7 Examples of Gamification in Email Marketing

7 Examples of Gamification in Email Marketing

7 Examples of Gamification in Email Marketing

To help you understand the potential of gamification in email marketing, we’ve gathered seven unique examples from industry leaders. From CEOs to marketing managers, they’ve shared their insights on how to engage and entertain subscribers. From sending “Choose Your Own Adventure” emails to entertaining with a spin-to-win wheel feature, discover innovative ways to gamify your email marketing strategy.

  • Send “Choose Your Own Adventure” Emails
  • Boost Engagement with Email Treasure Hunts
  • Test Audience Knowledge with Pop Quizzes
  • Stimulate Competition with Leaderboards
  • Turn Tasks into Missions and Challenges
  • Engage Subscribers with Interactive Elements
  • Entertain with Spin-to-Win Wheel Feature

Send “Choose Your Own Adventure” Emails

Creating immersive and personalized experiences is key in today’s digital marketing landscape. One effective strategy is the use of “choose your own adventure” emails. These are interactive emails offering customers a range of options, each leading to a different outcome, such as a unique offer or tailored product recommendation.

This not only encourages active engagement but also reveals valuable insights into customer preferences. Adopting this style transforms emails from simple communication tools into interactive experiences. This approach drives higher customer engagement, satisfaction, and loyalty.

Scott ReidScott Reid
Founder and Chief Optimizer, Ecommerce Optimizers

Boost Engagement with Email Treasure Hunts

A savvy e-commerce wizard named “Ace Deals & Wheels” wanted to boost engagement with their subscribers. Their secret weapon? Gamification!

According to a study by Campaign Monitor, gamified emails can increase click rates by a whopping 42%! Ace Deals & Wheels crafted an interactive email treasure hunt. Subscribers became modern-day Indiana Jones, hunting for hidden discounts within the email labyrinth.

Real-life proof? The click-through rate skyrocketed like a rocket on a sugar rush! As subscribers reveled in the thrilling quest, sales and brand loyalty revved up like a sports car on an open highway! So, level up your email marketing game with gamification. May the clicks be ever in your favor!

Himanshu SharmaHimanshu Sharma
CEO and Founder, Academy of Digital Marketing

Test Audience Knowledge with Pop Quizzes

Even when faced with subjects we don’t fully comprehend, there’s an inherent drive to confirm whether we are right or wrong. In email marketing, we can capitalize on this by designing pop quizzes that encourage people to test their knowledge. Through these quizzes, we gain valuable insights that can be utilized for future re-marketing opportunities.

Jason VaughtJason Vaught
Director of Content, SmashBrand

Stimulate Competition with Leaderboards

Adding a leaderboard to your email marketing can serve as an example of gamification. A leaderboard is a list of subscribers who have engaged the most with your emails, including those who have opened your emails, clicked on links, or shared your emails with others.

Incorporating a leaderboard into your emails can stimulate competition among subscribers, encouraging them to strive for the top spot. This strategy can enhance engagement with your emails, thereby improving open rates, click-through rates, and social media shares.

Brenton ThomasBrenton Thomas
CEO, Twibi

Turn Tasks into Missions and Challenges

It’s funny how using a different word can spark different behaviors. Instead of asking the reader to take certain steps or perform an action, turn it into a mission or the steps into a challenge, and watch some magic happen. Challenges can feed people’s need to feel like they are making progress and building competency toward some desired outcome.

There is also an inherent winning feeling if you finish a challenge that just going through a list of bulleted items can’t quite match. Make them feel like heroes in your campaign. Alternatively, let them help write the story by giving them a chance to choose their own adventure along the way. They get to decide which parts of the challenge to tackle, and you get an easy way to gain insights, segment the audience, and better serve them with your next email.

Valary OleinikValary Oleinik
Chief Disruptor, valary  with a why

Engage Subscribers with Interactive Elements

Gamification can be enhanced by adding interactive elements like scratch cards or spin-to-win wheels to emails. In contrast to a typical promotional email, this approach creates an engaging experience.

Suppose, as a retailer, you want to promote a new product line or seasonal sale with gamified emails. Your customers interact with the game, anticipating their reward, which could be discounts, special offers, or free gifts. Gamification boosts engagement and click-through rates, fostering a positive brand association and increasing conversion and customer loyalty.

Overall, it creates a more interactive and rewarding experience for subscribers, elevating the effectiveness of your marketing efforts.

Oksana SydorchukOksana Sydorchuk
Marketing Manager, Right People Group

Entertain with Spin-to-Win Wheel Feature

Incorporating a Spin-to-Win Wheel feature is one way to use gamification in email marketing. This interactive element is included within the email, allowing subscribers to click on it and participate in a fun activity, like spinning a virtual wheel.

When a subscriber clicks on the wheel, it starts spinning, and then stops at a random position, revealing the prize they’ve won. The prizes can vary, such as exclusive discounts, special offers, freebies, or even the chance to win a grand prize.

David BuiDavid Bui
Director and Business Specialist, Schmicko

Submit Your Answer

Would you like to submit an alternate answer to the question, “What is one example of using gamification in email marketing?”

Submit your answer here.

Related Articles

10 Best Practices for Your Next Email Drip Campaign

10 Best Practices for Your Next Email Drip Campaign

10 Best Practices for Your Next Email Drip Campaign

To help you craft an effective email drip campaign, we’ve gathered insights from top professionals in marketing and sales. From providing small, actionable information to using tracking URLs for targeted content, here are the top 10 best practices shared by our experts. Dive in to learn more about these strategies and how they can enhance your email marketing efforts.

  • Offer Option to Opt Out
  • Provide Small, Actionable Information
  • Guide Customers with the Right Content
  • Segment Your Audience for Increased Engagement
  • Use Clear, Concise Messaging
  • Provide Consistent, High-Quality Material
  • Engage Leads with Storytelling
  • Prioritize Personalization and Consistency
  • Optimize Emails for Mobile Devices
  • Use Tracking URLs for Targeted Content

Offer Option to Opt Out

There’s no denying that your main goal with a drip campaign is to get the readers to take action. You’re either selling a product, a service, or even just an idea.

Building your email list should be a top priority, and the more engaged your audience is, the better your campaigns tend to do.

However, not everyone wants to be bombarded with newsletters about how your cart is about to close and they need to act quickly. Even though they want to remain loyal, this might not be the time for them to spend their money. With that in mind, a really good practice is to give everyone a chance to opt out of those emails.

In other words, give everyone an out. It’s much better to lose a few bucks on this campaign than to lose a potential client forever.

Robert BurnsRobert Burns
Marketing Director, Oxygen Plus

Provide Small, Actionable Information

One of the best practices that has worked for us is providing small, actionable information in each email. This proves highly beneficial for both prospects and businesses.

This approach not only helps to build trust over time but also establishes a perception of authority. By consistently delivering valuable content, prospects are more likely to open promotional emails, leading to increased engagement and conversions.

Avinash KumarAvinash Kumar
Team Lead – Digital Marketing, RepuGen

Guide Customers with the Right Content

The key to a successful drip campaign is guiding customers toward conversion. But figuring out what content to send them can be tough. My favorite technique for this is to start by looking at your existing clients who have already taken the desired action.

Think about what information, resources, or assurances they needed at each stage to feel confident in taking that action. Use that insight to plan your drip campaign and send the right content at the right time.

Oksana SydorchukOksana Sydorchuk
Marketing Manager, Right People Group

Segment Your Audience for Increased Engagement

This means dividing your audience into various segments based on their preferences, behavior, or demographics. Not everyone on your mailing list has the same needs or interests.

By personalizing your emails to cater to each segment’s unique needs, you increase the chances of engagement. It not only displays empathy but also ensures that your content resonates with your audience, making your campaign more successful. Remember, relevance is key in email marketing, and segmentation is a powerful tool to achieve it.

Ray SchultzRay Schultz
VP Marketing, Liquid Rubber

Use Clear, Concise Messaging

One of the best practices in email drip campaigns is directing your readers through clear, concise messaging.

It starts with an identified goal for the campaign and predetermined objectives for each email. There are also various levels of consideration when executing, such as getting them hooked through the power of creativity, creating an impactful copy as you introduce your campaign, and stirring a connection with your audience by thoroughly presenting how your offering is relevant and how it can be beneficial to them. And in this entire process, remember that time and timing are key, too.

But the top consideration remains to be capturing them with clear, concise messaging that is apparent as early as in your email subject and immediately sustained in your headline.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Provide Consistent, High-Quality Material

Providing value and staying relevant throughout the series of emails is a good strategy for developing an effective email drip campaign. Focus on solving problems or exploring topics that are of interest to your intended readers.

Start slow, but gain traction by sending out increasingly valuable emails. In addition, you should monitor the time and frequency of your emails to find the optimal balance between being remembered and annoying your readers. Providing consistent, high-quality material has been shown to strengthen connections, earn people’s trust, and encourage them to take the desired behaviors more often.

Mike LeesMike Lees
Chief Marketing Officer, LeaseAccelerator

Engage Leads with Storytelling

Storytelling is an excellent approach to interacting with and establishing relationships with leads via email drip campaigns. Humans enjoy tales, and one study found that when we read or listen to one, our brains transform into email copywriters. This active area of our brain allows us to feel and experience what the characters are going through.

Incorporating anecdotes into email copywriting allows subscribers to see themselves in the circumstance being described. Because email copywriting appeals to their emotions, it can help persuade them to take the desired action after reading the email.

Adam CrosslingAdam Crossling
Head of Marketing, Zenzero

Prioritize Personalization and Consistency

Personalization is key in an email drip campaign. It helps your audience understand that these consistent efforts from your brand are only for them. This makes them more receptive to the content you share and increases the likelihood of engagement.

So, practice consistency with whatever personalization techniques and elements you put to use. Remember, if even one of your emails fails at this stage, your potential customer will lose focus and appreciation and probably disengage from the entire effort. At this point, you’ll have to start from square one all over again.

Ariav CohenAriav Cohen
VP of Marketing and Sales, Proprep

Optimize Emails for Mobile Devices

The #1 tip that I have for effective email drip campaigns is to always optimize for mobile devices. More often than not, our email campaigns are created on anything but a mobile device, so it can be easy to overlook that the majority of people check and read their emails on their phones nowadays.

Any goals that you have of driving sales, nurturing leads, or increasing engagement can quickly become deflated if a large portion of your audience can’t view and understand your campaign with ease. Use responsive design, concise text, and clear call-to-action buttons to improve the user experience on mobile devices.

In most cases, a mobile-friendly design layout offers more effective ways to communicate the focus of your campaign, and with more creative potential than traditional emails.

Sean CoffeySean Coffey
Marketing Manager, Regency Fire

Use Tracking URLs for Targeted Content

A tracking URL allows you to see who clicks on your CTA among your subscribers. More significantly, it provides you with information on the various sites and actions that your subscribers do on your website after clicking on your CTA.

The data gathered by your tracking URL enables you and your marketing team to provide more targeted content to these subscribers. This allows you to move them down your marketing funnel and convert them into customers.

Kim LearyKim Leary
Creative Director, squibble

Submit Your Answer

Would you like to submit an alternate answer to the question, “What is one best practice for creating an email drip campaign?”

Submit your answer here.

Related Articles

How to Design a Webinar Invitation Email

How to Design a Webinar Invitation Email

How to Design a Webinar Invitation Email

To help you create an effective webinar invitation email, we asked seven industry experts, including CEOs, founders, and marketing strategists, for their top tips. From highlighting webinar benefits to emphasizing key details, discover the essential advice these professionals shared to make your invitation stand out and drive attendance.

