Email Marketing Strategy in 2023: 11 Tips for Success

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Email Marketing Strategies
Email marketing

To get you started, in this blog post, we share 11 email marketing strategy you can implement to make your brand stand out, generate more sales, collect qualified leads and provide a better customer experience. All through email marketing.

Table of Contents

1. Welcome email

The welcome email is the first impression your prospect gets of your company. This email is sent as soon as a lead leaves his email address, for example, when registering for a newsletter. The leads are then automatically followed up with one or two emails.

The welcome email serves to present your company clearly and to make the first connection. This also means that you do not (yet) have to sell your products immediately. What you should share in these email (s) is what your company stands for, what results you want to achieve for customers, and (if desired) which type of customers you help further.

Extra tip:

end this email with a question about your lead’s biggest challenge. In this way you immediately create dialogue and you also learn a lot about the pain points of your target group.

2. Segmentation of emails

With these emails you segment the leads so that you can tailor the follow-up communication to their wishes and needs.

This segmentation can be based on the type of customer (industry, size of the organization, location, etc.) or on the purchasing need of the customer (urgent vs. orientation vs no need).

Extra tip:

also, consider whether you can segment the lead at the knowledge level. If your product is somewhat complex, it is important to know how much knowledge your lead has. If he has a lot of knowledge, it can be experienced as irritating if he receives basic knowledge.

3. Knowledge emails

Once you have segmented the lead on the above parts, make sure you help the lead in its business.

Don’t think too difficult here: your leads often have a fraction of the knowledge that your employees have, with simple tips that they can implement immediately (such as this blog, you can already help the lead further.

Result of the knowledge emails:

  • You present your company as an authority.
  • You build a ‘partnership’ as soon as the customer implements your tips.

Extra tip:

let your marketing employee (or agency) find out what the most important search questions are for your ideal target group. You can also use a tool such as, which shows you which articles have been shared the most on social media.

Extra tip 2:

make it easy for yourself and share existing articles from your field. Give your opinion on this and/or supplement it with an extra tip.

4. Way-Of-Working emails

You want to convince your leads of your quality (of course).

One of the best ways to do this is to take the customer step by step in your way of working. Therefore, share your ‘way of working’ as detailed as possible so that your lead has the idea of ending up in a proven formula.

Your potential customers want certainty – you deliver this as soon as you have a clear model with which you have helped your existing customers.

Extra tip:

process this in case of studies, in which you indicate with a clear step-by-step plan how you have helped your customers achieve a great result.

5. Personal emails

Personal emails are the most powerful method for building a relationship with your leads.

Your leads always want to fulfill one of their most important basic needs: that is the basic need connection. Your lead must feel that he has a personal connection with your business.

The two most powerful ways to get this connection are 1) communicating a strong vision that you know your lead shares, 2) giving your company a personal ‘face’ – literally.

This last point can be done very easily. Think of highlighting an employee or sharing a story about the journey of your business (from foundation to growth).

6. Segmented newsletters

Nowadays, you can easily segment your e-mails automatically with marketing automation.

The first step is, of course: knowing which information your lead or customer DOES and DOES NOT want to receive.

Use simple (free) tools such as Survey Monkey or Google Forms for this. You can have this filled in after someone has requested your PDF, for example.

7. Sales campaigns

Use sales campaigns when you want to (re) market a product or to generate extra sales from your existing customers.

You can quickly generate extra sales with your existing e-mail list by having them register for a possible discount. To do this, use the psychology of urgency (time-bound) and scarcity (only a few places available).

8. Lead generation strategy

Have you determined in your objective that you want to recruit more new contacts/registrants? Then you can apply the lead generation strategy.

Lead generation is the process by which you convert unknown visitors to your site into people who show interest in your product or service. Because you generate these so-called leads, you suddenly have reached to a group of people who are likely to want to purchase a product or service from you in the future. This allows you to use your marketing budget very specifically.

Of course, a lead does not generate itself. To achieve this, you need to create value for your target audience. In exchange for this value, someone then leaves his or her contact details. Create this value by meeting the information needs of your target group.

Examples of lead generation

  • Sell free samples of your product
  • Discount voucher for a product in the store

9. Lead nurturing strategy

Suppose you have determined in your objective that you want to convert your leads into paying customers; then, you arrive at a lead nurturing strategy. This is a way to prepare your leads to purchase a product or service from you.

Once you have generated a lead, it is not self-evident that it is immediately ready to receive a commercial offer from you. A lead that is still in the exploratory phase is not yet ready for purchase. On average, someone needs 7 to 12 contact moments before he/she is willing to buy from you. You can start a communication process and direct these contact moments by initially providing the lead with his information needs. In this phase, you can make your distinctive character known from the competition. So first, build a relationship of trust with your leads before making them a commercial offer. Within e-mail marketing, you can easily control the contact moments by sharing a series of e-mails with valuable content,

Examples of lead nurturing:

  • Send a welcome email introducing yourself or your company. Extra fun with a personal photo
  • Send tips and tricks; focused on the solution of the problem/pain point of your contact
  • Send an infographic. An infographic or informative illustration is a new way of presenting the information. By combining text with images such as photos and graphics, you can make your story even faster and clearer. that shows the developments within your industry
  • As an expert by experience, tell how your product or service can also solve the problem of your contact

10. Cross-sell strategy

Is your goal to keep existing customers coming back for more? Then you can apply a cross-sell strategy. A cross-sell means that you offer a product that is related to the product that someone has already bought.

Examples of cross-selling

In the first steps before determining the strategy, you should – if all goes well, have already found out what the information needs of your target group are. Use those insights for your cross-sell too.

