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Email marketing: 7 Unique strategies (backed by research)

Email marketing

More than 361 billion emails are sent daily.

This figure is expected to reach 376 billion daily emails by the end of 2025.

Email marketing strategies have changed over the years.

What worked five years ago, now no longer works.

But it's still a key player to any marketing strategy.

In fact, for the very best online marketers’ email marketing is their go-to marketing channel.


It's because it brings in the results and delivers the best marketing ROI:

marketing channel roi ratingsThat’s right!

Email marketing outperforms all online marketing strategies, including SEO, PPC, and content marketing!

An email marketing strategy is an important part of any marketing strategy. Email is the most cost-effective way to promote your products, communicate with your customers and reach your business goals.

And on average, for every $1 you spend on email marketing, you can expect a return of $42.

Creating personalized subject lines in emails can increase open rates by 26%, and marketers have experienced a remarkable 760% boost in email revenue by employing segmented campaigns.

Not bad, right?

Here, we will share the best email marketing strategies you can use to achieve extraordinary results through email marketing.

7 strategies for better email marketing campaigns

When you follow these email marketing strategies, email will become your most important channel too!

Let's get started.

1. Personalize your messages

When we say personalized email marketing, we don’t mean that you send an individual email to every single subscriber. Personalization means that you use customer data to create a personalized message.

A great example of a company that does personalization well is Amazon.

All of Amazon's emails are personalized.

It's not "Dear valued customer", but "Dear Steven".

It's not, "You might like these... (randomly generated)", but "You might like these (based on my purchase history)".

To Amazon, email marketing is not just another marketing channel. It's key to the overall customer experience.

Jeff Bezos, Amazon’s CEO is an email mastermind. Jeff Bezos understands the value of emails and has been known to read through customer complaints. It’s also why more than 35% of all product sales come from recommendations (both via email and on screen).

In total, email marketing revenue is expected to reach $17 billion by 2027.

And it's not just Amazon that have seen these kinds of results through personalization.

A study by Experian found that personalized emails deliver 6x higher transaction rates!

Let’s break this down into numbers we can all understand:

Research found that email marketing generates $0.08 in revenue per email.

That may not sound like much...

But if you send out an email campaign to 500,000 subscribers, you can generate up to $40,000 in revenue.

That's a lot of additional revenue!

But, if you use personalization in your emails, you can expect a lot more!

People are 82% more likely to open emails that are customized for them than those that aren't.

And, according to research:

Personalization can generate $20 in ROI for every $1 invested.

How's that for a revenue opportunity?

The best part is this:

70% of brands do not use personalization within their email marketing strategy.

This means that by personalizing your emails, you significantly stand out against the competition.

The simplest form of personalization is to address the reader by name. Most email service providers (ESP) offer this within their functionality and this tactic alone will improve your campaign performance.

For example, email subject lines that are personalized with a recipient’s first name can increase open rates by 10-14% higher open rates.

personalization in subject lineConsidering that 47% of all emails are opened because of subject line alone, that’s a sure fire way to get more eyeballs on your email.

Outside of using the customer’s name, here are a few more tips to help you get started with personalization:

  • Ask for the right information upfront: Great personalization starts way before you hit the ‘send’ button. It all starts with your sign up form. Without data such as name, company and location, you will be very limited with your personalized communication. Remember to only ask for the information you need, rather than the information you want. This is one of the ways that GDPR has impacted marketing teams.
  • Use a real reply-to email address: When you use, it takes away the authenticity from the messaging. You want your readers to engage and respond to your campaigns. Using a real reply address will improve credibility and appear more personal.
  • Use your real email signature: Just like using a real reply-to email address, you want to use real contact information within the email and the best way to do that is to include your contact details in the email signature. Giving your readers the opportunity to contact you or connect with you online is a great way to be personal and build a relationship with them.

2. Segment your subscribers

According to email marketers, segmentation is second on the top initiatives list this year.

email marketing top initiativesDo you know why it is so high?

It's because when you segment your database, your email campaigns become much more targeted to your audience.

Let’s take a look at an example:

You're hosting a networking event for small business owners located within a 20 mile radius.

How can you expect to get the best turn out for your event?

The answer is segmentation.