  • Highlight Webinar Benefits
  • Focus on the Value Proposition
  • Engage with Interactive Questions
  • Incorporate Visual Elements
  • Craft a Catchy Subject Line
  • Personalize and Add Humor
  • Emphasize the Key Details 

Highlight Webinar Benefits

When crafting your webinar invitation email, it’s important to focus on the benefits that the webinar will provide to your target audience. Your email should clearly explain how participating in the webinar can help attendees solve their problems and achieve their goals. 

Highlight the key points you’ll be discussing during the webinar and why they are relevant to them. By emphasizing the ways in which your audience can benefit from tuning in, you will increase the likelihood that they will open and click on your webinar invitation email.

Marcos Isaias, Founder and CEO, Misaias

Focus on the Value Proposition

One critical tip for designing a webinar invitation email is to focus on the value proposition. Clearly articulate what attendees will gain from the webinar right at the beginning of the email. This could be learning a new skill, gaining insights into an industry trend, or understanding how to solve a pressing problem. 

Use powerful, compelling language and design elements to highlight this key takeaway, making it the centerpiece of your invitation. In addition to this, don’t forget to make the registration process as straightforward as possible. After all, a compelling invitation is only effective if it encourages easy action.

Kevin Hall, Marketing Operations, Webserv

Engage with Interactive Questions

Always use your webinar invitation emails to start a conversation with the subscribers. For example, you can ask them to submit questions to be included in the agenda. For Growth Chats, we use interactive forms inside emails to ask registrants about what they’d like to ask the guests and give those questions priority in the live Q&A.

Aquibur Rahman, CEO, Mailmodo

Incorporate Visual Elements

In my experience as a marketer, adding visuals greatly enhances the effectiveness of a webinar invitation email. The brain processes visuals 60,000 times faster than text, so images, infographics, and videos can quickly draw attention and effectively communicate your message. 

One instance that particularly stands out is when we designed an invitation for a client’s e-commerce seminar. We included a captivating, colorful infographic showing the growth of e-commerce over the years. It visually portrayed what the attendees would learn, hence sparking curiosity. 

The click-through rate for this email was significantly higher than our text-based versions. So, integrating visual elements not only piques interest but also bridges the gap between the recipient and the content.

Josh “Snow” Elizetxe, Founder, Customer Feedback

Craft a Catchy Subject Line

A good tip for a webinar invitation email is to write a catchy and relevant subject line. Your subject line should catch your recipients’ eye and make them curious about your webinar. 

Also, showing the value of attending your webinar should be one of the main motives. You can use different ways to make your subject line more interesting. Use questions, numbers, emojis, or names to make it more effective for the recipients. You’ll get more people to open your email and sign up for your webinar as a result. Just focus on the aspect one will notice at first glance.

Ilan Nass, Chief Revenue Officer, Taktical

Personalize and Add Humor

Want your webinar invitation email to stand out like a unicorn in a field of horses? Here’s a tip that’ll have attendees RSVPing faster than you can say “webinarlicious”! Personalization is key, my friend. No one wants to feel like they’re just another name on a long list. 

Address your recipients by name and use data points to make it extra special. For example, “Hey John, we noticed you’re a marketing whiz who loves all things SEO!” But wait, there’s more! Sprinkle some humor in there too. A witty subject line or a clever pun can make your email irresistible. 

Imagine this gem: “Unleash Your Webinar Superpowers! Join us for an hour of knowledge bombs and virtual high-fives!” So, remember: personalized, humorous, and packed with value. That’s the recipe for a webinar invitation email that gets RSVPs flying in like confetti.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Emphasize the Key Details First

Make sure the details come first. Put yourself in the shoes of your customer—If you’re getting an email about a webinar, the first thing you want to know is the date, the time, and the title. Everything else is bonus information that may help in swaying a decision. 

Use a headline font and brand colors to direct your customer’s eyes to the title. Add bolding to paragraph fonts to display the date prominently and unbold the font when presenting the time. Consider adding the name of the person presenting and their title if it is someone who holds prominence in the industry. This can be done by creating a custom header graphic or simply editing the email text to emphasize the details as described.

Lauren Murdock, Marketing Strategist, Raka Health

12 Ways You Can Use AI in Email Marketing

Ways You Can Use AI in Email Marketing

12 Ways You Can Use AI in Email Marketing

Discover how AI can revolutionize your email marketing strategy with insights from 12 industry experts, including CEOs, Vice Presidents, and Marketing Managers. From streamlining copywriting to maximizing efficiency with email tools, these professionals share their tried-and-true methods for enhancing email campaigns with artificial intelligence.

  • Streamline Copywriting
  • Boost Engagement With AI-Based Videos
  • Brainstorm Content With Assistance
  • Gain Powerful Product Recommendations
  • Amplify Relevance via Combined Tactics
  • Improve Retargeting 
  • Optimize A/B Testing 
  • Discover In-Depth Email Analytics
  • Automate Behavior-Triggered Campaigns
  • Boost Open Rates with Improved Subject Lines
  • Enhance Engagement with Personalization
  • Maximize Efficiency with Email Tools

Streamline Copywriting 

While I’ve found so many ways in which AI can be used in email marketing, there’s one that I completely love and have incorporated in my email marketing campaigns: copywriting.

I love the idea of just entering a bunch of keywords into ChatGPT or Jasper, for instance, and having my email copy ready to be sent. What makes it even more fun is that you can try different input ideas to make the output better. Like you can let the tool know who you’re writing it for, what’s the purpose of the mail, what’s supposed to be the tone of the mail, and so on and so forth.

It’s a genuine recommendation from me to use these tools; leverage the power of AI into your email marketing campaigns because if you’re not doing so, you’re falling behind. We all know it’s very important to stay ahead when you’re in marketing. Plus, it makes your work so much simpler and gets it done so much quicker.

Aquibur Rahman, CEO, Mailmodo

Boost Engagement With AI-Based Videos

Not every email you send out can be action- or product-based — some are purely informative. For emails that fit the latter description, and despite evolving debate, I believe that including videos makes them more engaging. AI-based videos have been a pleasant surprise and add to the experience of opening emails.

As the cost of AI-based video production is lower, creating them is more profitable compared to hiring a professional video team. And your emails’ open rates will show a positive impact.

Matthew Ramirez, CEO, Paraphrasing Tool

Brainstorm Content With Assistance

As an email marketer, coming up with creative content consistently can get tedious. I’ve used AI to assist me with brainstorming ideas for content or copy. 

For example, I’ve asked AI to come up with detailed descriptions for particular customer segmentations in order to know how to talk to or market to a specific group of customers. After I get the description back from AI, I’m able to see how I can modify my marketing language to appeal to each customer segment. 

Whenever I use AI for email marketing, I’ve never used what AI puts out verbatim; I always tweak it to align with the brand voice or expound. Using AI to trigger various brainstorming processes has helped me tremendously by saving time for me and my clients.

Amanda Luke, Owner, Email and Mobile Marketing Freelancer and Consultant, ACL Digital Marketing

Gain Powerful Product Recommendations

I have incorporated AI into my email marketing by using product recommendations powered by machine learning. This allows me to provide recipients with tailored product offers based on their previous purchases or preferences. 

I recommend that other email marketers try this as it can increase relevance and engagement, leading to higher click-through rates and conversions. The AI-powered algorithm can quickly and accurately identify the products that are most likely to interest each individual recipient, so it can save a lot of time compared to manually curating product recommendations for every email.

Ryan Hetrick, CEO, Epiphany Wellness

Amplify Relevance via Combined Tactics

We use AI in our email marketing with AI-powered tools to help us create more personalized and relevant emails. I recommend that all email marketers try to incorporate AI into their email marketing campaigns, to create more personalized and relevant emails, which can lead to improved results.

Here are some specific examples of how AI can be used in email marketing:

  • Segment your email list based on user behavior, interests, and demographics. 
  • Personalize email subject lines, content, and calls to action. 
  • Determine the best time to send emails. 
  • Retarget people who have already visited your website or opened your emails.

Brenton Thomas, CEO, Twibi

Improve Retargeting 

One innovative method we’ve employed in our email marketing strategy is AI-based email retargeting. If a potential customer opens an email but doesn’t take the desired action, our AI system cues us in. We then send a carefully personalized follow-up email, to re-engage their interest. 

For instance, we once had a client who showed interest in our premium packages but didn’t complete the purchase. Our AI system flagged this, allowing us to send a targeted email, offering a limited-time discount. This method ultimately converted the lead. 

So, for my fellow email marketers, I highly recommend incorporating AI into your strategies. It can significantly improve engagement and conversion rates, making your campaigns more effective and profitable.

Alexandru Contes, Co-founder, ReviewGrower

Optimize A/B Testing

If you’re into email marketing, you’ve probably heard of A/B testing. I believe AI can improve this process by automating and improving the testing and optimization workflow, which is a widespread practice. 

Subject lines, images, CTA buttons, and email layouts are just some aspects that may be examined by AI algorithms to identify which works best in an email marketing campaign. Artificial intelligence systems can rapidly determine the optimal permutations of these aspects that yield the highest engagement and conversion rates by automatically producing and testing numerous variants of each. 

By automating A/B testing, email marketers can save time and effort while continuously improving the effectiveness of their efforts. Marketers may learn about client preferences and adjust email campaigns accordingly with the help of AI algorithms that reveal why certain variants performed better than others.

Timothy Allen, Sr. Corporate Investigator, Corporate Investigation Consulting

Discover In-Depth Email Analytics

I can say from personal experience that using AI-driven email performance analytics provides marketers with a wealth of data to examine the success of their email campaigns. While measures like open rates, click-through rates, and conversion rates are helpful, the patterns and levels of interaction with a brand’s content that can be gleaned through AI algorithms are much more so. 

Email data such as time spent reading, scroll depth, email forwarding, and social media sharing can be analyzed by AI systems. Having access to these supplementary analytics allows for a deeper dive into consumer interaction and the identification of weak spots in email layout, content placement, and overall campaign strategy. 

Email marketers can improve campaign performance, boost engagement, and get more results by evaluating detailed email data and acting on the insights they reveal.

Tiffany Hafler, Marketing Manager, FORTIS Medical Billing 

Automate Behavior-Triggered Campaigns 

In my opinion, the development of behavior-triggered email campaigns is made possible by AI-driven predictive email segmentation. AI systems can discover specific triggers, such as abandoned carts, website surfing patterns, or email interactions, by studying client behaviors in real-time. 

Email marketers can automate the sending of tailored emails to the appropriate customer subset based on the occurrence of certain triggers. When a customer abandons their cart, for instance, an email system driven by AI can immediately send a reminder of the items and an incentive to complete the purchase. 

Predictive segmentation-based behavior trigger emails have been shown to increase consumer engagement and purchases. They take advantage of AI algorithms’ capacity to spot opportune moments for communication, which boosts open, click-through, and conversion rates.

Cindi Keller, Communications Coordinator, The Criminal Defense Firm

Boost Open Rates with Improved Subject Lines

We’ve leveraged AI to enhance our email marketing strategy, particularly by creating more compelling subject lines. Recently, we were struggling to craft a catchy subject line for a promotional email. We fed the AI some basic information about our offer. It spit out a subject line that was intriguing yet informative. 

To our surprise, that email had the highest open rate we’d ever achieved. The reason why I recommend this to other email marketers is that AI can help you come up with fresh, unique subject lines that hook your audience. It’s like having a creative powerhouse at your fingertips, saving you time while optimizing your results.

Thomas Giarraputo, Vice President, Executive Cleaning Services

Enhance Engagement with Personalization

I’ve incorporated AI into my email marketing by leveraging personalized subject lines and content. By using AI to personalize emails, we can improve open rates significantly. Additionally, personalization enables us to tailor the experience for each subscriber based on their preferences and interests, which increases engagement and conversions.