Suppose you sell a percolator, the information may be required; how do I use this device? Of course, you can send a manual by e-mail and explain which products are still included. This is how you steer the customer in the direction of a cross-sell. For example, your email starts with an instructional video about the percolator and then the text below: “ Can’t wait to get started with your percolator yourself? Then these are the things you need to make a delicious cup of coffee ”. A logical cross-sell that you offer in this example is coffee beans and a bean grinder.

11. Win-back strategy

Do you aim to win old customers back to you? Then a win-back strategy is perfect for this.

It is normal that you also have inactive or ‘dormant’ contacts within a mailing list at any given time. These contacts have ever bought a product from you or registered your mailings. Once, they were thrilled with the content you shared, but from one day to the next, they suddenly stopped opening emails from you. There is a good chance that this concerns about 10% to 25% of your subscribers. They do not unsubscribe but also no longer show any interaction with your e-mails. So without you knowing, these people are ignoring your emails.

It can have various reasons that they no longer interact with your e-mails: for example, you send them too many mailings, the content may no longer be relevant to them, or the e-mail address has been changed. Your goal is, of course, to reactivate these dormant registrations!

Examples of win-back emails

Since the inactive recipients no longer seem to be interested in the content of your mails, it is important that the message of a win-back mail is packaged in a different way than the regular mailings. These are examples of a win-back email:

  • Put a special offer in the mail that you don’t normally use
  • Play with the word choice: choose a different word choice (also for your subject line) than in other mailings
  • Put a clear message in your mail and make the mail personal (for example, name the contact automatically by the first name)

If certain contacts still do not open an email after sending win-back mails, it is wise to clean this group from your mailing list. They will most likely not open your mails in the future either. Clean up these types of contacts with some regularity, and you will maintain your good interaction figures and good broadcast reputation.

5 Types of Email Marketing to use in your Digital Marketing strategy

We know that working with Email Marketing is not easy.

There are so many rules, good practices, types of emails, and metrics that many people ask themselves: is it worth it to continue investing in this channel? Am I doing the right thing? How much is Email Marketing contributing to my results?

Types of email marketing strategies

First of all, it is good to be clear that, in the funnel, email acts in the entire cycle from the moment a visitor, until then unknown, becomes a Lead when downloading educational content, asking for a quote, demonstration, or leave a contact on the site.

We also understand that each business is different and therefore requires different Email Marketing strategies. In this post, we will show you some types of campaigns and how they fit into the different objectives of the company.


The newsletters are perhaps the first step that many companies give when they start to work with Email Marketing. They are usually sent to the entire contact base – or just to a part that has shown special interest – periodically, and the main feature of this type of campaign is the variety of content.

This variety is precisely one of the most important points, as the newsletter is a type of email that reaches Leads at all stages of the sales funnel and at different times of purchase, that is, people interested in reading introductory blog posts and others that they may be interested in more advanced offers in the sales funnel, such as case studies and demos.

It is a way of maintaining some kind of contact over time and allowing people to interact more with your company.

In any case, the main metrics that should be analyzed in a newsletter are not the direct metrics of the campaign (opening, click, etc.), but the information of who clicked on which link.

This information will allow an excellent segmentation by the subject of interest, depending on the content that the Lead clicks, as well as the stage of the purchase of a given Lead, depending on which offer receives the click.

Promotional campaigns

Here it is good to keep in mind that “promotional” does not mean just email promoting promotions and products.

The meaning of promotional is in the sense of “promoting an offer,” be it free content or a product in fact. Its great advantage is the focus since it has a single objective, a single option.

That said, creating such an email is relatively simple and has a huge potential to deliver the right message to the right person at any stage of the purchase stage if done optimally.

And how to do them optimally? The secret is in segmentation.

In the case of the launch of educational material, for example, it is interesting to know who this content is aimed at. Examples:

  • Managerial or technical positions;
  • Sales, HR, or Marketing professionals;
  • Technology companies or agencies;
  • People who have already shown interest in other content on the same subject;
  • People who did or did not convert in the last 4 months;
  • People who have already shown interest in a certain product;
  • Customers or not customers.

The main point here is to define the audience to which the offer will be sent and to segment it based on the information that your company has on the Leads base.

Transactional emails

Have you ever needed to retrieve a service password and received a link by email? Have you ever made an online purchase and received an order or payment confirmation? Have you downloaded educational content and received the material by email?

All of these examples are transactional emails. They are quite common in services and software (password change, confirmation of new user) and e-commerces (confirmation of purchase, delivery, payment), but any company that has some downloadable content can take the opportunity to use a thank you email, which it is also considered transactional.

The great advantage of this type of email is that they are expected by Lead; that is, he has taken some action and is waiting for that message. For this reason, thinking about the purchase journey, he can act at different times, from the first conversion into educational content until the confirmation of purchase.

In the case of the thank you email, after performing a conversion on a Landing Page, the Lead usually expects an email with a link to be sent to access the content in question, which we call the main conversion. What not all companies take advantage of in these emails is the “secondary conversion,” the one that is being offered in addition to the conversion that is already expected.

Some examples of secondary conversions are: follow on social media, chat with a consultant, download additional material, recommend to a friend, watch a demonstration, among others.

For this variety, depending on the level of content downloaded, the secondary offer may also be adapted to the moment of purchase of the Lead, that is, to send offers more related to the purchase decision (or to the next stage of the journey), the more advanced the conversion.

Lifecycle Email

As stated, the key to the success of these and other types of campaigns is targeting. There are several ways to do it, and one that should be considered by any company is the stage in the sales cycle.

