One of the best strategies to engage your audience and expand your company is through email marketing. However, there is a lot of general advice available, such as “Segment your audience,” “Write great subject lines,” and “Build a list.” All of that is accurate, but it skips over the actual techniques for becoming an expert in email marketing. Let’s explore the insider strategies that can help you improve your email marketing.
1. It’s Not About Selling—It’s About Building Relationships
Most people assume email marketing is just about promoting products or services. Wrong! Think of your email list like a friendship.
- Start with value: Instead of pushing a sale, focus on being helpful. Share tips, advice, or free resources that solve real problems.
- Be conversational: Write like you’re talking to a friend. Avoid corporate jargon and focus on being relatable.
Secret Hack: Use “You” more than “We” or “I.” For example, “You’ll love this tip…” feels personal and focused on the reader.
2. Short Emails Work Better Than Long Ones (Most of the Time)
We’re all busy. Your readers probably won’t read a 1,000-word essay in their inbox. Keep your emails short and to the point.
- Limit to 3-5 sentences: Make your email clear, quick, and actionable.
- Leave them curious: Tease your blog post, offer, or resource instead of overloading the email with information.
Secret Hack: Use the P.S. section wisely! People often skim emails, and a bold, eye-catching P.S. can grab attention and summarize your main message.
3. Timing Matters More Than You Think
Sending emails at the right time can double or triple your open rates. But guess what? There’s no universal “best time.”
- Test your audience: Start with common times like 9 AM, 12 PM, or 4 PM. Then experiment to see when YOUR audience engages the most.
- Consider time zones: If your audience is international, segment them by region so your email doesn’t arrive at 3 AM in their inbox.
Secret Hack: Send your email twice! Resend the same email a day later to people who didn’t open it the first time. Use a different subject line to increase opens.
4. Your Subject Line Isn’t Everything (Your Preview Text Is!)
While everyone emphasizes subject lines, many marketers forget about the preview text—the snippet that appears next to or below your subject line in the inbox.
- Make it intriguing: The preview text should complement your subject line, not repeat it.
- Add curiosity or value: Use phrases like “Don’t miss this” or “Here’s how you can…”
Secret Hack: Write your email body first, then craft the subject line and preview text to tease what’s inside.
5. Personalization Goes Beyond the Name
Adding the recipient’s first name to an email is standard. But personalization goes far beyond that.
- Segment by behavior: Did they click a link in your last email? Did they sign up for a specific lead magnet? Tailor your follow-ups to their actions.
- Use dynamic content: Tools like Mailchimp or ActiveCampaign allow you to show different content to different people based on their preferences.
Secret Hack: Mention their interests. For example, “Since you loved our guide on X, here’s something special…” feels personal and thoughtful
6. Plain Text Emails Often Outperform Fancy Designs
Yes, beautifully designed emails are visually appealing, but plain text emails often feel more personal and authentic.
- Why it works: It looks like a real email from a friend rather than a company trying to sell you something.
- Use both: Mix plain text with minimal visuals to keep things engaging.
Secret Hack: Use minimal formatting but add emojis sparingly to draw attention to specific words or phrases.
7. The Power of Micro-Commitments
Instead of asking for a big action (like “Buy Now”), start small. Get your audience used to clicking and engaging with your emails.
- Ask simple questions: “What do you think about this?” or “Reply with your favorite tip!”
- Offer no-pressure clicks: “Click here to download your free guide” builds trust and engagement over time.
Secret Hack: Use “click here to see more” links, even if they don’t sell anything. It trains your audience to click your emails.
8. One Email, One Goal
Every email you send should have ONE clear purpose. Trying to cram multiple offers or ideas into one email confuses readers.
- Choose your CTA wisely: What’s the one thing you want them to do? Click, reply, or download?
- Stick to it: Remove unnecessary distractions or links that don’t support your main goal.
Secret Hack: Use bold text, buttons, or clear links to guide readers to your desired action.
9. Test Everything (Even the Weird Ideas)
The biggest breakthroughs in email marketing come from testing unconventional ideas.
- Subject line experiments: Try emojis, questions, or even shocking statements.
- Email length and style: Test short vs. long, formal vs. casual, or text-only vs. designed emails.
Secret Hack: Run A/B tests with small segments of your list before rolling out the winning email to everyone.
10. Clean Your Email List Regularly
Sending emails to inactive subscribers hurts your deliverability rates.
- Prune your list: Remove people who haven’t opened an email in 6-12 months.
- Run re-engagement campaigns: Before deleting, send a “We miss you” email with a compelling offer to re-engage inactive subscribers.
Secret Hack: Create a segment of your most active subscribers and prioritize them for exclusive content or early access offers.
11. The Secret Sauce: Storytelling
Facts tell, but stories sell. Instead of listing features or benefits, tell a story that resonates with your audience.
- Share customer success stories: Show how someone benefited from your product or service.
- Use personal anecdotes: Sharing your own challenges and lessons builds trust and relatability.
Secret Hack: End your email with a cliffhanger or question to encourage replies or clicks.
12. Your Follow-Up Strategy Is Crucial
Most conversions don’t happen on the first email. Follow-ups are key.
- Automate sequences: Set up drip campaigns that nurture subscribers over time.
- Keep it human: Make your follow-ups feel like natural conversations, not robotic reminders.
Secret Hack: Use scarcity or urgency in later follow-ups, like “Last chance to grab this!”
Conclusion: Start Small, Scale Smart
Sending emails to as many people as you can isn’t the goal of email marketing. It all comes down to making the right connections with the right people. Start your next campaign by putting one or two of these tips into practice. Monitor your outcomes, figure out what works, and then grow from there.
Inbox is a personal space. Treat your subscribers with care, and you’ll build a loyal audience that loves to hear from you.
Happy emailing! 🚀
