Elevate Your Email Marketing: Optimizing Your Content

Elevate Your Email Marketing: Optimizing Your Content

What do Amazon, Best Buy, Target and Wal-Mart have in common?

Other than the fact that they make a lot of money, they’re all ranked in the top ten when it comes to e-mail marketing.

According to research conducted by SimpleRelevance, brands like Amazon and Wal-Mart have successfully leveraged email to drive online and in-store sales, while others such as  Staples, Macy’s and Office Depot have basically dropped the ball.

Want to join the e-mail all-star team?

We’ve put together a list of 5 great ways to make the most of the marketing channel.


1. Personalize – Go beyond the bare minimum of “Dear First Name…”.

This generic move has been played out with all your consumers. It no longer feels like individualized attention as much as coding their information into your email blast.

Take that extra step into segmenting your emails to show that you are attentive to the interests of your consumers.

a)  Find out what your new subscribers like or spend their money on. Start creating promotions that may interest them, with links backed by analytics.

b)  Once a subscriber clicks on a link, you can see what pages they go to when they browse your site to use the discount code. This will provide you with solid data and insight into your new     consumers’ behavior.

c)  Now you can track their interests and continue sending them new emails based on their previous purchases. Personalization to a T.

Note: Bridg offers programs that can quickly and simply generate segmented content for an email marketing strategy, so you don’t have to do all the extra work.  (Learn more)


Target’s emails are so personalized it’s scary. They know that my dog needs food before I do!

 2. Use birthday and holiday campaigns in place of existing automated messaging.

One extra email from your regular weekly publication could mean a lot of lost customers.

69% of subscribers say that ‘too many emails’ is the biggest reason for unsubscribing. (Chadwick Martin Bailey)

Don’t want to completely isolate a holiday or event campaign to a single email?

You can also consider editing existing email campaigns to add elements relevant to the particular event or holiday.


 Sizzler’s exclusive birthday offer for E-Club members.

3. Link your social media accounts to your emails.

Emails that include social sharing buttons have a 158% higher click-through rate. (Get Response)

Keep in mind that today’s consumers are no longer learning about brands through just direct business ads. Consumers are interacting with each other across social media platforms to learn about the best and latest products at a personal level.

Show your consumers that you are joining the dialogue and engaging with them across channels beyond your email campaign.

This lets consumers know that you are interested in what they have to say and engaging yourself in the conversation.

3. Free giveaways.

Who doesn’t love freebies? I certainly do.

The Bluewire Media analyzed the open and click-through-rates of 6,300 subscribers within a week, and found that the emails that offered subscribers free stuff had a click-through-rate of 26-66%.


I get free breadsticks! You get free breadsticks! Everybody gets free breadsticks!* (Pizza Hut subscribers only)

Free products not only give your subscribers an incentive to stick around, but also encourages them to become more engaged with your products, bringing them one step closer to become regular customers.

4. Follow-up abandoned carts via email.

You’ve drawn your customer into the landing page and after browsing your products, they’ve made some picks.

But as soon as they’ve filled up their cart, they abandon ship before they make it through the transaction.

Ah! So close!

Don’t freak out! This a great opportunity for a targeted email. You can follow up with a reminder that they have items waiting for them from their previous visit or use their browsing data to make a more personalized recommendation.

According to a study by CheetahMail, cart abandonment emails were 146 times more effective in generating profit than the average bulk email which only generated $0.13.

neimanmarcus Neiman Marcus not only takes the opportunity to remind customers of empty carts but also provides discounts for more incentive for the customer to complete their transaction.

5. Optimize your email campaign to be accessible and equally attractive from any mobile device.

64% of decision-makers read their email via mobile devices (Top Rank Blog). However, 39% of marketers have no strategy for mobile email (EConsultancy).

This is a huge issue considering how emails are now being read from cellphones, tablets, and laptops. Prepare yourselves by ensuring that your email campaign is mobile device-friendly, wherever your consumer may be accessing your emails.


Joann offers downloadable mobile apps in addition to their mobile device-friendly emails. 

If used properly, an email campaign can serve as a gateway between a one-time buyer and life-long customer.

So make an investment!

Personalize your emails to express consumer interest.

And make sure the content is accessible and connected between channels. 

To learn more about how you can attract new email subscribers, stay tuned for the second part of this article which will be published later this week!

Sarah Chung
Content Marketer