The Secret to Effective Email Marketing in 2020

The best marketing strategies are constantly shifting, and email marketing is no different. As certified HubSpot partners, we have experience in creating email marketing strategies that work for a 2020 audience, and we’re excited to be able to share them with you.

1. Offer Value

These days, giving a personal email address to a business or organization is a sign of trust; trust that this business won’t waste anyone’s time with spam or boring, unimportant emails. If you want to reach that level of trust with your potential customers, it’s crucial to offer them something of value before asking anything of them.

Very few people are going to volunteer their email address just because there’s a button to join a contact list on your website. However, if your marketing team makes a concentrated effort to offer value at every point in the marketing process–advertisements, promotions, and more–you’re going to find a much more interested viewer base, and a much more engaged audience.

2. Set goals for every email and campaign

Even when you’ve got a great campaign idea that you can’t wait to get off the ground, take a minute to assess your goals. Every marketing effort you make should be SMART: specific, measurable, attainable, relevant, and timely. Ask yourself what results you want to see from your efforts, and design your goals accordingly. Sending out a marketing email–even if it’s a great one!–without properly assessing your audience or with no way to measure the results can be a tragic waste of effort.

Making goals is a highly effective way of learning more about your audience, as well as where your own marketing efforts are strong or weak. If the value you’re offering your audience in these emails isn’t being received as well as it should be, monitoring your goals will help you readjust!

3. Segment Your contacts

No matter how straightforward a piece of information is, you’re going to react differently to it depending on when you receive it. Feeling great or having a terrible day is going to change how you process what’s happening around you, and the same rule applies to the audience that’s receiving your marketing emails. You may not be able to predict your audience’s day-to-day mood, but you can segment your contacts. Organizing your contacts by their similarities makes it possible to send customized emails to groups that will be most receptive to that particular message.

Segmenting based on buyer persona and where a customer is in the buyer’s journey are two of the most important pieces of information to gather for effective segmenting, but it’s important to gather as much information as possible from your base, whether that information is explicit or implicit. When you know your audience, you’ll be much more effective at providing information they’ll value in your email marketing.


4. Build trust with your email marketing

It’s hard to trust an organization whose communication feels robotic and impersonal. Rather than making your audience feel like they’re just one of thousands of people receiving the same marketing email from your organization, work on developing a strong lead nurture campaign. The best way to do this is by using the tools at your disposal to identify what your audience is interested in and what resources would be most valuable for them, and fulfilling those needs in your emails as best you can (if you’ve already segmented your contacts, this step will be much easier!). It’s possible to build trust even with a customer who isn’t interested in your product or service anymore.

A well-worded break-up email can let you know why a customer is leaving, while also making them feel valued and increasing the odds of them returning later.

5. Be creative and intentional with calls to action

No marketing email is complete without a strong call to action. Because this is such common knowledge, you–and your customers–have probably seen hundreds of different CTAs, and likely don’t have a reaction at all anymore to those buttons that say “join our mailing list!”. Instead of blending in with other generic CTAs, put in the effort to make yours stand out. Experiment with wording, and carefully consider what your CTA is asking.

Does your email naturally guide readers towards joining that email list, or would a different CTA fit the content better? Try putting your CTA in different locations, like in the signature on the end of an email or in a clickable image, and you might find an increase in clicks. As an important part of your marketing, your CTAs deserve the best of your consideration and creativity.


Even in 2020, email marketing continues to be a HUGE component in digital marketing. Looking for more resources to up your company’s digital marketing game? Click here to learn more about our FREE Ultimate Guide to Digital Marketing.

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