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Optimizing Email Marketing Campaigns

Optimizing Email Marketing CampaignsAs part of ongoing lead nurturing, I recommend staying in touch via multiple methods. Email is usually one of those methods.

With email marketing, I recommend aiming for sending something monthly. Why? To stay in mind and in sight as your prospects move from awareness to consideration to purchase, and to increase your B2B Magazine Blog Post of the Weekchance of being there at the right time. But not too often to become a pest and risk increased opt-outs.

Beyond getting your e-newsletter or marketing piece out the door, there’s plenty you can do to improve results, both big and small. Some key ideas you may not be considering:

  • Make sure your email can be viewed well in the preview pane of email applications. And how does it look on your Blackberry or phone?
  • Check that you’re not using words that automated spam filters consider questionable.
  • Use enough text in case images are turned off, and use some text early in the email so it can be read in the preview pane.
  • Subject lines can have a surprising effect on open rates. Keep on top of your metrics and test even small changes.
  • Is the IP address of the server that the email is being sent from on a blacklist?

Looking for more ideas? I came across a useful list of 100+ Tools and Tutorials to Optimize Your Email Marketing Campaigns. They’re grouped into topics for convenience:

  • Email Marketing Packages
  • Testing
  • Analytics & Evaluation
  • Deliverability & Reputation
  • Design
  • Spam
  • Mailing Lists
  • Subject Line
  • Timing & Frequency
  • Conversion
  • Tips & Advice
  • Information Sources

What have you learned to improve your email marketing? Please share a tip that helped.


Hey Mac,

What I’ve learned is to keep it brief, interesting and as relevant as possible. Since time is limited each day we all make choices on what we read and discard. The reader perceives us as someone who adds value or detracts from their priorities. Keeping things brief, interesting and relevant will keep you on the value side.

One last thing, if you are tracking opened mail don’t react to fast if you notice someone not opening for awhile. All it means is you are not high on their priority list of activity; it does not mean you are off the list. Stay consistent and when their pain level rises they will be digging in the inbox to find your number.


Just thought I’d post a link to a book by Jeanne Jennings over at SitePoint called The Email Marketing Kit that is an excellent resource for people new to email marketing.



[…] There are things you can do to minimize the chance that your emails will be filtered out. Please see my earlier post, Optimizing Email Marketing Campaigns. […]


We have are own database to track all the email. We do statistics reports every 2 or 3 days after sending out email to monitor all open rate, bounce rate and delivery rate. Before sending out email we make sure to remove or unsubscribe those bounces email to prevent blacklisting and spamming.


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