Some of the stages to be considered are: Lead, the opportunity being worked on by the salesperson, active customer (in the case of companies that work with recurring payment), a customer who has already made a purchase (can even separate on a recent purchase or more than x months ago), former clients, among others.

It is always important to think about these cases because for each stage, there are specific offers that can be sent by email, and each case has a different objective: to teach, sell, upsell or upgrade, engage, recover, etc.

Marketing Automation

Many of the types of emails mentioned above work together with a Marketing Automation strategy.

Since the “trigger” of entry into an automation flow is an action performed by Lead – be it downloading a material, clicking on a particular email link, a specific response on a form – the emails that Lead will send receive will be highly segmented, not only by profile and interest but also by how advanced this Lead is on the purchase journey.

A very common case in automation, for example, is the following: the company sends a promotional campaign offering an eBook or a newsletter with links to various offers, a Lead downloads some of these materials and starts receiving emails with complementary content. However, he is already considering a solution to a specific problem and ends up showing this interest by entering the website and asking for an evaluation of his company.

In this example, using automation, this Lead stops receiving emails about the downloaded material and enters a new flow where, this time, he will receive the contact of a company salesperson.

This is just one of the use cases. The important thing is to know that emails sent through Marketing Automation are very segmented and therefore cover all stages of the purchase journey and have good engagement, in addition to the characteristic of better preparing the Lead for the purchase of a product.

The 8 invincible benefits of email marketing

Email Marketing presents many opportunities for your business and allows you to get a high return on investment. In short, it allows you to create deep connections with a very large audience—all at a very low cost.

Benefits of email marketing strategy

It is efficient

For email marketing campaigns, one of the highest values in the company’s Marketing Mix to date. In particular, in the context of B2B and B2G marketing, and allows a strengthening of the relationship with customers and a development of lead generation.

It is cheap

This is one of the main advantages: starting an email marketing campaign costs considerably less than starting a direct mail or other marketing campaigns. To the costs of the database, only a professional tool for sending must be added. It depends on: the personalization of the message, the speed, and certainty of shipping, the possibility of monitoring the trend, and other advanced features such as surveys and social sharing.

It’s fast

Compared to traditional direct marketing, email marketing is almost immediate: once the campaign is sent, the reception and reading times are practically zero and therefore negligible. Additionally, email tends to elicit faster responses – generally up to 10 times more – than traditional direct marketing does.

It’s easy

The implementation of an email campaign, both creatively and practically, takes less than a day of work. Email is easy to use and manage, and preparing it for commercial use does not require particularly advanced technical skills.

It is profiled

Recipient profiling is the key aspect of a DEM campaign. A quality database contains tested addresses taken from secure and up-to-date sources. The success of a DEM campaign is fundamentally based on the profiling depth that the database allows and on the opportunity to offer content that is always relevant.

It is measurable

Email marketing, when done correctly, allows for the measurement of ROI based on precise statistics that include open, read and click, share and forward rates. It is also possible to distinguish the behavior of each user by selecting only his actions.

Increase Brand Awareness

As long as a brand stays in a consumer’s mind, the sales opportunities enjoy many more chances than normal, and every email sent exposes readers to their business. Strategic planning, combined with targeted content and elegant design, will contribute to the constant creation of value: an opportunity to maintain and increase brand awareness.

It is customizable

Customizing messages through dynamic fields can lead to greater engagement on your list. Starting your message with the recipient’s name and structuring the content on the basis of their past activities induces the reader to perceive a more personal and honest connection, encouraging them to read the content.

E-mail Marketing: the best time to send a newsletter

There are many factors to consider when designing a successful newsletter marketing strategy. The e-mails must be processed carefully: the contents should first of all be processed on the target you want to reach, address the recipient of the message in a personal way and provide relevant information in a clear but concise manner. If the content of a newsletter is undoubtedly at the center of the strategy, the sending times (when and how often) are equally important: a decisive factor in increasing the so-called open rate of the newsletter.

What is the ideal time to send a newsletter?

The existence or not of an ideal time for sending newsletters has long been discussed. It is clear that there is a close correlation of the time factor with the rejection index of the messages not yet opened, but it is equally obvious how difficult it is to identify a time interval that is absolutely valid for everyone and guarantees success. This aspect varies according to the company and the management model of the respective target.

A look at the target

Each marketer must begin his analysis starting from the determination of his target and what are the habits of this with respect to the preferred time slots for browsing. In the planning stages of the newsletter, segmentation of the recipients, and determination of the so-called buyer personas, we work on a database, and from these same data, we also start to determine the ideal time interval for sending a newsletter.

Trying to imagine the typical day of a recipient belonging to the target Are you
unemployed, or do you have a job? Do you work daily with your PC and check your e-mails regularly, or do you just spend your free time on the Internet? Different routines correspond to different ideal sending moments: content concerning the private sphere, for example, is received in a welcome manner by a professional at a different time of day than a parent busy with a newborn child. If you can guess the right time for each different category, then you will have a better chance of getting the message across.

What type of content do you want to convey, and what reaction do you want to arouse in the recipient?
An employee, for example, is much more receptive to e-mails during working hours, but probably not to matters relating to his free time and personal interests. It is, therefore, possible that this type of issue is more willingly addressed in the evening at home.

In order to get a complete picture, it can also be useful to keep an eye on the competition. When is the newsletter sent, and what reasoning prompted you to choose that moment? Once you understand this, you can then try to play in advance. Also, in this case, it is difficult to deduce a general and always valid rule, but it is useful to develop and study the techniques and strategies that serve to approach the solution.

