{"id":46397,"date":"2022-04-11T09:00:00","date_gmt":"2022-04-11T13:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=46397"},"modified":"2025-11-05T12:56:09","modified_gmt":"2025-11-05T17:56:09","slug":"email-marketing-ideas","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-marketing-ideas","title":{"rendered":"Try These Email Marketing Ideas to Drive Growth"},"content":{"rendered":"\n\n\t
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Regardless of your industry, audience size, or level of sophistication involved with your email program, it never hurts to experiment with new email marketing ideas that will help you drive growth. That’s why we\u2019re proud to share some of the hot tips and email marketing ideas our very own Jaina Mistry, Senior Email Marketing Manager at Litmus, shared on the recent Salesforce webinar \u201c8 Email Best Practices for 2022 to Drive Growth<\/a>.\u201d<\/p>\n

To catch the full webinar on-demand and<\/em> get access to two free Litmus guides that will further elevate your email marketing, click here<\/a>.<\/p>\n

Don\u2019t assume you know each customer journey<\/h2>\n

Segmenting your subscribers<\/a> and digging into your data<\/a> are the first steps to mapping customer journeys. The more you understand about how your customers engage with your brand and when, the better positioned you are to deliver messages that resonate.<\/p>\n

But customer journeys are not linear. In fact, your ideal customer journey likely won\u2019t be reality for every customer. \u201cDon\u2019t assume subscribers are seeing and reacting to things in your perfectly mapped out journey. Don\u2019t refer to previous emails; they may not have read it,\u201d says Mistry.<\/p>\n

With that mind, Mistry does recommend giving emails a similar look and feel. \u201cThis can happen with a template<\/a>, or using the same email structure or hierarchy with visuals and copy.\u201d<\/p>\n

Reimagine your preference center<\/h2>\n

Using form-protected content like ebooks, webinars, or white papers that sit behind a \u201cgate\u201d helps you collect first-party data.<\/a> But don\u2019t overlook the value of the preference center. It\u2019s a way to collect more zero-party data\u2013and find out what subscribers really <\/i>want.<\/p>\n

At Litmus, we\u2019ve worked hard to improve our preference center<\/a>. Now, we think of it more as a profile center. \u201cIt was a place to collect unsubscribes and opt into specific lists that matched up to our email program. We\u2019ve moved it towards trying to collect more information about subscriber interests\u2013like who they are, and where they work,\u201d says Mistry.<\/p>\n

To get the full value out of your preference center, be honest. Let subscribers know why they should give up their data, and what you plan to do with it. For example, if you ask for their birthday because you intend to send a free gift or special offer when the time comes\u2013tell them so. \u201cWe let our subscribers know we can better tailor our newsletter<\/a> to them if we know their interests and their role. It\u2019s all about being transparent with the data you are asking them to supply,\u201d says Mistry.<\/p>\n

Dig into your unsubscribe rate<\/h2>\n

Trick question. Does a low unsubscribe<\/a> rate mean you\u2019re doing something right with your program?<\/p>\n

Maybe. And maybe not.<\/p>\n

Mistry explains that a lower than average unsubscribe rate might seem like a good thing. But when it\u2019s combined with a low click-through rate, it can be a sign of trouble.\u00a0It may indicate that your content isn\u2019t resonating at all with your subscribers, or that your sending cadence is off.\u00a0 Ultimately, it could be a sign of general apathy. (In other words,\u00a0subscribers aren\u2019t even bothered enough to unsubscribe).<\/p>\n

Instead of focusing on one specific metric and jumping to conclusions about its meaning, think about how several of your marketing metrics all work together<\/a>.\u00a0That bigger picture view can reveal a more complete story about what\u2019s really going on in your email marketing programs\u2013and may inspire new email marketing ideas you can try.<\/p>\n

Invest energy into understanding engagement<\/h2>\n

Understanding how different segments of your audience engage with your email program\u2013and other touchpoints\u2013should be a key priority for every email marketer.<\/p>\n

\u201cOver the past year at LItmus, we\u2019ve started to categorize our audience based on whether they are highly engaged, engaged, or not engaged. We also look beyond the typical email metrics,\u201d says Mistry.<\/p>\n

She explains that while we\u2019ve defined our engagement category based on actions like form fills, webinar registrations, ebook downloads, website visits, and clicks on a weekly newsletter, the definition of engagement will be different for every business.\u00a0\u201cOur benchmark for a healthy email program is 20%. That means if 20% of our audience falls into that \u2018highly engaged\u2019 or \u2018engaged\u2019 bracket, we\u2019ve got a program that can deliver the return on investment (ROI) we need from our email campaigns.”<\/p>\n

When you understand how engaged your audience is and how that correlates to business cycles, you\u2019re better able to monitor if you\u2019ll deliver your target ROI for your email program.\u00a0If it looks like you\u2019re in danger of falling short on your benchmark, seize the opportunity to experiment with new email marketing ideas that may move the needle on engagement.<\/p>\n

Don\u2019t be afraid to let go<\/h2>\n

Why would an email marketer ever <\/i>be willing to have a smaller subscriber list? Because a bigger list isn\u2019t better if many of the addresses on them aren\u2019t engaged. In all likelihood, those subscribers are not the ones that are going to lead to business opportunities.<\/p>\n

For example, Mistry explains that Litmus examines what subscribers do in a 90 day period in our email programs. \u201cIn that amount of time we expect them to have opened, clicked-through and interacted with our email.\u00a0 If they haven\u2019t engaged within 90 days, a triggered email gets sent asking if they still want to get our emails.\u201d<\/p>\n

The specific cadence at which you attempt to re-engage subscribers\u2013and when you define someone as \u201cunengaged\u201d\u2013will depend on your unique business factors. Consider elements like the length of your buying cycle, how many emails you send, the type of content in them, and any seasonality involved with your industry to arrive at a number that feels reasonable. Then, keep testing what that number should be as you learn more.<\/p>\n

\u201cIt can be scary thinking that you could lose a certain percent of your audience. But, you can put them into an automated re-engagement cycle <\/a>and let them self-select if they want to get your email,\u201d says Mistry.<\/p>\n

Be open to testing new email marketing ideas<\/h2>\n

Email marketing ideas span far and wide\u2013from playing with subject lines<\/a> and email design trends<\/a>, to re-examining how often, when, and why you send mail to subscribers. Try these tips to see where you can find new pockets of growth that boost your email campaign performance, and its contribution to business goals.<\/p>\n

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\"Litmus<\/td>\n\n

Pixel perfect, every time.
\n<\/strong><\/p>\n

Integrating Litmus into your email workflow helps your emails be pixel-perfect with every send\u2014ensuring they\u2019re on-brand and error-free, every time.<\/p>\n

Try Litmus for free<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

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