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How to Create a Captivating Email Campaign in 2024 – Part 3

Fine-Tuning Your Email Marketing Strategy to Perfection 

After our in-depth guides for setting up your email campaign and creating powerful content for it, we’re wrapping up the series with just as relevant part of devising effective email marketing.

We look at the best and most actual refinement techniques that you can utilize today: mobile-first design, insightful email testing and feedback-gathering, and follow-up strategies that bring results.

Keep reading to learn how to go about polishing your email campaign so that it sparkles high engagement and conversion!

Embracing Mobile-First Design

According to various studies, more than half of all emails are opened on mobile devices, and this trend will continue to grow this year.

Your content, therefore, must be easily readable and accessible on a variety of devices, from smartphones to tablets. 

Key strategies and elements of an effective, mobile-friendly user experience are as follows:

1. Responsive Design


Mobile devices come in many sizes, so you’ll need email templates that automatically adjust the layout based on the size of the device’s screen.

This includes scaling images, adjusting font sizes, and reordering content blocks to ensure intact readability and engagement.

Moreover, your CTA (call-to-action) buttons must be large enough so that the recipient can easily tap it on a touchscreen device. The recommended size is at least 44×44 pixels.

2. Simplified Layout

A clean, simple design with plenty of white space makes your emails easier to navigate on smaller screens.

Focus on the hierarchy of the information. Essential elements like your main message and call-to-action (CTA) must be immediately visible.

Moreover, limit the use of multiple fonts and colors that can distract and confuse recipients with smaller screens. For additional clarity, use bullet points, and keep paragraphs short for readability.

3. Test Across Devices

To understand how your email renders across different devices, you can use real device testing or utilize device emulators.

Services like Litmus or Email on Acid are quite handy as they allow you to see previews of your emails across a wide range of devices and email clients.

Pay special attention to optimizing for popular mobile devices among your audience, after using email marketing analytics to identify such devices.

Email Campaign Testing and Analysis

By using a methodical approach we outline below, you make data-driven decisions and insightfully optimize each aspect of your campaign based on actual user behavior and preferences.

The following is key to discovering what resonates best with your audience:

The Art of A/B Testing

Also known as split testing, this invaluable method is about testing different elements of your emails one at a time

Whether it’s the subject line, parts of content, images, or CTAs, changing element A for element B allows you to accurately measure the impact of the change.

Keep in mind, your test groups must be large enough to provide statistically significant results. At the same time, don’t test on your entire audience; focus on one segment at a time to gauge the performance of different email elements without disrupting the entire list.

Additional tips:

  • A free cold email generator can help you you quickly come up with different email versions that you can refine through A/B testing.
    Go beyond the basics – you may test send times, email frequency, personalization strategies, etc. to uncover deeper insights.
  • Use tools like Hotjar or Crazy Egg to create visual heatmaps of how users interact with your email content, revealing which parts of your emails draw the most engagement.
  • A/B testing should be a long-term, ongoing strategy, so establish a routine for continuous testing and optimization.

Understanding Key Email Campaign Metrics

To gauge the impact of the modifications you make during testing, you must track and analyze key performance indicators (KPIs).

Different KPIs are relevant for different email elements:

  • Subject line: Open rate is key here.
  • Email content and design: Click-through rate measures how many recipients clicked on links within the email, and thus the recipients’ engagement with the content/design.
  • Call to action: You assess the effectiveness of your CTA by analyzing the conversion rate – how many recipients performed the desired action, such as making a purchase or signing up.
  • Send time/day: Open rate and CTA-effectiveness help determine the best timing to send your messages.
  • Personalization: Metrics measuring people’s engagement rates – primarily open and click-through rates – indicate how well personalized content resonates with recipients.

Email marketing software tools such as Mailchimp and HubSpot feature robust analytics that helps you analyze performance and gather actionable insights. (See the first article in the series for a discussion on which to choose of the two.)

Apart from those tools, statistical analysis tools like Google Optimize or Optimizely provide deeper insights into the significance of your A/B testing results.

Acquiring Invaluable Feedback


Sure, it helps you understand your audience better and make the email content more effective, but did you know that asking for feedback also makes recipients valued and heard, deepening their connection to your brand?

For instance, automated emails asking for feedback can be triggered based on specific customer actions. This makes feedback-giving feel more relevant to the recipient as they become an active participant in your brand’s evolution.

Whether it’s through a reply to the email, short survey, or a click on a feedback scale, our guidelines are the same: 

  1. Use a personalized greeting, reference past interactions or transactions;
  2. Clearly state that you’re looking for feedback and specify the type;
  3. Briefly explain how their feedback will help improve your emails or products/services;.
  4. Make it easy to give feedback, i.e. with a single question within the email they can answer by simply replying or a direct link to a survey with a few short questions;.
  5. Offer a small incentive for participation.

Re-engagement Strategies for Your Email Campaign

If your emails are bringing great results – congrats! However, if not, it’s time to utilize re-engagement strategies to convert potentially interested folks who didn’t take action the first time and win clients through prospect follow-up.

About those recipients who didn’t open your email, here’s what you can do:

  1. As said, the subject line is often the culprit here, so test a new, more compelling subject line that differs significantly from the first. (See Part 2 of the series for instructions on how to write a great subject line.)
  2. Sending the follow-up at a different time or day can increase the chances of it being opened, but be cautious about how often you resend emails. A good rule of thumb is to wait a few days to a week before resending to avoid unsubscribes.

Recipients who engaged with your email (e.g., clicked on a link), but didn’t complete the desired action, are another category to turn the re-engagement gaze toward. Focus on:

  1. Personalizing follow-up messages with related content or offers based on the link they clicked – a discount, additional information, or a free trial of the product/service they viewed.
  2. Creating a sense of urgency by including limited-time offers or highlighting the scarcity of a product, which can motivate recipients to act. 
  3. Social proof like customer testimonials or reviews to help alleviate reservations.

This all goes to show that an email marketing campaign is a constant work-in-progress. If you don’t achieve the performance you’re aiming for straight away, don’t despair, but keep testing, analyzing data and feedback, and respectfully following-up until you get it right.

Mastering Email Campaign Marketing Today

In 2024, email marketing continues to stand among the most vital marketing avenues.

As we’ve explored in this series, from setting up your campaign and crafting compelling content, to fine-tuning your strategy, the overall goal is not only to drive sales but also forge lasting customer relationships.

Email marketing makes this possible, being a highly direct and personalized form of communication. With a vast user base, it also provides a broad reach, that’s cost-effective and promises high ROI.

So, use it to your advantage. Here’s to making those sales, fostering customer loyalty, and elevating your brand. Good luck!

small business coach