9 Effective Email Marketing Optimization Strategies (2024)

Email marketing is one of the most effective ways to engage customers and drive sales for ecommerce stores. In fact, nearly 80% of marketers consider it to be one of their top three most effective channels.

However, with so many emails flooding customers’ inboxes (over 300 billion sent per day), standing out in your audience’s inbox can be challenging. But that’s where email marketing optimization comes in.

By using the right strategies, you can boost your campaign’s effectiveness, improve your conversion rates, and build stronger relationships with your email subscribers.

In this guide, we’ll discuss proven email optimization strategies to help you maximize your marketing efforts.

Table Of Contents

  • What is email marketing optimization?
    • How to optimize email marketing
      • 2. Personalize your email subject lines differently
        • 3. Make the most of your preheader
          • 4. Create valuable content for your audience
            • 5. Add eye-catching images to your emails
              • 6. Use clear and action-oriented CTAs
                • 7. Optimize your send time
                  • 8. Optimize your emails for mobile devices
                    • 9. Leverage your welcome emails
                    • Final thoughts: 9 effective email marketing optimization strategies

                      But first, let’s look at what email campaign optimization is.

                      What is email marketing optimization?

                      Email marketing optimization refers to improvements you make to your email campaigns to ensure your messages are effective.

                      One of the key benefits of email marketing is its high return on investment (ROI). According to a 2023 Barilliance report, email has an ROI of $38 for every dollar you invest (3,800%). About 18% of companies see an even higher ROI of over $70 per dollar invested.

                      Besides the high ROI, some benefits of optimizing your email campaigns include:

                      • Improving customer engagement: Investing in digital customer engagement channels like email marketing increases a company’s revenue by 90% on average.
                      • Increasing conversions: The Barilliance report shares that optimized “email my cart” emails — which trigger when customers add items to their shopping carts and try to abandon them — have some of the highest conversion rates at 24.58%.
                      • Building customer trust: Our 2023 Email Marketing Benchmarks report shows that personalized emails create customer trust and tend to have higher opens (30.26% vs. 26.55%) and click-throughs (2.7% vs. 2.1%) than generic emails.
                      • Saving time and resources: 67% of marketers use email to distribute their content since automated campaigns eliminate repetitive tasks and help you focus more on other high-value functions.

                      How to optimize email marketing

                      1. Focus on email marketing automation.
                      2. Personalize your email subject lines differently.
                      3. Make the most of your preheader.
                      4. Create valuable content for your audience.
                      5. Add eye-catching images to your emails.
                      6. Use clear and action-oriented CTAs.
                      7. Optimize your send time.
                      8. Optimize your emails for mobile devices.
                      9. Leverage your welcome emails.

                      Email automation will help you schedule and send emails to relevant recipients at scale on autopilot.

                      In our 2023 Benchmarks report, we found that automated emails triggered by customers’ behavior had higher than average open and click-through rates (CTRs).

                      The open rate for automated triggered emails was 35.33%, and the CTR was 3.69%. In comparison, the open rate of regular newsletters was 26.7%, and the CTR was 2.13%.

                      9 Effective Email Marketing Optimization Strategies (1)

                      Triggered emails are effective because people are more likely to read and respond to emails they receive right after taking action.

                      To automate your email marketing strategy, you need a marketing automation platform like GetResponse MAX.

                      GetResponse MAX offers ecommerce-focused features that will help you stand out from the competition, including:

                      • AI product recommendations that match your products to the needs, habits, and preferences of store visitors and suggest the products they’re most likely to buy.
                      • Email deliverability optimization that helps you send over 2 million emails per hour with a 99% deliverability rate.
                      • IP address that lets you send emails from your own domain and fully control and monitor your sender reputation.
                      • Dedicated Customer Experience Manager to help you optimize your marketing campaigns for maximum performance and offer priority support via email, phone, live chat, and Slack.
                      • Coordination of email communications with other channels, like SMS and web pushes.
                      • Abandoned cart emails, advanced segmentation, and integration with 100+ business tools.

                      2. Personalize your email subject lines differently

                      In our 2023 Benchmarks report, generic subject lines outperformed personalized subjects in terms of open, click-through, and even click-to-open rates.

                      9 Effective Email Marketing Optimization Strategies (2)

                      That’s because email recipients are no longer impressed by the common subject line personalization tactic of “We have a special discount for you [firstname].”

                      So, how do you solve this?

                      When planning your campaigns, focus on your customers. Which of their issues are you addressing? How exactly will you help them? What do they need to know to purchase your product?

                      The answers will help you segment your customers and create personalized content for them. And if the content is relevant to your subscribers, creating a subject line with high open rates will be simpler.

                      You can also use our AI Email Generator to create engaging and goal-optimized subject lines that help you stand out in your subscribers’ inboxes.

                      9 Effective Email Marketing Optimization Strategies (3)

                      Just insert your keywords and select your industry, design, and tone. Then, our GPT-powered email generator will create an optimized subject line and email in less than a minute!

                      3. Make the most of your preheader

                      The preheader text is the second thing after the subject line your subscribers will see. It determines whether recipients open your email.

                      Emails with preheaders have an open rate of 32.95% and a CTR of 3.12%. Compare that to emails without preheaders with an open rate of 25.72% and a CTR of 1.97%.

                      Your preheader and subject line should work together to tell the story. So, think of interesting ways to flare up your subscribers’ interest and make them want to open your email.

                      Here’s an example from Urban Outfitters:

                      9 Effective Email Marketing Optimization Strategies (4)

                      Urban Outfitters’ preheader complements the subject line and makes it catchier and more engaging. The two elements are also highly personalized to the brand’s target audience, although they don’t include the reader’s first name.

                      That means personalization does work for subject lines. It simply needs to be more than “hi [firstname].”

                      Also, remember to A/B test your preheaders and subject lines. Try an A/B split with different preheaders and track which emails get the most open and conversion rates, then adjust accordingly.

                      4. Create valuable content for your audience

                      Offering valuable content consistently without asking for anything in return will cause your subscribers to become loyal customers. A 2023 Semrush report found that 44% of businesses succeeded in content marketing by improving their content’s quality and value.

                      When done well, content marketing can help guide your customers through the buyer’s journey and maximize online sales.

                      Some examples of how to offer valuable email content to your ecommerce audience include:

                      • Creating video tutorials on how your products work.
                      • Adding high-quality product images.
                      • Sending emails that address issues of interest to subscribers.

                      Here’s an example email from On Running — an athletic shoes and sportswear company — showcasing its products:

                      9 Effective Email Marketing Optimization Strategies (5)

                      As you create content for your audience, remember that what’s valuable to one customer group may not interest another. Tailor your content to meet the needs of each segment on your email list. And distribute it across multiple relevant channels.

                      5. Add eye-catching images to your emails

                      In our 2023 Benchmarks report, emails with images had an open rate of 30.27% and a CTR of 2.78%. Emails without images saw an almost 10% drop in the open rate (21.9%) and a CTR of 1.13%.

                      Images are crucial in attracting the recipient’s attention when they open your emails. They also help your copy convey details about your products and break up large blocks of text.

                      When using images, always stay on-brand and choose the right visuals. An off-brand image can detract from your on-brand message and distract your recipients.

                      For instance, suppose your offer is a discount on a particular product. In that case, you can simply include a picture of the item and its description, which immediately tells the reader, “This is the product on offer, and here are its features.”

                      Here’s a brilliant example from HODINA:

                      9 Effective Email Marketing Optimization Strategies (6)

                      HODINA’s email design is simple but effective. It has a discount offer in a large font, high-quality product images, a brief description for each product, and a call-to-action (CTA) button leading to the checkout page.

                      Consider collaborating with your marketing and social media teams to create a consistent visual voice across the marketing channels that appeal to your target audience.

                      6. Use clear and action-oriented CTAs

                      The ultimate goal of your email marketing campaign is to direct readers to your website and convert them into customers. The CTA is the most crucial element of your email since it directs recipients to take your desired action.

                      For that reason, optimize the language you use in CTAs. It should be clear, action-oriented, and friendly and have a sense of urgency. For example, phrases like “Limited Offer,” “Shop Now,” and “Only X Products Left” create a sense of urgency and cause customers to act fast.

                      However, you don’t have to stick to the good old examples. You can get creative and make up your own CTAs, as Methodical Coffee has done:

                      9 Effective Email Marketing Optimization Strategies (7)

                      The “Show Me How!” CTA button is concise and direct. It tells subscribers exactly what to do, which increases their curiosity to click on it.

                      You can also add multiple buttons and links to the same landing page throughout your email to give recipients more chances to click through and convert.

                      7. Optimize your send time

                      Send-time optimization boosts the chances of your target audience reading and opening your emails. It also shows that you treat customers as individuals, which improves the customer experience and strengthens brand loyalty.

                      With a tool like GetResponse MAX, you can easily optimize your send times and increase your email engagement rates with algorithms like Time Travel and Perfect Timing.

                      According to our 2023 Benchmarks report, Time Travel had a high open rate of 30.21% and a CTR of 4.41%. Compare that to the average email open rate of 26.80% and CTR of 1.89%.

                      9 Effective Email Marketing Optimization Strategies (8)

                      With Time Travel, you choose a specific time to send your campaign, and GetResponse MAX will automatically adjust the timing based on each subscriber’s local time zone.

                      For instance, let’s say you’ve scheduled your email for 10 a.m. Time Travel will deliver the email at exactly 10 a.m. — regardless of whether the recipient is in Miami, London, or Hong Kong.

                      Perfect Timing analyzes each subscriber’s past behavior to determine when they’re most likely to open and click, then adjusts your email campaign’s timing accordingly.

                      For example, suppose you have 3 customers in the same time zone: Customer A with a Perfect Timing of 9 to 10 a.m., Customer B with a Perfect Timing of 1 to 2 p.m., and Customer C with a Perfect Timing of 5 to 6 p.m.

                      You then send an email at 9 a.m.

                      In that case, Customer A will get their email immediately since 9 a.m. is in their Perfect Timing range. Customer B’s email will be delayed by 4 hours and Customer C’s by 9 hours, so they get their emails at the ideal times of 1 and 6 p.m., respectively.

                      8. Optimize your emails for mobile devices

                      Based on a 2022 Pew Research Center report, 76% of U.S. consumers buy products online using a smartphone. Every time you send emails promoting your offers, you can expect about three-quarters of your recipients to access your website on a mobile device.

                      That clearly shows why it’s crucial to create mobile-friendly emails. If most customers shop using their phones, they probably open their emails using the same device.

                      If you use GetResponse MAX’s predesigned templates or craft your email from scratch in the Message editor, we’ll convert it to a mobile-optimized email automatically.

                      You can then view the mobile and desktop versions side by side before hitting the send button:

                      9 Effective Email Marketing Optimization Strategies (9)

                      9. Leverage your welcome emails

                      Welcome emails have an average open rate of 63.91% and a CTR of 14.34% — over 3x higher than regular newsletters.

                      On top of driving engagement, welcome emails set expectations for your relationship with new subscribers. So, use these emails to emphasize what makes your products and brand unique, tell your brand’s story, and share the most crucial links. You may also add a discount code to increase sales.

                      Here’s an excellent welcome email from Lyft:

                      9 Effective Email Marketing Optimization Strategies (10)


                      Lyft’s simple but stunning welcome email focuses on the app’s look and feel. It also uses inviting language — “Nice to have you on board!” — that makes you feel at ease as a new subscriber.

                      Final thoughts: 9 effective email marketing optimization strategies

                      Optimizing your email marketing campaigns is the key to success for any business. By following the tips outlined in this guide, you can boost the performance of your campaigns, increase customer engagement, and drive more revenue.

                      That said, achieving optimal results requires the right email service provider, and that’s where GetResponse MAX comes in.

                      With ecommerce-focused features like AI product recommendations and advanced segmentation, GetResponse MAX can help you reach millions of potential customers quickly and precisely.

                      Book a MAX demo

                      9 Effective Email Marketing Optimization Strategies (2024)


                      9 Effective Email Marketing Optimization Strategies? ›

                      The 3 Rs of Email Marketing: Responsive, Responsible and Relevant.

                      How do I optimize my email marketing? ›

                      15 ways to improve your email marketing campaigns
                      1. Segment your email lists. ...
                      2. Make sure your emails are mobile friendly. ...
                      3. Consider text-only emails – or not using image-based emails. ...
                      4. Have email come from a real person (as opposed to 'noreply'). ...
                      5. Make your subject line compelling and to the point. ...
                      6. Personalize your email.

                      What are the golden Rs of email marketing? ›

                      The 3 Rs of Email Marketing: Responsive, Responsible and Relevant.

                      What are the 3 main characteristics of an effective email marketing strategy? ›

                      Successful email marketing campaigns include planning, segmentation and personalization, with concise content, a strong call to action and targeted A/B testing.

                      What is the email optimization process? ›

                      By definition, email optimization is a range of practices marketers use to improve the deliverability, engagement, and conversion of the emails they send. There are different ways to approach optimization - from A/B testing subject lines and content to creating multi-step email sequences that turn readers into leads.

                      What are the 4 main components of an email? ›

                      The 4 Essential Parts of an Email Here's the blueprint of a successful business email.
                      • The subject line. Arguably the most important component of the email, the subject line is the deciding factor in whether your message is read or deleted. ...
                      • The salutation. ...
                      • The bit in the middle. ...
                      • The ending.
                      Feb 10, 2013

                      What are the 5 C's of email marketing? ›

                      The 5 C's are “company,” “collaborators,” “customers,” “competitors,” and “context.” The initial step is to understand what each represents and how it might help your business's marketing. The 5C marketing framework can help a business understand its position in the marketplace.

                      What are the four P's of successful strategy email? ›

                      The four Ps are product, price, place, and promotion.

                      What are the 5 steps of email marketing? ›

                      5 Steps To Launching A Successful Email Marketing Campaign
                      • Define your “what” for a tactical “why” Email marketing performs well when it's done right. ...
                      • Streamline targets through market segmentation. ...
                      • Deliver client- and solution-oriented messaging. ...
                      • Create geo-specific and industry-targeted email marketing campaigns.

                      What is the rule of 7 email marketing? ›

                      The marketing rule of 7's states that a potential customer must see a message at least 7 times before they'll be provoked to take an action.

                      What is the first rule of email marketing? ›

                      Always clearly identify yourself. Be it by sender's name, logo, images, links or any other element, the customer needs to be able to identify you at first glance. Identifying yourself clearly will help you establish a relationship of trust with them and therefore increase their loyalty to you.

                      What is the most important thing in email marketing? ›

                      As a marketer, your top priority should always be to get permission from your audience before sending any marketing emails. Make sure that your subscribers have given you their consent to receive your emails, otherwise, you risk ending up in the dreaded spam folder, or worse — on the receiving end of a hefty penalty.

                      What are the six 6 components of effective emails? ›

                      The six key components to structure business Email:
                      • Subject Line.
                      • Greeting.
                      • Intro/Purpose.
                      • Detail.
                      • Ask/Action.
                      • Closing/Sign-off.
                      Jun 10, 2015

                      What are the 3 C's in email? ›

                      Explore ways to improve your written communication and unpack some of the common communication pitfalls that may be getting in the way.

                      What are the 3 C's of marketing communication? ›

                      The 3 Cs of Brand Development: Customer, Company, and Competitors.

                      What is SEO in email marketing? ›

                      Search engine optimization (SEO) and email marketing are two cost-effective yet highly effective Content Marketing strategies that ensure our content reaches its target audience. Together, SEO and email marketing campaigns improve our website ranking on the search engine results page.

                      How do you clear emails efficiently? ›

                      How to clean up your work email
                      1. Move all your current emails into one folder so new messages don't interrupt the cleaning process.
                      2. Simplify your email folder system by deleting and/or merging folders.
                      3. Target emails by keywords, sender address, date, etc.
                      4. Unsubscribe from newsletters you rarely read or completely ignore.
                      Feb 19, 2021

                      What are 5 things that every email should include? ›

                      Five Elements of Effective Business Emails
                      • A Concise, Direct Subject Line. Every email you send for business should have a succinct yet descriptive subject line. ...
                      • A Proper Greeting. ...
                      • Proper Grammar, Correct Spelling. ...
                      • Only Essential Information. ...
                      • A Clear Closing.

                      What are the 10 parts of an email? ›

                      Parts of an email message
                      • Subject. Subject is a description of the topic of the message and displays in most email systems that list email messages individually. ...
                      • Sender (From). This is the sender's Internet email address. ...
                      • Date and time received (On). ...
                      • Reply-to. ...
                      • Recipient (To:). ...
                      • Recipient email address. ...
                      • Attachments.

                      What are the 5 elements an email should always include? ›

                      Emails can be broken into 5 major parts: the sender, subject line, salutations, body, and CTA. These pieces make up 99% of emails and provide an optimal format for engaging with clients and optimising conversions.

                      What are the 6 C in email? ›

                      Drafting involves writing consistently in a formal, casual, or informal style characterized by the “Six Cs”: clarity, conciseness, coherence, correctness, courtesy, and conviction.

                      What are the 3 types of email marketing? ›

                      To aid you, I will highlight three important types of email marketing that you can use to earn the attention of your customers and prospects.
                      • Email Newsletters. ...
                      • Transactional Emails. ...
                      • Behavioral Emails.

                      What are the 4 types of marketing emails? ›

                      Here are 4 types of effective email marketing you can utilize (with examples).
                      • Email Newsletters. One of the most common and popular email marketing campaigns is Email Newsletters. ...
                      • Transactional email.
                      • Promotional Emails. ...
                      • Retention Emails.
                      Mar 31, 2022

                      What are the 6 C's of strategy? ›

                      The six Cs of strategy include: concept, competition, connectedness, continuity, conviction, and the capacity to change. These are elements of the broad process of thinking about how a business develops its strategic depth and capacity.

                      What are the 4 promotional strategies? ›

                      Types of promotional strategies include traditional and online advertising, personal selling, direct marketing, public relations and sponsorships and sales promotions.

                      What are the 4 key strategies? ›

                      The four most widely accepted key components of corporate strategy are visioning, objective setting, resource allocation, and prioritization.

                      What are the 10 steps to starting an email marketing? ›

                      Get Started With Email Marketing: 10 Things You Need to Do First
                      1. Choose an email marketing service provider. ...
                      2. Gather contacts for your email marketing list. ...
                      3. Add your contacts to your email marketing account. ...
                      4. Set up your welcome email. ...
                      5. Create a reusable email template. ...
                      6. Practice writing persuasive messages.
                      Jun 6, 2023

                      What is email marketing funnel strategy? ›

                      What is an email funnel? Your email funnel is a strategically designed series of email campaigns that nurtures leads and existing customers toward conversions. By tailoring your email messaging to each stage of the customer journey, you can meet your customers where they are, making your emails more likely to resonate.

                      What is the 7 11 4 rule in marketing? ›

                      Research by Google suggests that a buyer needs 7 hours of interaction, across 11 touch points, in 4 separate locations before they make a purchase.

                      What is the 12 second rule for emails? ›

                      Have you ever heard of the 12 second rule? Simply put, it's a concept that dictates that readers on average spend about 12 seconds reading an email before navigating away. Call to action text therefore must be snappy and to the point.

                      What is the 60 40 rule email marketing? ›

                      Remember the 60/40 rule for text-to-image ratio: Try to make your text at least 60% of your email and ensure that images don't take up more than 40% of your content. Remember, a good balance between images and text increases your email's readability (more on this below).

                      What is the first golden rule of an email communication? ›

                      Address your recipient accordingly.

                      Making name and title mistakes are easy to do, but may offend your recipient and make them disinterested in what you have to say.

                      What is the one thing rule in an email? ›

                      The One-Thing Rule Explained

                      Simply this: When writing an email, discuss only one topic. The corollary to the rule is that the subject line must accurately reflect the same topic.

                      How do you master email marketing? ›

                      8 tips to master email marketing for your small business
                      1. Start collecting customer email addresses. ...
                      2. Learn the types of emails. ...
                      3. Use premade templates. ...
                      4. Lead with a compelling subject line. ...
                      5. Use a clear call to action. ...
                      6. Segment your audience. ...
                      7. Automate where possible. ...
                      8. Track your results.
                      Mar 11, 2022

                      What should one avoid in an email signature? ›

                      What not to include in email signatures
                      • Unnecessary contact information. Don't overload your signature template with every possible way to contact you. ...
                      • Custom fonts. ...
                      • Bullet points. ...
                      • Animated GIFs. ...
                      • Videos. ...
                      • Quotes. ...
                      • Personal information. ...
                      • Multiple color fonts.

                      What are the 7 C's of business email? ›

                      Clear, concise, concrete, correct, coherent, complete and courteous: seven adjectives you need to keep in mind if you want your cold email to work.

                      What are the 7 C's of email writing? ›

                      According to the 7 Cs, communication needs to be:
                      • Clear.
                      • Concise.
                      • Concrete.
                      • Correct.
                      • Coherent.
                      • Complete.
                      • Courteous.

                      What are the 7 C's of effective communication enumerate? ›

                      The 7 Cs of Communication
                      • Clear. Clarity is ensuring what you're saying is communicated clearly and with no room for misunderstanding. ...
                      • Concise. Convey your points in a succinct and concise way. ...
                      • Concrete. ...
                      • Correct. ...
                      • Coherent. ...
                      • Complete. ...
                      • Courteous.

                      What is the 3 sentence rule concise email? ›

                      Make it easy for people to help you by asking for specific things.
                      • Context: Say why you need something.
                      • Objective: Say what your goal state is, and how they know their contribution was meaningful.
                      • Actionable steps: Say exactly what you need them to do. Make this bold.

                      What is the 3 sentence email rule? ›

                      The three sentence rule means you have to ask yourself a series of questions for every email you read before you reply. Is this an email I should be responding to? If you can't answer it in three sentences or less, you have to decide what to do with it.

                      What 3 things should an email always include? ›

                      Three Things to Include in Formal Business Emails
                      • Inclusive Salutations. Generally, emails should be addressed to all of the individual recipients included in the email thread. ...
                      • Specific Dates. As mentioned above, email delivery is not always perfect. ...
                      • Contact Information.

                      What are the 3 P's of effective business communication? ›

                      Effective presentations are sometimes created around a three-step process, sometimes called the 3-P Approach: Plan, Prepare, and Present. Your success depends on the effort you put into each step of this process.

                      What are the five core tools of marketing communication? ›

                      These are advertising, direct marketing, internet marketing, sales promotion and public relations.

                      What are the six key ethics in marketing communication? ›

                      It lists the following attributes as ethical values: honesty, responsibility, fairness, respect, transparency and citizenship.

                      What are 2 tips when using email marketing? ›

                      These tips can work for both B2C and B2B email marketing.
                      • Segment your subscriber database.
                      • Personalize your messages.
                      • Optimize for mobile.
                      • Re-engage inactive subscribers.
                      • Use A/B testing to identify the perfect email.
                      • Set up trigger emails to prevent missed opportunities.
                      • Use emotion to connect.
                      • Showcase your values.
                      Dec 12, 2022

                      How do you create a winning email marketing strategy? ›

                      Each of these steps is essential for building an effective email marketing strategy.
                      1. Choose your weapons wisely. ...
                      2. Identify your target audience. ...
                      3. Build your list of subscribers. ...
                      4. Segment your list. ...
                      5. Create emails that mesh with your brand and audience. ...
                      6. Figure out your goals and how you will measure your campaign's success.
                      Oct 12, 2018

                      How to increase email marketing ROI? ›

                      What Can You Do to Improve Your Email ROI?
                      1. Set your goals. ...
                      2. Proactively grow your email list. ...
                      3. Use triggered emails effectively. ...
                      4. Segment your list. ...
                      5. Focus on deliverability. ...
                      6. Optimize for mobile. ...
                      7. Track and test email performance results to continually boost ROI.

                      What is the 3 21 method for emails? ›

                      For example, the 3-21-0 rule would see you limit checking your email to 3 times a day, for 21 minutes each, trying to get your inbox down to 0. An easy method of cutting time wastage on emails is to institute a policy where as much information as possible is in the subject line.

                      How can I improve my cold email marketing? ›

                      1. 8 Tips for Converting Leads from Cold Email Marketing. ...
                      2. Nail the Email from Subject Line to Close. ...
                      3. Create a Seamless Hand-off from Marketing to Sales. ...
                      4. Personalize the Message. ...
                      5. Know When to Hit Send. ...
                      6. Rely on the Data. ...
                      7. Give Potential Customers Time to Get to Know You. ...
                      8. Use What You've Learned.
                      Jul 22, 2022


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