10 Email marketing secrets 2024

Did you just start your first email marketing campaign or maybe you already have some experience but want to know how you can improve your results? In both cases, there are 10 secret ways that will help you make your email marketing campaign successful.

1. Send an email to your new customers immediately

The welcome email is your chance to make a good first impression and keep customers interested, it’s like creating new customers when they enter your store. When someone signs up for your email list, they show interest in your brand, and the best thing you can do is send a welcome email right away, that’s what they expect. This helps build trust between customers and you, and shows them that you keep your promises.

2. Get a growing email list

Building a healthy email list is the most important thing for any email marketing campaign “Quick tip, never buy an email list” Nothing good will come out of it and don’t send emails to people without their consent, instead offer incentives and tempting discount codes for buyers to join your email list. The fastest thing is to add a pop-up to your website, the faster your list grows, the faster your revenue will increase.

3. Clean up your list

When you start email marketing, of course you want to send emails to as many people as possible to maximize conversions but there is something important, when you keep sending emails to people who don’t open, your open rate goes down, and eventually your emails may start going to people’s spam folders. Good practice is to clean your list constantly, the best time to do this is every six months.

My favorite approach is to have what is called a twilight email flow. This flow automatically takes every contact in your database who receives emails but does not interact, sends a few plain text emails to try to get them to open again, and then for those who still don’t open, this flow sends a short note telling them that they will soon be unsubscribed.

4. Use segmentation

Segmentation can be said to be a very useful strategy to help you personalize emails for your customers, when you divide your list and send more targeted emails, this leads to higher open and click rates, lower unsubscribe rates, and better conversions.

When you create an email take a moment to think about who should receive this email, don’t send every email to your entire email list. You can divide customers based on different attributes and the most common way to do this is based on age group, time zone, geographic location, and interaction with your past campaigns

For example, you can divide people who clicked on last year’s black friday email but haven’t clicked since then, or build a segment of people who have already made a purchase but haven’t clicked on anything in the last two months, then target those groups with special offers and unique messages.

5. Use email automation

This is my favorite, everything that can be automated should be automated. By definition, automated emails are more targeted and timely than email campaigns, so it's no surprise that conversion rates are also much higher for automated emails. If your email automation or flows are set up well, they will automatically turn buyers into paying customers while you enjoy your vacation.

What are some examples of automated emails? The welcome flow we talked about is the abandoned cart flow, the win-back flow, the post-purchase flow, and the twilight flow that we also talked about before in this point and many other flows. There are some tools that will help you run email automation and klaviyo is my favorite.

6. Design responsive emails

Here's the problem, most people check their emails on their phones, about more than 70 percent of people. So make sure your mobile design is not something that is thought of later because most brands still design mainly for desktop, but not for Nike. They actually left the desktop layout completely, so all their emails start from the mobile version, whether you see it on your phone or computer. I have a separate article just about email design, so check it out.

It's one of the most popular, the important thing to remember when you design for mobile is dark mode. When you test your emails make sure to open them in light mode and dark mode, and make sure the emails look good in both scenarios.

7. Improve your subject lines

Subject lines are an art and a science and also the most frequently asked topic around here. There are some things that go into every subject, and actually I have a much longer article on subject lines, It should be linked in the corner. If you want some quick tips, here are some tips:

  • When it comes to subject lines, ask questions to attract your customers' attention, include deadlines in the subject lines, or you can tell a little joke.
  • My favorite recipe for email subject lines is to combine benefits with curiosity.

8. Combine email marketing strategy with other channels

You can use your email list to get followers on your social media platforms. Have a catchy Tiktok video? Tell your email customers. Run an Instagram challenge or giveaway? Tell your email customers, and vice versa. Create posts on social media about the benefits of joining your email list from time to time, and always provide a link to the subscription page in your link tree.

9. Include user-generated content

User-generated content is basically a form of unsponsored content that customers create about your products on various social media networks. It can be reviews, posts, pictures, or videos. People want to buy products that other people have bought because people tend to trust other consumers more than they trust your company.

Often I see that most forget this, so find creative ways to include photos, testimonials, Insta stories, and shout outs on Twitter from your customers in your emails, and see how this will affect conversions

10. One email, one goal

Every email should have one specific and single goal, the reader's decision should be binary just a yes or no, don't give too many choices, otherwise they might not choose anything. Haven't you done it yet? Consider this point.