Building trust with customers is key for brands as they try to stand out in crowded inboxes. While automation is integral to successful marketing, it certainly has resulted in a high volume of messaging reaching customers every hour. This has created a tactical dilemma for many marketing teams who are left having to figure out: how can you drive engagement and stand out without overwhelming customers? 

5 strategies to drive email campaign performance 

1. Get the timing right: How can you boost the chances that your message will be read? Send emails after specific interactions or events in real-time so you match the customer’s stage in the buyer’s journey and offer a personalized experience. 
2. Ditch the blanket messaging: Emails sent to your full database are unlikely to resonate. Instead, focus on quality. Take the time to segment your list with nuance and send messages that resonate to each group. Review these lists and strategies frequently to make sure you’re sending the right message to the right people.
3. Keep it short and sweet: Make sure the customer’s experience is fluid and concise. Focus on a precise call to action, make sure it’s visible, and ensure the logic of the entire message flows accordingly.
4. Consider multiple devices: Optimize for mobile so that you don’t lose customers based on preventable errors and make it easy for customers to engage wherever they are when the message lands in their inbox.
5. Make it easy to unsubscribe: Improve your reputation and continue to build trust by making it easy to unsubscribe and continue to engage your most engaged customers. (In case you need a refresher course on the importance of unsubscribes, check out our blog Why an easy email unsubscribe option is actually good for your brand). 

Tightening your strategies and leveraging tools that enable real-time behavioral analysis can help you stay ahead of the email marketing curve and deliver more personalized brand engagement to your audience. To access our full list of tips, download our checklist, 4 tips to boost your email marketing engagement.