How Marketers Are Optimizing Their Email Marketing, According to Research

When most marketers think about ways to optimize their email campaigns, one of the first things that come to mind is how to develop copy that is compelling and calls to action (CTAs). Yes, the copy and the calls to action are quite critical. However, there are more factors that marketers need to take into consideration in order to perfect their email campaigns.

Email marketing has developed significantly over the past few decades and continues to be one of the touchpoints throughout the consumer journey that offers the most potential for action.

However, how are marketers optimizing their email strategy to keep audiences engaged despite the fact that inboxes are becoming overcrowded?

A total of 298 marketing professionals took part in the Email Marketing Optimization Survey (Open Link in new window), which was fielded by Ascend2 (Open Link in new window) and various research partners (Open Link in new window). The purpose of the survey was to help provide an answer to this question.

The Asend2 research study revealed a few important discoveries, which are as follows:

What exactly does “email optimization” mean?

Email optimization refers to all of the activities that can be assessed and which strengthen the email relationship with your audience in order to raise conversion rates and return on investment (ROI).

When marketers are attempting to optimize their email campaigns, one of the most challenging difficulties they face is trying to optimize their email campaigns. Perhaps the best approach to look at email optimization is to look at the most difficult challenges. Given that it was at the top of the list of problems, the significance of maintaining email subscribers’ engagement with information that is pertinent and value cannot be overstated. This same relevant and helpful information, when linked with best practices in email data privacy, will assist you in overcoming the second problem on the list, which is to reduce the number of SPAM complaints received.

First and foremost, Ensure That You Have the Basics Down

Email optimization begins before the actual sending of an email. Testing email campaigns before they are sent is absolutely necessary in order to deliver high-quality and engaging emails. Before you hit the send button, it is imperative that you optimize a number of essential aspects, including the design, deliverability, subject lines, subscriber verification, accessibility, sender reputation/SPAM score, HTML validation, and device/email client display. People who don’t get the email will always have a conversion rate of zero, even if it has the most compelling call-to-action (CTA) and most compelling email copy. Additionally, if the design makes it difficult for the reader to read the email, your conversion rate will be drastically impacted negatively.

If you want to see instant good results from your email optimization program, you should make the effort to establish a procedure and equip yourself with the appropriate tools so that your emails may be reviewed before they are sent.

Concentration on Advancement

If you want to improve any marketing effort, you should probably start with the quality of the data you have. This is a safe statement to make. When it comes to email, having access to quality data enables marketers to provide users with more personalized and targeted content. You will be able to segment your list thanks to the quality of the data you have, and as a result, you will be able to produce more specific copy and focused calls to action. Additionally, the targeting of your automation campaigns improves, and even the types of content that you give are now determined by the data rather than being chosen at random.

How to Deal with Email That Has Been Dormant

You’ve worked hard to perfect your email marketing campaigns, yet some of your subscribers are still choosing not to interact with you (how dare they!).

How long should a subscriber’s account stay dormant before it’s OK to remove them from a list used for email marketing?

If you are following all of the best practices regarding data quality, pre-launch fundamentals, copy, CTAs, personalization, segmentation, and testing, but your subscribers are not engaging with you, it is imperative that you establish a routine procedure to remove them from your list. This can be done by deleting their email addresses from your database. Keep in mind that the number of subscribers you have is not the aim; therefore, when subscribers tell you that they do not want you to send them emails because of inactivity, you should believe them.