15 Most Effective Email Marketing Strategies & Tips

Is there an email marketing strategy still working in 2024? With an email open rate of 37.72%, only a handful can deliver the necessary results. 

That’s why it’s essential to arm yourself with proven tactics. In this guide, I’ll share the 15 most effective email marketing strategies and tips that are working today.

1. Scrub your email list regularly

Scrubbing involves removing unengaged and invalid addresses from the email list. A clean email list allows businesses to optimize their campaigns for responsive recipients.

According to a HubSpot study, businesses that scrub their email lists regularly boost open rates by up to 30%. 

Now, there are ways marketers can scrub through their email lists. Here are some quick tips:

• Segment your email list based on behavior, like engagement level.
• Use an email verification tool to identify and remove invalid emails.
• Create re-engagement campaigns targeting inactive subscribers, asking if they still want to receive emails. 
• Monitor the engagement metrics.
• Purge any email address that hasn’t clicked or opened the email for 3+ months.

This MailChimp study provides an excellent example of email scrubbing. It states that the average open rate for emails sent to a list with less than 5% inactive subscribers is 25%.

However, when the list contains 6-10% inactive subscribers, the open rates drop to 20%. 

That’s significant, right? The open rates continue to plummet when an email list has more inactive subscribers. 

Purging inactive subscribers from your email list is a sure way to improve open rates and campaign performance.

There are some misconceptions that a more extensive email list is better and that scrubbing only reduces it. However, it’s important to note that quality is better than quantity.

A smaller, engaged email list is more valuable for results.

2. Crafting a winning email marketing plan

It involves creating a strategy outlining how often to send emails, the type of content to create, and to whom. Only when all the aspects of the email marketing plan work harmoniously can you achieve the goals set.

According to an EngageBay study, businesses with a solid email marketing plan have a 30% chance of achieving their goals.

To craft and implement a winning email marketing strategy, consider these pointers:

• Setting clear goals that define what you want to achieve (boost sales, retention, or lead gen).
• Researching the target audience beyond the basic age and gender demographic.
• Segmenting your email list based on interests, behavior, and demographics.
• Creating a content calendar with planned send dates, email topics, and CTAs.
• Personalizing the emails based on segments and recipient data, like location and past interactions.
• Using tools to track and measure CTR, open rates, and more.

This Campaign Monitor study offers an excellent example of creating a winning email marketing plan.

It discovered that personalizing emails boosted conversions by 10% and CTR by 14%. It shows that personalization improves engagement and awareness.  

Now, there are some misconceptions that, with the rise of social media, email marketing is dead. However, that’s far from the truth.

A strategic email marketing plan is powerful and still offers high ROI.

3. Design your emails

Email design is usually about appearance rather than content. How users design the emails determines how quickly they catch the subscriber’s eye, among other things. 

According to a Campaign Monitor study, emails with eye-catching designs get 50% CTR. 

Here are some pointers to consider when designing your emails.

• Stick to your brand voice and tone using logo, color, and more.
• Write a catchy subject line to grab attention.
• Include visual elements like video and graphics to break text.
• Use the whitespace effectively for a pleasing layout.
• Use responsive designs that adapt to different device screens and resolutions.
• Include strong CTAs at the end of the emails.
• Add an unsubscribe button and make it legible.

A good example is this Starbucks email. Most of you have encountered it in your inbox. The design complements the branding and marketing with plenty of white space.

It also includes a CTA that recipients can click to activate the offers.

Now, there are some misconceptions that fancy designs are better. While aesthetics have a role, focusing on clarity and simplicity is crucial.

4. Always provide tremendous value

Today’s inboxes are full of junk emails with generic content that lacks value. So, consistently creating emails that offer value beyond product promotions is crucial.

It is the only way to build trust, nurture relationships, and consistently get subscribers to open and read the emails. 

According to a study by McKinsey & Co., 76% of consumers who receive personalized and valuable communication are more likely to purchase.

Here are some tips to consider when creating email campaigns that offer tremendous value.