E-commerce: the time slots of greatest activity

In the field of e-commerce, newsletters naturally focus largely on purchasing: promoting certain products, advertising special offers, sales and vouchers. In this case, it is important to take into account the time slots in which you buy the most: if it is true that online shopping covers the 24 hours of a day and the whole week, there are moments of more intense traffic, and it is important to know what are they in designing a newsletter for e-commerce.

In addition to consulting statistics and analysis, it is also advisable to monitor your website: with the help of web analysis tools, you can track the activities of the individual user and establish the moments of greatest activity within the website. Using these tools, it is possible to trace the time bands of greatest use of the page, as well as the curve of purchases and conversions. In the interval of time, in which a potential customer navigates through the pages of the store and possibly inserts items in the cart or wish list, we know that he is willing to buy and that consequently, his predisposition to open newsletters with offers or discounts will be greater.

When a newsletter opens more: B2B vs. B2C

In addition to the analysis on the target audience, it may also be useful to consult studies and empirical observations. The central question always remains the same: in which time slots are users most inclined to open newsletters? There are no absolute indications; it is, therefore, necessary to always refer to the distribution of the target and the sector within which the company operates. However, it is useful to make the first differentiation between B2B and B2C customers.

The ideal time slot to reach B2B customers

The determination of the ideal time slot for sending the newsletter in the B2B field generally leads to better results than in B2C, as the narrow target allows greater precision. In the business context, emails are usually opened during working hours. The recipient is best reached on business days between 9 am and 6 pm, because that’s when the employee mostly sits at the desk. Most marketers avoid Monday mornings and Friday afternoons: over the weekend, a lot of emails often pile up, most of which are deleted unread on Mondays; similarly, Friday afternoons are considered a difficult time, as the attention of the majority of employees is waning ahead of the weekend.

For a long time, the recommended days for sending a newsletter were Tuesday and Thursday. This has led to the accumulation of an enormous amount of mail in these two days, and an accumulation is undoubtedly counterproductive. Sending newsletters, so to speak, countercyclical, certainly has a better chance of success.

B2C: reaching customers in their free time

When the target audience of a newsletter changes from recipients who check their email folder at work to private customers who open their main emails in their spare time instead, a change of mindset is needed, many users only read content-rich newsletters in their spare time. During the week, this happens mostly during off-peak hours, between 8 am, and 11 am, and between 6 pm and 9 pm. Marketers, therefore, focus primarily on the moments before and after business hours.

A good click-rate is also likely to be reached after 6 pm. On average, almost twice as many clicks are generated as in the morning. Even the weekend is ideal for reaching the consumer. The open and click rate increases on Saturdays compared to weekdays and reached its highest peak on Sundays. However, most newsletters are also sent on Sundays, so competition in the inbox is high.

A / B Test

Analysis of the target, B2B or B2C habits, and studies on the time slots of greatest e-commerce traffic are certainly useful information at the moment, but they do not in themselves answer the question: Which is the best time to send a newsletter. The information collected constitutes a very important basis, from which each marketer is able to formulate hypotheses, which will then be tested by the team working on marketing a newsletter. A / B testing, if conducted on a regular basis, helps to optimize the newsletter sending process and to achieve a gradually better schedule for sending newsletters on a weekly or daily basis.

For an A / B test, the distribution of e-mails is separated into two different groups of recipients, sending the newsletter on different days to understand when, based on the hypothesis formulated above, it works best. For valid results, it is recommended that you test over multiple submission cycles. Depending on which sending time is being considered, more of these tests can be conducted. In this way, it is easy to find out on which day and at what time the newsletter performs best.

The importance of the sending frequency in newsletter-marketing

In addition to identifying and choosing the most appropriate sending time slot, frequency is also crucial for the success of a newsletter-marketing campaign for newsletters. The basic rule in establishing the frequency of sending a newsletter is, trivially: contact the customer when you actually have something to say. The content must always be relevant to the recipient: you must be able to offer added value to the readers; otherwise, the message is absolutely superfluous. In fact, it has been shown that if you fail to provide new content to subscribers at least once a month, you run the risk of being completely forgotten.

To determine the frequency of sending, you can also orient yourself on the product purchase cycle. The more you know the specific habits and interests of customers by product categories, the better they can adapt to this content, frequency, and time of sending.

An ideal and always valid time slot for sending a newsletter does not exist: when and how often you reach your subscribers best depends on several factors. In addition to the basic differentiation between B2B and B2C subscribers, it is important to determine your target precisely. First, the buyer personas that were defined in the previous stages, for example, when creating a content marketing strategy, are also a valuable tool in determining the newsletter marketing strategy. The best way to establish a moment that is as close as possible to the perfect moment is to do several tests.

Marketers must be flexible and change with the change in the variables taken into consideration: if the target changes or the content strategy is changed, the changes necessary for the newsletter must then be applied quickly. The timing and frequency of sending a newsletter are just two of the most important factors: the content of the newsletter always remains decisive for the final success. If the message is well structured and awakens, starting from the subject and title, the interest of potential customers, success is guaranteed regardless of the time of sending.

Landing pages for email marketing

An e-mail marketing campaign consists of two phases: the writing and sending of the promotional e-mail must be matched by an effective landing page.

Email landing page

Not just email for email marketing campaigns. Once we have ascertained the goodness of our message and – upstream – of the product or service we advertise, an additional element can be discriminating for the success of the campaign itself: the landing page or landing page. In any type of marketing action, effective and persuasive landing pages should be thought of, tailored to the expected advertising action. Email marketing campaigns, however, require even more attention because, after reaching the prospect in their inbox and sparking their interest, a weak and insignificant landing page would push them away from us almost. Definitive.