I recommend other email marketers try this because personalization can help them create a unique experience for their subscribers, build stronger relationships, and increase conversions. Additionally, it allows email marketers to quickly collect data and insights which can be used to optimize future campaigns.

Darryl Stevens, CEO, Digitech Web Design

Maximize Efficiency with Email Tools

Incorporating AI into email marketing has been a game-changer for maximizing efficiency and personalization. I have adopted AI-powered algorithms to analyze user behavior and preferences, allowing for dynamic content customization.

I recommend other email marketers implement automated email segmentation and personalization based on user interactions, interests, and demographics.

By utilizing AI-driven tools, marketers can automate creating targeted email campaigns, improving open, click-through, and conversion rates. AI can analyze vast data and generate actionable insights to optimize email content, subject lines, and send times for different audience segments.

This level of personalization enhances the user experience and increases the likelihood of driving meaningful engagement and conversions.

AI-powered email marketing tools can also provide real-time analytics and performance metrics, enabling marketers to make data-driven decisions and optimize their email campaigns.

Shane McEvoy, MD, Flycast Media

13 Things To Get Right When Outsourcing Email Marketing

Things To Get Right When Outsourcing Email Marketing

When outsourcing email marketing efforts, it’s crucial to get certain aspects right to ensure success. We’ve gathered insights from 13 marketing professionals, including CEOs, founders, and marketing managers, on the most important factors to consider. From providing guidance on structure and tone to creating a detailed brief, these experts share their top tips for a successful outsourcing experience.

  • Provide Guidance on Structure and Tone
  • Define Roles and Communicate Clearly
  • Set Clear Expectations Upfront
  • Maintain Brand Consistency
  • Understand Brand Voice and KPIs
  • Define Success and Track Metrics
  • Prioritize Industry Experience
  • Ensure Legal Compliance
  • Establish Clear Communication With Check-ins and Feedback
  • Verify Agency’s Experience and Expertise
  • Consider Budget for Outsourcing
  • Ensure a Correct Opt-Out Process
  • Create a Detailed Brief

Provide Guidance on Structure and Tone

When outsourcing email marketing, you must be clear about your preferred structure and tone. For example, provide previous email examples you created in-house or newsletters from other brands you particularly enjoy. The more inspiration you provide to the freelancer or agency, the greater the likelihood of them capturing the essence of what you’re looking for.

Lyudmyla Dobrynina, Head of Marketing, Optimeal

Define Roles and Communicate Clearly

When outsourcing email marketing efforts, it’s essential to define roles and responsibilities clearly. I’ve learned this through personal experience, where a lack of clarity in this area can lead to confusion, miscommunication, and ultimately, poor results. By defining who handles what, you can ensure that everyone knows what’s expected of them, and everyone can work efficiently towards the same goal. 

It’s also essential to establish an obvious line of communication and set up regular check-ins to ensure that everyone is on the same page. By doing so, you can help ensure that the outsourcing process runs smoothly and that you achieve the desired results.

Natalia Brzezinska, Marketing and Outreach Manager, ePassportPhoto

Set Clear Expectations Upfront

Setting clear expectations upfront is crucial for the effective outsourcing of email marketing operations to a third-party company or independent contractor. In order to guarantee that everyone is on the same page, this entails identifying deliverables, techniques, a timetable, and prices. 

It’s also essential to treat the outsourcing partner like a team member and make sure they have the knowledge and experience required. To guarantee responsibility and prevent grouping activities together, it is also crucial to set up regular check-ins and milestones. In order to ensure that everyone involved knows where they are going and how to get there, we should develop clear and quantifiable goals.

Michael Lees, Chief Marketing Officer, EZLease

Maintain Brand Consistency

When outsourcing email marketing efforts to an external agency or freelancer, one critical factor to consider is ensuring consistency in brand messaging. 

According to HubSpot, personalized emails improve click-through rates by 14% and conversion rates by 10%. This highlights the importance of ensuring that the outsourced email marketing partner understands the brand’s voice, messaging, and target audience to create personalized and relevant emails.

One example of a company that excels at outsourcing email marketing is Airbnb. The company outsources its email marketing to an external agency, but they have maintained the brand’s unique voice and personality by providing detailed brand guidelines and frequent communication. This has resulted in a consistent and engaging email marketing campaign that has contributed to the company’s success.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Understand Brand Voice and KPIs

When outsourcing email marketing efforts, it’s crucial to ensure that the external agency or freelancer understands your brand voice and messaging. 

This requires a clear and concise communication strategy, which should include your target audience, brand values, and goals. Providing the agency or freelancer with a detailed brief that outlines your expectations and guidelines is also important. 

It’s essential to maintain regular communication throughout the process and to review and approve all email copy and designs before they are sent out. 

Additionally, it’s crucial to establish key performance indicators (KPIs) to measure the success of the email campaign. KPIs such as open rates, click-through rates, and conversion rates will provide insight into the effectiveness of the campaign and allow for adjustments to be made if necessary.

Luciano Colos, Founder and CEO, PitchGrade

Define Success and Track Metrics

Without a clear understanding of what you want to achieve through your email marketing campaign, how will you know if it’s successful or not? 

Start by defining what success means for your business. Is it more sales, higher website traffic, increased brand awareness, or something else entirely? Once you’ve identified your goals, you need to establish specific and measurable metrics to track progress. 

For example, if your goal is to increase sales through email marketing, track open rates, click-throughs, conversion rates, and revenue generated from email campaigns can help you determine whether you’re on the right track. By outlining these metrics upfront, you can communicate this effectively with any external agency or freelancer you work with.

Effie Asafu-Adjaye, Founder, Beautiful Sparks

Prioritize Industry Experience

We’ve worked with a few different freelancers, and those with industry experience (for us at Helm, that’s the accounting and finance industry) have been markedly better to work with and have produced the best results. 

For those without industry experience, we’ve found that they have to spend more time developing copy, and it resonates less with our target audience. Those with experience have had an easier time jumping in, and typically already have a strong grasp of our audience, or at least a level of familiarity that helps them write more engaging copy. 

Another benefit of working with those with industry experience is that they sometimes know things or have insights on things that even we didn’t, potentially helping us in other aspects of our business.

Kelvin Gieck, Co-founder, Helm Cash Flow

Ensure Legal Compliance

When outsourcing email marketing, I suggest making sure your partner is aware of and complies with relevant legislation such as GDPR, CAN-SPAM, and CASL. I believe this will assist you in avoiding legal complications and protecting the reputation of your brand.

Adam Crossling, Head of Marketing, Zenzero

Establish Clear Communication With Check-ins and Feedback

One thing to get right when outsourcing email marketing efforts to an external agency or freelancer is to ensure clear communication and expectations. This means establishing a clear scope of work, outlining goals and objectives, and setting timelines and deadlines.

It’s also important to communicate your brand voice, target audience, and any specific requirements or preferences you may have, such as language, design style, or tone. Setting up regular check-ins and progress reports can help ensure that the work is meeting your expectations and that any issues or concerns are addressed promptly. 

Finally, it’s essential to establish a good working relationship with the agency or freelancer, which means being open to feedback and willing to collaborate to achieve the best results.

Brenton Thomas, CEO, Twibi

Verify Agency’s Experience and Expertise

Agencies certainly have experienced teams that deliver winning email marketing solutions to their clients. But does the agency you’ve hired have the necessary experience and expertise to cater to your brand and niche? 

The rules of email marketing vary in every industry, and there’s quite a lot of fine-tuning that comes into play when serving different brands too. So ensuring that your agency can indeed deliver efficient solutions is among the first things to consider. 

Review their existing client list, ask them how they intend to improve on your current strategy, and even plan a few test runs to see how the entire plan works. Sign up for their services only when you’re convinced.

Ariav Cohen, VP of Marketing and Sales, Proprep

Consider Budget for Outsourcing

We can do marketing entirely in-house, completely outsourced, or a combination of the two. After all, compared to internal teams, marketing firms typically offer a wider range of services, have a team with more varied specialties, and can work more quickly. 

Setting your budget might make it clearer whether your business should hire a freelancer or a marketing outsourcing agency. Consider factors such as how much it costs you in terms of time and money to keep things in-house. A rough estimate of the resources you’ll (theoretically) be freeing up can be obtained by starting with the salaries of your workers and figuring out how much time they spend on the tasks you’ll be outsourcing. 

How long do you intend to work with the agency or freelancer? Do you plan to outsource a single campaign that will last a month? Any possible savings from equipment, contractors, or other services that you won’t require after starting to work with the independent contractor/agency.

Joe Li, Managing Director, CheckYa

Ensure a Correct Opt-Out Process

You must ensure that they get the opt-out process correct. People need to clearly see how to opt-out, and the request must be honored immediately. Not everyone remembers signing up for your list, and some people just want to clear their inboxes. Regardless, failure to get it right can cause damage to your brand with negative reviews.

Mike Wood, Digital Marketer, Legalmorning

Create a Detailed Brief

When creating a brief, know that there’s no such thing as “too specific.” If you feel like the agency or freelancer needs to know about it, then write it down. The more you can reduce back-and-forth in the beginning, the more the external partner can get into the ‘flow’ of your requirements.

Gary Warner, Marketing Manager, Joloda Hydaroll

Is It Legal to Buy Email Lists?

From damaging your reputation to violating rules for email marketers, here are eight answers to the question, “Is it legal to buy email lists?”

  • Results in Complaints and Unsubscribes
  • Legal but Not Ethical
  • Depends on Where and What You Do With It
  • Use Inbound Marketing Instead
  • It’s Not Worth the Risk
  • Nothing Good Will Come From It
  • Check Data Protection Laws First
  • Might Violate the Can-Spam Act

Results in Complaints and Unsubscribes 

In many countries, email marketing laws require that individuals have explicitly given their consent to receive emails from a company. This means that companies cannot simply purchase email lists from third-party providers and start sending emails to those addresses. 

Buying email lists can also result in a high number of complaints and unsubscribes, which can harm a company’s sender reputation and lead to email deliverability issues in the future. It’s important to note that email lists are often full of outdated or inaccurate email addresses, which can cause bounced emails and other delivery issues. 

Instead of buying email lists, companies should focus on building their own email list organically by offering valuable content and incentives for people to sign up for their email lists. This approach ensures that the individuals on the email list have given their explicit consent to receive emails and are more likely to be engaged with the company’s content and offers.

Mike Schmidt, Civil Trial Law Specialist, Personal Injury Trial Law Specialist, and Civil Trial Specialist, Schmidt & Clark

Legal but Not Ethical

Buying email lists is just a bad idea all around. While it’s not actually illegal to buy email lists, marketing to an audience that never consented to your emails allows them to take legal action. 

In fact, you’re likely to annoy people who never asked to hear from you in the first place, which can actually damage your reputation and turn people off from your business. 

Plus, these lists are often outdated or inaccurate, which means you’re wasting your time and money sending emails to people who may not even exist anymore.

Jess Rodley, Director of Operations, Dialed Labs

Depends on Where and What You Do With the Lists

Can you buy and sell email lists in the US? Sure, there isn’t any law prohibiting that. In the rest of the world, you run into significantly more issues because of GDPR, especially if you try to send marketing emails to the list that you’ve bought. 

That is super illegal and can land you in a lot of hot water. Overall, these days I would caution against buying email lists as they are largely more trouble than they’re worth unless you’re doing something rather niche only in a non-GDPR country.

Dragos Badea, CEO, Yarooms

Use Inbound Marketing Instead

If you’re asking, “Is it legal to buy email lists?” you’re asking the wrong question. What you’re really trying to get at is, “How can I grow my audience and connect with leads that will buy?” 

So, the answer there is to use inbound marketing. By sharing content with your audience, you can rank more highly in search engine listings and build a loyal audience who already knows who you are BEFORE you email them. So, they’re much more likely to respond instead of marking you as spam and moving on to the next email. Build your list, don’t buy your list.

