Email Marketing. A huge part of today’s marketing processes. When done right, it’s said that for every £1 spent, email marketing sees an average ROI of £42. But it’s more than crafting that winning copy and hitting send if you want to really see that ROI raise the roof.
There’s a proven process behind every successful email campaign and skipping key steps can cost you subscribers, clicks, and conversions. That’s why Jolt Digital’s marketing team have clubbed together to jot down their take on some crucial steps to help keep your email marketing in check.
1. Define Your Marketing Campaign Goals
Before anything, ask yourself – ‘what’s your goal here?’. Whether it’s driving traffic to a new product, nurturing leads, or promoting a webinar, clarity on your objective is non-negotiable. Your goal needs to be measurable and hashing out your customer journey will be vital for this.
2. Segment Your Email List
It’s vital that not every subscriber gets swept into getting blanket content. Segment your audience. Segmentation boosts engagement by ensuring the right people get the message that’s relevant to them. This includes: Behaviour, Customer Lifecycle Stage, Locations, Purchase History etc.
3. Craft a Compelling Subject Line
You might be surprised to know that around half of recipients open an email based on the subject line alone.
Make it relevant, clear, and benefit-driven. Avoid spam triggers like “Free!!!” or “Buy now” and aim for curiosity or urgency. Your email is a game changer and must be opened!
4. Personalise it!
Today’s audiences need more than “Hi [First Name]”.
Customisation can include: Product recommendations, Location-based offers, Dynamic content based on behaviour.
This personalisation can lead to better engagement, higher conversion, and stronger customer relationships. In fact, emails with advanced personalisation can generate 6x higher transaction rates. What’s not to like? So, get your data optimised with plenty of customisation options.
5. Write Clear, Value-Driven Copy
It’s got to be clear; your email copy should be:
- Skimmable (use bullet points, subheadings)
- Benefit-oriented (what’s in it for the reader?)
- Actionable (include a strong CTA)
When it comes to email copy, clarity and value are everything. Your subscribers are busy and inboxes are way too crowded, so your message needs to get straight to the point. Use simple, direct language that highlights the benefit to the reader. Whether it’s a helpful resource, a limited-time offer, or an exclusive insight. Every sentence should answer the question: “What’s in it for them?” By focusing on value and cutting the fluff, you’ll boost engagement and drive better results.
6. Include a Strong Call-to-Action (CTA)
Every email should guide the reader toward one clear action. Use action verbs like “Download,” “Shop,” “Get Started,” or “Reserve Your Spot.” It’s important to aim to have a single CTA per email, not to dilute your content and confuse the reader.
7. Optimise for Mobile
Over 60% of emails are opened on mobile devices. A mobile-optimised email should:
- Use single-column layouts
- Feature large, tappable buttons (easy for a thumb to press!)
- Load quickly and display properly on all devicesThe Mobile Imperative: Designing Emails for On-the-Go Audiences
With over 60% of emails now being opened on mobile devices, optimising your email campaigns for smartphones and tablets is no longer optional, it’s a critical component of successful email marketing.
A mobile-optimised email goes beyond simply being viewable on a smaller screen; it’s designed to provide a seamless and engaging experience for users on the go.
Here are the key considerations for creating emails that perform on mobile:
- Single-Column Layouts for Readability:
Mobile screens have limited horizontal space. Employing a single-column layout ensures that your content flows linearly, eliminating the need for users to scroll horizontally or zoom in. This simplifies the reading experience and prevents frustration, making your message easily digestible. - Large, Tappable Buttons for Easy Interaction:
Fingers and thumbs are less precise than a mouse cursor. Buttons and calls to action (CTAs) should be generously sized and have ample padding around them to prevent accidental taps. Aim for a minimum size of 44×44 pixels, which is the recommended touch target size for iOS. This ensures users can easily and confidently interact with your links and navigate through your email. - Rapid Loading and Flawless Display Across Devices:
Mobile users expect speed. Large image files, complex coding, or unoptimised elements can significantly slow down loading times, leading to abandonment. Furthermore, your email needs to render correctly on a wide array of devices, operating systems (iOS, Android, Windows), and email clients (Gmail, Outlook, Apple Mail, etc.). This requires thorough testing across different environments to guarantee a consistent and professional appearance. Responsiveness in design, where the layout adapts dynamically to the screen size, is paramount to achieving this.
By prioritising these elements in your email design, you’ll not only cater to the majority of your audience but also significantly improve engagement, click-through rates, and ultimately, the effectiveness of your email marketing efforts.
8. Testing – Get it Right!
Never send without reviewing a test email sent to your team. Plus, for better insights, tools like Mailchimp, HubSpot, or ActiveCampaign offer built-in A/B testing features.
A/B test:
- Subject lines.
- Send times.
- CTA button colours.
- Layouts.
9. Check & Protect Your Sender Reputation
A bad sender reputation can land you in the spam folder. To maintain a good standing:
- Use a verified domain.
- Avoid spammy language (“free”, “act now”, “get rich quick”, “winner”).
- Maintain a healthy bounce and unsubscribe rate.
10. Review Analytics and Iterate
After the send, track performance:
- Open rate.
- Click-through rate (CTR).
- Conversion rate.
- Unsubscribe rate.
Use this data to refine future campaigns. Optimisation is ongoing and shouldn’t be overlooked!
+ Bonus: Email Marketing Compliance Checklist
Don’t forget the legal side:
- Include a visible, accessible unsubscribe link.
- Add your company’s physical address.
- Comply with GDPR, CAN-SPAM, and other data regulations.
Conclusions – Covering all bases.
Email marketing is powerful when you ensure it’s done with strategy, personalisation, testing, and constant refinement. If you’ve been struggling to see results, reviewing this checklist may uncover the missing link.At Jolt Digital, we help businesses like yours turn email campaigns into high-converting assets. Whether you’re starting from scratch or looking to scale your efforts, we can help – let’s talk.