Skip links

7 Key Email Marketing Tips to Boost Your Lead and Customer Response

Every business needs an email marketing strategy.
You’ve placed a call-to-action to attract subscribers to your list, crafted click worthy subject lines, designed a welcome email for new subscribers, and send regular emails and offers. it’s time to move a step further into more advanced email marketing techniques like A/B testing and segmentation.

Every business needs an email marketing strategy.

You’ve placed a call-to-action to attract subscribers to your list, crafted click worthy subject lines, designed a welcome email for new subscribers, and send regular emails and offers. it’s time to move a step further into more advanced email marketing techniques like A/B testing and segmentation.

Lead conversion and consumer response depends on the copywriting techniques applied in your targeted and regular emails. It may seem easy to write email copy but it does require a level of mindfulness and skill to create effective copy. You should not be in a hurry to get emails out without considering the reader or your choice and placement of words.

Familiarising yourself with these concepts will take your email marketing to the next level and make the most of your email list.

Perform A/B tests

Find out what works in your email marketing campaign and what doesn’t with A/B testing. It enables you to provide the best experience for your subscribers, and reduces your unsubscribe rate. It can also keep your mails from being marked as spam.

Basically, you test two variables like subject line or send time. Send one option (Option A) to half your subscribers and the other (Option B) to the remaining half.

You can also test different variations of one variable. For instance you may test variations of a subject line against each other.  When you do this a few times you will have an idea of the type of subjects your subscribers respond more to. The more tests you do the more accurate your findings will be.
After running an A/B test, analyse your results and put the findings into action.

Learn more about A/B testing here

Consider the customer flywheel

When you find out how people discover your brand and convert to customers, you take advantage of that channel by creating a marketing funnel. Tools such as Mailchimp’s automations help you craft a series of emails that are sent automatically over time to your leads, gradually familiarising them with your brand.
The customer flywheel focuses on your customers rather than your products. It’s all about continuously attracting, engaging, and delighting. Craft simple and friendly emails and have each email talk about one thing your leads would like to know about your brand, products, and services.

Know your sender score

Your sender score shows email service providers whether you are a legitimate email marketer. The score ranges from 0 to 100. The higher your sender score, the better. Your sender score should not be below 70 or else it means you’re not doing something right.

To improve your sender score, you should:

  • Send high-quality copy: SEO specialists, such as Synapse, have pointed out that the number of spam complaints and unsubscribe rate have a lot to tell about your copies and reputation.
  • Don’t send unsolicited emails: send marketing emails only to subscribers who gave explicit permission in your opt-in form. This is so as to prevent your mails being marked as spam.

Segment your list

Your email marketing technique should involve sending the right email to the right customer. Segmenting your email list helps you to send targeted messages to different groups. It helps create a unique experience for each subscriber.

Take advantage of blog posts

Creating blog posts for your business website is a fool proof way to attract traffic and boost SEO. It is also a good way to get subscribers for your mailing list.

You can tailor special calls-to-action that point out specific benefits, for each blog post, according to the topic discussed. Or you could just use your usual sign-up message.  Our NZ SEO copywriters can help you create engaging content built to rank and convert.

Time your emails

Find out the best time of day or week to send your marketing emails. Data compiled by CoSchedule show that Tuesday seems to be the best day of the week to do so. The times of day that ranked highest were 6am, 10am, 2pm, and 8pm to midnight.
You can find out the time that works best for you by running an A/B test.      

Observe copywriting best practices

When writing your next email, apply these copywriting tips, assuming you don’t already use them.

Don’t push your brand

Your copy should not sound like a sales effort. Genuinely focus on the benefits your reader will enjoy and avoid mentioning your brand name more than necessary. Adding a logo is sufficient. When a reader receives regular emails, recognized to be for his own benefit rather than for the benefit of the marketer, there is good possibility of conversion.

Use the personal pronoun “you”

People are immediately engaged when they get a sense of being spoken to rather than spoken at. While writing copy, picture yourself having a respectful conversation with the reader. This will make your emails interactive, and get your reader feeling involved.

Sell solutions, not products

People are driven by 8 core motives:

  • Comfortable living conditions
  • Social approval
  • Freedom from fear, danger, and pain
  • Sexual companionship
  • Enjoyment of food and beverages
  • Care and protection of loved ones
  • Survival, enjoyment of life, and long life
  • To win, be superior, and keep up with competition

You should make your copy lean towards providing a solution to any of these basic needs.
People want to buy the solution a product provides, not necessarily the product itself. For instance, a buyer does not need a toothbrush itself, rather he needs his teeth to be clean. This means that if there is an easier alternative to brushing that will still keep his teeth as clean, he wouldn’t need to buy the toothbrush. It is therefore important that you set out clear benefits for the user, or provide useful information in your email copy. Don’t just try to sell your brand or its products and services.

Create a sense of urgency

You want your email to compel your reader to act immediately, to click and convert once they’ve read your copy. One way to do this is by setting a deadline.
People find an offer more appealing when there’s a sense of urgency to it.  As a consumer, you may have noticed that it is more satisfying to spend more on an attractive and urgent deal than to go for an alternative that doesn’t seem as exciting or as urgent. It’s basic human psychology.
Indicate a deadline in your heading and in the body of your copy.

Promise what you can deliver

Be realistic and honest with your subscribers. Don’t make exaggerations in an effort to sell. Dishonesty and misguidance will lead to negative reviews and loss of customer trust.


Data-driven tests, segmentation, timing, high quality email copy, and consumer focused marketing are crucial to the success of your email marketing efforts. You should however keep in mind that email marketing does not have a one-size-fits-all strategy. You have to find out what works best for your brand and capitalise on it.