Email marketing is a great way to engage with your customer base and spread awareness about new product lines, special offers or upcoming events that you want them to know about. 

However, sometimes marketers overspend their precious resources without getting their desired results. If this sounds like you, it’s time to set things right. Here are some tried-and-tested tactics to get the most from your emails:

Utilize your words

Words are powerful tools. When carefully chosen and combined correctly, they can make or break an email campaign. Conversely, using cheap tactics, like “Sent from my iPhone” (which is probably the most overused phrase in all email marketing) lessens the impact of your email marketing efforts.

Marketers often reduce the effectiveness of their emails by using poor strategies. So make sure you develop a data-driven and well-thought-out plan for email marketing that leverages the power of words. 

However, it is essential to remember that your email copy is comprehensible and easy to understand. So use your words wisely because they are worth every penny.

Ease into automation

73% of digital marketers report their returns from email marketing to be performing either ‘excellent’ or ‘good’ as a marketing channel, and interestingly, ranking better than paid and organic search.

If you manually send out all of your emails, it can take a massive chunk out of your day. So, don’t be afraid to start using automation tools today. 

By deploying email marketing automation, you can remove the redundant burden of monotonous tasks from your plate, enabling you to focus on your strategy. Moreover, it ensures that you can reach your customers with the information they can resonate and in a timely manner. Ultimately, this will benefit your brand.

You can plan the time, segment your list and send out emails via cheap email marketing software for maximum impact. 

Offer a personalized experience

Marketers often overlook an essential facet of email marketing campaigns: personalization. 

Speaking of relevance and personalization, you can tailor your emails, making them more applicable to specific subscribers. For example, start with something as direct as adding your recipients’ first names to your email greeting rather than a generic greeting. 

But just be sure to experiment with personalized emails to avoid addressing the recipients by the wrong name. And it’s always better to send one email to each person on your list than to send the same email to everyone.

Be smart with your resources

Finally, don’t make your emails ineffective by incorrectly utilizing your time and money.

If there are tools out there that can save you time but cost more than what you’re willing to pay for them, you should consider investing in them as strategic decision-making will help you take your email marketing and business to the next level. 

Also, you can leverage A/B testing that can help you avoid the pitfalls that you may fall into when using email marketing to promote your business. 

By taking advantage of tools and strategies while leveraging your resources tactfully, you can mitigate the chances of running inefficient email marketing and maximize your ROI.

Concentrate on deliverability

Many people think that campaign emails are more likely to be marked as spam because of provocative subject lines, but this isn’t true.  Campaign marketers continue to deliver some of the highest open rates in the industry, even after sending subject lines with words like “politics” or “Ebola.” 

What hurts deliverability is low engagement. Purely transactional emails–like receipts–may have high open rates, but they don’t provide much value. Customers may feel more comfortable marking those as spam because they don’t take much time and space in their inbox.  

Therefore, it is essential to focus on deliverability regarding emails. For example, are your emails reaching the recipients’ inboxes consistently? Or are they trapped by spam and junk filters? 

So to get your emails past these filters, it is vital to create quality, clean content and avoid the spam trigger words in your email copy.

Research the best days

Emails sent on Tuesdays through Thursdays tend to have the highest open rates as people are usually on their computers during these days.  This is likely due to people checking their emails at work during business hours.

In contrast, weekends have the lowest open rates.  As a result, you need to make sure that you only send emails during the days. It has a high chance of getting opened instead of bombarding your subscribers’ inboxes over the weekend.

Or else, you are more likely to miss out on traffic from people who check their email at work or sign in during business hours. 

Also, it’s best to avoid sending emails on Fridays and Saturdays since those days also typically have lower open rates. Instead, send emails on Tuesdays and Wednesdays.

Optimize for mobile

More than half of emails are opened on a mobile device, so it’s essential to ensure your message looks great no matter what screen someone opens it on.  

As a marketer, if you haven’t yet optimized your emails for mobile devices, you may see lower engagement rates, mainly if you are used to sending emails that are responsive to the desktop interface.

Email marketing campaigns with optimized content and messages for mobile devices can significantly result in higher click-through rates.  This is especially the case for emails sent on mobile devices since it’s more likely that recipients will click through to learn more about your message.

Wrapping up

Remember that the brain is always looking for patterns and ways to make decisions. So if your email marketing messages are consistent with what you’ve said before, then it’s more likely that someone will read them. 

And if they do, there’s a higher chance of conversion because resonation helps people interact and connect better with your brand and the message. 

Use these tips to get even greater ROI from your email campaigns and let us know how it went.

Written by Jay T. Ripton

Jay T. Ripton is a veteran freelance business, technology and marketing writer who’s been writing to inform, educate and provoke minds for about 10 years now. Jay went to USF for marketing and business admin, only to quit his first job out of school to start his own business, which he later sold. Afterward, he’s started some new ventures and has been a go-to consultant for some startups. Follow him on Twitter @JTRipton