How to Improve Your Email Marketing in 2017

Here are eight ways that you can improve your email marketing performance to increase open rates and click-through-rates:

Subject Line

Short subject lines that drive urgency. Don’t use all caps or overuse of explanation points. For a higher click-through rate, think about adding that personal touch that will grab the attention of the reader right away and leave them with enough curiosity for them to open the email. When creating a subject line, read it allowed and think if you would open it.

Mobile Friendly

When you test your eBlasts, make sure you are viewing it on different devices and browsers. Each will be different and you want to be prepared for what the reader is using. Since the use of mobile has risen for millennials as well as for older generations, it is important that your eBlasts are compatible and mobile friendly.

Clear Call to Action

When the reader first opens your email, they should know from the beginning the offer you are giving or the purpose of the email. This CTA should be loud and present either in a different color then the rest of the text, in brighter bolder font. Anyway that it can stand out will help the reader as well as get a higher chance the reader will respond to the email by clicking for more information on your website. Some CTAs include:

  • Shop Now
  • Buy Now
  • Buy it Today
  • Claim your Reward
  • Get 50% Off
  • Free Gift with Purchase

Test, Test, & Test

As we said before, one of the most important thing you can do with eBlasts and email marketing is to test your them before you send. If you find a mistake that you need to change, fix it, then re-test it again. You always want to make sure that every part of the email, including links, works. It is better if it works and look pleasing the first time you send it out instead of having to apologize and send out another or just receive no traction with the email.

Update your email list

By updating your email list, you can bring back customers that purchased one time. By updating your list, you should always make sure that you remove any and all emails that are non-existent to the system.

Insert a Video

In 2017, this is going to be an enormous year for video, so one way to incorporate this is to add it into your eBlasts. This allows for a different experience for the viewer.


The content in your eBlast should house images as well as links that will direct the users to your site or specific product or service. This makes the process of finding your featured product faster for the user.


You don’t want to overload your customers on eBlasts and newsletters. Therefore, it is important to map out when you will send them. Regular eBlasts on current offers are great for a few times a week, especially if they are time sensitive. As for monthly offers, having a combined eBlast for these will do just fine. You don’t want to overwhelm your customers with several emails a day.

If you find your company struggling with email marketing, we at Big Marlin Group would love to help you gain back your business and steer you in the right direction. We believe our clients are more like partners, because we take the time to understand the company and their needs to achieve their strategic and marketing goals. Give us a call today at (480) 381-1154.

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