Regardless of the size or nature of your business, email marketing is a useful tool for reaching and building your target audience, selling your products, promoting your brand, and more.  

As with any of your other marketing tactics, it’s critical to develop a strong strategy before delving into your email marketing efforts. When done correctly, you will find that email marketing is a cost-effective solution with a high ROI (return on investment). 

If you’re looking to strengthen your email marketing skills, here are a few tips to follow.


Don’t Underestimate the Power of Personalization

Simple tricks like including a customer’s real name in your subject line versus referring to them as just a “valued customer” can significantly increase your open rates. The reason behind this is actually psychological! The brain’s reticular activating system (RAS) filters out all unnecessary information to help you focus on the things most important to you. Similar to how you can easily hear your name in a crowded, noisy room, your eyes are more likely to be drawn to a subject line with your name in it.


Run A/B Testing

If you’re looking for a way to better understand how your audience interacts with your emails, A/B testing—or split testing—can be a powerful tool. With A/B testing, you send out different variations of your email campaigns to separate segments of your audience, switching things as simple as subject lines or delivery times to the design and template of the campaign. By doing so, you can see which campaign options deliver the most optimal results depending on your own business goals.


Maximize Automation 

Chances are, your audience’s inboxes are already flooded with generic promotional emails. To stand out from the crowd, you need to deliver timely and relevant content. Email automation is a handy tool for reaching your clients and customers at the right time and with the right message. 

With email automation, you utilize a set of predefined rules to send personalized messages based on your audience’s unique behavior and preferences. By pairing your website analytics to your email marketing platform (i.e., MailChimp), you can set up emails to be automatically triggered by actions made on your website. For example, you can send an email based on the unique products or services a potential customer viewed on your site or nudge them to continue their purchase if they’ve left an item in their shopping cart.

Simple automation such as automatic “Welcome!” messages when you gain a new subscriber or even personalized birthday emails often see higher open rates and click-through rates. 


No matter your email marketing strategy, consistency is key! By continually delivering relevant messages to the right people, you will undoubtedly begin to see positive results for your business. If you’re looking to develop or strengthen your email marketing strategy, the experts at RobMark are here to help! Contact us today to get started.