7 Obvious Email Optimization Tactics You May Be Overlooking

Madeleine Helme Tactics

Do you make the most of your email marketing? Consistently sending out campaigns and hoping they perform is not enough. To make the most of your email marketing efforts, you need to be optimizing them to improve opens, clicks, and conversion rates. Here are seven tactics to optimize your emails.

1. Keep it simple, stupid! Multiple deals and call-to-actions in one email confuses the reader. They don’t know which action to perform so they end up doing nothing. Keep you content focused on one message and make sure the call-to-action is prominent. Whirlpool found that cutting down to a single CTA, from four previously, an email experiences a 42% boost in click through rate.

2. Many email clients don’t display images by default. If you rely too much on images in your email content, the message will be lost. Accompany images with text communicating important information and complete the “Alt Text” for all images to display when images don’t load.

3. Organize the email content in the order of importance, placing the most important facts at the top. Avoid filling the entire top with images so people don’t have to scroll down far to read the details. Place a call-to-action near the top, too. Don’t make someone scroll to the bottom for a deal featured at the top. You can even include a call to action in your subject line.

4. Keep it relevant to one segment of your customer base. It is difficult to create content that will please everyone on your mailing list. Recipients are much more likely to engage if they find the content relevant. If you haven’t already segmented your list, it’s time you did. Marketers experience a massive 760% increase in revenue from segmented campaigns.

5. Don’t just send your readers to a generic landing page on your website – send them exactly to the event or deal they clicked on. Make sure landing pages match the images and copy in the email to provide the reader a seamless experience. They are more likely to convert when they reaching the page.

6. In the footer, always link to a list management center so subscribers can control the communication they receive. Allow subscribers to update their own email address and contact preferences. Include list segmentation so they can select the type of targeted emails of interest. People are less likely to unsubscribe and more likely to engage if they can control the frequency and content of their emails.

7. Analyze the results to go back and repeat optimizing your emails. If a campaign does not generate a response, figure out why and improve this in future campaigns. If the data doesn’t reveal the answers, create an A/B test to narrow in on best practices for your email subscribers.

Try these tricks for optimizing your business email marketing, and make sure you keep monitoring and analyzing to verify it’s working.