The best way to get small business owners to turn up to your event would be to create a segment of people who list themselves as a small business owner that lives within 20 miles of your event and then send them an invite by email.

The segmentation part is simple and can easily be done through CRM software.

Compare this to sending one email to your entire database, with subscribers spread across the country (or continent).

How annoying is it to receive an email that invites you to an event that is located on the other side of the world?

It's very annoying!

Before you start segmenting your database, let’s take a look at how valuable it can be.

A recent study found that all email marketing KPIs perform better when you segment your email list.

The segmentation results include increased performance in:

results from email list segmentationIf you segment your lists, you get better open rates, revenue, leads, transactions and more customers.

And according to research from Campaign Monitor, segmented email campaigns lead to a 760% increase in company revenue.

Another benefit is that segmentation goes hand in hand with GDPR and email marketing.

But, does it really work?


Here's an example from our own email marketing campaigns:

We recently sent out two email marketing campaigns. Both campaigns had the same subject line and the same content.

The first campaign was sent to our non-segmented email list, while the second was sent to our segmented list (segmented by interest).

The first non-segmented email earned an impressive 42 % open rate and a 4.5% click-through rate.

However, the segmented email campaign earned a 94% open rate and a 38% click-through rate!

email marketing case studyI’d say it’s pretty valuable, wouldn’t you?

And that's why so many marketers' are segmenting their emails, right?


As 9 out of 10 email marketers' do not segment their database.

So, here are a few examples for you to get started with segmentation:

  • Segment by industry: Do you offer services and products to businesses or consumers? Knowing the industry of your subscribers is a great way to segment your email campaigns. For example, a business that sells car parts would engage at a much higher rate if they receive email campaigns on car products, compared to a business that sells software.
  • Segment by company size: Also known as account-based marketing, segmenting email campaigns by company size or annual revenue is a great way to increase response rates. A small business that employs 5 people is not likely ready for the biggest industry conference of the year, whereas a business that employs 750 people might be a better fit.
  • Segment by sales cycle: Early stage buyers will not be ready for an aggressive sales pitch or one-to-one demo but, they will be more appreciative to receive an industry research white paper. On the other end of the cycle, buyers who are ready to buy will respond well to product webinars or free trial offers.

3. Send mobile friendly emails

In 2022, 46% of all marketing emails were opened on a mobile device.

What do you do as soon as you wake up in the morning?

If you’re like me, I’m guessing you have your phone next to your bed and the first thing you do each morning is check your phone for calls, messages and yes, you guessed it, emails...

Don’t worry, you’re not the only one. 58% of us do this.

When you send an email to a subscriber who reads their emails on their mobile device, but the email is not optimized for that device, what do you think they do with it?

Mostly, they will unsubscribe or delete it.

So why is it that almost half of all emails are still not mobile friendly?

desktop vs mobile email designWorse still, our own email marketing research found that 20% of email campaigns are not optimized for mobile.

Yet on the opposite end of the scale, and when email campaigns are optimized for mobile, they generate a lot of revenue!

The average revenue per mobile email is $0.40, which is more than 4x that of a desktop email click, according to Yesmail.

Revenue per email on mobile devices is 4X higher than desktop

After seeing a promotional email on their phone, 50% of users have made a purchase through a mobile website. 

Furthermore, 79% of B2B marketers find that email is the most powerful channel for distributing their content.

So, how do you optimize your campaigns for mobile devices?

Don’t worry, here are some tips on how to do that.

  • Implement responsive email design (RED): Creating a responsive email design means that the user experience is optimized regardless of the device or screen they use. Most email service providers (ESP) offer this solution within their email functionality.
  • Keep the subject line and pre-header short: The subject line is crucial. Keep it short so the reader knows exactly what the email topic is about. And the pre-header text (also known as snippet text), don’t let it go to waste by using “To view this email in your browser…”. Instead, summarize the email or include a call to action (i.e., Use “FREESHIP” to get free shipping).
  • Make the CTA big and obvious: Mobile devices vary in size. While a text link may work on a tablet or larger screen, you might be alienating your readers who have a smaller screen (or bigger hands!) if your call to action is too small. Make the call to action, big, bold and simple to click.

