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How to Improve Email Marketing

Here are 11 proven ways to improve your email marketing campaigns. Including segmentation, email frequency, the best email content to use and more.

Ben Kazinik
By Ben Kazinik
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Edited by Mayple staff

Updated December 24, 2023.

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Email marketing is one of the most profitable chadnnels. And it doesn’t matter what email marketing tool you use, whether it’s Mailchimp or Klaviyo, there are a ton of things you can do to improve. Here are some of the best ways to increase your email marketing sales.

1. Segment your email lists

Create different segments within your overall list. These could be based on whether the user is a lead or a customer, their purchase history, their browsing history, geography, gender, interests, etc.

The key to successful email list segmentation lies in collecting as much data as you can and using the right tool. For example, Klaviyo email marketing capabilities allow you to segment your email list down to the smallest details, including their behavior outside of your website. Likewise, Drip has some pretty good features in this respect (here’s a Drip vs Klaviyo overview to help you decide.)

2. Test your subject lines

It’s always a good idea to test your subject line using an A/B test. Add emojis, and emotive words, and test the subject line length. Need some inspiration? Check out our guide with the top 100+ browser abandonment subject line ideas.

3. Make sure your emails are mobile-friendly

Since more than 50% of all emails are opened on mobile devices it’s super important that your emails are optimized for mobile. Test each email and see if the pictures and the text are visible. If you're using a custom font make sure it appears correctly on all devices.

Consider creating a separate version of each email for mobile or switching to an email tool that does that automatically for you.

4. Send another email if it's unopened within 24 hours

A great trick to gauge which subject lines work best is to send a second email to all the recipients that haven’t opened your first email, using another subject line.

5. Personalize your emails

Always include the name of the recipient, and personalize the email to fit who they are. You can include products that they browsed, a particular category they were interested in, etc. Make the email speak to them and their interests and values.

6. Have the emails come from a real person (as opposed to ‘noreply’)

Always put a name of a real person in the sender field. Never send your emails from a ‘noreply’ address. And if your last name is too long just put your first name + your company name (’Bob from Company’).

7. Test your preview text

The preview text is the second line of text that your recipient sees after the subject line, before opening your email. It’s important to give them a taste of the content of the email and make it engaging enough for them to click.

8. Have a balance of educational and promotional emails

Don’t just send promotions every week. Balance it out with educational content about your brand, tell your brand story, entertain the user, share recent news about your company, and share customer reviews or UGC from prominent influencers about your product.

9. Use email flows

Email flows are a great way to boost your revenue from email marketing. They are automated sequences of emails that target specific segments. These can include things like a cart abandonment flow, a welcome flow, a returning customer / winback flow, etc.

Even a simple “thank you email” flow can help you build relationships with your buyers -- as obvious as as it may sound, small things like these make a world of difference when it comes to how your customers perceive your brand.

10. Launch giveaways

Giveaways are a great way to engage with your list. You can launch them on social media and/or use influencers or other brands to promote them.

11. Launch a referral/loyalty program

A loyalty program is a great way to gain more subscribers and expand your email list. You can offer a unique referral link to each subscriber and include it in the footer of the email. You can also offer them company swag or other exclusive rewards for repeat purchases or referrals.

Looking for a Klaviyo agency or Klaviyo consultant to help you make the most of this email marketing tool? Or maybe just a freelance email marketing expert? Contact us and allow us to match you with vetted experts in a matter of days!

12. Check your email deliverability

You may be sending amazing emails but if your audience doesn't open them then you're wasting your time. That's why it's super important to check your deliverability and make sure your emails don't land in your audience's spam folders. Work with an email deliverability consultant, they could help.

Pro tip: want to learn mobout improving your emails? Check out our list of the top email marketing books to read this year.