Matthew Stibbe, CEO, Articulate Marketing

It’s not Worth the Risk

After spending years as a marketer, I’ve seen many people tempted by the ease of buying an email list. Yes, it is legal to do so; however, any gain from such a list is likely to be short-lived. 

Without solid proof of the validity and value of the list, most emails will end up in a person’s trash. From my experience, it’s always best to build your own email list from scratch using quality content and promotions and offer valuable information to potential customers—that’s when you’ll see actual progress with your email marketing campaigns.

Lorien Strydom, Executive Country Manager, Financer.com

Nothing Good Will Come From It

No, it is not legal to buy email lists, and it puts your business at risk. It can lead to spam complaints, loss of reputation, and even legal action. Not only is it illegal to buy email lists, but it’s also bad for your business. 

You risk sending out emails to people who haven’t given you permission and don’t want to hear from you. Instead of buying an email list, I’d suggest focusing on building your own. 

Use content marketing and social media to draw in people who are interested in what you offer and are more likely to engage with your brand.

Shaun Connell, Founder, Writing Tips Institute

Check Data Protection Laws First

In many countries, buying email lists is legal, but it is important to note that the legality of purchasing email lists can vary depending on the jurisdiction and the specific circumstances involved. 

Sometimes, the purchase of email lists may violate privacy and data protection laws, particularly if the individuals on the list have not given their consent for their personal information to be used for marketing. In addition, sending marketing emails to individuals who have not given their consent may also violate anti-spam laws.

Dan Johnson, Business Development and Sales Manager, Pearl Scan

Might Violate the Can-Spam Act

The Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003, which is extremely comprehensive, offers email users protection and stipulates rules for email marketers in the United States. 

The CAN-SPAM Act imposes stringent restrictions on unwanted emails, although it does not outright forbid the purchase of email lists. You could incur fines of more than $43,000 for violations. Be aware that you can experience similar problems with the CASL Act and the GDPR if you send emails the same way in Canada or Europe.

Inga Broerman, VP of Marketing, BluLogix

What is the Ideal Length of an Email Subject Line?

From between 6 to 10 words to 7 words being the ‘sweet spot’, here are 12 answers to the question, “What is the ideal length of an email subject line?”

  • Between 6 to 10 Words
  • No More Than 9 Words 
  • As Long as It’s Not Cut Off
  • There is No Ideal Length
  • Use Emoji to Reduce Characters in Subject Line
  • It Needs to All Be Visible On Mobile Phones
  • 25-30 Characters
  • Short and Sweet
  • Conduct Split Testing to Determine Your Answer
  • Ask a Question and keep it Under 50 Characters 
  • Between 40-60 Characters
  • 7 Words is The Sweet Spot 

Between 6 to 10 Words

The ideal length of an email subject line is between 6 to 10 words, or about 50 characters. This length ensures that the subject line is short enough to be displayed fully on most devices, while still providing enough information for the recipient to understand the purpose of the email. 

Longer subject lines may be truncated, causing important information to be omitted, while shorter subject lines may lack sufficient detail to entice the recipient to open the email. The best subject lines are clear, concise, and to the point, and they should accurately reflect the content of the email.

Ilija Sekulov, Marketing and SEO, Mailbutler

No More Than 9 Words Or 60 Characters

The main goal with an email subject line is to make sure everything you want said is captured on the page, regardless of which view, browser, or device your targeted reader is using. If we’re looking at mobile email browsers in particular, 60 characters is the absolute maximum that will typically be visible before the rest of the content fades and users will need to make an extra click to read the rest. Going longer than that is a waste of effort, as it will not be read–the email will work or not based on the first visible segment.

Dragos Badea, CEO, Yarooms

As Long as It’s Not Cut Off

The most important thing is that the subject line doesn’t get cut off in the reader’s view of the unread email that shows up in their inbox. Luckily, you can send yourself a test email to see whether or not this happens. If your subject line is too long and the reader can only see some of it before they open the email, they may not even bother opening it.

Drew Sherman, Director of Marketing and Communications, RPM

There is No Ideal Length

Do things that others aren’t doing, whether that’s creating really short subject lines or really long ones–there’s value in a subject line that looks different from the many others in a person’s inbox. Don’t focus too much on the character count, but rather do whatever you feel will allow you to connect with your recipients.

There are no concrete rules in terms of subject line lengths that are the most ideal. If your subject lines are longer, include the most relevant parts at the beginning. Test varying lengths with your audience to get a better feel for what best resonates with them. In the meantime, focus more on offering value rather than the length of your email subject lines.

Dakota McDaniels, Chief Product Officer, Pluto

Use Emoji to Reduce Characters in Subject Line

The ideal length of an email subject line is typically 40-50 characters, and should accurately convey the content of the message. An uncommon example would be utilizing an emoticon to provide a simple yet effective representation of the contents. Using such emoji or symbol allows for a considerable reduction in character counts while still impacting readers on an emotional level.

Kate Duske, Editor in Chief, Escape Room Data

It Needs to All Be Visible On Mobile Phones

The ideal length of an email subject line is generally considered to be between 41-50 characters. This allows the subject line to be concise and to the point while still providing enough information to entice the recipient to open the email.

However, it’s important to note that the ideal length can vary depending on the audience and the content of the email. For example, a subject line for a promotional email might benefit from being shorter and more attention-grabbing, while a subject line for a newsletter might be more effective if it’s longer and more descriptive.

Ultimately, the most important factor is to ensure that the subject line accurately reflects the content of the email and encourages the recipient to take action. Lastly, there are some excellent tools out there allowing you to check how effective your subject line will be; my favorite is most definitely: SubjectLine.com, which scores your effectiveness out of 100 and works really well.

Shane McEvoy, MD, Flycast Media

25-30 Characters

25-30 characters is ideal, because it caters to the growing number of people who open emails on mobile devices. Thus, if a sizable portion of your target audience is using mobile devices, then it is in all parties’ best interest if you use shorter subject lines. Otherwise, you run the risk of users seeing an abbreviated version of your subject line, which could automatically decrease their interest.

Andrew Chen, Chief Product Officer, Videeo

Short and Sweet

The sole purpose of an email subject line is to be straightforward and outline exactly what the email will entail. This doesn’t mean a description of exactly what the content includes, but more of a clue, question, or hint as to what the reader should expect. The language used should be attention-grabbing and be no more than 9 words long.

Annie Everill, Digital Marketing Executive, Imaginaire

Conduct Split Testing to Determine Your Answer

The answer to the question about email subject line length can vary wildly. Some studies have mentioned a 7-word subject line, while others cite a 1-5 word subject line.

It’s important to remember that each person and audience segment is different, so split testing is vital to determine your brand’s specific answer. For example, I tend to open emails with shorter subject lines. It might be because the email looks more personal, which is a big thing in our highly digitized world. It’s important to keep in mind who your audience is, what they want, and how they interact with your brand.

To determine the ideal length for your audience, try split testing different subject line lengths and tracking the engagement. This will give you valuable insights into what works best for your audience, allowing you to optimize your email campaigns for maximum impact.

Axel DeAngelis, Founder, Jumpcoast

Ask a Question and keep it Under 50 Characters 

A good rule of thumb is to keep subject lines under 50 characters and make sure you are including relevant information that catches readers’ attention or asking a question!

A business offering an online course could use a simple subject like “Grow Your Career with Our Online Course,” which is shorter than 50 characters but still conveys what the recipient can expect from opening the email.

On the other hand, longer subject lines can also work if done correctly. For instance, saying “Grow Your Career Now – Learn Industry-Leading Digital Marketing Skills in Our Online Course” gives a better idea of what they will find when they open the email.

My last sneaky tactic to make sure I get the email opened on cold outreach is to include a personal question in the title, such as “Hey Sarah, is this true?” That is a surefire way to make sure to get the email opened.

Stephanie Jenkins, Founder, Stephanie Jenkins Photo

Between 40-60 Characters

Take a look at your email inbox on your laptop or PC and make a note of the subject lines that quickly grab your attention. Now, do the same on your mobile. If the same emails catch your eye and have you convinced that they have indeed gotten the length of their subject line right, go ahead and count out the number of characters.

Let me cut it short for you – in all probability, the number of characters in these subject lines is between 40 and 60. This is the ideal length for two reasons. One, a subject line of this length is easily visible across devices, and secondly, this rule guides you into delivering the topic of your email in a quick and impactful manner.

Ariav Cohen, VP of Marketing and Sales, Proprep

7 Words is The Sweet Spot 

Most email service providers recommend a short subject line. To optimize your email subject line for mobile devices, a recommended subject line length would be no more than 9 words or 60 characters.

A study done by Marketo suggested that the sweet spot for subject lines is 41 characters or 7 words. Make sure the subject line is unique and catchy, and work in a personal name if possible.

Chris Brooks, Senior SEO Specialist, Vervini

What’s The Best Time to Send an Email on Friday?

From before lunch to around 9am – 11am, here are 8 answers to the question, “What’s the best time to send an email on Friday?”

  • It Depends on Your Audience
  • Send Your Email Before Lunch 
  • 8 pm Guarantees More People Can Access Your Message
  • After Lunch is Ideal for Non-urgent Communications
  • Send Your Emails at Midday On Friday
  • Late in the Day to Avoid Getting Forgotten 
  • Friday Afternoon is Ideal, but Don’t Delay Past 5 pm
  • The Best Time is Around 9 am to 11 am On Fridays

It Depends on YOUR Audience

There is no send time that works the same for every business. You have to test what works best for YOUR particular Audience. The subscribers of a coffee shop are going to be different than that of a law firm. Utilize A/B testing to test different Friday send times to see what gets the highest open rate. After 2-3 months of testing different times, you should be able to find a time that works best for your subscribers. 

Emily Ryan, Email Strategist & Co-founder, Westfield Creative

Send Your Email Before Lunch 

Due to the fact that Friday is the end of the week, the best time to send an email is in the morning before lunch. Fridays are a day on which many people leave work early or don’t check emails after lunch. Therefore, you probably stand a better chance of your email getting opened if it is sent in the morning. Additionally, if you’re going to send emails on Friday, it is a great idea to have a very catchy and compelling subject line to ensure it gets viewed.

Lori Manns, President, Quality Media Consultant Group LLC

8 pm Guarantees More People Can Access Your Message

8 p.m. on a Friday night may seem like an unorthodox time to send an email; however, it can be a great choice for many reasons. 8 p.m. on a Friday night is when most people are completing their work tasks for the week and preparing for relaxation.

When an email lands in their inbox at 8 p.m., it gives them the weekend to read and digest the content rather than having to deal with the message immediately after arrival. 8 p.m. also provides plenty of time for potential clients and colleagues who are in different parts of the world to check and respond to emails before Monday morning.

Sending an email at 8 p.m. on a Friday guarantees that more people have access to your message but still allows you time away from work to relax over the weekend.

Jim Campbell, Owner, Camp Media

After Lunch is Ideal for Non-urgent Communications

After lunch, people have more time to read and respond to emails that aren’t time-sensitive, so I recommend sending them then (1 p.m. – 2 p.m.). It is a perfect time to send out communications like newsletters, updates, and other forms of messages that do not require immediate action from the recipient.

Kyle Basett, Chief Operating Officer, Altitude Control

Send Your Emails at Midday On Friday

The optimal time to send emails on Friday at noon is when the recipients are most likely to be in a productive frame of mind and not yet thinking about the weekend. The likelihood that your email will be read and answered promptly is higher at this time of the week because people are typically wrapping up their workweek and still preoccupied with work-related responsibilities.