Obviously, a landing page

That a landing page is necessary is pretty obvious, but it will be good to clarify the concept and importance of landing pages again. In theory, as a result of a promotional campaign of any kind, we could be content to have the potential customer arrive on the home page of the site. But if our campaign has as its purpose the sale or any other particular operation (the subscription to a subscription, even for free, rather than filling out a form or a questionnaire or registering on a site), we cannot leave it to chance—the potential buyer. In fact, on the home, it could find distracting elements or simply struggle to find the goal, or still waste too much time, and therefore have new doubts or get impatient and leave the site. It is certainly much better to direct it directly to a specially created page with the advertised goal on display. This landing page, in the case of an e-mail marketing campaign, must correspond to the link inserted in the body of the e-mail, to which we want to point the user.

The elements of the page

In the landing page of an e-mail marketing campaign, it is good to foresee a series of fixed elements that will have to find space in it.

1 – Continuity with the marketing action. Upon arriving on the landing page, the prospect must find a brief welcome and thank you the formula for making it there. Nothing too long or helpful, but sincere thanks for paying attention.

2 – Profiling the users. Before even bringing the potential customer to perform the operation for which we have activated the marketing action, it is good to try to collect data about him. Please, we try to entice the user to leave us some personal data, explaining that in this way, we will be able to give him even more tailor-made services or products. Absolutely to forget the threatening tone with which many sites aim to obtain information. Better then to avoid linking the completion of the operation to the compilation of our requests. Providing the data must be a voluntary action on the part of the user, also because otherwise truthful data are rarely obtained. And fake data is useless. Also, for this,

3 – Respect privacy. When asking for data, it is necessary to find a way to clarify, in a few but significant lines, one’s own privacy policies, reassuring and promising moderate and intelligent use. At the same time, a disclaimer with the protections provided (by the company and the law) must always be clearly visible. Finally, the declared privacy policies are respected!

4 – Give thanks after each operation. Miss a line (but only one, otherwise it is too much) to thank the user at the end of filling out the questionnaire on his data. Being kind prepares the prospect best. Of course, without being distracted or affected.

5 – Conclude the operation easily. Finally, it must be possible to conclude the transaction promised in the e-mail with the utmost simplicity and without further delays. Therefore, it is forbidden to divert traffic to other pages or to interpose new requests or clarifications. Simply, you have to give the possibility with a few clicks to carry out the intended operation (purchase, download, subscription). If the e-mail marketing campaign promotes the purchase of multiple products, it is necessary to provide direct access from the landing page to the cart, with the possibility of browsing among the products with the cart already activated.

6 – Give the opportunity to deepen. At the same time, as the transaction is concluded, the user must be able to choose further details. A demo of the product/service, a free exploratory tour, detailed features: every possibility of further study must be available to the user, perhaps with a simple link referring to pages specially created for the purpose (the landing page must not be burdened) .

A light page

Don’t be fooled by what has been exposed: the main characteristic of a well-made landing page is its essentiality. The elements we have described cannot, and must not, give life to a heavy and mileage page. Rather, choose the links (for data acquisition or for further information) or pop-up windows (for thanks or other necessary notices, such as for privacy).

How NOT to emailing: the 11 fatal mistakes to avoid

If you are going to send an email, make sure before you are not making these mistakes. You will appreciate it!

Surely by now, you are convinced of the advantages that email marketing has. You may even have launched several email campaigns, but the results have not been what you expected. It is true that email marketing is a very effective technique, but to obtain benefits, it must be applied well and avoid mistakes that will lead you to failure.


Before continuing, and in case anyone is still somewhat confused, I will remember what email marketing is. Email marketing is a communication technique that uses email to increase sales, maintain regular contact with potential or current customers and improve their loyalty. Email marketing uses email as a communication channel to send commercial (or non-commercial) information massively to the target audience, using tools such as Mailchimp or Doppler. Email marketing campaigns have excellent results in terms of increased traffic, positive response from potential and real customers, and, most importantly, the number of conversions. But, of course, it is not just about sending emails; there is a lot of work behind it. If you want to take advantage of the benefits of this technique, I recommend that you keep reading. In this post, I write about 11 mistakes that, if you avoid them, I am sure that you will be able to substantially improve your emailing campaigns. So if you are convinced that the time has come to increase the sales of your business thanks to email marketing, these are the 11 mistakes you should avoid when sending an email:

1. Not having a strategy.

High or tall! If you have already started sending emails and you don’t have a strategy, you are making a serious mistake. Have you ever been told that you can’t start the house with the roof? Well, the same thing happens in email marketing. The first thing to do before is to plan a strategy that is integrated into the general Digital Marketing strategy. When making this strategy, you must be clear about who you are targeting and what your objectives are. Once you have defined your target and defined a clear objective, which can be from increasing traffic to your website, selling a service, or increasing your leads, it is time to plan the rest of the strategy. This is the only path that leads to success if you are going to do an emailing.

2. Send the email to anyone.

And by anyone, I mean a contact that is not a valuable lead or does not correspond to your target. This is possible if you buy a database, an illicit and also very ineffective practice. Think that it is better for you to write to 100 people who are clear to you are potential clients than to 1000 strangers. Also, you should not forget that you cannot send commercial emails to anyone who has not explicitly given you their permission. Not only is it illegal, but you will only get to the spam mailbox and scare off customers. The reality is that you must earn every contact, and although it is hard work, it has a great reward, as each new subscriber has a real chance of becoming a customer. To attract quality leads, you can implement various actions such as offering exclusive content, a webinar, giving away an e-book or whitepaper, etc.

