Email marketing is an efficient and effective way of reaching out to your customers, whether that means raising brand awareness, nurturing leads or selling products.

Your audience has given you permission to enter their inbox; don’t abuse this privilege by sending promotional emails that they won’t want to open and engage with. Instead, create emails they’ll want to open and interact with!

Subject Lines

Subject lines are one of the most critical components in email marketing, particularly during peak sales events like Black Friday. A great subject line can make or break an email’s success and should always be thought about carefully before sending any promotional email out.

Subject lines that convey urgency, excitement, intrigue or any other goal your business might have for their email can make an immediate impression with recipients and set expectations for its content that can increase deliverability and campaign performance.

Subject lines should be clear and concise to prevent readers from cutting off your message as they scroll through their inboxes, otherwise they’ll likely skip or delete the email altogether. Your subject lines also provide an opportunity to showcase your brand voice and personality; using onomatopoeia (words that mimic sounds) can help readers connect more closely with your email, while personalization such as using their names increases reader engagement with it.


Email CTAs are essential tools in leading potential customers through the sales process, increasing open rates and click-through rates – ultimately helping you meet your marketing objectives.

Your email CTAs’ wording and placement can have a dramatic impact on their success. A CTA that is clear and succinct will more likely resonate with recipients, prompting them to take action. Furthermore, design matters too: having something stand out against other content increases the odds that people click it.

Your email CTA should reflect the subscribers’ intent and goals. For instance, if you’re trying to generate sales leads, an effective CTA could include asking leads to book a call with you; this will reduce friction between their intent to engage and their ability to do so.


Personalization refers to using subscriber data to craft content that feels uniquely tailored for each subscriber, making them feel that their brand cares for them and their needs. Marketers use personalization techniques as a way of breaking away from generic messaging and creating personalized relationships between brands and their subscribers.

Subject lines offer one of the best opportunities to customize an email, since subscribers read them first. Utilizing someone’s first name or other identifying details in an email subject line has been shown to increase open rates by 26% or more.

Email marketers can also make their emails more personalized by including dynamic images that highlight products or content based on subscriber interests, for instance with productivity app RescueTime which uses this strategy to send personalized recommendations based on users’ activity in the app and increase engagement and conversions through this channel. Email personalization also serves as an efficient means for providing contextualized content at every step in the customer journey via automated triggers triggered by subscriber actions or data.

List Segmentation

Email list segmentation involves breaking your contact lists down into groups with similar characteristics or behaviors, which allows you to tailor content and offers to better meet the needs of each sub-group, leading to more targeted marketing and higher conversion rates.

Your email list can be segmented using various criteria, but the most frequently utilized methods include demographic data, purchase history and engagement level. Additionally, you could create segments based on stage of sales funnel such as new leads or sales-ready prospects.

Use behavioral segmentation to send emails that move each individual further down your sales funnel. For instance, when someone nearing the end of their free trial of your service or product is nearing its conclusion, send them an email reminding them about its advantages as paid subscription and offering a link back to a sign-up page. You could even launch re-engagement campaigns to bring back inactive subscribers into your email fold.