Natalia Grajcar, Co-founder, Natu.Care

Late in the Day to Avoid Getting Forgotten 

The best time to send an email on Friday is usually late in the day. This ensures that your message is fresh in the recipient’s mind and they will be more likely to read it. Additionally, late in the day gives people time to respond before the weekend. If you send it too early on Friday, your message may get buried in other emails or forgotten about altogether until Monday. 

Furthermore, sending an email late on Friday ensures that if there is a reply needed before the weekend, the recipient will have time to respond. It’s important to note that different industries and individuals may prefer different times for an email on Friday. It’s a good idea to test out different times of day and track which emails get the most responses in order to determine what works best for your particular audience.

Martin Seeley, CEO, Mattress Next Day

Friday Afternoon is Ideal, but Don’t Delay Past 5pm

It is generally best to send an email on a Friday before 5 p.m. This gives the recipient time to read the email, think about it, and reply without feeling rushed or overwhelmed with work on Monday morning. Sending emails early in the day may mean that other tasks are prioritized first and your message gets overlooked among other important emails. Emails sent later in the afternoon may get tucked away for review over the weekend when people don’t have as much free time to dedicate to their inboxes.

By sending an email earlier in the day, you can ensure that your message at least has a chance of being seen right away so that it can be addressed sooner rather than later. Additionally, sending emails closer to the end of business hours shows that you respect other people’s time and don’t expect them to go above and beyond after hours.

Jose Gomez, CTO and Founder, Evinex

The Best Time is Around 9 am to 11 am On Fridays

At our business, we do a ton of cold email outreach, and the data shows that the best time to send emails on a Friday is between 9 a.m. to 11 a.m. While it’s hard to determine the reason for this, I personally think that it’s because most people start off their Friday with simple tasks (reviewing their emails), before diving into deep work and finally wrapping up their week.

Nick Zviadadze, Founder, MintSEO

17 Things You Can Use A Landing Page For

From gathering feedback via surveys to maximizing conversion rates, here are 17 answers to the question, “Can you elaborate on the most effective uses of a landing page?”

  • Offering Customer Feedback Surveys
  • Implementing Promotional Campaigns
  • Testing a New Service With the Target Market
  • Delivering Ad Continuity
  • Promoting a Business Before It Launches
  • Holding Space for Additional Information
  • Combining the Strength of Multiple Brands
  • Making a Good First Impression
  • Suggesting a Free Trial
  • Improving SEO
  • Linking Social Media for Clean Conversions
  • Building Brand Credibility
  • Adding Context to Your Offer
  • Collecting Email Addresses
  • Tracking Holiday-Specific Content
  • Booking Consulting Services 
  • Maximize Conversion Rates 

Offering Customer Feedback Surveys

At my medical hair restoration practice, we use landing pages to solicit customer feedback. After I treat or consult with a patient, we email them a link to a landing page containing a survey inquiring about what went well and what could have gone better. We always want to know how we can improve our patient experience, and the best way to find out is to simply ask them. Survey landing pages are a great way to collect feedback.

Jae Pak, MD, Jae Pak MD Medical

Implementing Promotional Campaigns

Landing pages are the best place to implement CTAs for promotions, discounts, or email sign-ups. A website’s “front” page is the best spot to advertise new products, upcoming sales, or campaigns driven by user engagement. 

Landing pages also tend to have the best-performing pop-up campaigns, when they’re formatted strategically. The first touchpoint users have with your website is often also the best real estate for promoting content or releasing news meant to reel users in. Landing pages carry hefty importance for both user experience and SEO compliance, so design yours strategically to be straightforward, attractive, and easy to understand.

Zach Goldstein, CEO & Founder, Public Rec

Testing a New Service With the Target Market

Sometimes we have a hunch that we should add or change a service that we offer, and we want to check that our hunch is correct before making changes throughout our website and offering the new service on a larger scale. 

In that case, we create a new landing page outlining the basics of the new service and offer it to a targeted group of people we can reach via email. For instance, we might offer link-building services alongside our content marketing for SaaS companies. 

If a new landing page for that service generates a lot of interest, then we may determine that it’s worth offering formally alongside our other SEO and content services.

Lisa Banks, Chief Content Strategist, SaaSpirin

Delivering Ad Continuity

In order for your ad to be considered “ad congruent,” it must have the same visual style as the page it directs users to. Build a landing page that mirrors the design of your ad rather than modifying an existing page to fit it. 

Your advertisement’s layout, graphics, hues, and text can all remain unchanged. If you want consumers to feel like they’ve landed in the right spot after clicking on your advertising, make sure the two seem comparable. 

It also facilitates an easy transition from advertisement to website content. The smoothness of this transition indicates the user’s experience as a paying customer, so it should be prioritized.

Kenny Kline, President & Financial Lead, BarBend

Promoting a Business Before It Launches

Before your startup is fully operational, you can still promote it through a temporary landing page online. You can post pictures of some products you will offer and provide people with the option of pre-ordering them. This way, you can still generate some revenue while getting people excited with anticipation as the official launch date of your startup approaches.

Marilyn Zubak, Marketing Lead, Snif

Holding Space for Additional Information

Want to advertise on Facebook but there isn’t enough space for all the information you need to include? To provide further information, create a landing page. Customers can be directed to a landing page with further details by using Facebook ads. 

You’ll need all your powers of imagination, allure, and even wit for this part. Avoid being too pushy, but make sure your material is doing its job of turning readers into buyers. You only need to send them to the conversion page.

Max Whiteside, SEO & Content Lead, Breaking Muscle

Combining the Strength of Multiple Brands

When a potential customer lands on a co-branded partner landing page, they are more likely to trust the product or service being offered because it is associated with a reputable and established brand. 

This can help to increase conversions and sales by leveraging the trust and assurance that comes from third-party partnerships. Co-branded partner landing pages can also help to create a unique and differentiated sales funnel experience. 

By combining the strengths of multiple brands, you can offer a more comprehensive and unique value proposition and messaging that is tailored to the specific audience and needs of the partnership.

Brian Hawkins, Marketing Manager, GhostBed

Making a Good First Impression

It’s long been an adage in the business world that the suit makes the man, and while that saying has gone out of style, it represents something that remains true: the first impression given off by someone’s first interaction with you is what matters most in setting your relationship. 

Landing pages are the suits of the internet; they provide that first impression and can make or break the client relationship. That’s why using a landing page to showcase your style, look, and feel is an absolute necessity—the nitty-gritty can be linked to‌, but I find using the landing page to drive a certain wow factor is the most important use for one.

Kate Kandefer, CEO, SEOwind

Suggesting a Free Trial

Make a landing page that encourages people to sign up for your service spending no money. The landing page will contain information unique to the free trial’s featured product or service. Customers who find this website are highly likely to sign up for the free trial offer. There will be no other choices for users besides “start your free trial.” 

This content might also be on your website, but as a landing page, it won’t compete with your navigation bar for the attention of your visitors. Its straightforward layout makes it simple to gauge your conversions.

Kyle Bassett, Chief Operating Officer, Altitude Control

Improving SEO

You can use the landing pages to help your search engine rankings. Don’t waste this chance to boost the organic search engine rankings of your landing page. It’s simple to improve your page’s social media rankings. You’ll need the help of an SEO expert if you want this to be successful. Page optimization, in contrast to pay-per-click and social media advertising, is totally cost-free.

Andrew Dale, Technical Director, CloudTech24

Linking Social Media for Clean Conversions

Building a landing page to link to your social media advertisements can maximize conversions in the same way that you would for Google Ads. If you connect your social media advertisements to landing pages, I believe you’ll see a spike in conversions. 

They redirect users to a purchasing page where they are not interrupted by any ads. Provide visitors with a clean, simple website where they can easily convert or buy your service with minimal hassle.

Timothy Allen, Sr. Corporate Investigator, Corporate Investigation Consulting

Building Brand Credibility

By adding elements of trust to your landing page, such as customer reviews and ratings, you can establish credibility with your visitors and increase the likelihood that they will convert to customers. 

Credibility is especially important if you are trying to sell a service or product that requires customers to provide personal information in order to purchase. It’s also important for visitors to understand why they should trust you with their information. 

As an AWS service provider, we use our landing page to showcase customer testimonials and reviews, as well as an overview of our services. This way, we can create a sense of trust with our visitors and increase the chances that they will convert to our offer.

Karl Robinson, CEO, Logicata

Adding Context to Your Offer

When you provide context, you’re explaining to your visitors what they can expect if they continue with their purchase or sign up for your offer. This is an effective way to increase conversions and reduce bounce rates on your website. 

Additionally, by providing context, you can also better target specific audiences with customized offers they would otherwise be less likely to convert on. As a coupon platform, our landing page gives customers an overview of our services and explains the value they get from using our platform. This page also helps us target specific audiences with customized offers they would be more likely to convert on.

Gary Gray, CFO, CouponChief

Collecting Email Addresses

Landing pages can be a powerful tool for helping you accomplish your business goals. One popular purpose of landing pages is to collect email addresses. By offering free resources or discounts in exchange, businesses can incentivize visitors to provide contact information while significantly growing their online audience. On top of this, landing pages make it incredibly easy to stay organized with collected data and track performance in one simple dashboard.

Carlos Trillo, Founder & CEO, Evinex

Tracking Holiday-Specific Content

We use landing pages to help promote certain sales or promotions that we are having. For instance, if we are running a holiday promotion, we might implement a holiday promotion landing page to run ads on social, Google, and YouTube. 

This way, when someone clicks on the ad, they land on this landing page that tells them all about the promotion and they can shop from there. This helps with our analytics in tracking the performance, clicks, and conversions through this landing page and helps us invest our money in the best places where they are the most effective.

Scott Krager, Founder, Key Fob Replacement

Booking Consulting Services

Landing pages are an effective tool to capture leads and promote our services. Our landing page offers prospective customers the opportunity to book a consultation call so that we can better understand both their needs and project requirements. 

This allows us to provide the best possible service and develop a tailor-made solution for the individual customer. We understand how important it is for customers to have peace of mind knowing that their project is in safe hands, and using our landing page allows us to deliver this assurance.

Michael Sena, CEO, SENACEA

Maximizing Conversion Rates 

The most common use of landing pages is for lead generation. The primary purpose of a lead-generation landing page is to convert your website visitors into leads by providing them with a clear and interesting call-to-action (CTA) that encourages them to provide you with their contact information in exchange for something of value, such as a free guide, checklist, whitepaper, or webinar. 

It’s important to remember that the amount of information you are asking your visitor to give you must be aligned with the offer you are providing. Get these factors right, and you’ll see a jump in your lead-conversion rates and be able to nurture these leads with targeted content designed to convert them into customers.

Samantha Walls, Marketing Consultant, InTouch Marketing

What Are The Average Email Open Rates Among Various Industries?

From using data to personalize subject lines to writing helpful and value-rich content, here are the 11 answers to the question, “What is your average open rate for email marketing, and what led to your open rate being so high, or low?”

  • 18% – Personalize Your Emails
  • 28% – Segment Your Users by Buyer Stage
  • 40% – Understand the Where and the Why
  • 50% – Use Consistent Storytelling With Relevant Information
  • 30% – Write Content That Resonates
  • 40% – Focus on an Engaged Audience
  • 23% – Find the Right Tools
  • 40% – Test With A/B Campaigns
  • 22% – Regularly Purge Your Lists
  • 21% – Send Emails at Optimal Times
  • 48% – Craft Helpful and Value-Rich Content 

18% – Personalize Your Emails

We have a high open rate, at 18%, because of the subject line. It is short, clear, and concise, with a limited-time offer included. 

Our emails are also very personalized, as we use customer data to further specify the content. For example, if a customer has purchased an item before and returned it, we will acknowledge that in the email. This makes customers feel acknowledged and valued, which in turn increases the likelihood that they will open the email.