4. Test copy, design and buttons

Whether you test your home page, landing pages or email templates, testing provides us with data to make practical decisions that will improve our marketing performance.

And email marketing is no different.

In fact, most US companies (about 89%) use A/B testing to improve their email marketing.

If I had to guess, I'd say you’ve tested your email subject line, right?

ab testing in email marketingEven the former President of the United States has A/B tested his email subject lines….

Think I’m kidding?

Email marketing played a huge part in the success of Obama's 2012 Presidential campaign.

By sending several variations made to the subject line to a small sample of subscribers, they were able to calculate the amount in donations they could expect to receive based on the results.

The sample size revealed that the poorest performing subject line ("The one thing the polls got right.."), when sent to the entire database, would generate $403,603 in donations.

The best performing subject line ("I will be outspent") was expected to generate $2,540,866 in donations.

That's a huge difference!

In fact, the best performing subject line outperformed expectations and generated a total of $2,673,278.

That's an additional $2.2 million in donations raised due to a change in the emails subject line!

President Barack Obama raised an additional $2 million in donations by split testing his email subject line

But it's not only subject lines you can test through email marketing.

You can also test:

  • From address: The name that appears in the “from” field has a huge impact on whether the reader opens your email. In fact, the sender name is the main reason why people open your email. Test your from address by sending your campaigns from a person’s name, person + company or from your CEO.
  • Plain text vs HTML campaigns: Like most marketers’, I’m sure you are already sending a plain text version of your email. However, have you thought of testing an email campaign that is plain text only? And when you add an element of personalization, plain text emails appear to be written just for the reader.
  • Long vs short emails: You can keep your emails short and sweet or, you can create long detailed emails. Long form emails can include more detailed copy whereas shorter emails will send the reader directly to a targeted landing page. The best way to see what works best? Test it.

(Not sure how to design your email campaigns? We've collected 21 of the best B2B email marketing examples from the world's leading SaaS companies.)

5. Automate email campaigns when possible

Trigger-based emails are emails that are sent out automatically based on user behavior.

The most common forms of trigger emails are ‘welcome’ emails, ‘thank you’ emails and ‘transactional’ emails, such as order confirmation email and email receipts.

The data behind trigger emails shows us that trigger emails perform much better than traditional email.

For example, welcome emails have shown to have an open rate of 50%, with a click-through rate (CTR) of almost 30%.

And not only that.

Compared to regular newsletters, they are 86% better at achieving results.

Another thing:

Trigger-based emails can also increase revenue by at least 24 times compared to traditional emails.

Does this sound too good to be true?

Well, it's not. We've tested it. And it works!

Below is a comparison for our traditional email campaign (left) against our triggered email campaign (right):

traditional emails vs triggered emails

Our triggered emails generated 5x higher open rates and 15x higher click-through rates.

Today, 51% of companies use trigger-based emails. However, they can be responsible for as much as 20% of your email marketing revenue!

Triggered emails perform really well because they hit the email marketing sweet spot.

What does the email marketing sweet spot look like, you ask?

It looks like this:

email marketing sweet spot

And the reason why they perform so well is because of context.

Consider the following scenario:

You visit a website, browse the product line and add items to your shopping cart but, you begin to have doubts and decide to leave before completing a purchase.

Sound familiar?

This happens to every single eCommerce store, every single day.

But what if, one hour later, you receive an email that includes the exact product you were shopping for?

And what if this email included not only a quick-link back to your shopping cart but, a free shipping code or 10% discount?

You’re now more likely to complete your purchase, aren’t you?

That’s the power of trigger emails.

But setting up triggered emails is expensive and complex, isn't it?

It doesn't have to be. You can start by using auto-responders in your customer service software to replicate the automation aspect. That's what we do for all of our existing triggered emails and we're happy with it.