• Understand your audience’s challenges and create emails that address the pain points.
• Offer new subscribers the option to choose the type of content they prefer receiving.
• Create surveys on your existing list to see what they’re interested in and note any preference changes.
• Offer exclusive content to subscribers, such as early access to products and more.
• Highlight customer success stories on how your products solved their challenges.

A good example of providing tremendous value comes from a survey by Megan Moller, director of content marketing at Litmus. The survey shows that only 17% of marketers offer valuable content, even though 91% of clients crave it. 

The shocker here is that when marketers use valuable and interactive content, they see a 200% increase in CTR.

There are some misconceptions about providing value. Some marketers believe each email should be a sales pitch with discounts. The best approach is to offer a sporadically balanced mix of helpful informational and promotional content.

5. Split test your email subject lines

The subject line is the first impression and point of contact a subscriber encounters. So, split testing multiple variations allows businesses to see which is the most effective.

According to a study by Marketing Sherpa of 7 email subject lines, personalized ones got a 17% higher CTR.

When split-testing your email subject lines, here are some tips to consider.

• Create clear and concise subject lines with under 50 characters.
• Test different elements of the subject lines like length, CTA, or phrasing.
• Personalize the subject lines and test them.
• Split test to varying times like morning, evening, or specific days.

An excellent example applicable here is this study by Litmus. It found that only 19% of marketers split-test different email elements. It means that most marketers send emails blindly without testing what resonates with their subscribers.

Some misconceptions claim that split-testing email subject lines wastes time. The truth is that testing subject lines lets marketers know what works.

6. Segment your email lists

Segmenting your email list into smaller groups is essential for email marketing. Marketers can segment their list based on interests, behavior, or demographics. It helps them tailor targeted content that is relevant to the segments.

According to a MailChimp study, segmented email marketing campaigns get a 14.31% open rate than unsegmented ones. Not only that, segmented campaigns get 100% higher CTR.

Now, marketers can segment their email lists for better results in several ways. Here are some pointers to consider.

• Start with the basics like demographic segmentation (age or gender).
• Move to advanced options like behavioral segmentation (purchase history and engagements).
• Segment based on subscriber position in the sales funnel.
• Continue testing and refining the segments as necessary.

Lululemon is an excellent example for new subscribers. Its welcome email reminds subscribers of the benefits they can expect. It states, ‘You’ll be the first to see the new gear.’

Lululemon sets clear expectations by telling subscribers to expect a weekly email and introducing them to its blog.

There are misconceptions that you need a complex platform for email list segmentation. However, marketers can start with softwares with free plans like HubSpot, Mailchimp, and more.

The softwares offers basic segmentation, and marketers can upgrade as their list grows.

7. Optimize your call to action (CTA)

Marketing emails need a strong CTA to be effective. Optimizing them involves making them compelling, clear, and strategically placing them where they can have the most impact.

According to a HubSpot study, optimizing email CTAs by personalizing them performs 202% better than basic ones.

There are ways that marketers can optimize their email CTAs. Here are a few tips that you can consider.

• Using strong action verbs (Get Started or Shop Now).
• Position the CTAs near relevant content.
• Make the CTAs visually distinct to draw attention.
• Optimize the CTAs for mobile devices.
• Split test multiple variations of the CTAs to find which performs best.

Etsy is an excellent example of a platform that sends subscribers compelling emails with strong CTAs. The ‘Shop the Final Hours’ CTA looks to convert customers who are on the fence by creating urgency and scarcity.

There are some misconceptions that generic CTAs like ‘Click here’ work across all audiences. That’s not true.

Personalizing the CTA, depending on the target audience, will perform better.

8. Use a marketing automation software

Email marketing automation software is handy in improving efficiency and streamlining processes. The software coordinates tasks like tracking customer behavior, lead nurturing, and more. 

According to a study by HubSpot, implementing marketing automation improves sales by 14%. The study also shows that automated emails have a 180% conversion rate compared to batch emails.

