{"id":1815,"date":"2011-09-01T16:46:43","date_gmt":"2011-09-01T11:16:43","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=1815"},"modified":"2025-05-01T15:36:31","modified_gmt":"2025-05-01T10:06:31","slug":"email-marketing-best-practices","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/email-marketing-best-practices\/","title":{"rendered":"5 Email Marketing Best Practices To Double Your Response Rates and Profits"},"content":{"rendered":"\n<p><em>This is a guest post by Jeremy Reeves, who is an email copywriter and split-testing freak.<\/em><\/p>\n\n\n\n<p>Due to the nature of my business, I\u2019m exposed to more email campaigns than you could ever imagine.<\/p>\n\n\n\n<p>And I have to admit\u2026<\/p>\n\n\n\n<p>\u2026 not ONE of them is fully maximizing their <a href=\"https:\/\/vwo.com\/glossary\/email-marketing\/\">email marketing<\/a> potential.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n\n<p>Every single email campaign I\u2019ve ever looked at has holes in it, which are leaking profits daily.<\/p>\n\n\n\n<p>It&#8217;s sad but a fact.<\/p>\n\n\n\n<p>So in this post, I\u2019d like to show you how to maximize your email marketing by giving you 5 \u201choles\u201d you can fill, starting today.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Tip 1: You should split-test\" id=\"tip-1-you-should-split-test\" data-menu-id=\"tip-1-you-should-split-test\" style=\"text-align:left\"><b><strong>Tip 1: You should split-test<\/strong><\/b><\/h2>\n\n\n<p>It makes sense to make this the first reason because as a reader of VWO, you should be a <a href=\"https:\/\/vwo.com\/testing\/split-url-testing\/\">split-testing<\/a> freak like I am!<\/p>\n\n\n\n<p>Now, I\u2019ll admit that for whatever reason \u2013 most email marketing software makes it hard to split-test campaigns.<\/p>\n\n\n\n<p>But does that mean it\u2019s impossible? Not at all.<\/p>\n\n\n\n<p>Here\u2019s what you do.<\/p>\n\n\n\n<p>Before you send out a new campaign\/broadcast, split your list into 2-5 portions (depending on the size of your list). Then, start testing things that give you insights into what your market wants and responds to.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do they like short \u201cteaser\u201d emails or longer emails with more information?<\/li>\n\n\n\n<li>Do they respond to negative subject lines or positive subject lines?<\/li>\n\n\n\n<li>Does an HTML email or text email give you better <a href=\"https:\/\/vwo.com\/glossary\/click-through-rate\/\">CTR\u2019s<\/a>?<\/li>\n<\/ul>\n\n\n\n<p>With each test you do, <a href=\"https:\/\/vwo.com\/testing\/\">try to test something that will give you insights<\/a> as to what you can use in the future. Over time you\u2019ll seem to develop a 6th sense \u2013 the ability to \u201cpredict\u201d what your market will respond to, which leads to higher profits!<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Tip #2: You should email frequently\" id=\"tip-2-you-should-email-frequently\" data-menu-id=\"tip-2-you-should-email-frequently\" style=\"text-align:left\"><b><strong>Tip #2: You should email frequently<\/strong><\/b><\/h2>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"199\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/09\/773.strip_.gif\" alt=\"cartoon to explain why you should email frequently\" class=\"wp-image-1817\" title=\"773.strip\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p>Many marketers are afraid of making their list \u201cmad\u201d by emailing them too often.<\/p>\n\n\n\n<p>But think about it.<\/p>\n\n\n\n<p>One of the essential aspects of creating a profitable business is <a href=\"https:\/\/vwo.com\/blog\/trust-in-ecommerce\/\">getting your prospects and customers to trust you<\/a>. To develop an airtight bond and rapport with them, just like you slowly build up a rapport with a new person you meet who eventually becomes your trusted friend.<\/p>\n\n\n\n<p>Keeping that in mind, who would you trust more when they recommend something to you:<\/p>\n\n\n\n<p>A) A friend you talk to once a month?<\/p>\n\n\n\n<p>B) A friend you talk to 3\u20265\u2026 7 times a week?<\/p>\n\n\n\n<p>I\u2019ve seen amazing things happen when a client starts emailing their list more often. In every case, the more often they emailed their list\u2014the more sales they made (and yes, over the long term).<\/p>\n\n\n\n<p>But there\u2019s one caveat.<\/p>\n\n\n\n<p><strong>Be SMART about it.<\/strong><\/p>\n\n\n\n<p>Don\u2019t blast your list offers everyday because they\u2019ll drop off your list faster than you can blink an eye. Treat them like you would a friend by sending relevant information mixed in with soft pitches to buy your product.<\/p>\n\n\n\n<p>And every once in a while, create a marketing campaign, which we\u2019ll talk about next.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Tip 3: You should create newsworthy marketing campaigns\" id=\"tip-3-you-should-create-newsworthy-marketing-campaigns\" data-menu-id=\"tip-3-you-should-create-newsworthy-marketing-campaigns\" style=\"text-align:left\"><b><strong>Tip 3: You should create newsworthy marketing campaigns<\/strong><\/b><\/h2>\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p>For some reason, newsworthy marketing campaigns are as rare as a hen\u2019s tooth these days. I\u2019m not sure if marketers are getting lazy or just forgetting tried-and-true ways to promote their business and generate good buzz at the same time.