10 Tips To Improve Email Marketing Strategy

How do you improve an email marketing strategy that isn’t working? This post includes 10 actionable tips to turn a failing email strategy around.

Improve Email Marketing Strategy

Image by pch.vector on Freepik

So, you’ve been sending out emails, but your customers just aren’t replying… learn how to improve email marketing strategies with the proven tips in this post.

Based on the fact that the vast majority of people spend a lot of time writing, reading, sending, and searching emails as part of the 21st-century digital marketing trends, understanding how to engage customers with them is a must.

Why? Because there’s a real solid chance that your emails will end up in the spam box or at the very least simply getting passed over.


The profitability of email marketing continues to lead the first place in the ranking of the mix of channels. In fact, email generates $38 for every $1 spent according to data published by Hubspot (March 2019). 


With an average open rate of 3.5% in the industry, the key is to build a segmented database, develop good content and send it to the most appropriate group of users. 

Targeted emails get 62% more clicks than non-targeted emails – Hubspot!

Sending generic messages to all the customers you have registered in your database could be the main reason why this medium is not working for you.

I’ve worked with 100’s of companies to improve email marketing strategies and the majority of companies struggling with their campaigns were doing this very thing. This post is going to cover the Top 10 Tips I use to Improve email marketing strategies that are falling short:

10 Tips To Improve Email Marketing Strategy

1. Define Clear Objectives

Like any business plan or marketing action, you must define specific and measurable objectives.

The newsletter can be informative, sales, personal or transactional, so the way to measure success will undoubtedly be very different. What do you want to achieve by sending newsletters?

Notoriety, cost reduction, personalization of communication, market intelligence, loyalty… all are possible objectives that, without a doubt, will condition what and how you send.

Also, make sure your mail looks like a personalized email, not just a sales email. You can include an interactive email signature, a picture of your company logo or branding, and many more.

2. Segment Customers 

The only way to be relevant is to generate good content that is aimed at the right group of users.

If your database does not have detailed user profiles, it will be difficult to segment the information you want to send.

You cannot send the same information to a user who has just registered in the corporate newsletter as to a client who regularly buys from you during the last two years.

3. Design inbound marketing strategies 

To segment the shipment it is necessary to collect more information about your customers.

And for this, what better than designing a good inbound marketing strategy that allows you to attract new subscribers by knowing better who they are? Try to collect geographic data, type of user, position, behavior, interests, and source of recruitment.

All of these are attributes that can help you segment shipments more accurately.

4. Design empathy maps 

To send the content of interest to the groups of users you have identified (segments), you should develop empathy maps.

It is important to know who they are, what they think, what they are looking for, and what may interest them! Doing a previous exercise per list can give you the keys to the type of newsletters they expect to receive.

If we have created a distribution list of stores that sell our product, think about what they might be interested in receiving, what motivates them, and how we can add value to them.

5. Separate distribution lists

Although you can segment within the same distribution list, it is advisable to separate them to maintain separate statistics by user group.

Any professional email marketing system allows you to review the statistics per delivery, but you can also assess the accumulated statistics of the list after launching several campaigns.

If you want reliable statistics, separate mailing lists as long as users don’t share common attributes. Any company should create a different list for customers, distributors, suppliers, and the press, for example.

6. Develop A/B tests

Nobody knows what is going to fit the best in the market, so it is essential that you develop campaigns based on A/B tests and launch multiple experiments to find out what works best.

You can modify the number of words in the subject, change the color of the CTAs, increase or decrease the font, modify the font of the text, use emojis, and change the frequency, and the time of sending.

7. Implement a scoring system

Depending on the actions of the recipients, you should implement a point system to help you get to know your database better.

You can record points based on openings, clicks, multiple clicks, sending to friends, and responses. Any paid email marketing system will allow you to implement a points system.

8. Use autoresponders and programmatic marketing

Any system will allow you to send automatic emails according to various parameters that you can configure, as well as design specific workflows such as tracking users who have reached the shopping cart.

To design a good strategy, you must first draw the processes you want to follow and then program the actions automatically.

9. Measure and interpret the reports

It is of little use to implement email marketing in the company if we do not pay attention to the results of each one of the shipments.

But we must not only make a detailed reading of the results, but we will have to interpret the information and be able to improve the results of the next shipment.

10. Avoid the spam folder 

All our work will be of little use if the recipients do not receive the information we send.

For this, it is necessary to be aware of the best practices to avoid entering the spam mail list, such as the configuration of the SPF, DKIM or DMAR protocols in the domain, the management of lists with a good rate of openings, or the customization of shipments.


All these email marketing tips will help you improve the results of your campaigns. And as you can imagine, we use a scoring system both in our CRM and in the email marketing system that we use, so click on the following button and receive a ton of points!