This document provides 5 quick wins for improving email marketing effectiveness: 1. Write attractive subject lines and test different subject lines to increase open rates. 2. Resend emails to people who did not initially open the first email to increase engagement. 3. Segment your email lists into specific groups with common characteristics to personalize messages and increase opens and clicks. 4. Continually test content, images, and campaigns to optimize for changing customer needs and improve performance. 5. Despite some beliefs that it is outdated, email remains an effective marketing channel with high open rates when used properly to build trusted relationships over time.

1. 5 Quick Wins
E-mail Marketing

2. 1. Write attractive email subject lines
Make sure you create attractive email subject lines. They
are the #2 reason for a human NOT to open your email.
Every minute 187.000.000 emails are sent. Every minute
Millions of them end up unread. Try different ways of
personalising your offer and make sure you catch the
reader in the first few lines.
The #1 reason for not reading your email is the simple
fact that it did not reach their inbox. That’s almost 40
million unread mails, a total waste of creativity (I hope)
and energy (those emails eat computer capacity for
absolutely nothing ;-).

3. 2. Resend emails to people who did not open the first one
Earlier, I explained why it is important to create attractive
email subject lines. But still most of your subscribers will
not open the email. Because something else came in
between, timing was bad, or they simply did not find the
time to open your email.
Resending the same email to anybody who did not open
it, can massively increase reach and engagement rates.
You could update the subject line if you did not A/B test
that before. It is a simple rule, and I have seen great
results from it.
But try for yourself, see what happens.
It just takes a few minutes of your time.

4. 3. Be specific - Segmentation
Each customer is unique, but many customers have
common needs and wants. Rather than looking for
differences, try to find common characteristics in your
customer base.
It can help to be more specific in the communication you
have with the customer. It may be the type of customer
they are, the products they buy or even demographic
characteristics like age, location or gender.
Segmentation gives you the opportunity to communicate
one to many, but at the same time be specific for the
segment and make the customer feel the message was
really for them. Recent user data from email software
provider Mailchimp showed that segmented campaigns
get 14.64% more opens and 59.99% more clicks than
non-segmented campaigns.
https://mailchimp.com/resources/effects-of-list-
segmentation-on-email-marketing-stats/

5. 4. Test, test, test
One of the important lessons I learned: Test, test, test.
Always look for feedback on your content, emails, ads,
campaigns or programs. Challenge the status quo. People
change, their environment changes, their needs change
and even their believes may change.
Keep testing new ideas, interesting content, channels,
images and topics.
I advise you even get a second opinion on your best
performing campaigns. But before you test, make sure
you understand the goal of the test, what needs
improvement.
And how can you measure what worked and what does
not.

6. 5. Email is not dead
I have spoken many customers who believe email is not
working for them. They are mostly wrong.
Email marketing is one of the most effective strategies to
stay in touch with potential customers.
83% of people prefer email to receive promotions from
brands they trust. Many people start their working day by
opening their email box, even though from a time-
management perspective this is not the best way to start.
Another interesting thing about email is that you can
automate it. You can build a relationship through
purposeful campaigns and content. This way your
business stays top of mind. Most emails are also kept
forever, and it is easy to search for specific content or a
sender in your email box. Much easier than finding an old
post on social media.
Inspired? Read this - https://www.oberlo.com/blog/email-
marketing-examples

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