Tips and Techniques for a Successful Email Marketing Strategy

Linda Johns

Linda Johns About The Author

Dec 3, 2020 10:14:10 AM

Tips and Techniques for a Successful Email Marketing Strategy

Email marketing remains an incredibly important marketing strategy for your business. Worldwide, more than 3.9 million people use email on a regular basis. An average of 293.6 billion emails get sent out every day. You want your business's emails included in those numbers to allow you to make the greatest possible impact on your consumers.

Every day, consumers check their emails. They engage with content. They click through and make purchases. To help make the most of your business's emails and your email marketing strategy, follow these key tips. 

Create a Catchy Subject Line

You want a subject line that will convince consumers to open your emails. Across industries, an average of 17.8% of emails get opened. If you want yours to be one of them, you need a subject line that will grab consumers' attention. Your subject line should reflect the contents of your email and encourage consumers to open it up to learn more. 

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Words to Use

While there's no one-size-fits-all formula for convincing consumers to open your emails, using the right keywords will increase the odds that they'll do exactly that. Try using words like:

  • Free shipping
  • Sale
  • Update
  • News
  • New
  • Alert

Using words that create a sense of urgency or capitalize on consumers' fear of missing out will be more effective. Convince them that there's something great in that email and that they need to open it. Make sure, however, that once they open it, they discover that you delivered on the promises you made in the subject line! If you fail to deliver, consumers may not come back to your emails in the future.

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Including emojis is a great way to catch user attention and share more with them about your business. Do emojis fit with your business's personality? If so, include them as part of your emails. Depending on your industry, your target consumer, and the context of your email, there are several options to draw their gaze.


Unless it's part of your branding to use improper grammar, make sure you properly capitalize your subject lines. Keep in mind that consumers want to see professional emails as part of a trustworthy business image.

Send Emails on a Schedule

Do consumers know when to expect your emails to come in? Pick a day and a time. Choose the best frequency and the appropriate time based on your specific target audience. For example, some audiences may prefer to hear from your business often, especially if you have a lot to say or are running regular promotions, while other audiences will be more likely to open your emails if you engage in comparatively infrequent communications. Consult your media partner to learn more about the best schedule for your target audience.

Ready to learn more about email marketing?

Create an Email Workflow

An email workflow sends out specific emails based on actions taken by consumers. For example, you may want to send out specific emails when a consumer:

  • Fills out a specific form
  • Subscribes to your blog or email list
  • Contacts you for more information
  • Abandons a cart

An effective workflow can cut down on the time you need to spend dealing with emails while still helping to increase the return on your investment. An average of 8.4% of cart abandonment emails, for example, lead to conversions: recapturing lost sales and allowing you to bring back consumers you might otherwise have missed. 

Send Exclusive Offers and Deals

Consumers like being offered something that not everyone gets. They like the idea of unique sales or feeling as though they're getting something that someone else hasn't. They also have a distinct fear of missing out: that is, they don't want to let those offers pass them by, in fear that they might not come around again. To take advantage of this, send out emails offering special deals to your subscribers. 

For example, you might send out a special percentage-off coupon, or even a percentage-off a single item coupon, that's just for your subscribers. Sale and deal emails get opened eight times more often and see around six times more clicks than other types of emails, making this a winning strategy for your business. It's particularly important during the holiday season when budget-savvy consumers are looking for the best deals possible.

Drive People to Your Website and Social Media

Link people straight from the email to your website, including direct offer pages. Link your social profiles at the bottom for easy access. Use your email as another tool in your marketing arsenal and take consumers straight from it to your other pages, where they can start shopping or gain more information about your business.

Your email marketing strategy is a critical part of building your business and your marketing. Email allows you to connect with consumers who have already shown an interest in your business. They have shown that they want to hear from you or people like you. Now, you need to construct the emails that will help increase the overall return on your investment and bring in more sales. By working with a media partner, you can both improve the quality of your emails and other marketing materials and gain access to your media partner's email list, which will help expand your reach.

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