How to focus on the user experience in your email marketing

Table of Contents

  • Don’t just align email metrics with business goals
  • Don’t use misleading subject lines or CTAs
  • Beginning with the end in mind
  • Focus on adding value

Don’t just align email metrics with business goals

Email-specific metrics like open rate are useful proxies for success, but not the definition. In addition to email opens, we send email to drive larger marketing and business goals like website visits, purchases, or revenue.

Now that open rate and click-to-open-rate (CTOR) are obsolete, it’s time to rethink email success. Also, make sure your email marketing strategy aligns with your overall business goals.

Don’t use misleading subject lines or CTAs

It’s easy to feel compelled to write misleading subject lines or calls-to-action in order to increase open and click rates. However, once subscribers realize you’re consistently letting them down with your content, they won’t return.

To be clear, we’re not saying you shouldn’t use best practices and create compelling subject lines and CTAs. We’re just saying you shouldn’t try to gain subscribers at the expense of your stats. If you can’t make your email or the content you link to compelling without lying, don’t send it.

Beginning with the end in mind

When creating a campaign or a single marketing email, start with the end in mind. What do you want to teach, tell, or direct your subscribers to? Knowing what action you want them to take before you start will help you make better decisions when creating your email campaign.

Focus on adding value

Let’s face it, most marketing emails are noise. Inboxes are crowded, and users are constantly scanning for important messages.

So, how do you become a sought-after name? Keep giving your subscribers value.

This means different things to different people and businesses, but before sending a marketing email, consider whether you have a legitimate reason to be in their inbox. If you don’t, and you’re just sending for the sake of sending, you should reconsider.