3. Do not segment the database before emailing.

Once you have created your own database, it is time to segment. Do not forget that your subscribers do not have the same interests, and therefore you should not treat them all the same. If you don’t do a good segmentation, your emailings will reach the wrong people, you will waste time and resources, and you will get a bad reputation that will negatively influence your brand image. This is why segmentation is one of the keys to the success of an emailing campaign. Imagine that you have a clothing store, and you are going to do an email announcing that women’s clothing is at 50% during that week. The most effective thing will be to segment your database to target women between 15 and 50 years old. If this same email reaches, for example, a 23-year-old man, he will most likely ignore it or even mark it as spam. This is just an example, but surely you already understand better the importance of segmentation.

4. Not putting up a good topic.

Most experts agree that when emailing, the subject is even more important than the email itself. It is the first thing you see, and most decide whether or not to open the email based on what the subject conveys. For this reason, it is important to work it thoroughly. The subject should reflect the main benefit that the recipients of the email will obtain and should also arouse enough curiosity so that they want to open the email. It is advisable to use direct, attractive, and creative phrases. Nobody said this was easy!

5. Don’t pamper your subscribers.

What do I mean by this? At first, it is easy for you to think of subscribers as numbers and not as people, but this is a mistake that you can easily avoid. Always keep in mind that one of those subscribers, you have hundreds or thousands of them, could be you and treat them as you would like them to treat you. This mentality is what I apply in real life; I always try to treat people as I would like them to treat me, and although it sounds cliché, the truth is that it works. Do not forget to maintain frequent communication with them, but do not overwhelm them with too many emails. If your subscribers spend too long without hearing from you, they will forget your existence, and by the time you write to them again, they will have sought out others to meet their needs. The ideal is an email a week or every 15 days. And what should you put in these e-mailings? You will find the answer in the next point.

6. Write only to send promotional content.

Don’t spam your contacts. It should be a digital marketing mantra. You are convinced that your product or service is the best, and it is logical that you want to share your promotions with all your potential clients, but first, you must earn their trust. Your shipments cannot all be promotional because that way, you will only get customers away. Yes, email marketing is a powerful sales tool, but only if you use it correctly. When it comes to implementing email marketing actions, it is vital to be very clear that it is necessary to give before receiving, and, for this reason, I recommend that most of your shipments (about 80%) are not commercial but rather add value for the potential client. There are many things you can offer them: discounts, gifts, courses, an e-book, valuable content. In this way, you will gain credibility, and when you send a commercial email, your potential clients will be much more receptive.

7. Putting too many CTAs that lead to different sites.

A Call to Action or CTA (also called a call to action) is a button or link located on our website or landing page that seeks to attract the attention of potential customers and provoke an immediate reaction in them, usually aimed at converting them into customers. End. A CTA must be interesting enough to persuade the consumer to take action we are looking for(complete a form, click, get in touch …). It is an indispensable part of emailing. To begin, you must be clear about the objective of your call to action. If you put several Call To Action that lead to different landing pages, the message will be distorted, and you will only get the customer confused. The Call to Action will be the tool that helps you get the user’s attention to achieve the final objective of emailing.

8. Do not personalize emails.

People like to feel special. When you send an email, this is how you should make each subscriber feel, and you will only achieve this through personalization. If you have a good database, you will have information such as the name of the recipient. Take advantage of this to address the person directly by name, thus creating a more human and close relationship. Also, do not forget to use a close tone while remaining correct using, for example, “you” instead of you. In this way, the person who receives the email will feel more valued and will be more predisposed to read your email and pay attention to the message you want to convey in the emailing.

9. Design complex e-mailings.

The design of your e-mailings should be simple. Forget designing overloaded emails with too many images, different fonts, and too many colors. In the case of emailing, the rule that less is more is met. The images deserve special mention, as they bring with them other problems. The mail managers that filter the emails will send your email directly to spam if it contains too many images. In addition, these types of emails take up more space, which again will prevent your email from reaching its recipient. As for the texts, I recommend that they be short, with paragraphs of 3 or 4 lines, and very direct. This way, you will attract and keep the reader’s attention, and your message will be able to penetrate them.

10. Write in a way that will make you spam.

Did you know that spam filters are especially sensitive to certain words? If you use terms like: discount, savings, sex, offer, etc., your emails will be more likely to fall into spam. You should also avoid abusing exclamation marks and capital letters. This point is very important because it would be a shame if you created a good email, and it got lost along the way and never reached its recipient.

11. Do not analyze the results.

Once you have sent your email, it is important that you measure the results of your campaign. In this way, and thanks to the statistics, you will be able to find out what has not worked and what has, to change it in the following campaigns and thus make each campaign better than the previous one, notably improving your profits. Within the statistics that email managers offer you, I recommend you look at these three data: opening rates, number of clicks on links, and number of subscribers who have unsubscribed.

Email Marketing for eCommerce: 10 tricks for success

E-commerce companies are increasingly looking to improve the dialogue with their customers. In this article, we’ll find out why email marketing is critical for eCommerce websites and how they can use email to keep existing customers and attract new ones.

Email strategy for ecommerce
Email Marketing for e-commerce

Why is email marketing important for eCommerce?

