top of page
  • Kristina Johnson

The Effectiveness of Email Marketing in Today’s Digital Environment

Updated: Feb 20

Highlighted blue envelope

Email marketing is still one of the most effective marketing tools out there. It is a cost-effective and personal way to reach your customers. But will we need to evolve with new technologies to ensure it remains an impactful marketing technique to reach our audiences?

The Effectiveness of Email Marketing in the Digital Age

The effectiveness of email marketing has drastically increased in recent years. It has become more personalized, social, and mobile-friendly which has made it easier for marketers to reach their customers on their terms and keep them engaged for longer periods of time. Email marketing can be done manually or it can be automated using various tools such as MailChimp, Constant Contact, AWeber etc.

Although social media and other platforms are a great place to find your target audience, almost everyone still has an email they check often. In fact, 80% of email users check their inboxes every day. Although only 25% will actually open and read an email, there is still a greater chance of being read through email than by social media which Hootsuite considers a 1 to 5% engagement rate as “good.” There are a decent number of best practices that have become more effective in having a successful email campaign in today’s digital age.

Email Marketing Best Practices

Email marketing is one of the most powerful tools for reaching your target audience, but it can also be a huge waste of resources if not done properly. The best practices to follow when building an email marketing campaign are:

  • Clearly define your goals and objectives before you start sending emails.

  • Make sure that your email content is relevant to the reader.

  • Include a call to action in every email, either by asking the reader to take some sort of action or by providing a link that will take them directly to where they need to go next.

  • Use segmentation as much as you can in order to target specific groups with different content and offers.

  • Develop a strong subject line that will grab the attention of your subscribers

  • Write a compelling, clear, and concise message that will motivate readers to take action.

  • Include links in your email so people can easily find more information about whatever you’re promoting.

  • Include images and videos in your emails that will catch people’s attention and make it easier for them to understand what you’re talking about.

  • Add an email signature line with an opt-in form for those who want more information about your company.

  • Send newsletters and emails on a regular, predictable basis.

Send your email marketing messages on the right day of the week

The days when you should send email marketing are determined by the type of email marketing campaign you are running.

If you are running a transactional email campaign, the best time to send it is on a weekday. According to Enginemailer, the best days to send email marketing messages are Tuesday, Wednesday, and Thursday. Tuesday especially has the highest number of open rates and therefore a higher amount of conversions than any other day of the week.

If you are running a promotional campaign, sending emails on weekends is more effective because people tend to be more relaxed and open to receive new offers. However, weekends can backfire as many people are more relaxed on weekends and don’t take the time to open their inbox – which leads to a fluster of emails on Monday mornings that get sent to the Junk folder instead of being opened.

Email marketing strategies can help you grow your business, connect with customers, and stay top of mind all year round. As we gain more momentum into this decade, there are strategies you can optimize to ensure your email marketing remains effective throughout the entire year.

How to Optimize Your Emails and Increase Conversions in 2023

It’s critical that you can optimize your email campaigns in a way that allows you to connect with your potential customers and convert them into paying customers. However, it needs to be done right.

To optimize your emails and increase conversions in 2023, you need to make sure that your email has a clear call-to-action (CTA) button that leads the recipient toward a conversion page. Your CTA needs to be engaging enough that it compels someone to take action now. Simplifying typing “click here” or “buy now” is not going to work unless you’ve given them a reason to. Placing it at the top of your email is also more effective than near the bottom as there’s a greater chance of it being seen. On that note, you also need to make sure that the email is not too long, as this will lead to disengagement with the reader.

Finally, you should personalize each email by using the recipient’s name and address information in order to create a more personalized experience. You can use automated software to keep track of customer data such as shopping history and accumulated loyalty points. By offering this information within your email, you’re truly giving the reader value and customization they can’t find anywhere unless they open your email.

Email marketing is a powerful tool that can be used to reach your audience and generate interest in your product or service. However, it can be difficult to execute a successful email marketing campaign without the help of a professional.

The goal of an email marketing campaign is to get the attention of your audience and keep their attention in the long term. Therefore, it’s important that you have someone on your team who understands how this process works, knows the latest trends in email marketing and how you can evolve to meet them ahead of your competition, and has experience with crafting effective messages for any audience.

Reach out for a conversation with KJ Marketing today to learn more.


bottom of page