How to Improve Your Email Marketing Campaign


Email marketing provides twice the return on investment (ROI) relative to other forms of online marketing 1. Indeed, E-mail offers many practical benefits over traditional direct mail.

Its lower cost means it is possible to send more, better targeted, messages to each recipient as E-mail can be used to send reminders about a sales promotion, (Chaffey, D., 2006. Total e-mail marketing, Routledge).

Emails remain one of the best ways for retailers to communicate with their customers and many businesses see high conversion rates from emails they send from their internal mail lists. Email marketing is cheaper, it can carry more information and can be personalized more easily than print advertising.

Caitlin Palmieri in a recent presentation proposes three factors that can make or break your email marketing campaign:

What “clicks” with your email subscribers?

  • In today’s mobile-dominated world, simple and concise emails are working the best.
  • You need at least 5 to 7 clickable links in your email to start achieving click-throughs.
  • 20 lines of text and three or fewer images result in optimal email campaign click-through rates.

When is the best time to send emails to maximize open rates?

It depends on what industry you want to reach…

Monday 7amTuesday 6amWednesday 7amThursday 12pmFriday 5am
RestaurantsAccountants and financial advisersHotels and Bed & Breakfast InnsReligious organisationsArts and crafts

Who are opening and reading your emails?

There is an email equivalent of the ‘Big Five” and you can rely on them to open and read your emails – 38% of all opens comes from 5% of all openers; and 51% of all opens comes from 10% of all openers.

The click-through rates percentage of the ‘Big Five’ equivalent is as follow: 33% of all click-throughs comes from 5% of clickers; and 44% of all click-throughs comes from % of clickers.

Take another look at your e-mail campaigns and see if your click-through rates increase when using these three factors.


A Marketing Plan helps you to communicate the right content to the right audience.


1 Pavlov, O.V., Melville, N.and Plice, R.K. 2008. Toward a sustainable e-mail marketing infrastructure, Journal of Business Research, 61:1191–1199.

Image: Pexels

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