As an email marketer and writer, I’m constantly looking around for good resources. Unfortunately, most of the email marketing tips, tricks, and guides I read are just rehashing the same old stuff:

  • Know your audience
  • Be informative
  • Send at the right time
  • Etc., etc., etc.

Honestly, these are the things you should know by now. They should be ingrained in your day-to-day efforts. Where are the applicable, useful things that can be applied today to make an impact on email marketing?

Below, I’ve compiled some of the things we take into consideration when creating and deploying successful email marketing campaigns:

Read Time

All too often, email marketers get absorbed in making a very informational, very attractive message. The problem with this is the time readers spend on a single message is miniscule. Our friends at Hubspot break down email performance into three categories based on their time open:

  • Glanced at: 0 – 2 seconds
  • Skimmed: 2 – 8 seconds
  • Read: 8+ seconds

In other words, you have under 10 seconds to get your point across and drive your reader to take an action. Your messaging should be clear, concise, and engaging, and your call to action (CTA) should be front and center, not buried (where readers may not even get to it).

Check out our CTA Guide for more tips on implementing successful CTAs in your emails.

Smarter Segments

Who are the people using your product or service? How do those people come to your site? How do they use your content and products differently?

By tracking, segmenting, and messaging customers differently, you can better personalize messages and improve lead conversions. According to the Act-On Blog, “Segmentation, personalization, recommendations, and the inclusion of custom database fields in email copy drive 360% higher conversion than a generic email message with a personalized salutation.”

Learn how to become a segmentation specialist by reading our blog 3 Tips for Perfecting List Segmentation.

Nurture Leads

Email marketing doesn’t end with promotional messages and newsletters. One of the ways you can turn leads into paying customers (especially for services) is to nurture customer leads with thought-leadership content.

Teach customers more about your company, what you provide, and what products they can use to be more successful. Every prospect isn’t going to immediately buy your product or service, so by collecting their name and email address you can continue the conversation by sending them more content.

Triggered Email is Key

Whether it’s abandoned cart emails or emails triggered from browsing behavior on your site, if you don’t have an automated triggered email system in place, you’re shooting yourself in the foot. The SalesNexus blog says that, “triggered email messages (i.e., messages that are sent automatically in response to an action like downloading a white paper or joining a webinar) get 119% higher click-through rates than general ‘business as usual’ marketing emails.”

These are just the tip of the iceberg when it comes to email marketing. If you’re interested in sending your marketing email through SendGrid, visit our Email Marketing Solutions page.



Warren Duff
Warren is the Sr. Content Marketing Manager at SendGrid, specializing in email and content best practices, he develops many of the new guides you see SendGrid release as well as other pieces of content, including blogs, videos, case studies, and emails.