Top 10 Email Marketing Techniques for 2021

The time has come to consider your good resolutions for 2021, and improving your email marketing should be among them. Year after year, this tool continues to be one of the most versatile tools for communicating with your clients and achieving simply spectacular ROI figures.

1)Automate your campaigns

The automation of marketing lets you send the right message to the right person at the right time, without having to go through the effort to set up and send all those emails one by one.

If you haven’t automated your email marketing strategy yet, now is the time to get down to business. To start, I recommend creating automated email campaigns for the following cases:

Welcome email (when a user registers for the first time).

Confirmation of registration.

Thank you message for the purchase or download.

Birthdays and anniversaries.

Abandoned carts.

Recovery emails (when a user has been inactive for several months).

2) Debug your metrics

You already know that in marketing, what is not measured does not exist. To know if your emails are working, you will have to periodically review the results of your campaigns. These are the key metrics you should pay attention to:

Open rate : number of emails opened divided by the number of emails delivered.

Click rate : number of unique clicks divided by the number of emails delivered.

Delivery rate : number of emails delivered divided by the number of emails sent.

Abandonment rate : total number of users who unsubscribe from the number of emails delivered.

3) Do A / B tests

Measuring the results of your emails will allow you to see what works and what doesn’t, but to take your 2021 email marketing to the next level, you have to get down to business and experiment with A / B tests .

A / B tests are based on creating two variants of the same email, but with an element that distinguishes them, for example, a different subject or a different color in the call to action button. To do the test, we send each email to a sample of users in our database and compare the results with each other to see which is more effective.

4) Clean up your mailing list

Poor quality mailing lists lower delivery and open rates, and can even lead to you being classified as spam. So aim to start 2021 by removing inactive users from your database once and for all and repeating the process every six months at the most.

5) Segment your mailing list

Once your mailing list is free of inactive users, the next step is to put order with good segmentation. Segmenting your mailing list consists of dividing it into smaller and specific groups, based on criteria such as interests, location, buying behavior and much more. In this way, you will be able to send more relevant and personalized content to users, and consequently you will be able to improve open rates, clicks and conversions.

6) Include calls to action

With very few exceptions, your emails should always include a call to action . Think about the result you want to achieve with your email and make it clear to the user what you expect from it.

The call to action can be in the form of a button or a link that directs users to a specific site, for example, to read a post on your blog, register for an event, or make a purchase.

7) Use double opt-in

The double opt-in consists of sending an email to the new users who register in your database and asking them to click on it to confirm the subscription. This extra step helps you confirm that it is an email address that is actually being used and will therefore improve your email marketing metrics.

8) Do not use an email address “noreply@yourcompany.com”

Surely more than once you have received emails from email addresses that begin with “ noreply “. But although it is a common technique, it can bring several problems:

Reduces mail deliverability.

Increase the chances of being marked as spam.

It worsens the customer experience, since users cannot send you their questions.

Instead, I recommend using an email address such as personname@yourcompany.com or customer service@yourcompany.com. And of course, make sure someone is watching her and responding to emails.

9) Personalize your emails

Email marketing personalization helps you create better segmented emails that stand out in your inbox. Personalization is not limited to putting the user’s name in the subject, but you should also use everything you know about him to adapt the text of the email and even the offer.

10) Check emails before sending them

It is already known that hurries are bad advisers. To prevent a silly mistake from ruining your email campaign, send yourself a test email and check that everything is in order:

The email loads correctly.

The images look good and have alternative texts.

There are no spelling mistakes.

Links and call-to-action buttons work.

The email looks good both from the computer and from the mobile.