Email Marketing Skills That Boost Open & Click Rates
While social media and search algorithms change overnight, email marketing remains the steady champion of digital marketing channels.
But here’s the catch: simply having an email list isn’t enough anymore. Success hinges on developing email marketing skills that can navigate an increasingly competitive inbox environment. No brand wants to be lost in the clutter, or worse, find their emails in the spam folder!
The numbers speak volumes. According to recent data, email marketing delivers an average Return on Investment (ROI) of $36 for every $1 spent, according to Litmus. That’s why many brands are doubling down on first-party data or information gathered directly from their own customers via their websites, apps, and email interactions. This data is the backbone for personalization, segmentation, and relevance, helping you refine audience targeting and deliver emails that truly resonate.
However, this impressive return isn’t automatic. It’s the result of marketers who have honed their craft, understanding that effective email marketing requires a strategic blend of creativity, technical expertise, and data-driven decision making.
Developing these core competencies will directly impact your bottom line, so let’s take a look at:
How do you create better email campaign skills for higher conversions?
Most email marketers, especially beginner ones, must think that the only thing you need to master is email copywriting. However, this is not even the first step. There are other skills you need to develop to improve your email campaigns.
Build your email list
It all starts with a list. If you don’t have email subscribers, you can’t start your email campaigns! Building a list is a skill in itself.
To grow your email marketing database, create a sign-up form for customers on your website. You may offer freebies like discount codes upon joining the subscriber list. You can also promise exclusive content. If you have studies or ebooks on your website, you can ‘gate’ some of them and ask users to subscribe to your list to access them.
Just make sure to ask their permission properly. Most subscription pages or pop-ups contain links to a privacy page that explains how subscribers’ data (email, name, etc.) will be used in marketing. This is a must for regions with strict privacy regulations, such as GDPR. But even if you operate outside of these areas, it’s still a good practice to have because you are showing your transparency and trustworthiness.
Pro Tip: When subscribing, other websites may give their subscribers the option to receive emails or news on specific topics. There are also prompts asking subscribers how often they want to receive emails.
