Email Marketing Guides & Best Practices

10 Tips for Effective Email Campaign Management in 2023

Pratik Shinde

• 6 min read

Email marketing is still one of the best ways businesses connect with their prospects. From small-scale businesses to large ones, it is the most widely used marketing strategy. To succeed in today’s world, it is essential to come up with unique ideas that distinguish you from the masses.

The number of daily emails sent is projected to exceed 333 billion in 2023 and is expected to grow to 376 billion by the end of 2025 due to the increasing popularity of online commerce.

With that figure in mind, email campaigns can seem intimidating to pull off. However, the increasing competition and a constantly evolving digital landscape make it crucial for businesses to manage their email campaigns effectively. In this article, we will discuss 10 tips for effective email campaign management in 2023.

1. Segmentation

Build a quality email list that is clean and up-to-date. Now it’s time to segment it based on the prospect’s interests, behaviors, and demographics. An all-for-one approach is not a good idea and will yield little to no benefits, because a person interested in offers on computer hardware is less likely to click on an email about discounts on your new software update.

Segmenting your subscribers can foster trust and long-term interest as you are providing them with offers that align with their interests. When you avoid irrelevant content, customers are more likely to remain subscribed and engaged.

2. Personalization

Adding a personal touch to your emails reduces the feeling of being spammed. Plus, it creates a sense of connection with you. By personalizing your emails based on their name, location, activities, and purchase history, you can create more engaging and relevant messages for your subscribers.

Sending timely emails and anticipating subscribers’ demands are just two examples of how personalization goes beyond simply being relevant.

Set the tone for the email by conducting thorough industry research. For example, is it inappropriate for that industry to use emojis or include a social media trend?

3. Automation

Automation improves the overall effectiveness of your email campaigns. For instance, you can set up triggered emails, such as welcome emails or abandoned cart emails, to be sent instantly when particular activities are performed by your subscribers.

Welcome Email from Spotify

Tools like MailChimp, Campaign Monitor, and Constant Contact make your work easier by sending emails depending on these triggers.

Not only can automation increase the effectiveness of your emails, but it also boosts conversion rates, makes scaling simple, and saves you time so you can focus on other aspects of growing your business.

4. Regularly Clean Your Subscribers List

If you have a pool of inactive email subscribers, try to reactivate them and offer to unsubscribe them if necessary. It’s important to make unsubscribing from your mailing list easier since not all subscribers will find your offers relevant at all times.

Doing so can improve email open rates by removing unengaged subscribers, increasing transparency, and building trust and positive brand sentiment. A growing body of evidence suggests that email list scrubbing has a significant impact on email marketing performance, with companies that regularly clean their email lists experiencing a higher open rate and a lower unsubscribe rate compared to those that do not. Additionally, you should consider adding a return path email header to deal with the bounced messages more effectively while also eliminating unnecessary clutter in your inbox.

5. Include a Clear CTA

A strong Call to Action (CTA) is essential for successful email marketing. Ultimately, you want to engage your readers rather than just have them open the email. Especially on mobile devices, the CTA should be correctly positioned and prominent enough to be clicked on.

Check this GET 3 MONTHS FOR $0 CTA by Spotify. A good example of correctly positioned and clearly visible CTA.

Some CTAs also involve:

  • Clicking on a link to read more
  • Signing up for a webinar
  • Downloading a newsletter
  • Filling out a website form

You may also experiment by putting the same CTA in other places. If one item doesn’t draw clicks, there’s a chance the following one will. This will help increase your conversion rate.

6. A/B Testing & Measuring

A/B testing at every stage is one of the most crucial pieces of advice for an effective email campaign. To find out what works best for your campaign, experiment with different subject lines, CTAs, preview text, and email designs.

It’s a great way to improve open rates and get people on board with your product/service. For example, when promoting a free guide about getting more subscribers for a YouTube channel, subject line variations such as:

  • 5 Ways to Approach New Audiences for your YouTube channel
  • Trouble Gaining New Subscribers to your YouTube channel? Try These 5 Effective Ways
  • 5 Ways to Gain New Subscribers on your YouTube channel in 2023

could pique the interest of the readers and encourage them to open your email.

7. Optimize Emails for Mobile

Optimizing your emails for mobile is something you should not miss out on. This is because most people these days access their emails via phone and not having them mobile-optimized can be annoying for the reader.

In fact, users are 52% less likely to work with a company that offers a poor mobile experience, and 53% stated they would abandon a site that takes over three seconds to load.

Here’s the checklist for mobile-optimized emails:

  • All necessary text must be accessible from a single screen without having to pan over.
  • Both the email and the landing page should load quickly.
  • The buttons should be tappable and clear.
  • It should be easy to read and have clear font type, size, and color with good readability.

Users should be able to click on the ad, link, or image and choose to access the brand’s website on their phone in their preferred mobile browser.

8. Choose the Best Timing

Getting your subscriber’s attention is to send out your emails at a time when they are likely to be active online. Thus, the best time to send emails differs from reader to reader.

Details like their email reading habits, preferred email client, and location can help you figure out the best time to send the emails. Is it Friday afternoon or Monday morning when they are more likely to open and click through the emails you send? You may collect this data and use it to drive future campaigns by examining your email marketing analytics.

You should also consider how they interacted with your website, their most recent visit, their activities, whether or not they made a purchase, etc. You can get these statistics using Google Analytics to view bounce rates, exit pages, and other data related to goal completion.

Email frequency is another aspect. Increasing the number of emails sent doesn’t always result in better outcomes. Sending your subscribers too many emails can often lead to high unsubscribe rates. Statistics show that too many emails cause about 69% of consumers to unsubscribe from email lists.

9. Optimize Emails for Subscriber Lifetime Value

Each email you send will influence the success of the next one you send to that person. This means, only when you succeed in grabbing your reader’s interest in the first email, will they read your subsequent emails. And this is possible when you keep in mind what your readers like and what value they hold for your business.

Thus, to get the best result out of your email campaigns, you must optimize them based on the subscribers’ lifetime value and not on each of the campaigns.

10. Organize Your Email Marketing Schedule on a Calendar

Consistency and delivering the right message to the right audience at the right time are essential for successful email marketing. To meet these expectations, how do you effectively schedule and organize all of your email content?

The solution is to use calendars and project management applications to organize and track all your email marketing activities. To keep your strategy on track, use your calendar to plan, schedule, and manage your content and delivery dates.

Map out all your email campaigns and the tasks needed to be done, such as designing the email template, writing the body, building the email list, etc., on your project management tool. Tag the tasks for the responsible team members, and set deadlines and requirements.
Then launch your campaigns based on the schedule you have created on your email marketing campaign calendar.

Finally

Emails can be optimized in a variety of ways, just like other marketing mediums. To achieve your ROI goals, you can experiment with various variables, all while keeping the little things in mind. You can also make use of an action plan template to give your team a framework for achieving your ROIs.

We discussed email marketing campaign tips in this article to give you an edge over the competition. Keep in mind that no flawless email campaign or newsletter is ever produced on the first try. It takes time, a lot of hit and trial, planning, and patience to finally get things working. However, keeping these best practices and tips close at hand can help you achieve your targets sooner and with more efficiency.