2024 Guide: How to Improve Email Marketing Performance in 10 Steps

Email marketing can seem daunting when you begin. And if you don’t learn the ropes quickly, you’ll struggle to gain any traction. If you have faced issues with this channel, this concise guide shows you how to improve email marketing performance.

Before you begin, however, let’s review the reasons why focusing on email marketing is so important.

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The Importance of Email Marketing in 2024

If you need more convincing information, read our article on email marketing statistics.

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10-Step Guide to Boosting Email Marketing Performance

These 10 steps cover different aspects of email marketing — addressing these should help you see a spike in email performance.

1. Implement Authentication Protocols

If you want superior email marketing results, you have to take email authentication seriously. Authentication protocols are critical because they verify the legitimacy of your emails, protect your brand from phishing attacks, and improve email deliverability.

This will also boost the reputation of your email IP address and your domain reputation, too.

Implement these email security protocols immediately:

Authentication protocols	Full name
SPF	Sender Policy Framework
DKIM	DomainKeys Identified Mail
DMARC	Domain-based Message Authentication, Reporting & Conformance
BIMI	Brand Indicators for Message Identification

2. Segmentation is Key

Implement a rock-solid email segmentation strategy.

Segmenting your email list allows you to target specific groups based on different criteria. By dividing your audience, you can send more relevant messages, increasing email engagement and conversion rates. Well-segmented lists reduce unsubscribe rates and boost ROI.

3. Personalize Your Emails

Email personalization goes beyond adding a recipient’s first name.

You can customize your emails based on past behaviors, preferences, or interactions with your brand. Sending mass personalized emails cultivates a deeper connection with your audience, making them feel valued. This, in turn, leads to higher open and click-through rates, improving your overall campaign effectiveness.

4. Support Email Campaigns With Other Marketing Channels

To maximize the impact of your email campaigns, integrate them with other marketing channels.

With multiple marketing channels, you could run integrated marketing campaigns and explore omnichannel vs multichannel marketing opportunities, too.

5. Analyze Metrics Carefully

Tracking email campaign metrics provides valuable insights into what’s working and what needs improvement.

Track the listed stats diligently:

Email metrics	How is it calculated?
Delivery rates	The number of emails accepted by recipient mailboxes divided by total emails sent.
Open rates	The number of unique opens divided by the number of emails sent.
Click-through rates (CTR)	The number of unique clicks divided by the total emails sent.
Conversion rates	The number of subscribers who took a desired action divided by the total emails sent.
Bounce rates	The number of emails that bounced divided by the number of sent emails.
Unsubscribe rates	The number of users who unsubscribed divided by the number of sent emails.

Regularly analyzing these metrics helps refine your strategy, enabling you to optimize email subject lines, send timing, and email content.

6. Utilize Different Types of Email Campaigns

Don’t be repetitive; adopt and send different types of email campaigns.

For more inspiration, check out our article on email marketing ideas.

7. Get Familiar with Email Technicalities

As an email marketer, you should be familiar with email technicalities; the expertise will help you troubleshoot better, too.

8. Stay Up to Date With the Email Industry

Email marketing trends and best practices evolve quickly; adopting the habits below will help your campaigns remain effective.

Also — avoid these email marketing mistakes.

9. Use Automation Effectively

Email automation streamlines your marketing efforts, allowing you to send timely, relevant messages based on triggers like user actions or behaviors. This is why you must learn and implement email marketing automation best practices ASAP.

Properly implemented automation saves time while enhancing personalization. It plays a vital role in ensuring the right message reaches the right audience at the right moment.

10. Use a Reputed Email Marketing Platform

Choosing the right platform is essential for successful campaigns.

Reputable platforms provide all the features and tools you need to improve your email marketing performance. But the most critical role they play in email deliverability — working with an email platform that does not have a good reputation can tank your email campaigns, despite your hardest efforts.

This is why you should choose an email service provider that prioritizes email deliverability above all else — we’re talking about Campaign Refinery.

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Campaign Refinery is the Key to Maximizing Email Performance

Campaign Refinery is a boutique email platform with a clear focus: top-tier email performance. And email deliverability plays a key role in achieving this, as the very first step to success is reaching the inbox.

At Campaign Refinery, we have figured out the secret code; we proudly offer the best email deliverability rates in the industry.

Superior email performance is just a click away — apply here to become a Campaign Refinery user!