Email marketing is still one of the most important arms of any marketing strategy. But it can be difficult to get right. There are quite a lot of elements that make up a good email marketing campaign. But there are a few relatively easy things you can do to significantly improve your campaign’s performance — no matter the goal of your email campaign. 

In this article, I’m going to go through 4 tips and tweaks that you can make to your email marketing campaigns that can help you improve both the quality of your emails as well as your click-thru and conversion rates.


1. Optimize Email Marketing Headings

Bear in mind that the average person can receive up to 100+ emails a day depending on what they use their email for. If someone is a business professional, they’re likely to receive hundreds of e-mails a day. So, optimizing your email headings to better stand out in a recipient’s inbox is an effective way to drastically improve your click-thru rates. 

Here are a few things you can do to make your email headings stand out:

  • Make headings concise (60 characters max).
  • Use Power Words to help grab a reader’s attention. 
  • CAPITALIZE important words.
  • Use brackets around important words.

How you optimize your heading largely depends on the industry you’re working in. But from my experience, it’s important to make your headings as valuable, concise, yet as bold as possible.


2. Include a CTA “Above the Fold”

In short, “Above the Fold” means before the user scrolls to read what’s included further down in the email. So, it’s important to include a CTA (Call-to-Action) for users who don’t want (or don’t have time) to read your entire email. CTA placement and optimization are important, so make sure your CTA is both bold and contextual — make sure the placement makes sense.

Here’s more info on how to improve your CTA click-thru rates.


3. Email Marketing Automated Follow-Up Emails

When people sign up to your email list or take an action on a previous email, make sure you send them a follow-up email. Now, what kind of follow-up email do you need to send? This will depend on what action the recipient took and what stage the recipient is in your email marketing campaign e.g. either a new user or a loyal customer.

But making sure that active email readers are receiving follow-up emails to keep them engaged with your business is incredibly important. Using your email marketing software, schedule follow-up emails to occur based on the actions taken by each recipient. 

For example, for readers who open but don’t take any action within the email, you can send them a follow-up email encouraging them to take action. Whereas, for recipients who did take action and bought something from your website, you can send them a follow-up to say thank you and introduce them to other products from your site.

4. Copywriting Tricks for Email Marketing

There are many ways to keep your email content fun and engaging. But it’s also important to use various tricks of the copywriting trade to make your text help you convert more users. 

Here’s a quick roundup of what you can do:

  • Use actionable language.
  • Use Power Words.
  • Keep your copy concise and to-the-point.
  • Create logical leads to your CTA.

We’ve actually created a guide on email copywriting hacks that you can check out here, which includes examples of what you can do to make your email copy convert your recipients into customers.


Building an Effective Email Marketing Strategy

It can take time to create an email market strategy that really works for your business. However, by taking the time to implement proper copywriting and automation techniques, your email marketing strategy could become your most important marketing channel. 

For more information on how to improve your overall marketing strategy, check out the latest posts on the Intentionally Inspirational blog.


Written by Lewis James