9 Tips to Help You Create Email Marketing That Actually Works

Email marketing remains one of the most powerful tools for small businesses to connect with their audience, build relationships, and drive sales. However, with inboxes flooded with emails daily, it's crucial to develop strategies to make your emails stand out and engage your audience effectively.

We've made a list of the email marketing basics. Each tip delivers actionable advice on building email lists, crafting compelling subject lines, and measuring campaign success.

1. When It Comes to Email Lists, Look for Quality Over Quantity

The foundation of any successful email marketing campaign is a strong email list. However, when it comes to building this list, quality far outweighs quantity. It's not about how many people you can get on your list—it's about getting the right people.

2. Make It Easy to Join Your Email List

Make it easy for potential subscribers to join your email list. Include sign-up forms on your website's homepage, blog posts, and landing pages. Though sometimes seen as intrusive, pop-ups can be effective if used sparingly and with a clear call to action.

You can also promote email sign-ups on your social media channels. Encourage your followers to join your email list by highlighting the benefits they'll receive, like early access to products or special promotions.

Many people are hesitant to opt into an e-newsletter list because they’ve had bad experiences in the past. So, when someone signs up for your email list, let them know how often they can expect to be contacted. Be honest about the type of information you plan to send and how frequently you plan to send it.

3. Break Your List into Segments 

Sometimes, you'll want everyone on your list to get your email; other times, you'll only want to send it to a part of the list. That's why it's essential to segment your subscribers based on their interests, behaviors, or demographics. Segmentation allows you to send more targeted emails and deliver them only to the people most likely to open and read. This kind of segmentation increases engagement and conversion rates and reduces unsubscribes since fewer people are getting unwanted or irrelevant emails.

 4. Put Effort into Subject Lines

Your subject line is the first thing your audience sees, and it plays a pivotal role in whether your email gets opened or sent straight to the trash. Crafting a compelling subject line is both an art and a science. With most people checking emails on their mobile devices, subject lines should be concise. Aim for 6-10 words or about 50 characters.

Phrases like "Limited Time Offer" or "Only a Few Spots Left" can encourage immediate action. However, use urgency sparingly to avoid coming across as pushy.

A/B testing different subject lines is crucial to understanding what resonates with your audience. Experiment with questions, numbers, emojis, and different tones to see what garners the best open rates.

5. Make Your Content Engaging and Easy to Read

Once your email is opened, the content needs to deliver on the promise of the subject line. Whether your goal is to inform, entertain, or sell, the content must be engaging and relevant to the reader.

Each email should have a clear purpose, whether promoting a product, sharing a blog post, or providing updates. Avoid overwhelming your readers with too much information in one email.

Once you've decided on your focus, your opening line should immediately grab the reader's attention. Consider addressing a pain point, offering a surprising fact, or making a bold statement.

Visuals like photos and infographics can enhance your email and make it more visually appealing. However, ensure these visuals are optimized for email and don't slow load times.

And while videos are a lot of fun, they are cumbersome in emails—use videos in other places.

And remember that a significant portion of emails are opened on mobile devices, so your emails must be mobile-responsive. Test your emails on different devices and platforms to ensure they look great everywhere.

6. Make Sure Readers Know What You Want Them to Do! 

Every email should have one primary call to action (CTA) that tells the reader precisely what you want them to do next—whether it's clicking a link, making a purchase, or signing up for an event. Make your CTA stand out with a button or bold text.

7. Get Your Timing Right

Consider when your audience is most likely to check their emails. For many businesses, mid-week mornings tend to perform well, but this can vary based on your industry and audience. Use analytics and industry research to determine the best times for your specific audience.

Whether you send weekly, bi-weekly, or monthly, consistency helps build trust and keeps your audience engaged. Develop a content calendar to plan your emails in advance and maintain a regular schedule.

 8. Analyze, Analyze, Analyze

Email marketing is not a one-and-done effort. Use the data you collect to refine your strategy, test new ideas, and continuously improve your campaigns.

Once you send your emails, spend some time analyzing the results. How did your open rate compare with past emails? Did your subject line work better or worse than others? Did people unsubscribe at a greater or lower rate than usual?

Open rates, click-through rates, and conversion rates are essential metrics to monitor. These will give you a sense of how well your emails are performing. Metrics like bounce rates, unsubscribe rates, and spam complaints can reveal issues with your email content or list.

Occasionally, ask your subscribers for feedback. Understanding what they like, dislike, or want to see more of can help you tailor your content to meet their needs better.

9. Watch Outs

While email marketing can be highly effective, it's also easy to make mistakes that can hinder your success. Sometimes, what you don't do is just as important.

Don't Buy Email Lists: 

Purchased lists are often full of unengaged or irrelevant contacts. Building your list organically may take time, but it results in a more engaged audience.

Don't Sell or Share Information:

Selling your email list might seem like a quick way to generate revenue, but it can have serious long-term consequences for your business. When you sell your email list, you risk damaging your brand's reputation and losing the trust of your customers. Moreover, this practice can decrease the effectiveness of your own marketing efforts, as your emails may be flagged as spam, reducing deliverability and engagement rates. In the end, the short-term gain isn't worth the potential harm to your business's credibility and customer relationships.

Avoid Over-Promising: 

Be honest and transparent in your emails. If you promise something in your subject line, make sure the content delivers. Over-promising can lead to distrust and increased unsubscribes.

Test Before Sending: 

Always send test emails to yourself and your team to check for any issues with formatting, broken links, or typos. This simple step can save you from embarrassing mistakes.

Want to Learn More about Email Marketing? 

Email marketing is not a one-and-done effort. It requires continual attention and refinement. If you want help creating more effective emails, contact us today. We'll help you make email marketing a core part of your strategy, test new ideas, and continuously improve your campaigns.