January 30, 2022
 min read

5 effective ways to optimize your email marketing campaigns

Hannah Macready

Did you know that email marketing has a higher ROI than any other marketing tactic?

In fact, with a strong email marketing strategy, you earn an average of $38 for each $1 spent. That’s a 3,800% increase!

That being said, competition is steep. With over 105 billion emails sent every day, you need strong creative strategies in order to win the attention of your audience.

Optimizing your emails means leveraging your entire digital ecosystem and capturing emails at every touch point.

What’s more, you need strong creative copywriting skills and visual assets to cement your messaging.

Below, we’ll outline some of the common mistakes businesses make in email marketing. From there, we’ll tell you how to create truly engaging emails that will grow your business on and offline.

Reasons why your email marketing campaigns aren’t working

So, you’ve heard the buzz about email marketing and you’ve decided to step into the arena.

Maybe you’ve already been running campaigns for some time but are seeing your efforts plateau. In addition, you might be unclear as to what a successful email campaign looks like, or how to grow your audience to increase your readership.

Here are a few of the most common problems clients come to us with:

  • You don’t understand your target audience
  • Your emails lack personalization
  • You lack attention-grabbing creative design
  • Your database is stale and outdated
  • You’re using a tool that is too complex or complicated for your team

More often than not, these problems arise because your business doesn’t have the necessary resources to run an effective email marketing campaign. You need high-quality creative, copy, and strong email automations in order to be successful in this realm. 

The fix? Hire a team that knows what they’re doing. At the very least, get some consultation to get your efforts running smoothly. 

What’s the best email marketing service to use?

At Brandcamp, we use Active Campaign. Not only is it a high-quality CRM tool, but it also runs effective automations that improve our overall campaign performance.

Here are a few other options at varying price points:

  1. Mailchimp
  2. Hubspot
  3. Sender
  4. Sendinblue
illustration of open envelope on blue background

5 ways to get better results from your email marketing

1. Add signup forms across your website

You never know when your users may be struck with the motivation to join your mailing list. So, give them ample opportunity to do so!

Adding a sign-up form to every page on your website will keep your subscriber list fresh in the minds of your visitors. You can do this with a clear form at the end of every page, or in calls-to-action  throughout your web copy.

2. Keep your forms clear and concise

All good digital content should be easy to navigate for your users. Your signup forms are no different!

Don’t ask too many questions and don’t give them time to change their minds.

Get the information you need quickly and coherently so that your visitors can move on to the rest of your site.

3.  Create automated flows to welcome new subscribers

Once a user confirms their subscription, hit them with a personalized welcome email.

Automated welcome emails have open rates over 50%, and for e-commerce businesses they have an order rate of 3.02%, higher even than cart abandonment emails.

In addition, it offers a simple way to get them familiar with your content so they know what to expect from future emails.

4. Make your content easy to scan

We can’t stress this enough-- online users hate wasting their time!

Design your email with user-interests in mind. Don’t spend three paragraphs explaining your product or service. Likewise, your design shouldn’t conflict with the copy or make your message difficult to read.

Headings, lists, and visual elements can improve the click-through-rates of your emails.

You can find more information on writing for readability in this blog.

5. Spend more time on your subject lines

Your audience wants to feel special. They don’t need another brand filling up their inbox with offers and promotions. In addition, open rates for emails have dropped to 21.3% . This means most people only see your subject line. If you can’t win them there, you never will. 

Take time to make your subject lines stand out. Clickbait-y titles, questions, and rhetorical questions can help you earn more clicks. 

Don’t get discouraged if you haven’t figured out a successful subject line yet. You may need to test ten subject lines before you find one that works.

As well, make sure your emails come from a person, not a brand. Sign-off with your CEO’s name or maybe the head of your customer service department. This lets your customers know there are humans behind these emails, not just robots.

Harness your email and improve your sales

Email marketing is an exciting and powerful way to connect with your audience and improve your sales. 59% of consumers say that marketing emails influence their buying behaviours. That means, if you can harness this market, you can grow your business and inbound leads without ever leaving your desk.

Still not sure if you can do this on your own? We’d love to help! Reach out and one of our email marketing specialists will help you meet your goals.


Hannah from Brandcamp

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