Sending a random email to an unknown audience won’t cut it. Email marketing is a powerful tool—when done right. With 3.8 billion emails sent daily, the digital space might feel crowded, but marketers still say email is their go-to channel for customer acquisition and retention.

But here’s the catch: if you don’t follow best practices, your message will get buried in the
flood of daily emails or in a spam folder.

Your goal? Stand out, spark interest, and drive engagement. To make that happen, your campaign needs to be carefully crafted and tracked. Here’s how to make it work!

You should never hit “send” without having clear goals. Setting benchmarks may feel tedious,
but it’s crucial for tracking your progress.

Use SMART goals to give your campaign direction:
• Specific
• Measurable
• Attainable
• Realistic
• Timely

Your contacts are not all the same—they’re at different stages of their journey with you. That’s why a one-size-fits-all approach won’t fly. Segmenting your email list allows you to target the right people with the right message.

Consider segmenting by:
• Location
• Demographics
• Age
• Gender
• Professional Title
• Buyer’s Journey Stage
• Past Purchases
• Website Activity

With segmentation, you’re no longer shouting into the void—you’re having meaningful conversations.

Plan a concise series of related emails with defined send dates and report pulls.

Sync your campaigns with:
• Product releases
• Seasonal events
• Blog/content publication schedules

Create a content calendar to visualize when everything goes out. This helps you spot gaps and
balance your campaign cadence.

Don’t wing it. Write the full campaign ahead of time—this way, your messaging stays cohesive and strategic.

Tips for creating engaging content:
• Maintain your brand voice consistently
• Use dynamic, mobile-friendly images and layouts
• Trim the fluff—be concise
• Hook readers with a strong subject line and opening
• Speak to your audience’s needs, not just your brand
• Include one clear call-to-action per email

Before you launch, test everything. This ensures quality and prevents mistakes.

Run checks on:
• All links and buttons (no dead ends!)
• Image sizes (optimize for quick load times)
• Grammar and spelling
• Formatting across devices

Testing ensures you’re not scrambling at the last second and that your audience gets the best
version of your message.

Once your emails are out in the wild, it’s time to dig into the data.

Monitor key metrics such as:
• Open rate
• Click-through rate
• Conversion rate
• Unsubscribes
• Bounce rate

These numbers tell you whether you’re crushing your goals—or need to pivot.

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new go-to platform to supercharge your email marketing success.

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