
Your subject lines should make readers curious about your email and want to open it. The easiest way to do this is by mentioning a reward the customers will get after opening the email. Use verbs that encourage them to take action.
Consider the example below by Crello:
Notice how the subject line is short and provides value? Any customer looking to save on the premium plans by Crello will open it.
While creating and optimizing subject lines:
- Avoid spam trigger words like cash, free, 100% satisfaction, offer, new, guarantee, bonus, etc.
- Don’t use all caps in your subject lines or lots of exclamation marks. People don’t like being shouted at.
- Optimize subject lines for mobile devices. That’s because most people read emails on their smartphones and subject lines are cut off after fewer characters.
- Create a sense of urgency in your subject line. For example, “One day left to get [product] at 30% off.”
Remember, your subject lines must spark curiosity. They should also inform readers about the content of your email and be personalized.
2. Personalize Your Emails
Personalization is another top tip for optimizing email campaigns. It creates a sense of familiarity. It makes the customers feel special, like you are speaking to them personally.
When creating email campaigns, use the recipient’s first name. Instead of starting your emails with “Dear Customer,” customize them with the customer’s name, like “Dear John,”. This is easy to do in most email marketing software.
When you appeal to their interests, pain points, or preferences, you show that you understand them. This will encourage them to engage with your email. This is a much higher level of personalization that takes more effort than using merge fields.
But you can’t optimize email campaigns if you don’t know your audience. So, you must research your customers and find their behavior, interests, and problems. This can help you learn what solutions to provide them.
A lead generation software solution can help you here. It can capture customer data using forms, landing pages, and other techniques. You can create personalized emails by collecting data on their purchase behaviors.
3. Segment Your Audiences
You can use a tool like HubSpot to create segments inside your email list. Each segment is for a specific consumer group, and you can send them relevant emails.
Here’s an image showing how HubSpot’s lead capture tool helps with audience segmentation:
Why is this crucial for optimizing email campaigns? Because consumer needs are different. Take, for example, a company marketing video editors. It’d send video-related content to people interested in photo editing tools. But that wouldn’t be the case if it segments its audiences.
Segmenting lists gives you a higher chance of converting leads. You will target people already interested in your product/service.
Audience segmentation isn’t limited to consumer interests or behaviors. You can also segment them based on location, purchase history, or a specific action.
You can have a list of subscribers who didn’t open your first email. And another list for those who clicked through but didn’t take action. Then, send them a simple reminder, or provide them with more details on your offer. This will prompt them to take the desired action.
4. Include a Strong CTA
While optimizing email campaigns, clearly state what you want the recipient to do. Your call-to-action (CTA) is what the audience will respond to. It adds a sense of clarity and encourages customers to proceed down your sales funnel.
Make your CTA prominent, short, visually distinct, and actionable. Don’t be shy to use it several times in the body of your email. Add it to the first half of the email and across the body with links to the same landing page.
Here’s an example of a short, clear, and visually appealing CTA for online courses from LinkedIn.
The CTA in the above example grabs a reader’s attention and is the focus of the email.
Try to create a sense of urgency in your emails. Use words and phrases that show that an offer is only available for a limited time. You could also indicate that stocks are limited for a product. Here are some examples:
- Grab the offer before the stock runs out.
- Buy today for an additional X% discount.
- Hurry! Grab Your Special Offer Today.
5. Optimize Your Emails for All Devices
In 2021, mobile was the most preferred device for checking emails. 41.6% of people used their mobile devices to read emails, followed by webmail at 41.2% and desktop at 16.4%.
These stats mean using a responsive email design is a must to optimize your campaigns. This way, users can read your email on their phones, desktops, or webmail. They can access it on any device regardless of the screen size.
Tips to make your emails mobile-friendly:
- Use the standard formats for images (JPEG, PNG, WebP) and video (MPEG-4, WebM). This ensures that the attachments open on every device.
- Use simple, clear font. A font size of 14px is the best as it’s mobile-friendly.
- Test the email layout across various devices before hitting the “send” button. Ensure that it’s easy to read on most mobile devices.
- Stick to single-column layouts. They require little to no adjustments while optimizing for mobile.
- Leave enough white spaces between paragraphs to improve email readability on mobile devices.
- For CTAs and buttons, give them a center alignment.
Following these tips will ensure you don’t miss out on converting leads that use different devices. I strongly recommend using these email template builders to create responsive emails.
6. Craft Concise and Compelling Email Copy
Another helpful strategy is to make your email body content concise and compelling.
Do you want to make it sound good? To make your offer more convincing? Then get your content right – the language, text, and tone. This will increase the chances that your audience will click through to claim an offer.
So, how can you optimize email content? Here are a few tips:
- Clearly convey your offer.
- Tell a story and emphasize key points using statistics.
- Keep your paragraphs short.
- Use first and second-person pronouns in your email copy. This creates a connection between you and your email recipients.
- Incorporate CTAs,
- Avoid salesy language,
- And check for grammar errors and typos.
SproutSocial does a good job of optimizing email content using different elements. Here’s an example:
The above example has all the elements of an excellent email copy. It:
- Uses personalization.
- Has two CTAs.
- Provides value.
- It’s visually appealing and easy to read.
7. Split Test Your Email Elements
Split testing or A/B testing is another brilliant strategy you can use. It helps you determine what works for your brand and your customers.
Test various elements. These include graphics, landing pages, open rates, device responsiveness, and CTA. You’ll know what change to implement if one metric results in higher conversion rates.
The best email marketing tools all have features to run split tests. Use the split test’s insights to optimize email campaigns and drive conversions.
ActiveCampaign and similar email marketing software are great for A/B testing. Remember to have a clear testing hypothesis. This should include all the right email metrics that work as good results for your business.
And once you begin running successful email campaigns, monitor the progress. Based on it, make adjustments to drive better performance.
Wrapping Up Email Campaign Optimization
Many marketers often get overwhelmed when optimizing email campaigns to achieve a goal. But it doesn’t have to be such a hassle. The tips discussed in this post will help you understand what elements to pay attention to. It’ll also help you optimize them.
I hope these tips will help you write better email copy for your and boost campaign performance. Have any further questions on how to optimize your email marketing campaigns? Feel free to leave a comment below.