There are ways marketers can effectively use marketing automation software for their campaigns.

Here are some tips to consider.

• Pick an automation software that can integrate with existing CRM.
• Start by automating simple tasks like abandoned carts and welcome emails.
• As you become familiar, gradually build more complex workflows.
• Continue refining your automation processes for the best results.

 An excellent example of email marketing automation software is HubSpot. It is an all-in-one sales and marketing platform with tons of features to automate marketing workflows.

Some of the features include email marketing campaigns, task automation, and lead notification.

There is a misconception that marketing automation software is expensive. While some offer pricey plans, others, like HubSpot, provide a free package for SMBs.

9. Add personalization to your emails

It involves tailoring emails to specific segments of your list. Personalizing emails goes beyond using a subscriber’s name to understanding their behavior, needs, and preferences. It allows marketers to connect with subscribers more deeply.

According to a Campaign Monitor study, personalized emails are 26% more likely to get opened. Not only that, it can boost your overall sales by a staggering 20%.

Now, a personalization plan usually has a few elements. Here are some pointers to consider.

• Segment your email list to provide personalized content.
• Use automation software like HubSpot to ease the segmentation process.
• Start creating dynamic content for different segments.
• Personalize the sender’s details to stand out.
• Send re-engagement emails to connect with inactive subscribers.
• Collect data on the impact of the emails.

TikTok offers an excellent example of email personalization. After following one of his favorite chefs, this subscriber received an email suggesting similar accounts.

One misconception about email personalization is that using a subscriber name is enough. However, it goes beyond that.

It considers context and relevance.

10. Study and track your metrics

One way to gauge the performance of your email marketing campaigns is by tracking the metrics. The metrics paint a picture of what your subscribers resonate with and give insights into what needs improvement.

Metrics that marketers need to track and study include:

1. CTR
2. Open rates
3. Conversions
4. Bounce rate
5. ROI
6. Email sharing/ forward rate
7. Spam complaints
8. Unsubscribe rate

According to a study by Litmus, marketers who use analytics tools to track their campaigns see a 25% higher ROI.

To effectively study and track your email campaign metrics, you need to consider some things.

• Set clear goals for the campaigns before sending the emails.
• Use a built-in or third-party analytics platform like Google Analytics to track the metrics.
• Review the campaign performance data often and find emerging trends.
• Split-test different elements of the emails to see what works best.

A real-life example where tracking email marketing metrics is applicable is an e-commerce store. Businesses often track open rates, CTR, and sales when sending a promotional campaign for a new product. 

However, they can split-test the product design if they notice a low CTR on the recommendations. Alternatively, they can use personalization to see if they can improve the engagement.  

There are some misconceptions that tracking email marketing metrics is complex or unnecessary. The truth is that most analytics tools offer simple dashboards to track key metrics that align with campaign goals.

11. Create short and catchy subject lines

A compelling subject line grabs people’s attention and entices them to click open the email. So, creating short and catchy subject lines is the first step.

However, remember it should also reflect the content of your email. According to a survey by Finance Online, a subject line is the main element influencing recipients to open emails.

So, creating subject lines that are short and catchy is a sure way to improve the CTR and open rates.

Here are some tips you must consider when writing your email subject lines.

• Get the correct length (30-50) characters.
• Create a sense of urgency to get people to take action.
• Use curiosity to communicate that there is a benefit when they open.
• Include offers in the subject lines.
• Personalize the email to make it unique.
• Show relevance and timeliness by incorporating trending topics.

An excellent example is this Uber email subject line. It shows them offering a discount on the next few rides.

Some misconceptions are that email subject lines need to be clickbaity to get more engagement. However, that’s far from the truth.

The best subject lines are informative, honest, and still spark curiosity.

12. Send emails on the best days and times

Understanding the right timing to send email campaigns can help marketers see a surge in CTR  and open rates. So, it’s essential to analyze your email list to check their optimal email-checking habits.

