Revamping Your Email Marketing Strategy for 2017 – Part 2

In our previous post we discussed the basics for giving your email marketing strategy a makeover this year.

We examined list segmentation, personalization, and mobile readiness: three very important spheres of email marketing. There are still a couple pieces of your plan that you want to ensure you do not forget.


You have likely tested your email subject lines and have nailed down what works for your company and your audience. But what about the design? What about the buttons and call-to-actions (CTA’s) with your messages – have you tested those? Here are some testing ideas that you can try:

Text vs HTML emails: Most email marketing platforms automatically send out a plan text version of your email in addition to the HTML rendition but have you ever =given any thought to sending out a campaign that is a plain text version – only? If you add a factor of personalization to the message, those plain text emails appear to be written just for them.

Email Length: There are studies that show that long emails work better for varying audiences and that shorter emails work best in general but what works best for your segmented list? The leading way to see if short and sweet or long and detailed works better is to test it!

CTA Buttons: DOWNLOAD NOW or Download Here… not sure which CTA button design will work for your campaign? Test it and you may recognize that certain buttons work best for specific emails.

From Address: This is potentially one of the most important tests to run for your email strategy. Who is ‘sending’ your message can make a huge impact on whether or not your email is read .You should try testing your campaigns with different senders like a person’s name, person + company, person + title + company, or from your high level execs like your CEO. You may be surprised at your results!

Automate your Campaigns

Email automation or activity/trigger based emails perform much higher than traditional emails.

Open rates for trigger emails are as high as 49% - that’s 95% higher than traditional email open rates and average click-through rate (CTR) for trigger emails is more than double traditional emails[1]!

You don’t have to have a complex automation or workflow tool in place in order to set up trigger emails. Your website likely has forms set up that you would just add a task to launch once completed and emails will be sent out.

Here is a list of some automated emails you can send:

  • Thank you for signing up/downloading!
  • Reminder to start using (whatever it is they signed up for)
  • Free offer to folks who haven’t done anything in over 3 months

Regardless of what you implement as part of your strategy for this year it is important to check-in with your goals every six months or so and remember that what works for you now, may not work in 12 months - so be flexible!

[1] Source:



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