4 ways to make your email marketing perform better

Admit it. You’ve done it. We all have. Opened our mailbox and deleted a bunch of emails without even reading them.

And yet, there are emails we do open and read. Why is that? What makes people want to open, and more importantly, read and respond to the emails you send them? These four essential insights will help you see the light.

1. Make your emails personal

Did you know that over 50% of consumers on the web love to receive personalised offers? It will be worth your while to give customers the feeling that you’ve created the email especially for them. For instance, addressing them with their first name always works like a charm. But personalisation can go far beyond that, from location-based offers to exclusive content built around personal interests. 

That’s why it’s recommended to constantly enrich your database with relevant information about your contacts. And who could be a better source of information than the customers themselves? Add a clear call-to-action to every welcome email, asking your new contacts to complete their details and/or interests. Be sure to tell them what’s in it for them when they take the time to share that extra info. And why not offer them a small incentive in exchange? It’s just a minor investment, but it could make a huge difference for your follow-up campaigns.

Do you want to provide the right person with the right content? Lead scoring — a system which assigns points to readers’ behavior ­— is the way to go. You can add a point for ‘Sport’ if someone opened your newsletter about bicycles or soccer outfits, for example. You can use that information in future mailings to link every leads to his/her specific interests. But do keep in mind that interests can change. Whatever a customer finds interesting today, may become irrelevant to him tomorrow. Always keep an eye on the larger picture.

2. Automate flows wherever you can

In addition to lead scoring, there is another solid method to make sure that every contact gets relevant communication at the right moment in time. Today, automated email delivery based on events has become a full-fledged part of the customer journey. Some examples? Automatically triggered email on a customer’s birthday. A welcome mail with a link to exclusive subscribers-only content when someone signed up for your newsletter programme. Or a short email customer satisfaction survey after a first purchase in your webshop. Even though they are all automatically generated, these messages are highly personalised. Want to take your first steps in marketing automation? Check out this article.

3. Take advantage of user generated content

User-generated content or UGC is content provided by non-paid contributors like your satisfied customers or dare we say, ‘fans’. Evidently, the most common forms of UGC are customer reviews and testimonials. But also think of people who post about your service or tag your products on social media. This kind of third-party content is just too good not to use in your email marketing. Prospects interested in what you’re offering, will look for honest and unbiased reviews from your customers. Just make sure you always ask for permission when you intend to use someone's review or personal content in your communication.

Want to get the flow of user-generated content going? Add a footer to every email that mentions how much you value customer satisfaction. And add links to motivate people to leave reviews on your website or share their purchase on social media.

4. Hook up with the right partner

Email marketing, it seems so simple, right? But how do you make your campaigns stand out in the constant stream of millions of emails making their way into people’s mailboxes every day?

  • make email marketing a strategic mainstay in your marketing flow
  • keep your email designs well-structured and consistent
  • stay compliant with the newest technical email standards
  • follow-up and analyse your results

Okay, but how do you optimise an email campaign so that it sets itself apart from the competition? At RAAK, we see that a step-by-step approach and expert partnerships yield the best results.

  1. Define the purpose of the email

    Every step in the thinking process contributes to the result. Clearly outline what your goal is — building a better relationship with your leads, draw more customers to your store or introduce new products, … — and keep that in mind at all times.

  2. Integrate your corporate identity into a dynamic email

    An email should look nice on any device. But you don't have to design a different email for each device. With a smart design, you can create a modular email template that looks sharp on any device and is reusable for any email campaign.

  3. Tailor your email to the reader’s needs

    Your email may look nice and be technically spot-on, but if the message doesn't appeal to the customer, it’ll get deleted before it’s even opened. Want to keep contacts from unsubscribing? Keeping your content targeted, fresh and fun to read is essential.

  4. Don’t lose your attention after sending

    How many recipients have opened your email? Which of them have actually read it? And what do most readers click on? All that information is there to be consulted in the email client. Use that knowledge to refine and optimise your next campaign. Full circle.


Email is the ideal platform for building personal and in-depth relationships with your contacts. But creating successful email campaign can be quite a challenge. Need assistance with your email strategy, compelling copy, rock-solid design, email client testing or result analysis? Take your email marketing to the next level and talk to RAAK. We’re happy to help you draw out an email optimisation plan tailored to your needs.Do the Email Marketing ROI-scan