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E-mail marketing: secrets from our experts


What do you know about successful email campaigns? Many do not consider such marketing campaigns to be a full-fledged tool for increasing sales. But why then do the giants of business still use it? There is only one answer to this: if the e-mail mailing did not bring results, then you made a mistake somewhere. In today's article, we'll take a look at a few tips from EMIS e-mail marketing expert Ivan Titarenko.

1. Analyze the customer base and the interests of the target audience

Any marketing campaign must begin with an analysis. This guarantees the most efficient result. Sometimes the specifics of goods or services are simply not suitable for active sales through the mailing list. Making a decision to buy from a subscriber after receiving an email usually lasts from a few minutes to several days. Therefore, such campaigns are more often aimed at impulsive purchases. The sales funnel in this case is very simple:

  • opening a letter
  • click on the link;
  • transition to the landing page;
  • order processing.

Why, for example, is it impossible to make a decision to buy a car immediately after reading the email? The decision-making process is longer (may take several months). However, this does not mean that e-mail marketing cannot be used for this type of business. Typically, the strategy is based on demonstrating the benefits of a product or service, examples of successful use, video testimonials from customers, as well as stimulation of a contact through the provision of a demo, free participation in a webinar, etc. actions that will interest the client. With the help of online mailing, you can not only sell, but also increase the loyalty of existing customers by introducing them to new products, promotions or providing interesting and useful information. Therefore, before starting, study the needs of your customers, analyze which email marketing strategy is suitable for your business.

2. Segment your customer base

From mailings "for all" there will be little result. Try to divide your audience into several segments, because even the simplest segmentation increases the email open rate by 15%! If you know your audience well, it will not be difficult for you to divide them into the right groups. You can use this division as an example:

  • Location.
  • Subscriber gender.
  • Age.
  • Area of ​​interest.
  • Profession.
  • behavioral factors.

To get to know your customers better, try giving them a short survey. Let it be very simple and quick to fill out so as not to cause negativity. This way, you'll get a lot of data about your audience that you can use to improve your conversion rates and hit your target. In addition, you will create a list of the active audience base, for which it is better to use a separate strategy.

3. Create a quality content plan

What does your target audience love? What interests a certain age segment? Ask yourself more questions in order to more effectively “test the soil” and create really high-quality content. It is very important to develop a plan for “touching” with the client. Prepare email chains for different segments of your audience in order to get the most interest and find an approach to them.

4. Call the customer by name

This factor is more psychological. The client should feel that you are addressing him personally. This automatically increases loyalty and promotes engagement in the text of the letter. Use this simple and tricky technique and notice the result.

5. Indicate how the user received the email

At first glance, this is a bit of a strange statement. However, the analysis of many e-mail campaigns makes it clear that it is important for the client to understand who sent him the letter and where you got his contacts from. Tell us a little about yourself and explain how you got his mailing address.

48% of users send emails to spam if they don't know who sends them!


Try to remind the client that he made a purchase from you and ask him about his opinion about it. This is best done in the first letter.

6. Better less often, but more interesting!

Do not send mailings too often, this causes negative feedback from subscribers. The optimal mailing frequency for each segment is individual, it is best to test and see how the audience reacts. We recommend sending emails no more than once a week. Take care not about the quantity of content, but about its usefulness and quality. It is much better to reduce the number of emails and offer interesting information to the client than to flood them with “junk” emails to get into spam.

7. Analyze metrics correctly

An equally important stage is the analysis of the final distribution indicators. What indicators should you pay attention to after launch?

  • Delivery rate.
  • Email open rate.
  • The conversion rate.
  • Unsubscribe rate.
  • Adding to spam.

Be sure to conduct A / B testing, which will allow you to understand exactly what your audience prefers. Experiment with headlines, letter design, and calls to action. It is advisable to pre-label all target buttons and elements with links using UTM markup, so that later it will be easier to analyze and successfully improve the quality of mailings!


Use an email newsletter to contact your customers, try to get to know their interests as accurately as possible to create an effective strategy. Be sure to segment the base and work with each group separately. Be sure to use special services for sending letters. Grow your business and try new promotion methods! High sales to you!

Author: Manko Karina, Content Marketing Specialist

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