Email marketing is only getting better and more effective, especially with the enhanced analytics tools, email automation, and better delivery solutions available today. You are no longer limited to sending static emails to all recipients or grouping recipients based on known elements. More variables can now be used to take your email marketing campaign to the next level.

Having more tools and resources alone isn’t enough. You also need to craft email marketing campaigns that take advantage of these new resources to the fullest. You also have to be willing to explore new ways to boost return on investment (ROI) and the effectiveness of your email marketing efforts. These next few tips and tricks will help you supercharge your email marketing.

Tweak Your Subject Line and Preheader

The subject line and the preheader you include are the first things recipients see when they receive an email from you. In order to persuade them to open the email and access the information you provide, these two elements need to be fine-tuned to perfection.

The best subject lines are relatively short. Studies have revealed that the most effective subject lines are no longer than 27 characters, followed by a clear and compelling preheader. The latter needs to explain the context of the email as well as the key message you are trying to deliver.

Keep Your List Healthy

As part of the email deliverability best practices, you need to make sure that your mailing list is healthy and effective. There is no point in sending emails that will only bounce back or generate errors. In fact, repeatedly sending emails to servers that reject them will lead to your email address being marked as spam.

Aside from keeping your mailing list healthy – which can now be done automatically – you also want to follow other email deliverability best practices. SendinBlue, a leading expert in marketing campaigns, has the complete list of deliverability best practices that you can follow to keep your list effective.

Unique Emails for Unique Recipients

Emails are also more engaging when they are tailored to the recipients. The whole process begins with you gathering more information about your recipients, including information about their interests, the kind of email content that they interact with the most, and even the best times to send them emails for maximum impact.

With these details in hand, there are more ways to customize the emails you send – both the content of the emails and the way emails are delivered – to match the unique recipients perfectly. You will not only be boosting the impact of your email marketing campaign, but you will also build a stronger, more personal relationship with the audience.

Automate Most Tasks

Managing a large email list is not easy. You have maintenance tasks to deal with in order to keep the list effective. Fortunately, you can now automate most of the tasks that you need to do with the help of email marketing automation.

There is a lot you can automate too. You can, for example, have the email solution automatically flag bounced emails and remove the associated addresses from your main mailing list for further reviews. You can also use strings and variables to automatically customize the content of your emails based on who they are intended for.

Even better, automation allows your mailing list to be integrated with other services, including your web analytics and social media channels. It is easy to send transactional and auto-triggered emails with this level of integration.

Add a Footer

Email footers are more important than you think. The footer is where you get to display information about your business, including your official address and website, and of course the Unsubscribe button. These may seem like small details to add, but they are the kind of details that make your emails more credible in the eyes of recipients.

You also want to make sure that all external content (i.e. images and videos) is routed through HTTPS and encrypted properly. Once again, this is good practice for when you want to keep your emails credible and trustworthy.

Make It Recognizable

Another thing you can do to boost your email marketing campaign’s effectiveness is to make the emails you send as recognizable as possible. This starts with setting the sender’s name and email address to better represent your brand or business.

Going with as the email address may be acceptable, but leaving the name field blank isn’t. It is much better to give the sender a name that recipients can recognize.

It is even better if you can add a face to the mailing list; notice how top brands have started using “Jessica from Samsung” – along with the email address–to create a more personalized email marketing experience. You can use the same approach too.

With these simple tweaks implemented properly, you can supercharge the effectiveness of your email marketing campaigns without hassle. Start today and increase the ROI of your email marketing efforts in no time.

By Chakraborty

Dr Chakrabarty is the Chief Innovation Officer of IntuiComp TeraScience. Earlier she was Assistant Professor of Delhi University, a QS ranked university in India. Before that she has held research positions in IIT Mumbai, IIT Chennai and IISc Bangalore. She holds 2 patents and over 20 research publications in her name which are highly cited. Her area of research is in smart technologies, integrated devices and communications. She also has a penchant for blogging and is an editor of Business Fundas.

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