We also send emails based on the customer’s activity. By sending emails at the right time and with the right information, we have increased our open rate from 11% to 18%.

Matthew Ramirez, CEO, Rephrasely

28% –  Segment Your Users by Buyer Stage

Our email open rate over the last year is just over 28 percent. Compared to the industry average for marketing and advertising agencies, which is 22 percent, that is a high open rate. 

The reason we’ve seen these results is because of several factors. We A/B test all email sends with different subject lines, then choose the most effective options. We also updated our automated marketing emails so they are segmented by buyer interest and stage in the buyer journey. And, we use personalization to make emails more targeted as well. We avoid sending emails to disengaged contacts. 

As a business with a large audience, we send tens of thousands of emails every year, so it’s vital that everyone gets what they expect and are interested in seeing. These tactics ensure we don’t come across as spammy, as well as boosting our open rates.

Matthew Stibbe, CEO, Articulate Marketing

40% –  Understand the Where and the Why

I’ve seen less than a 15% open rate for small lists, and over 40% for very large lists with hundreds of thousands of contacts from all possible sources. 

The secret sauce is understanding the “where” (where did the leads come from?) and the “why” (why did they sign up?) of these contacts, segmenting them based on initial data and subsequent behaviors, and then going through the process of sparking desire and harvesting that desire with resonant story-telling.

Lots to unpack here:

1. Segment. Pop-up contacts will show lower CTR as compared to existing customers. Not knowing the baseline for metrics may lead you to deem campaigns successful or unsuccessful based on misleading averages.
2. Make sure you aren’t held back by Gmail. Send emails from your own domain, as opposed to the “shared reputation” of your ESP.
3. Understand & respect VoC data. Use it to create compelling offers supported by narratives your database recognizes as its own.

Trina Moitra, Head of Marketing, Convert.com

50% – Use Consistent Storytelling With Relevant Information

My average open rate for email marketing is between 45-50%. I consistently email my list each week with stories and relevant information designed to help them navigate their mid-career journey. 

My emails highlight their pain points, questions, and solutions that they are thinking about and talking with other colleagues, family, and friends. I’ve had my email list for over five years, and I consistently email them each week at the same time on a specific day. 

Being consistent has allowed me to earn my email community’s trust by having permission to be in their inbox each week.

John Neral, Owner, John Neral Coaching, LLC

30% – Write Content That Resonates

My average open rate for email marketing is 30%. These numbers have been achieved through personalized subject lines and content that resonates with the target audience. I also keep the emails concise, to the point, and relevant to ensure it captures attention quickly. In addition, we have optimized our send times to ensure maximum engagement from our subscribers.

It is important to remember that optimizing an open rate doesn’t always mean sending out more messages. Sometimes less frequent but higher-quality messaging will allow you to achieve better results with fewer messages sent overall—well-crafted drip campaigns often perform very well for businesses. 

To maximize your chances of achieving a high open rate each time you send out an email campaign, ensure you take advantage of A/B testing to determine which version works better with your particular audience and scenario.

Kate Wojewoda-Celinska, Marketing Manager, Spacelift

40% – Focus on Engaged Audience Members

Across the email marketing campaigns we run for various brands, the average open rate is around 40%. This is fairly high but we prefer to focus on the most engaged subscribers in an email list—the people who have really shown an interest in opening and clicking through previous email marketing campaigns.

We do this to improve email deliverability and increase the chances of landing in the primary inbox for every contact in our campaigns. We’ve seen good success with this more targeted approach across many different e-commerce markets.

If brands are wanting to experiment and increase average email open rates then a great starting point is to only email the people who have opened a campaign from you in the last 45 – 90 days. In most cases, this will improve open rates, and in time the overall deliverability across the entire email marketing program.

Ryan Turner, Founder, Ecommerce Intelligence

23% – Find the Right Tools 

My typical email open rate is 23%, and a lot of that is owed to the process of finding the right email addresses!

I have used and analyzed over 74 different tools, and in the end, I have narrowed my choice down to one tool that I rely on the most for finding the right email addresses and generating a long list of leads. It’s called Find That Lead, wherein you just have to put a company’s domain name and it generates a list of contacts from the company. 

You can also apply filters to separate out just the email, phone number, and address of CEOs, Founders, Managers, or other C-level executives. You can also use the tool for just verifying the email address of a person.

Kartik Ahuja, CEO & Founder, GrowthScribe

40% – Test With A/B Campaigns

We consistently see an email open rate of about 40%, which is about double the average for most businesses. We’ve achieved this largely through conducting A/B tests where we sent two different versions of subject lines, format, and copy to each half of the recipients. 

From there, we were able to measure which options performed best, and we fine-tuned our strategy. From there, our open rates really began to climb. Even with our open rate success, we still do frequent A/B/ tests because we don’t want our messaging to grow stagnant.

Annie Ricci, Sr. Manager of Digital Marketing, Prima

22% – Regularly Purge Your Lists

In terms of email marketing, my average open rate is 21.5%. Due to the fact that your audience connects with the subject lines we utilize, we have a higher open rate.

We also employ double opt-in. Double opt-in requires the user to confirm their desire to receive communications from your company (although this is not a requirement under GDPR). We don’t send emails to people who don’t care about them too much because if they did, they wouldn’t read them, which would decrease our open rates.

We request that our readers add us to their list of reliable contacts. We may improve the number of emails delivered by simply asking our readers to add the “from” email address to their contact lists

Then, we purge the emails on our list. Three consecutive unopened emails from a subscriber indicate that they may no longer be interested in receiving emails from us.

David Reid, Sales Director, VEM Tooling

21% – Send Emails at Optimal Times

Our average open rate tends to float around 21%, which is more or less in line with national averages for other small businesses our size. 

We have achieved this open rate by crafting engaging subject lines and providing content that is tailored to our customer’s interests and needs. Additionally, we make sure to only send emails at times when our customers are most likely to open them on their email platforms of choice. Having concise and relevantly tailored email content is the name of the game.

Ryan Delk, CEO, Primer

48% – Craft Helpful and Value-Rich Content 

The average open rate for my email marketing is 48%. I’ve cultivated an engaged list over the last four years offering high value or what I termed “irresistible freebies” to opt-in and then continuing to share tips and tricks on ways to make more money with their websites. 

Yes, email lists are there to sell your service, but in my opinion, it’s primarily to build that know-like and trust factor and to offer an immense amount of value.  And eventually, the subscriber may have a problem that you, as the service provider, can solve, and you’ll be right there in the inbox recommending a solution.

Jenny Belanger, CEO & Creative Director, JennyB Designs

What is a Good Email Click-Through Rate? 8 Experts Weigh In

From taking subscriber numbers into account to a standard 2-5% CTR, here are eight answers to the question, “What is a good email click-through rate?”

  • Adjust by Your Subscriber Count
  • Go for 7%
  • 5% Click Through Rate, Depending on Industry
  • Typically Considered to Be Around 3%
  • Usually Between 15% and 35%
  • Never Below 2%
  • 0.5% to 3%, Depending on Segmenting
  • Aim for a 2-5% 

Adjust by Your Subscriber Count

This depends on how big your subscriber list is. For instance, if you have a decent email click-through rate but your subscriber list is below 1,000, this is not necessarily a grand achievement. 

Try to get 1,000 or more subscribers first, and then you can accurately measure how successful your click-through rate is.

Maegan Griffin, Founder, CEO, & Nurse Practitioner, Skin Pharm

Go for 7%

A standard email click-through rate is 7%, so you should aim for that or higher, although most experts agree that even a 3-5% rate is good. 

You can increase your click-through rate by testing better subject lines and keeping your copy to a minimum. Don’t forget to list easy, social sharing options so more than your recipient sees your copy.

Baruch Labunski, CEO, Rank Secure

5% Click Through Rate, Depending on Industry

Typically, a good email click-through rate is around 5%, but this also depends on your industry. 

For example, nonprofits may have a higher industry click-through rate than brands in the tech or real estate industry. Thus, it’s best to optimize your emails, so that you hit the overall industry standard click through rate. 

Some things that affect click-through rates are the number of links in your email, call-to-action, and the length of the email. If your email is long and packed with a ton of links, it is harder for your audience to truly engage with it, and may be confused about what your overall message is.

Sacha Ferrandi, Founder & Principal, Source Capital

Typically Considered to Be Around 3%

We typically consider a good email click through rate to be around 3%.  This means that for every 100 emails you send out, three of your recipients will click through the links in your email. 

To improve your click-through rate, it is important to make sure that your emails are well-designed, properly formatted, and contain interesting content that encourages readers to click. 

Additionally, segmenting your email list into more relevant groups can help you target your emails more effectively and increase the likelihood of users clicking through.

Above all, it is important to test different subject lines, designs, and content to determine what resonates best with your audience. With a bit of trial and error, you should be able to find the perfect combination that will help boost your click-through rates.

Aviad Faruz, CEO, FARUZO

Usually Between 15% and 35%

With email marketing, the open rate is a very important indicator for campaigns. The open rate is obtained by dividing the total number of messages opened by the total number of messages delivered. This is why the goal of every email marketing campaign is to have a high open-rate percentage so that users are more likely to click through to the landing page. 

If you work with a large database, it is normal that the open rate is low. Although there is no average open rate, it is usually between 15% and 35%. 

However, there are certain strategies you can apply to increase this number. For example, the first mailings will have a high percentage of bounced emails, because of unsubscribed addresses, and misspelled, or full mailboxes. This will influence the open rate, but the purification of the database for subsequent mailings will increase the percentage.

Piergiorgio Zotti, Sr. SEO Specialist, Teacher, & Affiliate Marketer, Consulente SEO SEM

Never Below 2%

A good email click-through rate depends on the industry and is often used as an important performance metric. A higher click-through rate (CTR) shows that the content within the email was sufficiently engaging to entice readers to open it rather than discard it. 

Although CTRs will vary between types of businesses, those with higher success rates are typically between 2-5%. Anything higher than 5% or lower than 2%, depending on the industry, would indicate a campaign that is underperforming or outperforming expectations, respectively. 

Achieving a better click-through rate for emails depends on leveraging several strategies, including careful audience segmenting, personalized subject lines, and timely sending schedules.

Jim Campbell, CEO, Campbell Online Media

0.5% to 3%, Depending on Segmenting

A click-through rate (CTR) for email depends on several factors, including the content of the email, the nature of the offer, and the target audience. Generally‌, good email CTRs range from about 0.5% to 3%.

However, there are some exceptions. For example, if you’re targeting a very engaged group of subscribers who are likely to be interested in your offer, you may achieve a CTR as high as 10%. On the other hand, if you’re targeting less engaged subscribers or those who aren’t familiar with your brand, your CTR may be closer to 0.5%.

Kate Wojewoda-Celinska, Marketing Manager, Spacelift

Aim for a 2-5% 

A good email click-through rate can vary depending on the industry and the quality of the email campaign. However, a general benchmark for a good email click-through rate is around 2-5%.

If your click-through rate is higher than this, it may show that your email campaign is well-targeted and engaging. If it’s lower, it could mean that your emails are not relevant to your audience or that they are not effectively capturing the reader’s attention. 

To improve your click-through rate, you can try A/B testing different subject lines, calls to action, and email content to see what resonates best with your audience. You can also segment your email list to ensure that you are sending targeted, relevant messages to each group of subscribers.

Jason Moss, President & Co-Founder, Moss Technologies

Should Color And Design Be Used In Emails?

Should color and design be used in emails

From conducting A/B Tests with your email audiences to a chance of designs causing lower reply rates, here are the 11 answers to the question, “Should color and design be used in email campaigns?”

