Sending emails but no one opens them, going straight to the spam folder, or having a low conversion rate are issues many marketers face. So how can we optimize email marketing campaigns to increase open rates, attract quality leads, and avoid falling into spam? In this article, BizMail will share how to optimize email marketing effectiveness to help marketers conquer customers’ inboxes and sustainably increase campaign performance.

1. Optimize email marketing effectiveness by improving email open rates

Use the sender name “From” or “Reply to” according to the brand/business

According to a survey by Litmus & Fluent, the reputation of the sender name or recognizable source is a factor that encourages the recipient to decide whether to open the email.

The best approach is to use your brand/business name, possibly with a personal name alongside the business name if confirmed beforehand.

Use a clear subject line, create emphasis

Clear, detailed, and concise subject lines: Based on statistical reports from Mailchimp, clear and detailed subject lines will be more effective than those that are creative or trendy. The appropriate length for an email subject line should be between 9 – 60 characters. Avoid using punctuation “.” or emojis in the subject or only use them once. Think carefully when using them, as overuse may reduce effectiveness.

Capitalize the first letter: Another consideration to emphasize the email subject line and increase open rates is to consider capitalizing the first letters in the title except for prepositions, articles, and conjunctions. This not only helps increase email open rates but may also boost interaction rates with that email.

Emphasize timing: Besides the two methods above, you can also experiment with naming email subjects that emphasize timing, the timeliness of the email content, especially for offer or invitation emails. This will increase the chances of getting the content to the recipient.

Optimize the short email description content (preview content)

To optimize email marketing efficiency, you need to optimize the short description of the email. This description should be under 60 characters and contain content such as:

• A brief summary of the main content of the email
• Continuing the following part of the subject
• Discount codes or clear proposals
• Personalize the email

Make the recipient feel that the email is sent specifically for them and the issues they care about rather than a generic email sent to many.

Putting yourself in the position of the email recipient, would you be more interested in emails that have your name in them or those that do not? That’s one of the personalization methods that is frequently used and yields positive results for the sender.

Select and classify the recipient list according to the information collected

A small change based on the existing customer information to create the recipient list can also enhance your email open rate.

An example in this case: The weather in Hanoi is gradually entering winter; a tech food company wants to send an email with a special discount code to customers in Hanoi with content related to the weather and food. Compiling a list of email contacts with addresses in Hanoi is one of the email classification methods this article wants to mention. Below are a few forms that businesses can try:

• By geographical location: location, city, area
• By registration date for email subscriptions
• Interaction history

We should not send emails to a contact that has already received too many emails in one day or has had no interactions with previous emails.

Additionally, consider the timing of email sending for maximum effectiveness; emails should not be sent on weekends or after working hours, as statistics show that most users check their emails during working hours.

2. Optimize email marketing effectiveness by improving click rates within emails

Clear CTA content, attractive design

CTAs help direct readers to access the desired link.CTA not only reflects the click-through rate but also directly influences the conversion rate in email campaigns. Make your CTA stand out and attract attention. This content should provide useful information or clearly indicate what the user will receive or where they will be redirected after clicking. Of course, it must be placed within email content that is engaging enough to prompt the user to make a decision.

The email should be of moderate length, with a size under 400kB

Emails need to have a moderate length, so consider the content preview across all devices, especially on mobile screens, to ensure the email content fits the user interface.

Avoid excessively long content that fails to convey the message or lacks persuasive power to encourage the customer to take the desired action. A good email will guide the customer to read the message, continue to explore, click on links, create deals, and make purchases.

Additionally, the email size should not be too heavy, containing too much information, as this will waste time loading the content and may lead to a less favorable user experience.

Balance content between words and images

Do not use too much text, nor should you overuse large images in the email. Balance the words with images so that customers remember the brand and enjoy the content being shared.

Do not use shortened links

Using shortened links in emails will affect the sender’s credibility and the email service provider if the link contains malware or unauthorized access to users’ information. Therefore, do not use shortened links for any reason.

3. Optimize email marketing effectiveness by minimizing the unsubscribe rate.

Recipients unsubscribing from emails is something no one wants, so when sending emails to any recipient list, choose the right audience and unsubscribe categories to minimize the number of recipients who are uninterested in the information being sent, avoiding waste of resources and impacting other content they care about.

4. Optimize email marketing effectiveness by reducing the bounce rate.

A high bounce rate is one of the metrics that directly affects the business’s credibility. To minimize this rate as much as possible, regularly update the sender list.

Specifically, pay attention to the interaction history of the email recipient list and frequently update this recipient list to avoid emails that have bounced multiple times, unsubscribed, or have not interacted but still remain on the sending list.

Optimizing email marketing effectiveness not only helps businesses increase open rates, improve customer reach, but also enhances conversion rates and revenue from this channel. By personalizing content, selecting appropriate recipient lists, designing professional emails, and monitoring campaign metrics, businesses can maximize the potential of email marketing without worrying about landing in spam.