<\/p>\n\n\n\n<p>Here\u2019s what I mean.<\/p>\n\n\n\n<p>Think about the various ways you can tie a promotion for your business into something that\u2019s on the minds of your prospects. Or even something that happened in your life personally. Here are a few ideas to get your mind juices flowing.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Back to school in August<\/li>\n\n\n\n<li>Labor Day in September<\/li>\n\n\n\n<li>You\u2019ve just moved your office\/house, etc.<\/li>\n\n\n\n<li>You just had a new baby<\/li>\n\n\n\n<li>Your business just hit a major goal, and now it\u2019s \u201ccustomer appreciation week\u201d<\/li>\n<\/ul>\n\n\n\n<p>The list goes on and on\u2026<\/p>\n\n\n\n<p>I personally ran a birthday promotion for my own services a few months back \u2013 and booked myself solid for about four months. (Thanks to <a href=\"https:\/\/vwo.com\/blog\/what-changes-for-you-with-the-launch-of-the-vwo-experience-optimization-platform\/\">the VWO<\/a> subscribers who took me up on that offer!) It took me about 45 minutes to set up the promotion.<\/p>\n\n\n\n<p>Here\u2019s the cool part.<\/p>\n\n\n\n<p>You can come up with special promotions for almost ANYTHING. One marketer I know created a promotion based around his wife putting him in the \u201cdoghouse\u201d for having too much inventory in their garage!<\/p>\n\n\n\n<p>If you spend just 30 minutes brainstorming\u2014I guarantee you can come up with at least five ideas, one of which will be good enough to use. Use the one you like best, create an email campaign out of it which sends them to a custom landing page made specifically for that event, and you have yourself one heck of a profitable promotion.<\/p>\n\n\n\n<p>Oh, and one more thing.<\/p>\n\n\n\n<p>DON\u2019T make the mistake and think your prospects are too \u201csophisticated\u201d for these types of promotions. It\u2019s one of the biggest mistakes you can ever make in your business, which is why I\u2019ve included it as\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Tip 4: Don\u2019t write stuffy, boring emails because you think your audience is \u201csophisticated\u201d\" id=\"tip-4-dont-write-stuffy-boring-emails-because-you-think-your-audience-is-sophisticated\" data-menu-id=\"tip-4-dont-write-stuffy-boring-emails-because-you-think-your-audience-is-sophisticated\" style=\"text-align:left\"><b><strong>Tip 4: Don\u2019t write stuffy, boring emails because you think your audience is \u201csophisticated\u201d<\/strong><\/b><\/h2>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"312\" height=\"340\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/09\/your_email_is_boring_mug-p1685573998231562442opcc_4001.jpg\" alt=\"reading your email is boring caption on a coffee mug\" class=\"wp-image-1824\" title=\"Boring emails!\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p>If you think your audience is too sophisticated for fun promotions like that, here\u2019s a little secret.<\/p>\n\n\n\n<p>YOU. ARE. LOSING. A. BOATLOAD. OF. MONEY.<\/p>\n\n\n\n<p>Clear enough?<\/p>\n\n\n\n<p>The fact is, I don\u2019t care if you\u2019re selling to drunk, zit-faced teenagers or to CEOs of Fortune 500 companies.<\/p>\n\n\n\n<p>They\u2019re both PEOPLE.<\/p>\n\n\n\n<p>And what do PEOPLE want?<\/p>\n\n\n\n<p>They want to have fun. They want to be entertained. They want to be engaged. They want drama (even though most don\u2019t realize it). In fact, most people are psychologically addicted to drama. Why do you think soap operas and reality TV shows are so popular?<\/p>\n\n\n\n<p>Whatever way you slice it, you need to add more personality in your marketing. Can you feel my personality oozing out from my fingers and onto your screen?<\/p>\n\n\n\n<p>I bet you can\u2014and that\u2019s why this blog post is easy to read and understand (at least it should be!). If I got all fancy pants and started talking in technical jibble-jabble and hardcore psychology\u2026 you\u2019d have no idea what I was talking about.<\/p>\n\n\n\n<p>The point is this.<\/p>\n\n\n\n<p><strong>People like dealing with people, not companies. However, you must A\/B test your copy to discern what works for your business!<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png\" alt=\"Blog Banner 5 Email Marketing Best Practices To Double Your Response Rates And Profits\" class=\"wp-image-59819\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Tip 5: You should segment your list\" id=\"tip-5-you-should-segment-your-list\" data-menu-id=\"tip-5-you-should-segment-your-list\" style=\"text-align:left\"><b><strong>Tip 5: You should segment your list<\/strong><\/b><\/h2>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"328\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/09\/4-AgentsOfDigital-Programmers.jpg.scaled.500.jpg\" alt=\"cartoon to explain the various segments of programmers\" class=\"wp-image-1820\" title=\"Types of programmers\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/09\/4-AgentsOfDigital-Programmers.jpg.scaled.500.jpg 500w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/09\/4-AgentsOfDigital-Programmers.jpg.scaled.500.jpg?tr=w-375 375w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/readwrite.com\/2010\/07\/06\/agents_of_digital_new_cartoon_series_about_webworkers\/\" target=\"_blank\" rel=\"noreferrer noopener\">readwrite<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p>One of the easiest ways to increase your email marketing profits is to <a href=\"https:\/\/vwo.com\/blog\/visitor-segmentation\/\">segment your list<\/a>.