This document provides 14 tips for improving email marketing campaigns: 1) Use dynamic content tailored to individual subscribers; 2) Segment subscriber lists into meaningful categories; 3) Experiment with sender names to boost open rates; 4) Vary send times to different segments; 5) Use the preheader text to entice opening; 6) Test different subject lines; 7) Implement authentication techniques like DKIM, SPF and DMARC; 8) Include social media links to broaden engagement; 9) A/B test call-to-action buttons; 10) Ensure emails are optimized for mobile viewing; 11) Let subscribers choose their email frequency; 12) Trigger emails based on user actions; 13) Consider adding animated GIFs

2. 1. Add dynamic content
Dynamic content is personalized content delivered based on an individual’s data
criteria. Examples include sending a coupon to inactive users or an email with the
latest women’s clothing arrivals to female subscribers. If you’re trying to create a
more relevant experience (and increase open rates), dynamic content is the way
to go.

3. 2. Segment your lists
All subscribers are not created equal, so it’s time to stop sending the same email
blast to your whole subscriber list. Consider creating segmented lists based on
consumer behavior (VIP’s vs. one time shoppers), life stage (single vs. parent) or
interests (indie rock vs. hip hop). There are unlimited ways to slice and dice your
subscribers so you can start creating more targeted email campaigns.
image via AlleyWatch

4. 3. Switch up the sender name
A friendly sender name can boost your open rates. Try experimenting with a
couple options such as “Company Name”, “Hello from Company Name”, or
“Person from Company Name”. An Iterable client experimented with a couple
sender name variations and the winning name actually earned over 70% increase
in email open rates over the control.

5. 4. Vary your send times
Is your audience more likely to check email in the morning when they go to work
or at night in bed before going to sleep? Try switching up your send times to see
which time gives you best open and click rates.
image via Inthralid.com

6. 5. Pay attention to the preheader
The preheader is the text that appears after the email subject in the inbox, and it’s
shocking how many times it gets ignored. Think of it as 80-120 more characters
you can use to convince people to open your email. Use it as a preview or
summary for the body of the email.

7. 6. Try different subject lines
Effective subject lines are straightforward, concise and pique the reader’s
interest to open the email. Avoid using spammy words such as “Free”, “All
Natural”, “Act now”, and refrain from adding too many exclamation points!!! If you
plan on A/B testing your email campaigns, the subject line is another great place
to start.

8. 7. Implement DKIM, SPF & DMARC
DKIM, SPF and DMARC are email authentication techniques that can improve your
sender reputation and the deliverability of emails sent from your domain. They
can be activated by adjusting your DNS records.
image via Neon-Das.com

9. 8. Add social networks to your emails
Email may not be everyone’s preferred method of communicating with your
brand. Add social icons to your emails to allow your customers to engage with you
through Facebook, Twitter, Google+, Pinterest and other social channels. You’ll
also enjoy increased fans, followers, +1’s, etc.
image via WhoWhatWear

10. 9. Experiment with call to action buttons
You’ve A/B tested the best color, font size and copy for call to action buttons on
your website, but when’s the last time you tested those variations for email?
Experimenting with different elements of your email templates may help you
uncover the option that maximizes conversions.
image via Marriott

11. 10. Optimize for mobile
Almost 50% of emails are opened on a mobile device. Therefore it’s imperative to
make sure your email looks just as good on a phone or tablet, as it does on
desktop. If you’re using a 3rd party ESP, make sure it has the ability to preview
emails by device.

12. 11. Let people choose how often they
receive emails
Allowing people to choose how often they hear from you can lower your
unsubscribe rates or save your emails from being marked as spam.
image via LinkedIn

13. 12. Create triggered email campaigns
Triggered email campaigns send emails to users after a certain user action or
event. Some examples could be birthday promotion emails, Amazon’s “products
you may also like” emails or registration confirmation emails. If you are currently
only sending uniform blast emails, adding some triggered campaigns could
encourage audience interaction with your brand.
image via Amazon

14. 13. Incorporate gifs into your emails
The internet is gif-obsessed, proven by the popularity of Vine, Tumblr and
Buzzfeed. Incorporating these moving images in your email can help you
showcase multiple products, highlight a product in motion, or just get your
audience to take a second look at your email.
gif via American Apparel

15. 14. Use video
There’s an ongoing debate about whether or not it is wise to add video to emails,
considering it is only supported by 62% of email clients. However, if you just spent
a lot of resources creating a dazzling new video, adding it to email can help
increase its reach. Just be sure to add a fallback image, so users using non-video
supported email clients can click the hyperlinked image to view the video in a
browser.
video via Lyft