3 steps to email marketing that gets results

Email. It’s still one of the most effective ways to connect with people online. Both immediate and intimate, there are few marketing tools with higher ROI.

It’s the intimacy that makes email marketing so special. People have emotional reactions to email because receiving a message is personal. Your marketing emails are mixed in with all the other bits and bobs in their inbox. They read your newsletters and promotions on their own time and on their own terms.

With that in mind, the most successful marketing emails are those that feel personal. Personalized emails stand out in cluttered inboxes and on busy days. They’re the ones that have a high return on investment. Here are our top three ways to customize marketing emails to your subscribers’ interests and habits.

1. Start with relevant content

Relevant content is at the core of any high-performing email. Generic, one-size-fits-all messages are ineffective (at best) and considered spam (at worst).

Creating content that your subscribers care about sounds intimidating, but it doesn’t have to be. After all, personalized is not the same as individualized. Use what you know about your customers, clients, or members as a starting point. You likely have a good idea of what they care about, especially if you have a set of proto-personas.

Relevancy can also be tied to a time of year or news event. Seasonal trends and industry chatter are great sources for relevant content!

2. Segment your list

Email list segmentation involves creating smaller groups of subscribers based on specific characteristics. For example, you could split up your list by  subscriber location, demographics, or industry.

Using your smaller groups, you’ll be able to create hyper-focused email campaigns. People that receive your emails will feel like it was written specifically for them and their specific interests. They’ll be more likely to engage with your content and calls to action and remember your brand.

3. Mirror your subscribers’ behavior

Email marketing programs like MailChimp, ConstantContact, or ActiveCampaign collect data campaign performance. They analyze each campaign’s performance and uncover the days and times your subscribers are most likely to open your emails.

Leverage that data to identify the best time to hit send. You’ll not only increase engagement, but also make your subscribers feel seen

Personalized email marketing is effective email marketing

Email is one of the most effective marketing tools — especially when you take the extra step of personalizing your campaigns. Sharing relevant content to specific groups of people at the time they want to see it will result in a high ROI.

Conner is an Associate Account Director with the Glantz team. Knowledge acquisition and asking for help is Conner’s joie de vivre. She is constantly striving to drive projects forward by acquiring information and sharing the wisdom she has gained.
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