Email has become a cornerstone digital marketing channel used by businesses to attract customers. According to a study conducted by Adestra, consumers prefer to receive communications from businesses via email more than any other channel. Unfortunately, many businesses fail to create an effective email marketing strategy. By making just a few small changes to their strategy, however, business owners can maximize the performance of their marketing emails.


Recipients are more likely to open and read a business’s email if that email is personalized. A study cited by Marketing Land found that personalized emails generate 600 percent more sales than non-personalized messages. At the very least, business owners should address recipients by name.

Use recognizable sender name

The sender name of an email may encourage or discourage recipients from opening the message. If the recipient doesn’t recognize the name, he or she may delete the email without every opening it. On the other hand, emails with a recognizable sender name generate higher open rates. Therefore, business owners should use their actual business’s name for the sender name of their emails.

Mobile-compatible design

Business owners should design their emails so that they can be viewed on desktop and mobile devices. A two- or three-column email template isn’t exactly ideal for smartphone usage. Rather, a one-column template with a maximum width of 600 pixels creates a more positive user experience for mobile devices.

Include a link to unsubscribe

As part of the CAN-SPAM Act, the U.S. Federal Trade Commission (FTC) requires businesses to allow their email subscribers to opt out of receiving messages. Legal implications aside, though, failure to include an unsubscribe link in an email increases the chance of a recipient flagging the email as spam. And each time an email is marked as spam, the business’s email reputation is lowered.

Split test

Perhaps the most important tip for more effective email marketing is to split test. This involves sending two or more versions of an email to prospects. Making small changes like moving the call-to-action (CTA) button to a different position or rewording the copy can have a big impact on sales.

Convincing prospects to subscribe to their email newsletter is only half the battle. For an effective email marketing strategy, business owners must optimize their messages. The tips outlined here can help business owners create effective marketing emails that drive sales.