The secret to email marketing success

Small BusinessCategory
7 min read
Matthew Neville

Email marketing is one of the most effective and least expensive marketing tools you have at your disposal. 

However, success in email marketing doesn't come automatically. 

It requires a strategic approach and attentive execution.  

In this article, we will be exploring the top 10 ways to improve your odds of email marketing success.  

By the end, you’ll know how to create emails that engage, convert and build lasting relationships with your audience. Read on to find out more.

1. Build a quality email list

A successful email marketing campaign starts with a high-quality email list. You must get permission to send marketing emails to anyone.

Focus on organically growing your list with individuals who are genuinely interested in your content or products. Don’t purchase email lists, as they often lead to low response rates and damage your domain reputation. 

Many popular email marketing tools — including GoDaddy’s Digital Marketing Suite — make it easy to add an email signup form to your website. This is the right way to create an email list. 

Bemused backpacker email signup form

The email marketing component of Digital Marketing Suites guides you through each step of the process: 

  • Building your mailing list  
  • Creating branded emails  
  • Analysing the results so you can improve  

It also ensures that everything you do is within the law, so you won’t be labeled a spammer. 

The tool’s ‘double opt-in’ process enhances the quality of your list by confirming the interest of subscribers. This reduces the likelihood of spam complaints.  

Related: How to get email signups on Instagram

2. Divide and conquer

Not everyone who signs up for your emails is the same, so why treat them as such? Segment your email list based on factors like: 

  • Demographics (e.g. age, sex, education level) 
  • Behaviour 
  • Preferences 

This allows you to send targeted and relevant emails to specific groups, increasing the likelihood of getting a response. 

Consider creating segments based on specific criteria such as the stage of the customer journey they’re in, their purchase frequency or their engagement level.  

By understanding the distinct characteristics and needs of each segment of your list, you can tailor your emails with greater precision. 

For example: 

  • New subscribers might enjoy a welcome series introducing them to your products and services 
  • Loyal customers could receive exclusive offers as a token of appreciation 

3. Write a good Subject Line

The Subject line is your prospective customers’ first impression, so make it count.  

Woman reading email on her iPhone

If they don’t like your Subject line, they’ll never read your email. 

Craft compelling and concise subject lines that pique curiosity or offer value. A well-crafted Subject line can: 

  • Boost your open rate  
  • Entice recipients to explore your email content further 

However, always avoid misleading or sensationalist language, as this can lead to distrust and frustration among recipients.  

For example, don’t use a Subject line like “The year’s best kitten photos” if your email doesn’t contain photos of kittens.  

People who feel deceived are likely to unsubscribe or mark your emails as spam, which could reduce your deliverability rates.

4. Create engaging content

It may sound like a no-brainer, but the success of your emails depends on what's in them.  

Whether you're sharing a new blog article or announcing an annual sale, be sure your email is engaging and gives readers something they value.  

Use a mix of text, images and multimedia to keep your email visually appealing. 

Again, personality is key. While it’s important to maintain a professional register and speak in the second person (most of the time), using a distinct voice is an excellent way to separate yourself from competitors and leave a lasting impression with your audience. 

You’ll find step-by-step instructions on writing emails that get the right response in this helpful post.

5. Make sure it can be read on a phone

Man leaning against a wall and looking at his phone

With the majority of people checking emails on mobile devices, your email simply must be easy to read on phones and tablets.

Any reputable email marketing tool — including GoDaddy’s — will take care of this for you. 

A mobile-friendly design ensures a good experience regardless of the device and can substantially improve your click-through rates. 

Furthermore, it’s essential to tailor your subject lines to mobile reading, which can be done by keeping them short and snappy. Put those most important part at the front of the Subject line, as long Subjects get cut off. 

6. Keep it personal

Some marketers swear that putting the recipient’s name in the Subject line will increase open rates. 

But personalisation goes beyond addressing the people on your list by their first names. Use what you know about them to create personalised content based on their: 

  • Behaviour 
  • Preferences  
  • Purchase history 

Emails that contain products or services they’re interested in are more likely to resonate with recipients, leading to more clicks and more sales.

7. Test and improve

A/B testing is a powerful tool in improving your email campaigns. Test different elements such as Subject lines, content and call-to-action buttons to identify what works best with your audience.  

Use the insights gained from testing to refine and improve your emails.

8. Focus on deliverability

Your carefully crafted emails won't make an impact if they don't reach your subscribers' inboxes. 

 Pay attention to email deliverability by: 

  • Using a reputable email service provider 
  • Regularly cleaning your email list, deleting non-responsive emails 
  • Avoiding spam triggers in your Subject lines and email content 

Off the back of this, it’s also worth noting that the policy regarding spam thresholds is in a state of flux. Google and Yahoo have announced that starting February 2024, they will implement stricter spam filtering criteria, focusing on enhancing security and authentication to combat phishing and spam. 

You’ll need to ensure that your practices match the new requirements to protect your domain reputation.

9. Watch your analytics

Once you start sending emails, track metrics such as open, click-through and conversion rates to gauge the success of your emails. Watching these metrics provides valuable insight into what works and what needs improvement, enabling you to improve future emails. 

Most reputable email tools come with an analytics dashboard that provides these numbers.

10. Be compliant

You must obey email marketing regulations such as the General Data Protection Regulation (GDPR) and the Privacy and Electronic Communications Regulations (PECR).  

Obtaining explicit consent, providing an easy way to unsubscribe, and respecting user privacy not only keep you compliant, but also build trust with your audience. 

Wrapping up 

Email marketing is a cornerstone of successful digital marketing, as it offers a direct line of communication with people who are interested in what you offer.  

By focusing on building a quality email list, personalising content and continuously improving, you can create emails that resonate with recipients and contribute to your overall business success.  

Keep these top 10 tips in mind as you plan and create your next email. Then test and improve your emails over time. 

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