The good thing is that most modern CRMs can provide a report on this. According to a study by GetResponse, emails sent on Tuesday have a 40.69% open rate and a 4.33% CTR compared to other days.

However, these are general trends, and optimal sending time varies according to the industry and specific audience.

There are several ways to ensure you send emails on the best days and times. They include:

• Analyze your audience and find what times you get the highest open rates.
• Consider your mailing list. B2Bs are more receptive on weekdays, while B2C is in the evenings or weekends.
• Create mobile responsive emails.
• Monitor your emailing frequency.
• Continue testing and refining the send times and see what works best.

An excellent example of sending emails on the best days and times is B2Bs. Emails sent to them perform better on weekdays during business hours.

The reason is that professionals are more likely to check their work emails. Some misconceptions are that sending emails on weekends is ideal.

However, studies show that sending emails on weekdays performs better.

13. Leverage the power of social media

Email marketing and social media can work together. Integrating them can help amplify marketing and reach wider audiences. Platforms like TikTok, X, Facebook, and Instagram can encourage engagement and grow email lists.

According to a Constant Contact survey, combining email marketing and social media increases engagement by 73% for SMBs. It also increases revenue by 40% and referrals by 39%.

There are ways that marketers can integrate their social media with their email marketing for improved results.

They include:

• Maintaining a unified communication style across channels.
• Promote email sign-up on social media channels.
• Use social media posts to tease upcoming email content.
• Run social media contests to grow the email list.

A good example here is the fashion brand Kia and Tam. It uses email marketing to share images of customers wearing its apparel and links to shop for it.

Some misconceptions are that email marketing and social media are competing channels. However, that’s not true. In fact, both can work together to help achieve your marketing goals.

14. Create customer journeys and workflows

Customer journeys and workflows are crucial in delivering timely and personalized content to an email list. Customer journeys map out the subscriber’s touchpoints.

Workflows automate the interaction based on set conditions or triggers. According to a study by Salesforce, businesses that use customer journey mapping get a 23% increase in positive customer experience.

Not only that but workflows can also lead to a 15% increase in open rates for automated emails.

Now, to create an efficient customer journey and workflow, there are some things you need to consider.

• Break down your audience into segments to tailor content for each group.
• Identify each interaction point the customer has with your brand.
• Set up automated emails based on subscriber behavior in the sales funnel.
• Personalize the email content based on subscriber preference and journey stage.
• Track and monitor the workflows and optimize them where necessary.

A good example here is MailerLite. Here is an email targeting unhappy customers who have difficulties using the platform.

The platform triggers a different workflow that encourages users to voice their concerns and includes offers.

One misconception about creating customer journeys and workflows is that they’re complex. However, most tools are user-friendly and can significantly improve conversions and engagement.

15. Optimize for mobile

Today, most people use their mobile devices to access emails on the go. So, businesses must ensure that their emails render seamlessly on smartphones. 

According to a study by Litmus, mobile clients account for 41.4% of email opens globally. It means that three out of five consumers use their smartphones to check their email on the go.

Now, there are ways that marketers can optimize their emails to be mobile-responsive. It includes:

• Using a single-column layout that stacks vertically.
• Keeping the text clear and concise to focus on the key message.
• Optimizing the images and video to load fast without compromising resolution and layout.
• Using large CTA buttons that are easy to tap.
• Previewing the emails on different devices before sending them.

An excellent example of mobile optimization is on Shopify. The platform understands that most users are likely to abandon the cart whenever there is friction when checking out. 

So, Shopify introduced a mobile-friendly checkout with fewer fields and autofill to make it seamless.

There are misconceptions that mobile optimization is all about design. However, that’s far from the truth. Mobile optimization encompasses several elements, such as load time, fewer distractions, and more.

Creating a successful email marketing strategy

Creating a solid plan is crucial for an email marketing campaign that delivers. Keep in mind that there is a lot that goes into it. 

However, starting with defining the campaign goals lays a foundation for an analytical approach. From there, your work is to test and refine the strategies based on the audience segments.