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How to Harness the Power of Email Marketing

According to a 2023 study by Edison Mail, a jaw-dropping 59% of people don’t find the emails sent to their inbox useful.

What does this mean? The precious email that you pummelled your blood, sweat and tears into can quickly end up in the digital bin, gathering dust and making zero conversions.

These shocking statistics reflect exactly why optimising your email campaigns for success is vital. Email marketing can boost your sales and build strong customer relationships if done correctly. So, what’s the “secret sauce” for getting it right? Read on for 12 strategies to increase open rates, boost conversions, and give your business a better bottom line.

There is no “one size fits all” tactic

Unfortunately, there’s no one great secret that will “times your sales and conversion rates by 3,000”. While this can be easy to believe after seeing gurus preaching on YouTube and X (formerly Twitter), the reality is quite different. The truth is that success comes from combining several key strategies, all of which will help you increase the efficiency of your emails. Below, we’ll break these methods down for you in an easy-to-understand way.

Tactics to increase email open rates

If nobody opens your emails, you’ve already fallen at the first hurdle. Getting this right is key to standing a chance and catapulting any competition into the abyss. Increasing your email open rates may take some trial and error, but you should see improvements by implementing the following methods.

1. Define your target customer

The first and arguably most important part of crafting any marketing email is to delve deep into exactly who your target customer is. For example, what’s their job, income and interests? Are they a lone wolf or an extrovert? The more detailed, the better. If it’s easier, divide different customers or clients into categories. Then, if you’re selling a product, focus on solving their pain points.

2. Create an eye-popping headline

Your subject headline is what your customer will use to make a split-second decision whether to open or delete your email. It’s vital to get it right. You should use “power” words and imperatives to create a compelling headline to your advantage. If you’re stuck, use free tools such as MonsterInsights’ headline analyser to see a rough score for your headline. You should also ensure it’s no longer than seven words. Test different headlines and see what works best.

3. Get personal

Using a customer’s name can help an email feel more personal and may encourage them to open it. If you know their interests, use them to your advantage. The more customised your message, the better. 

4. Don’t overload your customer’s inbox

While you may be keen to get your message out, you don’t want to come across as “spammy” to a potential customer or client. Excess emails can be one of the quickest ways to lose business, and a report by Garner proves this. Findings showed that an overload of emails can trigger a large number of potential clients and consumers to unsubscribe. So, if you notice someone isn’t engaging well with your emails, it may be time to step back.

5. Segmented emails

Dividing your target customers into categories, such as age, interests, purchase history or other demographics, for example, can help increase open rates. It will also make your emails more personalised and prevent customers from perceiving you as “spammy” because the message is tailored to them.

Improve the “meat” of your emails

If your potential customer or client is closing your email after two or three sentences, it’s going to be hard to win any conversions. Every enticing headline needs picture-perfect copy to go with it – every time.   

So, your client or customer has opened the email. Next, you’ll want to hook them in and keep them reading.

6. Focus

Rather than trying to stuff all the information you can into one email, focus on one single point or product and make the message clear. This will help keep your email brief and to the point. For example, is it a sales email for a product, or is it an educational newsletter? Do one product per email or one “bundle” at a time for several products.

7. The “golden” triangle

The triangle is a simple framework that will work for most emails. It starts at the top with your headline, a large image underneath, followed by text, and a call to action button at the bottom. A great example of this is a newsletter from printing business MOO in 2023, which uses the trusty triangle layout. You can also use a Z or an F pattern. All of these frameworks support email readability.

8. Optimising design

Simple adjustments such as optimising your email for mobile and ensuring plenty of white space between text can enhance readability. Breaking up information into shorter paragraphs will also help.

9. Images

Providing a relatable image or infographic can help make an email more engaging.

10. A/B testing

This method will help you determine the most effective email. For example, you may want to send two identical emails with a different CTA or headline to see which converts the most. You can test and change any part of the email. All you have to do is keep track of your data and implement the most effective parts of each.

Landing sales via email

When it comes to email marketing, there are plenty of ways to use it to land sales. To increase your chances of success, try implementing some of the following tactics into your copy:

11. CTA

A CTA, otherwise known as a “call to action,” is a vital part of any email. It will push a customer to perform a specific action, whether it’s signing up for a newsletter or purchasing a product. For example, you may add a “buy now” button for a new product launch or a “get offer” button for a limited-time deal. 

12. Testimonials

Adding testimonials or ratings can help establish trust, which may increase the chances of a customer or client making a lead or purchase. It’s a very powerful tool that shows others value your product. A great example of this comes from a newsletter by Fetching Fields, who use customer testimonials to promote their canine wellness treats. However, these ratings should be legitimate – otherwise, you’re breaking the CAP code.

If you’re unfamiliar with the CAP code and you plan on sending marketing emails, it’s never a bad idea to familiarise yourself with the rules. Especially if you’re working with medicine or pet products.

Now, all you need to do is try these tactics yourself. While it may take some trial and error, you should be able to boost your email open rates with ease.

Written by Saskia Ainsworth (Happy HeadlinesX)


Saskia is a freelance content writer and copywriter who has worked professionally for various publications over the last four years. Her bylines include Glam, House Digest, Women, Utopia, TheThings, and the legal firm Edwards Hoyle. With a passion for all things SEO, she’s used her skills to propel content to the top of SERPs and deliver content that engages readers. She also actively writes journalistic pieces for her news site, Happy Headlines, and has even self-published her own novel.