<\/p>\n\n\n\n<p>So, what types of segmentation should you be doing?<\/p>\n\n\n\n<p>Of course, I don\u2019t know your business, but here are a few you can start with.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><b>Buyers<\/b> \u2013 Every business in the world should have a separate buyers email list. There is NO excuse for not having a buyers email list. Previous buyers, on average, are roughly 7x more likely to buy in the future as compared to first-time buyers. They also make up your back-end which, when fully developed, can triple or more your profits. If you&#8217;re not segmenting your buyers \u2013 I&#8217;m sorry to say but in my mind \u2013 you&#8217;re simply insane! \ud83d\ude42<\/p>\n\n\n\n<p><b>Demographic\/Psychographic\/Geographic<\/b> \u2013 This can be done in many ways. For example you can separate men from women, by age group, by political association, by religion, by type of dog they own (for dog training sites of course), or even by country. The possibilities are endless, depending on your business.<\/p>\n\n\n\n<p><b>How Active<\/b> \u2013 Here&#8217;s a quick promotion you can do to both clean your email list and make oodles of money in the process. It&#8217;s called a \u201creactivation campaign\u201d and it&#8217;s something direct marketers have used in the offline world for ages.<\/p>\n\n\n\n<p>Here&#8217;s what you do&#8230;<\/p>\n\n\n\n<p>1) Do a search to find prospects who haven&#8217;t opened an email in 3 months, 6 months, etc.<\/p>\n\n\n\n<p>2) Send them something for free, while also asking them why they haven&#8217;t been active lately and seeing if you can help them in any way.<\/p>\n\n\n\n<p>3) After the promotion is over, do a search for those who didn&#8217;t open\/click the email and flush them from your list. Yes, actually delete them. They&#8217;re the non-responders and are clogging up your list. And for the people that did respond and\/or download the gift you sent them \u2013 they&#8217;re now \u201creactivated\u201d and should start opening more emails!<\/p>\n<\/blockquote>\n\n\n\n<p>That last promotion I said is a little more robust if you want to do it right (it would take a blog post to explain it in detail), but something is better than nothing right?<\/p>\n\n\n\n<p>Either way\u2026 I hope you\u2019re the kind of person who TAKES ACTION and won\u2019t simply read this post and do nothing. I just gave you enough information to add literally tens\/hundreds of thousands of dollars into your business if you take action and implement.<\/p>\n\n\n\n<p>So start fixing the holes in your email campaign and put your guessing game to rest by <a href=\"https:\/\/vwo.com\/ab-testing\/\">A\/B testing<\/a> your campaigns.&nbsp;<\/p>\n\n\n\n<p>As Nike would say\u2026 \u201cJust DO it.\u201d<\/p>\n\n\n\n<p>No more excuses.<\/p>\n\n\n\n<p>You can easily add 20-100% more profits to your bottom line by maximizing your email marketing. So what are you waiting for?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1256\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png\" alt=\"Banner A\/B testing\" class=\"wp-image-59822\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Email-Marketing-Best-Practices-To-Double-Your-Response-Rates-and-Profits.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>This is a guest post by Jeremy Reeves, who is an email copywriter and split-testing freak. Due to the nature of my business, I\u2019m exposed to more email campaigns than you could ever imagine. And I have to admit\u2026 \u2026 not ONE of them is fully maximizing their email marketing potential. Download Free: A\/B Testing&#8230;<\/p>\n","protected":false},"author":14,"featured_media":56948,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":8,"footnotes":""},"categories":[10562],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-1815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Email Marketing Best Practices To Double Profits | VWO<\/title>\n<meta name=\"description\" content=\"Learn how you can maximize your email marketing potential &amp; fill the holes which are leaking profits by following these top 5 email marketing practices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/email-marketing-best-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Email Marketing Best Practices To Double Profits | VWO\" \/>\n<meta property=\"og:description\" content=\"Learn how you can maximize your email marketing potential &amp; fill the holes which are leaking profits by following these top 5 email marketing practices.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/blog\/email-marketing-best-practices\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vwoofficial\/\" \/>\n<meta property=\"article:published_time\" content=\"2011-09-01T11:16:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-01T10:06:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/09\/OG-image_5-email-marketing-best-practices-to-double-your-response-rates-and-profits.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Paras Chopra\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@paraschopra\" \/>\n<meta name=\"twitter:site\" content=\"@VWO\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paras Chopra\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" 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