8 Ideas to improve your email marketing results in 2015

During 2014 we have talked many times about how to improve our email marketing. Here are some ideas that may be useful to take your email marketing strategy to the next level in 2015, as a summary of topics that we have discussed last year on our blog:

- Issues test
It is one of the most common topics in email marketing blogs, and one of the main techniques we use when we are looking to improve results. As always, more than just one-off tests, which are also useful, the ideal is to maintain a testing routine that allows us to draw long-term conclusions and make decisions accordingly.
The importance of testing in email marketing
Which A/B test gives the best results in email marketing?
- CTA test
As with the subject line test, we often test colours, copy and CTA placement to increase user interaction with our email and guide them to conversion.
The CTA in email marketing
- Debugging the database
One of the basic conditions for good results in email marketing is to have a clean, consistent and, if possible, segmented database. Sending emails indiscriminately to large, neglected databases often results in high bounce rates and SPAM complaints that are very negative for deliverability.
Zombies: How to resuscitate a database
- Segmentation and relevance
Sending generic emails to a large database may be giving us results, but this return can grow exponentially with extra effort in segmentation. Finding groups of similar interests that correspond to the objectives of our content strategy can be the key to trigger the success of email marketing campaigns. Nothing can make an email more efficient than its relevance to the user. Give the user what they ask for and what they need and you will have guaranteed success.
Relevance and personalisation, infallible resources in email marketing
- Optimising deliverability
As always, we cannot forget that any effort in our email marketing strategy will be in vain if the message does not reach the inbox. There are many factors that influence deliverability, and we have talked about them in our blog:
Deliverability: My email campaign arrives in the SPAM folder, what can I do?
Responsys Email Marketing Deliverability Guide
3 Tools to check if your email may be classified as SPAM
- Email usability
This year we have also seen many studies demonstrating the need for the user to interact in a simple and intuitive way with our emails. To improve the user experience you can follow these tips:
8 Usability tips for your newsletters
- Adaptable design
The topic of the year. The application of responsive design to email, its limitations and the pressing need to focus on the mobile usability of the messages we send.
Case Study TOUS: Application of responsive email design in relationship email marketing strategy
Responsive Email Design: Responsive Email Design and Layout Example
Responsive Email Design: How to create a responsive email layout
Responsive Email Design: How to design a mobile-friendly email
- Landing page optimisation
But it's not all about optimising the message we send. We cannot forget about the place where we are taking the user. This place has to be consistent with the email and follow some rules to facilitate user interaction and therefore the conversion rate of our objectives.
8 Tips to increase the conversion of your landings pages
- User lifecycle:
The segmentation we can make of users can be demographic, behavioural, according to interests, but we cannot forget the user's life phases. Depending on the phase the user is in, they can expect different things from our communications, and the tone and resources we use in our messages should be different in the different phases. Taking into account the user's life cycle can also be the key to establishing a strategy that substantially improves our results.
Welcome email: the first step in customer relations
Do you have more resources and ideas to add to the list? Feel free to share them in the comments. Have a successful 2015!