What does your current email marketing performance look like? Analyse the performance of key metrics such as Open Rate, Click-through-Rate (CTR), Deliverability Rate, Unsubscribe Rate, ROI. What is working well and what isn’t. This can also be internally focused – for example, maybe it is taking a long time to create email content, or the creation process is inefficient.
Personas provide a multi-dimensional method of targeting. They’re based, as the name suggests, on a projected persona for each customer ‘type’. Get it right, and personas can help you enormously in both predicting behaviour and personalising your communications. Personas are a powerful technique, and they’re increasingly used to improve the usability and customer centricity of communications.
Email marketing can be tough at times -- I'm right there with you. But by sending compelling offers to the right target segments and paying attention to the little details that go into an email, you can increase the opens clicks in your emails and generate more leads. (And learn more about which email marketing metrics to track -- and how -- here.)
A significant element of email marketing is relationship. Does a recipient trust you? Does a recipient even know who you are? When an email jumps the gun by forcing familiarity too soon, the personalization comes across as skeevy. Intimacy is earned in real life, and it would appear to be the same way with email. Take this example from my inbox; no one has called me lowercase kevan l lee in years.
Great flexibility: Email marketing can work for every business. It doesn’t matter whether you sell houses, lingerie, or consulting; you can get lots of sales if you use the right email marketing strategy in the right place. And you can promote practically anything relating to your business—you aren’t limited to sending links to your sales pages. Or rather, if your emails are just links to sales pages, you’re doing it wrong.
This is a perfect guide for any beginner to the world of email marketing. It can often be super confusing when you are new to email marketing and you may not be aware of how to go about things. This article is great as it talks about the various factors that can make email marketing campaigns a true success. I agree with every single point that has been mentioned above. I especially agree with personalizing emails as this can totally grab the attention of any reader. Thanks for this post!
Think as well about the kinds of metrics you're evaluating. You probably know that interaction with email campaigns is measured through open and click-through rates. While it's meaningful to review email response in this way, if this is all you measure, you're missing the bigger picture of the value of email to your company and its customers. These rich metrics in the email are great. However, there is a distinction must be made between:

The Preheader references the area before the main content. It's an excellent opportunity to grab a bit of extra pre-content web real estate. It's got a degree of prominence in the inbox, so it would be a waste not to use it for promotional purposes. Try popping a couple of links in here. Some companies find that they get the most clicks on links within their preheader

This article is by far one of the most interesting and fun articles that I have read in a long time. I say fun because the points mentioned here are simple and easy to read. They are not long passages that speak a lot and tends to lose focus. On the contrary the points mentioned here were in short crisp sentences that did not bore me but made my read a pleasurable one. Thanks!
Send people content they want. Email newsletter services offer features like groups and segmentation to help you make your content relevant to the people reading it. If you're sending different emails for different groups (for example, a nonprofit might send separate emails to volunteers, donors, and the board of directors), then you can ask people to check a box to join a particular group on your signup form. Segmentation allows you to target certain subscribers on your list without assigning them to group. If your store is having a sale, then you could send a campaign only to people near a particular zip code, because subscribers who live in other parts of the world don't need to know about it. You can also segment by activity, email clients, e-commerce data, and more. Sending relevant content will keep your readers engaged, and engaged readers look forward to your newsletter and share it with friends.
A significant element of email marketing is relationship. Does a recipient trust you? Does a recipient even know who you are? When an email jumps the gun by forcing familiarity too soon, the personalization comes across as skeevy. Intimacy is earned in real life, and it would appear to be the same way with email. Take this example from my inbox; no one has called me lowercase kevan l lee in years.
Will people understand what you’re trying to say? It’s usually better to avoid topics (or opinions) that are complex if many people are extremely passionate about them. For example, sharing almost any opinion about immigration policy is usually a bad move, unless your audience is unusually homogenous. You could agree 99% with someone and still piss them off by using the wrong term just because they have such a strong “either you agree 100% with us, or you’re our enemy” mentality. I once pointed out that I think it’s unacceptable to capture and torture people for years—especially if they aren’t charged with any crime, there’s no evidence they’ve done anything wrong, and they’re children. I got several emails back from people saying, “you have no idea what you’re talking about” or “you should stick to marketing and leave politics to people who understand it.” They took it as commentary on geo-politics. I just said I’m not okay with pointless torture of children. I thought we’d all agree on that.
Lengthy paragraphs are off-putting, but I do appreciate that brevity is a tricky skill to master! If you struggle with short copy, write your main body copy out in the manner that feels natural, and then take a (metaphorical) knife to it afterwards. You’ll be amazed at what can be cut without losing any of the sense or feel of the piece. If you really can’t cut it down, try chopping your copy into sections, or offering a ‘Read More’ option leading to the website.
The takeaway here is that if you are to use personalization as an email strategy, do so in a meaningful way. It takes little knowledge or relationship to place someone’s name in your greeting. It shows far greater care to send personalized email that is specific to a recipient’s needs and history. Again, an example from my inbox, this email from Rdio dispenses with the formalities and simply provides an update on music I actually listen to.

The takeaway here is that if you are to use personalization as an email strategy, do so in a meaningful way. It takes little knowledge or relationship to place someone’s name in your greeting. It shows far greater care to send personalized email that is specific to a recipient’s needs and history. Again, an example from my inbox, this email from Rdio dispenses with the formalities and simply provides an update on music I actually listen to.
Email marketing has always been Permission based, but is silently replaced with its brother; Tease Marketing, continuously building on a brand relationship based on mutual interest. The challenge becomes presenting an – already in itself – appealing and attractive message. But how to benchmark your email marketing efforts to fit that new train of thought?
It is vital to consider the questions that a customer will be answering - the information they will be seeking – at each stage of their journey because your email campaign should provide the answers. If a customer leaves an item in their online basket and they don't complete the purchase, send a personalised basket abandonment email including that very item:

To make sure you're only sending emails to the people who want to read them, clean up your email list so that it excludes recipients who haven't opened a certain amount of emails in the campaign's recent history. This makes sure your emails' open and clickthrough rates reflect only your most interested readers, allowing you to collect more effective data on what is and isn't working in each email you send.

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