Improving Your Email Marketing Sends in 2024

Authored By

Ross Jenkins

In the ever-evolving landscape of digital marketing, email remains a cornerstone for engaging with customers and driving business growth. As we step into 2024, it's crucial to refine your email marketing strategies to ensure higher open rates, better click-through rates (CTR), and more effective segmentation. Leveraging tools like ActiveCampaign can make a significant difference in achieving these goals.

Building a Good Relationship with Your Audience

A successful email marketing campaign starts with building a strong relationship with your audience. This relationship needs trust and encourages recipients to open your emails. Here are some strategies to enhance your open rates:


Personalization goes beyond just addressing the recipient by their first name. Utilize data to send content that resonates with your audience’s preferences and behaviors. For instance, if a customer frequently buys eco-friendly products, sending them emails about new sustainable items will pique their interest.

Compelling Subject Lines - That are relevant to the audience!

The subject line is the first thing your audience sees, and it significantly impacts whether they open your email. Make subject lines that are intriguing yet relevant. Use action verbs, ask questions, or include a sense of urgency to entice the reader. However, avoid using clickbait subject lines as you’ll end up with unsubscribes.

Optimal Sending Times

Timing can influence open rates. Analyze your audience’s behavior to determine the best times to send emails. For example, if your audience consists of professionals, early mornings or late evenings might be ideal. Tools like ActiveCampaign offer insights into the best times to reach your audience.

Consistent Engagement

Maintain weekly, if not bi-weekly sends to your audience, even showing wins, showing new tips & tricks, always maintain that relationship.

Improving Click-Through Rates (CTR)

Getting your emails opened is only half the battle; the next challenge is to get your audience to take action. Here’s how to improve your click-through rates:

Clear and Relevant Links

Ensure your links are clearly visible and relevant to the content of your email. Use buttons or hyperlinked text that stands out and encourages clicks. The call-to-action (CTA) should be concise and compelling, directing the reader to the desired action, whether it’s reading a blog post, making a purchase, or signing up for an event.

Engaging Content

Content is king when it comes to email marketing. Ensure that your emails are not only visually appealing but also provide value. Whether it's informative articles, special offers, or engaging videos, content that addresses the needs and interests of your audience will encourage clicks.

Segmentation is Key

One-size-fits-all emails are a thing of the past. Segmentation allows you to target specific groups within your audience, providing them with content that is relevant to their interests and behaviors. Here’s how segmentation can improve your email marketing efforts:

Demographic Segmentation

Group your audience based on demographic factors like age, gender, location, and income level. This allows you to tailor your messages to address the specific needs and preferences of each demographic group.

Psychographic Segmentation

Understanding the lifestyle, values, and interests of your audience can help in crafting messages that resonate on a deeper level. Psychographic segmentation allows you to tap into the motivations and emotional triggers of your audience.

Purchase History

Segmenting your audience based on their purchase history enables you to send targeted product recommendations, exclusive offers, and relevant content that encourages repeat purchases.

Engagement Level

Identify your most engaged subscribers and those who are less active. Send re-engagement campaigns to dormant subscribers and reward loyal customers with special perks. Tailoring your approach based on engagement levels can enhance overall campaign effectiveness.

Ross Jenkins
Ross Jenkins

Ross Jenkins is the founder and CEO of DigitalME, a data-driven digital agency focused on growth.