4 Steps to Optimize Email Marketing Results

With Email Marketing list sizes growing on an average of 40% annually; there are 4 steps to make the most of responses.

Pay special attention to the newest members.

Welcome messages get almost twice the response of regular emails and subscribers who have been on a list for less than 90 days show the highest rate of response. Welcome messages often simply say “Welcome to our list”, consider including a coupon, specific offer or the latest issue of the newsletter to the newest members who opt in.


Select the best email frequency

Of course those running an email marketing campaign know that only emails with useful content will be opened and read. They have invested time and money to find out what type of content their consumer wants to read.

By offering lists of topics that are relevant to their readers, email marketing professionals are allowing subscribers to choose the amount of communication based on relevancy rather than frequency. Email marketers that offer a high level of control actually send more emails than those who don’t.

Another option regarding frequency is to find out what your readers want through surveys, segmentation and testing. Once you have this information, implement what your readers are asking for.

Avoid False Positives, Get Past Filters

It is difficult in the Business to Business Environment to know if your emails are being blocked due to filtering behind firewalls. Should there be drastic changes in your open rates or click throughs try testing a text message to see if your results improve. If so, it is safe to assume your HTML emails are being blocked.

A recent study conducted by Silverpop shows that 78% of companies are not asking people to whitelist. However, whitelisting is still the best way to be sure you won’t be labeled a spammer and filtered.

Test Landing Pages

According to Stephan Tornquist, Research Director for MarketingSherpa, “Landing pages are a huge part of our interaction with consumers.” Conversion rates can be impacted by an average of 40% by testing email landing pages. Consider multivariate tests and classic A/B tests.