Before moving on to the list of email marketing tips for eCommerce, let’s take a look at the reasons to consider this highly discussed channel :

  • Consumers love emails. According to Twilio’s Research Report on Consumer Engagement 2020 , 83% of consumers prefer to receive communications from businesses via email. And ignoring their preferences could cost you some conversions.
  • Emails drive traffic. Whether your online shoppers prefer to buy from a website or social media, you won’t be able to get too much traffic easily. Email campaigns are the way to drive people straight to your sales platform. Have you launched a new product or a discount? Announce it in an email and add a link to the relevant page. Have you developed fascinating new website features? Send an overview in an email and add a link to the corresponding sections. Read our article on the relationship between email marketing and SEO.
  • Emails have a high ROI. Email Marketing Industry Report 2018 states that email marketing is the number one source of ROI according to 59% of marketers, while only 21% of respondents credit social media as number one.
  • Emails take users through the sales funnel. Using an email marketing strategy for eCommerce is efficient at every stage of the sales funnel. You can build initial awareness by sending a promotional email with new products, attract interest by sharing helpful case studies, awaken desire by citing positive testimonials, and finally encourage action by offering an exclusive discount.
  • Emails require low upfront fees. You don’t need a lot of money to start up, as most email service providers offer free plans for small subscriber lists.

Best practices for effective eCommerce email marketing

Analyze your competitors

Market analysis should be the starting point for the development of any marketing strategy. In addition to customer research, monitor the activity of your competitors:

  • Review competitors’ websites and take note of their entry forms, their appearance, amount of fields and content. Also, pay attention to what competitors offer in exchange for a subscription.
  • subscribe to your competitors’ emails and track their topics, attendance, automation, and other significant characteristics. Being a “spy” can be very useful.

These two simple steps allow you to get inspired by industry best practices, learn the weaknesses and strengths of your competitors, and avoid some of their mistakes.

Collect subscribers not only on your website

Most marketers are familiar with the subscription form options for a website: exit pop-up on the homepage, subscription checkbox on pages. But don’t forget that you can grow your subscriber list even from outside your website.

You can start with your Facebook page and add a subscription button: you can do it in the side tabs or by inserting the link in the button under the cover. The same thing is also valid for other social networks such as Instagram. In this case, the link can be placed in the bio of your profile, or as a swipe up in the stories if your account has more than 10,000 followers.

You can also invite users to join your mailing list during offline events. For example, after an industry event, you might end up with a business card package. Why not add a subscription proposal to your emails? For example, by collecting the names and emails in paper format when registering for the event.

However, regardless of the method you choose to grow your email community, make sure you get the explicit consent of each subscriber to receive the emails.

Start segmentation right from the registration form

The more you know your customer, the more effective your offer will be. The faster you do it, the faster you’ll get results. So be sure to collect valuable data with email subscription forms.

If your business varies by region, add a drop-down list of cities to the form. If your offer varies depending on whether the customer pursues a personal or professional interest, replace the “Subscribe” button with two corresponding alternatives. For example, “For personal use” and “For professional use”.

If your business operates in B2B, ask about the subscriber’s company size and location in the subscription form.
However, be careful not to scare newcomers with excessive questions on the form. Remember that your company is still new to them, and they may not be willing to give much additional information. Ask only for customer data that is relevant to your business.

Engage new subscribers with welcome emails

The purpose of the welcome emails is not to sell but to familiarize with the customer. Here are some ideas for your first communication:

  • Thank users for subscribing and offer them a gift;
  • Greet them in the name of the business owner;
  • Introduce the advantages of the company;
  • Share useful content on a topic relevant to your company’s activities;
  • Invite them to download a mobile application or other free features you offer;
  • Take a virtual tour of your website.

Even at this stage, each subscriber behaves differently: some are curious and immediately follow the link, others do not even open the email. This is a reason to define a series of automatisms, where each subsequent email will be sent based on the action that the recipient takes.

Automate when possible

Sending the right email at the right time can be a real headache if done manually. As part of any company’s interaction with a customer, there are dozens of recurring scenarios. Rather than tracking each one separately, it’s easier to set up automated email flows in response to particular user actions.

Consider the following most common triggers when building your automated email flows:

Online behavior of users

Events like page visits, product search queries, and product clicks in an email can trigger follow-up emails. For example, if subscribers click on a product in an email and don’t proceed to the cart in a day or two, you can automatically send them a promotional email about this product. Or, in the event that users visit a certain page of a product, they may be interested in receiving a notification of a change in the price of this product or if its quantity in stock decreases. Automate this process.

Individual characteristics

There is at least one significant date that a brand certainly knows about its subscribers – the date of sign-up. Additionally, registration forms often include the user’s date of birth field. So there are already two dates that can be used to set up a series of automatic emails. This could be a special offer announced in advance, repeated the next day, with warm congratulations, and the last reminder two or three days later.

Abandoned cart

This scenario is critical for all eCommerce brands. On the one hand, 69.57% of users do not proceed to checkout. On the other hand, the conversion rate of abandoned cart emails is 4.46%. For this reason, it is imperative to set up automatic reminders to motivate users to complete the purchase. Think carefully about the timing, use a catchy subject line, and don’t forget to include related content.


ECommerce tends to get more revenue from returning customers rather than closing a new customer’s first purchase. Then build a series of automated emails that regularly remind customers of your brand after their first purchase. A common tactic is to ask for feedback.

Then, if you have a loyalty program, you can send a rewarding reminder showing the recipient’s points balance and explain how to use these points for further purchases.

Plus, you’re always on the lookout for cross-selling and upselling opportunities. Here are some proven cross-selling offers: suitable accessories, spare parts and consumables, extended warranties, a similar product or an alternative. You can also use your CRM data to figure out which product people buy often after what they recently bought or which product is interesting to customers in the same segment.

Win back inactive subscribers

Maintaining existing subscribers is more efficient than acquiring new subscribers. The 1% acquisition improvement will bring you a 3% increase in profits, lowering the churn rate by 1%, you will see a 7% increase.