Here are some examples of trigger mails you can send;

  • Activation: A new user creates an account but they do not use your product within the first 7 days. Create an  "activation" campaign that sends an automated email with their login information, steps on how they can get started and include a video demonstration for additional support. You can also invite them to a one-on-one meeting to walk them through the product and answer any questions they may have.
  • Win-back: An existing customer is soon approaching the end of his yearly subscription. The customer hasn't used your product in 3 months and you need a way to win them back and keep them for another year. Create a "win back" email that sends an automated email to all customers that are coming to the end of their contract with a list of new product features and a short plan on expected releases in the next six months.
  • Surprise: Customer loyalty is the key to success. And you can reward your loyal customers by giving them something for free every now and then. Create a "surprise" email that sends an automated email to your best customers that offers a free yearly license to your software for them to use, a gift card or even a coupon code to redeem a box of cupcakes. It’s a small cost for your business but the reward is huge!

6. Spend time creating great subject lines

In email marketing, the subject line plays a crucial role.

Here's why it's so important:

Surprisingly, 69% of people determine if an email is spam just by glancing at the subject line.

Much like how segmenting your email list improves the precision and effectiveness of your campaigns, your email's subject line is the first thing recipients see. It's your initial opportunity to capture their attention.

Create subject lines that pique curiosity, offer value, or generate excitement.

Pro Tip: Avoid using spammy or clickbait subject lines, as they can lead to a surge in unsubscribes and damage your sender reputation.

7. Send your emails at the right time

Another tip is to think about when you send your emails. 


Because people check their emails at different times. 

Study your subscribers' habits, including time zones, to figure out when to send your emails. A/B testing can also show you the best times to reach your particular audience.

For example, consider Tuesdays as the day in which you sent out most of your emails. 

Sending emails on Tuesdays and Wednesdays, especially from 10-11 am, often yields the best results. Most emails (about 53%) are opened between 9 am and 5 pm, except during lunch. Surprisingly, emails sent from 4:00 am to 8:00 am see a strong 33% transaction rate.


Email marketing continues to deliver results.

But email marketing has evolved. It's no longer as simple as sending the same email to all.

It's time to update your email marketing strategy.

Now, you need to send targeted messages. Messages that are personalized, and optimized for multiple devices.

You also need to test new elements.

Trends change quickly, and what worked 12 months ago may not be successful today. Be open to testing. And when you understand what works, find ways to automate it through triggered emails.

Be sure to create great subject lines and send your emails at the right time. 

If you implement these tactics into your email marketing strategy your customers will be more responsive, your campaign performance will improve and your business will continue to grow.

SuperOffice CRM combines customer data, email marketing and automation to help  companies achieve their business goals.

Ready to get started? Book a demo with one of our product experts and we'll show you how in a live 30-minute interactive demo.

Customers also ask

How do you effectively measure the success of email personalization strategies?

To effectively measure the success of email personalization, businesses typically monitor key performance indicators (KPIs) such as open rates, click-through rates (CTR), and conversion rates. A/B testing is particularly useful in this context. By sending two versions of an email with different levels of personalization to similar audience segments, businesses can directly compare the performance and see the impact of personalization. Additionally, measuring the long-term engagement of customers receiving personalized emails versus standard emails can provide insights into the effectiveness of personalization in building customer relationships.

What are the most common challenges businesses face when implementing automated trigger-based emails and how can they be overcome?

Implementing automated trigger-based emails often involves challenges like setting up the right triggers, ensuring email content relevance, and managing the frequency of emails.

 Overcoming these challenges requires a deep understanding of the customer journey to set up meaningful triggers. For instance, a trigger for a 'welcome' email should be set immediately after a subscription, while a 'cart abandonment' trigger might be set a few hours after a user leaves the site. Balancing the frequency of automated emails is crucial to avoid overwhelming subscribers, which calls for careful planning and monitoring of engagement metrics. Regularly updating and optimizing the content of these emails based on user feedback and performance analytics is also key to maintaining their effectiveness.

How do medium-sized businesses effectively integrate email marketing strategies within a limited budget?

Medium-sized businesses can integrate email marketing strategies effectively even with limited budgets by focusing on a few core practices. Firstly, using cost-effective email marketing tools that offer essential features such as automation, segmentation, and analytics can significantly reduce costs. 

Secondly, prioritizing quality over quantity in email campaigns can yield better engagement. This means sending fewer, but highly targeted and well-crafted emails. Investing time in creating compelling content and subject lines can improve open rates and conversions without additional financial investment. Collaborating with similar businesses for cross-promotion in emails can also expand reach without increasing costs. 

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