Email marketing will help your business convert subscribers to consumers.
Email marketing can drive traffic and boost conversions—but efficacy is key. Solid email marketing strategies are necessary to improve acquisition and retention rates, encourage growth, and increase ROI.
Powerful results are attainable—if you learn to create an email marketing strategy that converts potential customers to active buyers, you can carve out a competitive advantage. Here's how to achieve email marketing success.
Ready to hire an email marketing agency for your business needs? Browse our list of companies in the following areas:
Email marketing strategies and best practices
By the end of 2025, it is estimated that 376+ billion emails will go out daily—and by 2026, that number could rise to 392+ billion.[1] These numbers show that in order to stand out in a crowded digital space, you must implement the latest email marketing best practices. After all, what worked five years ago may no longer be relevant.
Despite changes in your industry and the impact of changing technology, there are some foolproof considerations when fleshing out your latest email marketing strategy. These tried-and-true tactics have been proven to work—but they only remain effective if you follow a well-planned strategy.
Build a quality email list
Without a quality list, nothing else within your strategy matters. You need to ensure your emails find their way into your subscribers' inboxes, and that goal starts with a quality list. If you have inactive subscribers who have remained unengaged for a prolonged period or email addresses that bounce, it’s time to delete them.
Sure, it can be frightening to delete a contact, especially when you're still growing, but doing so will result in a higher-quality list.
/ Bottom line
You see the highest ROI when you build and maintain an engaged email list. Create a sign-up form on your website, drive sign-up rates through social media, provide incentives to collect emails, and build a dedicated landing page. Also, make sure everyone on your list has opted in.
Segment your email list
Segmentation is crucial for your emails to become more targeted and, ultimately, more effective. This best practice goes hand in hand with personalization. Gartner data shows that personalization in digital commerce improves the following KPIs:
Personalization that offers "tailored help" can result in a powerful uplift. To make this happen, you must centralize your data to improve receptivity and relevance.[2]
Read more: The Master Guide to Market Segmentation: Definitions and Strategies for Your Business
/ Bottom line
There are times when you'll want to send an email to your entire list. However, when you leverage segmentation tools under the right circumstances, your campaigns will see an uptick in click-through rates and sales. You can also take advantage of your CRM software to simplify this process.
Use clear and concise subject lines
Clear, engaging subject lines matter. While stats vary, data shows that as many as 47% of recipients open emails, and 69% report spam based solely on subject lines.[3]
To find the best subject lines, run A/B testing campaigns. This process lets you experiment with different versions of your emails to see what performs best. This knowledge can be implemented into future campaigns, driving ROI up to 28% higher without much additional effort.[4]
/ Bottom line
Use the power of words to elicit a response. In some cases, you should consider emojis to lighten the mood and make your email more inviting. Leverage your email marketing analytics to better understand what's working and what's not so that you can pivot and maximize your budget.
Use strong calls to action
Whether you're sending a promotional email, a lead nurturing email, or an abandoned cart email, a strong call to action (CTA) helps drive action. These CTAs can be text or a button, showcasing words like buy, learn, discover more, or download.
When sending emails to subscribers, especially long-term subscribers, use specific language. They have already seen generic welcome email-style CTAs—be specific and give them a reason to click. If you're sending a segmented group an email about your latest product line, include a link that says, "Check out our latest summer collection." You can also use language that creates a sense of urgency, such as "Discover more—spots are limited."
/ Bottom line
To get the most out of your email campaigns, you need to provide dynamic, relevant CTAs that relate specifically to the email subscriber.
Consider using a professional email service provider
When creating an email marketing strategy, there is a lot to consider. The most effective campaigns have many moving parts, and the process is ongoing. Not only do you need to create and send emails, but you also must track their effectiveness. Many SMBs believe implementing a professional email service provider is outside the cards based on their tight budget. However, you may find that your ROI increases when you outsource your email marketing operations and invest in greater automation.
/ Bottom line
Knowing when to ask for help or seek a solution can make or break your next campaign. At the very least, explore your email marketing software options—the perfect solution for SMBs who don't have the time or expertise to implement email marketing well. Find and evaluate the top software and business services to optimize email marketing strategies to find the best fit.
Take the next step to optimize your email marketing strategy
Creating a polished email marketing strategy takes time, knowledge, and resources. As you develop your strategy, you can lean on the latest tools and automation processes to get the most out of your efforts. Keep up to date on email marketing best practices and email marketing tips, and you'll find increasing success in this channel.
To continue investing in education and your email marketing strategy, be sure to check out the following Capterra resources to help you choose software options that optimize your strategy: