With the first month of 2025 now behind us and 2024 a distant memory it’s time to focus on making sure you’re ticking all the boxes (or as many as possible) when it comes to your email marketing.
Below are our 5 non-negotiables:
- Build a quality email database
There is truth in the saying size doesn’t always matter and the same goes for your email database. Your email database doesn’t need to be huge for you to succeed and your database growth strategies should be focused on how you can grow your list with quality email subscribers. Although there are cheap and easy ways to quickly grow your database these aren’t always effective and can actually end up damaging your sending reputation.Focus on creating sign-up forms that qualify your sign-ups. Your sign-up forms should ask for enough information that you can qualify your database but not deter people from joining your database. - Utilise segmentation
Let’s face it, our inboxes are flooded daily with emails we don’t even remember signing up for and the same goes for your subscribers on your database. That is why it is crucial to send targeted campaigns based on your database segmentation.The better you can segment the database the better your emails will perform. Your email segmentation can be based on a range of things such as customer data, purchase behaviour or email engagement. Sending segmented campaigns doesn’t necessarily mean more work either, with cleverly planned campaigns, you can send out one email that shows different content to different segments using dynamic content. - Have a solid text vs image balance
There are countless reasons why you should not be sending image-only email campaigns. Image-only emails not only get lower delivery rates but can provide a poor customer experience.iOS 15’s Mail Privacy Protection when enabled will block images in your email campaigns until a user downloads them while some versions of Outlook won’t load images automatically either. This can negatively affect how subscribers react to your emails if all they see are image holders with no content. This is why it is crucial to have a minimum of 20% text within all your campaigns and try avoid images with important text overlayed. - Re-engage and remove dormant subscribers
No one likes to be ghosted but in the email game, it’s inevitable. That’s why it’s important to keep a close eye on your subscribers’ email engagement. Create a re-engagement strategy to reignite your subscribers when they start becoming less active. Be sure to remove any ghost or zombie subscribers if you can’t re-engage them.Removing ghost and zombie subscribers has several benefits. You can improve your email deliverability, get more accurate statistics and possibly reduce your monthly spend. - Focus on relationship-building
Because of the influx of emails your subscribers receive you need to make sure that your emails are going to stand out. You can do this by making your emails matter to your readers. Surprise, delight and offer value to your subscribers.The reality is that a huge portion of your database is not going to be in a position to purchase or take action within your email so offer value in different ways through exciting designs, humour, blog content, videos and more. This way you can keep all your subscribers engaged even the ones who aren’t ready to use your product or service.
These are just a few things that you can do to improve your email performance in 2025. If you’d like to find out more about how you can better your email marketing then get in touch with our team.
