Email Best Practices

In 2015, email marketers resolve to...

We asked email marketers what they'd like to improve on in their 2015 email strategy.

Hermes putting together pc case



A few weeks ago, we asked some of you what you’d like to change or improve in email sending for 2015. The idea behind this poll was to connect key email best practices with common new years resolutions to help jump start your planning for the year ahead. Now, the results are in and it looks like you guys have your vision set straight for the year ahead!

An overwhelming majority of senders (36%) said they are looking to set more goals to drive higher email ROI. While re-engaging inactive customers and creating more concise email content tied for second place.

The point to note here is that there is no “wrong answer”! There’s no “better” resolution to focus on, since every business runs off different goals and serves varied customer bases. While most senders expressed that they would like to see higher email ROI in 2015, all of the other suggested resolutions lead to higher ROI in the long-term.

Get in Shape

Similar to how many of us indulge in bigger, grander meals over the holidays, email campaigns tend to parallel this in the winter months. From heavily discounted Fall clearance sales to holiday gifting campaigns, consumers are over-stimulated with email.

January is a good opportunity to re-engage customers with new, highly targeted content that will get them excited about using your product in the year ahead.

Manage Stress

If you’re not working off of a calendar already, using tools like Co-schedule or Google Docs can help relieve stress by allowing you to plan ahead and coordinate content across marketing channels.

Catch up with old friends

Start off the new year by messaging inactive customers with a re-engagement email series. It varies from business to business, but generally speaking “inactive” is a customer who has not opened or clicked an email in the past 3 to 6 months. Here’s a great example of a “We Miss You” email from, where they offer a 10% off discount and suggest various categories that might be of interest.

Distance yourself from negative people in your life

Last but not least, remove bounced email addresses and customers who have not opened or clicked the re-engagement emails. Just as they say about friends - quality over quantity, the same goes for your contact list. A higher quality contact list - higher engagement - weighs more in your sender reputation with ISPs. Not to mention, cleaning out your lists helps you create more targeted content.

What are some other resolutions you have in mind? Let us know in the comments below!

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