To regain inactive users, you need to know exactly how to identify them. Make a list of parameters to monitor related to actions performed on the website and in e-mails. These trends to monitor can be a certain pause in website visits, or a pause between one purchase and another, for subscription services, or ultimately a lack of payments.

Then build a series of emails that can resolve these inactivities. It can include a reward offer as a result of targeted action, a request for feedback from dissatisfied users, or a notification about changes that may motivate the user to return to your website.

Personalize your emails

Statistics show that consumers continue to be increasingly interested in personalized emails – this figure went from 57% in 2016 to 63% in 2018.

Marketers customize email content and frequency of sending to best suit each person. Based on users’ online activity or shopping activity, subscribers can be divided into the following segments for personalized offers:

  • Customers open an email> Email services track their location> Future emails will contain a specific offer based on location.
  • Customers have made more purchases or made a purchase for an above-average amount of money> Future emails will contain exclusive offers for loyal customers.
  • Customers have spent very regularly in the past> Emails are sent once every two weeks.
  • Customers are shopping often lately> Emails are sent twice as frequently.

39% of companies do not personalize their email campaigns, and 34% only personalize 25% of their emails. So you have a good chance to stand out.

Evaluate reports and make improvements

Analyzing the reports of your email marketing campaigns helps find the weaknesses in communicating with your audience and gives you an idea of what steps to take to improve performance.

The various providers that provide the newsletter sending service show you the following statistics:

  • Delivery rate – to evaluate the reputation of the sender and the mailing list;
  • Delivery errors – to solve problems and consequently reduce the number of errors;
  • Open rate – to evaluate the quality of the subject, the first lines of the email and the sending time;
  • Click -through rate – to evaluate the relevance of the message, the clarity of the offer and to improve it in the event of a decrease;
  • Unsubscribe Rate – to assess the relevance of the content and frequency of emails.

Google Analytics and other web analytics services can help you track traffic to your website that comes from emails:

  • Number of sessions and users – how many users click on your website;
  • Session duration – how long users stay on your website;
  • Bounce Rate – the rate of single page sessions;
  • Pages visited – how many pages users look at and which pages exactly;
  • Conversions – how many times users complete targeted actions.

There are also more advanced metrics that can be manually calculated based on data from the above sources:

  • Churn rate – to notice when too many subscribers leave your list and to determine if the cause is the type of content, the frequency of emails or the product itself;
  • Customer retention rate – to evaluate the cost efficiency of maintaining your current subscribers;
  • Customer acquisition cost – to evaluate how much it costs a company to turn their contacts into customers and reduce these expenses;
  • Profit per Contact – to find the total profit brought by a subscriber.

How often you check these metrics is based on how many times you send campaigns. More emails, more analytics.

Escape the spam box

You may also have a perfectly balanced offering and insightful audience segmentation, but if your email ends up in spam, it makes no difference. In this regard, keep the following three factors in mind:

Important criteria for email providers
To make sure that mailbox services don’t filter you, avoid the following errors in your emails:

  • Excessive uppercase;
  • Spam words associated with fraud or that are misleading;
  • Link from a URL shortener;
  • Lack of an “Unsubscribe” link;
  • Subject line longer than 100 characters;
  • Heavy attachments;
  • Too many images and too little text.

Important criteria for subscribers to your newsletter

Taking email design lightly is a surefire way to get your emails tagged as “Spam”. As a result, your mailbox provider may automatically move your future emails to Spam, and your client’s mail server may even block your account.

Here are four tips to follow so as not to disappoint your subscriber:

  • Use an actual and familiar sender name;
  • Write a specific subject;
  • Be consistent with how often emails are sent;
  • Submit content relevant to subscribers’ interests.

Technical issues

Mailbox services check whether the sender is really who they say they are. Here are two essential steps to help mailbox services trust your account:

Create a corporate email address;
Add SPF and DKIM records for your sending domains.

Meeting these basic requirements will help your newsletters find their way into your customer’s inbox.

Make the most of multichannel marketing

In addition to email, there are many other channels for communicating with your customers. Each channel has certain tools and implies different habits of the users who use it. In this way, it is possible to adapt the same message to different platforms and formats to find the winning combination.

Here are some tips for integrating email marketing with other channels:

  • Cross the contents of your emails on social media, adapting the communication style;
  • Create chatbots in Facebook Messenger and grow your mailing list with them;
  • Use SMS for urgent messages. 41% of consumers prefer SMS to email for urgent communications. For example, you could send SMS messages for timely information such as delivery or payment updates;
  • Ask subscribers for their preferred communication channel and improve your multichannel strategy accordingly. 52% of consumers consider choosing a communication channel the most important when receiving messages from companies.

Track which posts are in which channels are most efficient to make sure you are on the same page with your audience.

Email marketing strategies Conclusion

Email marketing is a constantly growing form of marketing, essential for communicating the values of your brand and for creating a direct and trusting relationship with your customers and leads. This strategy, in fact, uses e-mail to communicate with potential or actual customers and give information or offer promotions and discounts. The advantages are innumerable: thanks to rather small investments it is possible to have remarkable results and, not surprisingly, email marketing generates a high ROI; creating newsletters is a fairly simple process, especially thanks to the special platforms that allow the sending of emails and multiple related functions; a direct relationship is created with the user, and the messages can (and must!) be personalized in order to obtain greater engagement; it is an automatable process that combines well with tools such as CRM software for maximum functionality, monitorable and traceable for continuous and constant improvement. To ensure effective email marketing strategies, of course, it is important to follow basic rules that start from a well-studied and elaborated content based on the target audience and go up to the careful evaluation of the main KPIs for this type of marketing.

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