How to Maximize Your Email Marketing Effectiveness (Part 1)


You may not consider email an important marketing channel in 2022 with so many other options available, but email is absolutely a channel you should be using for your business. According to HubSpot, 77% of marketers have seen an increase in email engagement over the last 12 months and 37% of brands are increasing their email budget in the future. Email marketing is very effective when executed properly, however, there are pitfalls marketers fall into when deploying emails that can lead to messages being marked as spam, receiving low engagement, or even not being delivered at all. We have some tips to help you as you refine your email marketing efforts for the future.

Include a clear and focused call to action

It’s crucial to give people that receive your email a call to action (CTA) to latch onto – And that call to action should be to visit your landing page. If a person receives your email but doesn’t explore further to view offerings on your website, it’s doubtful they’ll convert into a future customer. Avoid cluttering your email sends with multiple calls to action as this will distract the people reading your emails and potentially hurt your overall engagement. Keeping things clear and concise will ensure that the emails you send reach customers and convert leads.

Segment your email lists

Different types of emails may require different messaging to get users to click on to your landing page. For example, if you were running an email marketing campaign welcoming new customers with initial information, you wouldn’t want to send these emails to long time customers. For that reason, we strongly recommend that you segment your email marketing lists based on the different campaigns you plan to run. There are endless ways you can do this, from demographics, to engagement, to the source that led the person to your email list.

Optimize emails for mobile

In a 2021 study from Litmus, they found that 41.6% of email opens came from mobile, followed by webmail opens at 40.6%, and desktop opens at only 16.2%. Therefore, it’s crucial to make sure that your email sends are optimized for mobile. Be sure to check out the mobile preview before sending out your email to check and make sure that all text can be read without having to pan over, ensure your links work, and that all fonts, colors, and sizes can be easily viewed in a mobile format.

Do you need help optimizing your next email send? Our digital marketing experts can help put you on the right track. Reach out to us at info@affirmagency.com to get started and keep an eye out for part 2 in this series!

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