  • Build A/B Tests 
  • Brand Colors and Design Evoke A Sense of Relatability
  • Prioritize a Relationship With Your Audience
  • Give Your Message An Eye-catching Look
  • Keep Graphics to a Minimum
  • Maintain Campaign Consistency
  • Use Colors to Attract and Hold Readers’ Attention
  • Intelligent Use of Colors Will Make the Right Info Pop
  • White is the Only Color All Email Campaigns Should Have
  • Colors Help Grab Attention
  • Colors and Designed Emails Have Smaller Reply Rates

Build A/B Tests 

The only way that you can know what will jive best for your unique audience is by testing things. Choose an email marketing platform that allows you to build A/B tests. If your current email platform offers this, don’t be afraid to experiment with this feature, which will have a campaign monitor in place to reveal the winning strategy. Performing A/B tests has informed pretty much every part of my brand’s email marketing strategy. The insights we’ve gained are priceless.

Michael Green, Co-Founder, Winona

Brand Colors and Design Evoke A Sense of Relatability

Sending a simple email for communication only is different from running an email campaign for your product, service, etc. As a result of our own study, we performed A/B testing for email subject lines and found that emails with relevant emoticons had a 50% higher open rate than emails without.

A brand’s colors and design evoke emotions and a sense of relatability. Some brands, like Nike and Adidas, use templates with very little text in their email campaigns. The heart of effective marketing is color and design. Color accounts for between 62 and 90% of the impression your product creates. It is therefore necessary to have a cohesive brand message across all marketing channels. The right choice of colors and design makes a difference because they trigger associations.

At our company, we have run a ton of email campaigns with and without the color and design element and I can confidently say that color and design performs way better than text-only emails.

Simon Dayne, Sales Associate, Designitic

Prioritize a Relationship With Your Audience

Marketing is changing fast. It’s harder and harder to break through the noise. The more you can establish a real relationship with your audience the better – and it’s easier to do that with a simple email than with an overly designed “newsletter”.

Because of this, we have seen great results when moving brands from an overly designed newsletter template to a simple email from the business owners.

Ultimately, whether you use color and design in your email campaigns will depend on your audience’s expectations. So experiment, and see what works for your business.

Frank Prendergast, Brand Strategist, Frank and Marci

Give Your Message An Eye-catching Look

Regarding email campaigns, color and design make a big difference. Not only do they help draw attention to your email, but they can also be used to convey the main message. Color can help add interest and emotion to an email that might otherwise seem dull or boring. Design elements like fonts and graphics can help further emphasize the message and give it an eye-catching look.

However, there are also some negatives to consider. If the colors and design elements are too bright or loud, it can distract readers and take away from the message. On the other hand, if the design is too basic or plain, it may not be enough to grab people’s attention. It is important to strike a good balance between eye-catching and appropriate when it comes to email campaign design.

Color and design can effectively make email campaigns more engaging and impactful. Used properly, they can create an email that is visually appealing and conveys the email’s main message in a clear and concise way.

Natalia Grajcar, Co-Founder, Natu.Care

Keep Graphics to a Minimum

Logos ought to be used in an email. Think of it as email stationery. Putting that banner or that logo at the top of an email and at the bottom where you state your name and company information is the very least you can do. In fact, if that’s all you do, that’s perfectly fine.

Try not to go overboard with color and graphics. Try not to use interactive emojis or memes or an overabundance of videos and photos to grab the email recipient’s attention. Too much of that can actually look unprofessional – or worse, desperate.

Less is more. Do just enough that it isn’t too bland, but err on the side of restraint. That’s a good rule of thumb when it comes to email marketing. You want to give off the impression that you’re a reputable, authoritative brand. You won’t achieve that if your emails are too reliant on visual gimmicks.

Emily Saunders, Chief Revenue Officer, eLuxury

Maintain Campaign Consistency

Color and design should certainly be used in email campaigns in order to be more aesthetically pleasing and attractive to your customers. However, use color and design according to your brand style and aesthetic to ensure consistency across your marketing efforts. Your email campaigns, social media, website, blog, etc., should all use similar colors and designs to maintain this consistency.

Nabiha Akhtar, CEO/Founder, Lil Deenies

Use Colors to Attract and Hold Readers’ Attention

The impact of colors has been a topic of academic research for decades. Color and design can be powerful when used in email campaigns, as they can help evoke certain emotions in recipients and encourage them to take action.

A study found that color can attract and hold readers’ attention. With the right color, an email campaign can drive more engagement, generate more leads and help the brand stand out from competitors. However, it’s important to remember that color should be used judiciously not to distract readers from the message. Too much color can be overwhelming and less effective.

Burak Özdemir, Founder, Online Alarm Kur

Intelligent Use of Colors Will Make the Right Info Pop

Using colors is a great idea to help make your emails pop, but selecting muted and complimentary colors is essential in creating balance and harmony within the visual aesthetic of your email. Using too many bright, contrasting colors can make it difficult to read and can diminish the effectiveness of your campaign. Additionally, if you are not careful with the color scheme you choose, it can come off as amateurish and unprofessional. All in all, color is a great way to add visual appeal to your emails when done in good taste.

Ryan Delk, CEO, Primer

White is The Only Color All Email Campaigns Should Have

The colors you use in your email campaign will depend on the demographics and interests of your audience. An email campaign marketed to a 40-year-old woman will be different than that of an 18-year-old male.

The one color that all emails will need is white. Why? Because it is easy to read. Putting black fonts on a white background or white fonts on any color background is what you need for people to read your content without straining their eyes.

Jason Vaught, Director of Content, SmashBrand

Colors Help Grab Attention

If your goal is to create an email campaign that stands out and gets noticed, then incorporating color and design is a must. People are bombarded with emails every day, so it’s essential to make yours stand out in their inboxes.

Adding a pop of color or an eye-catching design will help grab attention and ensure your message is seen. However, using color and design sparingly is important, as too much can be overwhelming and actually turn people off. When used sparingly and thoughtfully, color and design can be powerful tools for creating an email campaign that gets results.

Tom Hamilton-Stubber, Managing Director, Tutor Cruncher

Colored and Designed Emails Have Smaller Reply Rates

In my experience both colored and designed nurturing emails have a much smaller reply rate. Nowadays people are getting a bit tired of their mailboxes full of automated emails and appreciate personal communication. The reason for not using email templates with colors and designs is to make an automated nurturing email mimic an email from a real person.

Andrei Iunisov, Digital marketing expert, Iunisov.com

How To Move Email from Promotions to Primary: 15 Tips

How To Move Email from Promotions to Primary

How can an email marketer help move an email from Promotions to Primary?

To help you move your company’s emails into the spotlight, we asked CEOs, founders, and other business leaders familiar with email marketing this question for their best recommendations. From audience segmenting to using A/B testing, there are several ideas that can improve your email content so much, it will excite your customers to receive each one.

Here are 15 tips for creating emails that jump from Promotions to Primary:

  • Segment Your Audience 
  • Ask Subscribers to Add Your Email to their Contact List
  • Craft Clever Subject Lines
  • Concentrate On Your Footers
  • Include a Clear and Concise Call-to-action (CTA)
  • Ask Subscribers to Reply to Your Welcome Email
  • Change MX Records to Google’s Servers
  • Avoid Promotional Words & Learn Timing
  • Be Careful About Using Mails Sent Via RSS
  • Sound Human & Helpful
  • Avoid Heavy HTML and Send Emails Manually
  • Optimize for Mobile
  • Deliver More Than a Voucher or Sale
  • Use Minimal Images and Links
  • Rely on the Data From A/B Testing

Segment Your Audience 

We widely understand that marketers can’t outsmart Google but must work with their algorithms. Therefore, segmenting lists to identify engaged audiences can help move your email from Promotions to Primary. 

Having your email land in the Promotions tab is often the result of trying to cast too wide a net, but brands can leverage data to optimize their content to help their emails stand out.

Through segmenting your engaged audience, you can more effectively optimize and personalize your emails. In addition, this process also allows you to create the appropriate content that has clear ideas and actionable information that can help reclassify your email. 

By leveraging your data to segment your audiences and send them more interesting content, you can reduce the chances of getting buried in the Promotions tab.

Greg Gillman, Chief Revenue Officer, MuteSix

Ask Subscribers to Add Your Email to their Contact List

If you want to ensure your newsletter winds up in your subscribers’ primary inboxes rather than their promotions inboxes, one way to do so is by asking them to add your company to their email contacts list. 

Doing this will make your messages seem more familiar to them and, therefore, less likely to be treated as spam.  

In addition, it’s essential to ensure that each email you send includes accurate contact information and a straightforward way for recipients to unsubscribe.  

Finally, send consistently high-quality content your subscribers will look forward to receiving to keep them engaged with your brand.

Michael Sena, Founder & CEO, SENACEA

Craft Clever Subject Lines

Many times, it’s an email’s subject line that determines its fate in our inbox. Will we move it to the trash, mark it as spam or even unsubscribe? 

Subject lines have the power to move people to take such actions, so be sure to entice readers in with a subject line that makes them want to not only know more but receive future communications from your brand.

Jae Pak, MD, Jae Pak MD Medical

Concentrate On Your Footers

It is easy to get focused on the body of your email when you are trying to avoid it being sent to the promotions tab, but it is just as important that you concentrate on your footers and declutter them if you want to get into the Primary tab. 

You have done everything to avoid having your email sent to the Promotions tab, from refraining from sending out blasts to specifying personalization. However, Google algorithms can still pick up a footer that contains a disclaimer and many business references.

Therefore, by decluttering your email footers, removing words that may trigger Google algorithms, and getting rid of your disclaimers, terms, and conditions, you can better your chances that your email will end up in the Primary tab.

By paying as much attention to your email footer as you do the main body, you can avoid the Promotions label and better reach your customer.

Matt Miller, Founder & CEO, Embroker

Include a Clear and Concise Call-to-action (CTA)

One thing an email marketer can do to help move an email from Promotions to Primary is to include a clear and concise call-to-action (CTA). 

This could be something as simple as a button that says “Open Now” or “Read Later.” Including a CTA will help to motivate the recipient to take action and move the email from Promotions to Primary.

Aviad Faruz, CEO, FARUZO New York

Ask Subscribers to Reply to Your Welcome Email

These kinds of responses will often move the email thread to the primary tab and train Gmail that your emails deserve to be in the Primary tab. 

Responses can be entirely up to you. Ask for an emoji response, ask them to tell you about themselves, answer a question, or what they’re trying to achieve with your product.

Corey Haines, Founder, SwipeWell

Change MX Records to Google’s Servers

Over the past 5 years, I’ve been massively focused on sending outreach emails, and I’ve found it increasingly difficult to reach users’ inboxes from my email servers, especially my company domain email.

I have learnt the hard way that it’s all about maintaining an excellent reputation with large email providers, not just Gmail.

As much as people focus on emoticons, subject lines, and other tactics, simply put, immerse yourself into the technical aspect of emails such as MX records.

The game-changer for us as a company is switching our domain name servers from Namecheap to Google’s Workspace service servers.

This switch to Gmail’s servers has played a huge role in improving the deliverability of emails. The open rate is another discussion entirely.

Brett Downes, Founder, Haro Helpers

Avoid Promotional Words & Learn Timing

Nowadays, email inboxes are flooded with promotions. As an SEO agency, our experience showed how we write our emails will determine whether it ends up on the promotional tab. 

The following phrases make your letter end up in the “unfortunate” tab, so you should avoid including these in your email: “now,” “buy,” “click here,” “register,” “free,” “offers,” “as seen on,” “money,” “avoid,” “Friend,” and “Hello.” 

It decreases the possibility of your email being marked as a promotion. But it doesn’t stop there. Be creative and avoid just selling your products to clients; instead, describe the benefits of your products and work on exciting consumers’ interest. 

