Marketing and Email | Colibri digital Marketing

Marketing and email go hand in hand. If you’ve ever heard that “email marketing is dead”, then it’s time to forget it. Yes, social media and new digital tools can grab attention, but email remains powerful. In fact, every $1 you spend on email marketing can generate an average return of $36.

That’s right: Email marketing has one of the highest ROIs of any marketing channel. But it’s not enough to send emails. To truly maximize results, you must send the right message to the right person at the right time.

Know Your Audience: The Key to Success

Before you think about hitting “Send”, you need to know who you’re emailing. Gone are the days of generic, one-size-fits-all marketing and email. To make an impact, segment your audience based on things such as demographics, behavior, buying history, and engagement levels.

For example:

• New subscribers will value a welcome series that introduces your brand and builds rapport.
• Loyal customers love exclusive offers or rewards for their continued loyalty.
• Inactive subscribers could need a re-engagement campaign to reignite their interest.

Tools such as customer surveys, site analytics, and email data can help you refine these segments and create tailored content that speaks to each audience.

Example: Amazon is a master of segmentation. Their email campaigns are tailored to customer behavior and past purchases, recommending products you’re likely to buy — and people respond, with higher conversion rates.

Craft Irresistible Subject Lines

Your subject line may be the only chance you have to grab attention. It’s what determines if your email gets opened or tossed aside. To make your subject lines stand out:

• Keep them short and sweet (aim for under 50 characters).
• Use action-oriented language that sparks curiosity.
• Personalize when possible (e.g., “Maria, Your Exclusive Offer Awaits!”).

Test emojis sparingly — they can add a bit of flair, but make sure they resonate with your audience.

Make it IMPACTFUL! Ask yourself: “What would make my audience open this email?”

A/B testing subject lines is also crucial — what works for one group may not work for another.

Provide Value in Every Email

Each email you send should answer a vital question: What’s in it for the recipient? Whether it is educational content, special offers, or updates, your emails should bring value, not a sales pitch.

Here are some ideas for value-driven content:

• How-to guides or actionable tips relevant to your audience.
• Exclusive promotions or early access offers for subscribers.
• Personalized product recommendations based on their purchase history.

The goal is to build trust and keep your audience engaged, so don’t overload them with constant sales messages.

Mobile-First Design: Don’t Miss Out

More than 60% of email opens on mobile devices. If your emails are not optimized for mobile, you may lose valuable engagement. Here’s how to ensure your marketing and email look great on any device:

• Use a single-column layout for easy scrolling.
• Keep font sizes readable (16px for body text, 22px+ for headlines).
• Make buttons large enough to tap comfortably (aim for a size of 44 x 44 px).
• Test emails on different devices before sending.

If your emails aren’t mobile-friendly, you risk losing subscribers and causing frustration.

Marketing and email automation allow you to send personalized messages at the right time, without lifting a finger. General workflows include:

• Welcome series to onboard new subscribers.
• Abandoned cart emails to remind customers of items left behind.
• Post-purchase follow-ups to ask for reviews or suggest related products.
• Re-engagement campaigns to win back inactive subscribers.

Platforms like Mailchimp, HubSpot, and Klaviyo make it easier for you to set and manage automatic workflows.

Personalization Beyond Just Names

Personalization goes beyond adding one’s name to the subject line. To connect with the audience, use data to tailor emails based on their behavior and preferences.

Advanced personalization ideas:

• Recommend products based on what they’ve browsed or bought.
• Send birthday or anniversary discounts to make customers feel valued.
• Tailor content based on location, time zone, or local events.

The more relevant your emails, the more likely your audience will engage and convert.

Optimize Your Call-to-Action (CTA)

Your CTA is the ultimate goal of every email — it’s what drives conversions. Whether you’re looking to generate sales, encourage clicks, or drive traffic to your site, your CTA should be clear, compelling, and easy to find. Here’s how to get it right:

• Use action verbs like “Shop Now,” “Learn More,” or “Get Started.”
• Make your CTA visually distinct using contrasting colors.
• Limit each email to one primary CTA so you don’t overwhelm your readers.

Keep your CTA front and center, ensuring it aligns with the purpose of your email.

Analyze, Test, and Improve

Good marketers are always learning from their campaigns. Review your metrics regularly to determine what works and what doesn’t. Key metrics to track:

• Open rate — How well are your subject lines and sender names performing?
• Click-through rate (CTR) — How effective is your content and CTA?
• Conversion rate — How many recipients are completing your desired action?
• Unsubscribe rate — Is your content resonating with your audience?

A/B tests on different subject lines, email designs, and send times to optimize your campaigns continuously.

Respect Your Subscribers

Both marketing and email are built on trust. Always respect your subscribers’ preferences and privacy. Here’s how:

• Use a double opt-in to ensure people want to hear from you.
• Make it easy to unsubscribe — nobody likes feeling trapped.
• Always comply with regulations like GDPR and CAN-SPAM to stay on the right side of the law.

Building a loyal email list takes time, but it’s worth it in the long run.

Consistency Is Key

Consistency in tone, design, and frequency helps strengthen your brand identity. Whether you send a weekly newsletter or monthly updates, ensure the audience knows what to expect.

Final Thoughts

Email marketing is far from dead. It is more relevant than ever. By focusing on personalization, automation, and value, you can cut through the noise and create a meaningful relationship with your audience. Remember: Success takes time. Test, adapt, and learn from each campaign to improve results.

Ready to take your email marketing to the next level? Contact us today for expert guidance and personalized strategies that deliver real results.