Email timing is also vital; the better email timing you have, the more likely it is to have a higher open rate, resulting in a higher response rate. 

I’ve practiced this for a long time, and I assure you this will help improve your response and conversion rates.

Maria Harutyunyan, Head of SEO, Loopex Digital

Be Careful About Using Mails Sent Via RSS

RSS (really simple syndication) is XML-formatted text used for distributing web blogs, news, and content. Using it in the mailing is also a good option to get your stuff to the readers instantly. 

But still, a problem arises that these particles tend to generate practically identical emails. This automatically increases the risk of indicating as promotional. So again, don’t forget to personalize your email to avoid anything suspicious.

Andrew Priobrazhenskyi, CEO & Director, Discount Reactor

Sound Human & Helpful

Gmail Algorithms are quite efficient in identifying those bulk emails which you send via a service provider. Be mindful to send such emails in fewer bulks rather than just going on with the entire list. Adding a touch of personalization confuses the algorithm witnessing those human-like email structures!

There isn’t any single thing that might end your emails in the primary box, trial and error do. The number of images and links, and their nature essentially determines your email’s pathway. For instance, if you add sales CTA’s and a lot of product images, you won’t ever end up in a primary box.

Since these are the most commonly used by email marketers, Gmail knows it all. Also, figure out a unique way so that the recipient marks you in their whitelist. 

For instance, have them sign up for regular blog posts and newsletters with valuable content. I’d even suggest using your own personal email (xyz@companyname.com) instead of those generic business emails (info@companyname.com).

Hardy Selo, Property & Digital Marketing Expert, Property Guru

Avoid Heavy HTML and Send Emails Manually

Well-crafted HTML emails never make it to the main tab because Gmail considers these emails to be automated, i.e., sent by the robot. 

Gmail’s algorithms try to determine whether a human or a bot sent an email. They always mark heavy HTML emails as automatic. This error occurs when you use an email marketing tool to draft emails instead of typing them manually into an email client. 

The best way to avoid this is to send plain text emails, or at least “lightweight HTML emails”. Lightweight HTML is technically HTML (Mime type), but the content is mostly text without images, CSS, and minimal links. It’s important to keep links to a minimum, ideally only one or two.

Léa Soller, CEO, Digiberries Paris

Optimize for Mobile

Making emails more mobile-friendly is a simple way to get them out of promotions and into primary. 

Most people check their emails through their cell phones and, more often than not, the settings are more advanced by default. By making emails sleeker for mobile and more universally compatible across account types, the advanced filters will give them the highest priority.

Lyudmyla Dobrynina, Head of Marketing, Optimeal

Deliver More Than a Voucher or Sale

Treat your customers like people; send an email that’s more than a voucher. Offer insights, updates, a story, something that’s more content than promotion. It could be knowledge or a tip, or just something happening in your field or industry. Surprise them for their loyalty, rather than emailing for the nth time with a subject line that there is a voucher on offer or a sale.

Tristan Rayner, Tech Analyst

Use Minimal Images and Links

Do not overcrowd your marketing emails with images and links. This will make your email seem too sales-y to go into the Primary tab. 

Of course, you will need some images and some links, but when reviewing your marketing emails, try to eliminate as many of them as you can while still making your emails engaging enough to your subscribers.

Nancy Eichler, Senior Vice President of Marketing & eCommerce, iwi life

Rely on the Data From A/B Testing

Marketers always try their best to personalize emails. 

To make sure that no mail is spammed as a promotional one, many alternatives are available for a marketer. But, one of the best of all is using A/B testing, also known as split testing.

These tests are a process where you see which two versions of variables are more impactful on the target market. The variables are shown to different segments of subscribers. Then analyze which version is the most impactful.

Tia Campbell, Director of Marketing, Practice Reasoning Tests

14 Most Commonly Used Email Platforms Today

Most Commonly Used Email Platforms Today

What email platform do you use, and why?

To help you identify the email platforms that are most commonly used these days, we asked CEOs and business leaders this question for their best choices. From Zoho Mail to Gmail to Convertkit, there are several email platforms that you would find most professionals using these days to run their day-to-day business.

Here are 14 email platforms these leaders prefer to use for their business:

  • Mailchimp
  • Zoho Mail
  • Kartra
  • Sendinblue
  • Aweber
  • Gmail
  • Klaviyo
  • MailerLite
  • Hubspot
  • ProtonMail
  • Drip
  • Microsoft Outlook
  • ActiveCampaign
  • Convertkit


Personally, my preferred email platform is Mailchimp. It’s simple to use, but incredibly effective. It does what it needs to without fuss or unnecessary complications. It has different pricing options depending on your needs, and the free plan is surprisingly generous. For many people, this is enough.

Upgrading provides access to more sophisticated tools, including A/B testing, if required. The user interface is clear and comprehensible, and it’s a straightforward process to track whether consumers are engaging with your content. Mailchimp makes it easy to identify which aspects of your email marketing strategy are successful, and where improvements are needed. It integrates effectively with other software platforms, and campaigns can be customized with ease.

The concise, consistent reporting helps me to optimize my outgoings. This is a perfect platform for small to medium businesses, freelancers, and those just getting acquainted with email platforms.

Mario Cacciottolo, PR & Branding Manager, SBO

Zoho Mail

Zoho Mail is a fantastic email service for freelancers and home-based businesses. I run a little business, and this email service is all I need. Zoho is a great tool for both professional and personal email. The Zoho migration tool makes the switch from Google Apps or Office 365 to Zoho Mail quick and painless. It’s simple to sync with the rest of the Zoho suite.

Edward Mellett, Co-Founder, Wikijob


I use Kartra for email marketing because it is a powerful and easy-to-use platform. With Kartra, I can automate my email marketing workflow by creating automated campaigns that are triggered when someone takes a certain action on my website. For example, if someone signs up for my newsletter, I can set up an automated campaign to send them an email with helpful content. This saves me a lot of time and ensures that my emails are sent out on a regular schedule, even when I am not able to spend time managing my email marketing campaigns.

Another feature that I find especially helpful is the built-in email split testing tool. This allows me to test different subject lines, content blocks and call to actions, so that I can optimize my email marketing campaigns to get better results. Overall, I love Kartra because it makes it easy for me to grow my business and reach more people with the power of email marketing.

Amira Irfan, Founder and CEO, A Self Guru


I use Sendinblue because it’s the best email platform out there, and I’ve found that it’s intuitive and easy to use. I also love how customizable it is—it allows me to create a ton of different campaigns with different segments and audiences in each one which is super helpful when I’m trying to reach a specific audience with a certain message. It also comes with a lot of analytics and A/B testing tools for improving the performance of your campaigns. I get to see an overview of all my emails in one place, and then I can drill down into specific ones if I need to see more details or track things like clicks and opens.

Arkadiusz Terpilowski, Head of Growth & Co-founder, Primetric


AWeber is the most suitable email platform for small businesses, which has been assisting our business for the last four years to manage our email marketing tasks. It offers various ready-to-use email templates, email tracking, auto-responding, and many other useful features. Other features of AWeber are also effective for email marketing, such as list management, automatic RSS-to-email, and subscriber segmentation. The subscription cost of this software-based platform is also affordable, pricing starts from just $19 per month.

Karen Cate Agustin, Business Analyst, Investors Club


Gmail has become a staple for my everyday personal and business use for almost two decades. Since 2004 and have never had any issues with this platform. I have enjoyed the advancement of the added features such as Google Meets and Calendar. These features have helped me stay organized and made attending and creating meetings for work or personal occasions easier. Another bonus, I receive less spam because I stay on top of my account and consistently keep it up-to-date and refreshed.

Benjamin Earley, CEO, HOLT


For all of our Ecommerce projects we exclusively use Klaviyo for email marketing. It is one of the most advanced email platforms that’s built specifically for Ecommerce and Shopify, so it offers the deepest integrations and allows us to create highly segmented campaigns. All of this means we can email customers with messaging and promotions which are personalized to each user.

Another great thing about Klaviyo is that it allows our brands to run both email and SMS marketing from one platform, with a single monthly fee. This is helpful for running cross-channel promotions where we need to deliver a similar message via both and SMS simultaneously.

Ryan Turner, Founder, EcommerceIntelligence.com


I find that MailerLite’s drag-and-drop UI makes it really simple to construct the exact layout I want for my email campaigns. The goal of the company is simplicity, thus the interface is uncluttered and easy to use. If you’re looking for the most user-friendly platform, go no further than MailerLite. Email help is available for queries and troubleshooting if users run into any issues.

MailerLite has all the fundamentals of email marketing built in without overwhelming the user with unnecessary bells and whistles. It’s ideal for companies that want an email marketing strategy they can learn in a matter of days, not months.

Nely Mihaylova, The Content Editor, UNAGI Scooters


Hubspot is the ideal all-in-one marketing suite since it includes amazing tools and reporting for all of your marketing efforts across channels (website, social, email marketing, and more). With Hubspot’s customer relationship management system, you can keep track of all of your contacts and use tools like online lead forms, live chat, and advertising to build a clientele. Email marketing is just one of Hubspot’s customer relationship management (CRM) offerings. This is the best all-around marketing platform because it can manage your email, social media, and blog content.

With Hubspot, you can monitor the performance of your online advertising campaigns, social media campaigns, email campaigns, and website analytics in one convenient location. The platform also comes with an in-depth training platform that not only goes over the basics of using the system but also highlights best practices for running effective marketing campaigns.

Tiffany Payne, Chief Marketing Officer, iFlooded Restoration


ProtonMail is my email platform of choice because it’s secure, private, and user-friendly. I love that it allows me to send and receive messages without ever having to compromise security. I love that I can control what information is shared with whom, and that my data is always protected. It also offers some great features that make it easy to organize and store my emails in one place.

Graham Byers, Founder, Bestchoiceforseniors


With its comprehensive workflows and advanced list segmentation, Drip is, in my opinion, the greatest email marketing software for e-commerce enterprises. Together, these features allow you to send customers timely follow-ups based on how they interact with your emails and send customers tailored emails based on their shopping habits on your site.

Drip is the greatest eCommerce email marketing software since it was made with the user’s experience in mind. If you run into trouble while establishing the service or while using it, you can contact the service’s user support for assistance. Your ability to divide up your lists into several categories will help you provide the best possible service to your customers through your website and email notifications, which is something we really appreciate.

Daniel Foley, Founder, Assertive Media

Microsoft Outlook

Our organization makes use of Outlook for our email needs. This is because of the amount of flexibility within the various plans that allow us to granularly scale it with our operations as time passes.

Additionally, possessing direct integrations with Microsoft’s suite of programs made it an easy choice. With programs such as Word, Excel, Powerpoint, Teams, and more already forming the backbone of our operations, it made sense to utilize the email platform with the most direct out of box integrations with them. The nature of Microsoft 365 also allows these files to be shared seamlessly across team members, improving the flow of operations.

Jonathan Krieger, VP of Sales, Fabuwood


The email marketing platform we use is ActiveCampaign, which has a large number of characteristics that makes it attractive for any company. ActiveCampaign combines the power of email marketing, marketing automation, and CRM/sales automation. You’ll be able to create powerful automated sales and marketing processes that scale to create more loyal customers. You can also send exactly what your contacts want. Create newsletters, email campaigns and promotions that connect with your customers. Personalize your communication to offer exactly what they are looking for. 

Jessica Luna, Marketing Analyst, Influence Weekly


I’ve used dozens of email platforms over the years and ConvertKit is my favorite. They offer powerful tools with an easy-to-use interface. I can create visual automations that connect stunning opt-in forms with different sequences. I can quickly evaluate the quality and engagement of my subscribers. I also appreciate that they’ve evolved with the industry, offering new tools to help promote sales and monetization.

Nicole Thelin, Founder, Low Income Relief