The Harbinger Group

Eight Expert Email Marketing Strategies to Boost Engagement and Drive Success

In the past 20 years, our agency has significantly advanced its expertise in digital marketing, prioritizing continuous learning and a dedication to achieving tangible results for our clients. While we’ve explored various strategies, one that always remains successful is email marketing. This digital tool is effective for enhancing lead generation, increasing engagement, and amplifying brand awareness. The Harbinger Group’s Vice President of Digital Marketing, Tony Bosma, brings 14 years of experience in email marketing to our clients, and he’s provided us with his top 8 tips for a successful campaign:

  1. Setting Up Your Campaign

To lay the groundwork for a successful email marketing campaign, it’s crucial to first establish your marketing strategy, content calendar, and specific goals. You can initiate this process by asking yourself a series of questions —-

For your marketing strategy:

  • Who is my target audience? This step is crucial for effectively tailoring your marketing messages.
  • What sets my brand or product apart, highlighting my unique value proposition?
  • How will I measure success through key performance indicators (KPIs), ensuring progress tracking towards my strategic goals?


Transitioning to the content calendar:

  • Which key dates or events should my content synchronize with to guarantee relevance and timeliness?
  • What is the ideal email frequency to engage my audience without overwhelming them?
  • Which content types, like newsletters or promotions, are most impactful based on my audience’s preferences?


Concluding with specific goals:

  • What are my immediate and future objectives to steer my strategy and actions?
  • Do these goals align with my overall business objectives for cohesive growth?
  • What metrics will signify the success of each goal, enabling performance measurement and tactical adjustments as needed?


  1. Managing Your Contact List

The first step in managing and maintaining a healthy email contact list is recognizing the importance of adhering to a series of best practices:

  • Maintaining a clean email list by removing disengaged subscribers enhances focus on engaged users and yields more accurate campaign data, supporting improved strategic decisions.
  • Segmenting your contact list by demographics like industry, job title, location, etc., helps target content to your audience’s specific interests and needs.
  • Consider reviewing feedback from those who have unsubscribed to improve your content. 


  1. Increasing Your Email Contact List

After effectively managing your contact list, the next step is to focus on growth. Start your strategic approach by offering an active campaign that allows your target audience to subscribe to receive your communications voluntarily. You can do so by including pop-ups on your website, adding a line in your email signature, or by publishing social media content that inspires your audience to sign up. Why is this important? Opt-in subscribers are more likely to engage with your content because they have a personal interest in your message, leading to higher open and click-through rates. Increasing your contacts really boils down to a form of lead generation. If you provide enough value to your audience, you build trust, and they will want more. 


  1. Creating Content and Assets

To craft engaging content, it’s important to include visual and multimedia assets that resonate with your audience. According to Hubspot, emails with multimedia elements, such as videos and photos, have a higher performance for engagement. At The Harbinger Group, we prioritize including photos in all of our emails, and whenever possible, we incorporate videos to enhance the engagement level.


  1. Designing Emails 

By leveraging platforms like iContact or HubSpot, you gain access to a variety of templates and design tools that not only enhance the visual appeal of your emails but also guarantee their adaptability to the mobile landscape. Why is this adaptation crucial? Well, consider this: around 55% of emails are now opened on mobile devices. Ensuring your emails are mobile-friendly is not just about following a trend; it’s a strategic move – mobile-friendly emails have the potential to increase clicks by 15%. 


  1. Distributing Emails

After finalizing your design and messaging, choosing a distribution platform is crucial. Our agency utilizes iContact and HubSpot. Finding the optimal day and time to send emails is equally important for maximizing engagement. Experimenting with different schedules is necessary to determine your audience’s responsiveness. According to a 2023 study by HubSpot, which surveyed over 150 marketing and advertising professionals in the United States, the highest engagement rates for marketing emails were between 9 a.m. to 12 p.m. and 12 p.m. to 3 p.m. However, it’s important to conduct your own tests to find the best timing for your audience.


  1. Include Clear Calls-to-Action (CTAs)

Each email should have a distinct purpose. A strong and clear Call-to-Action (CTA) should be placed in your email so the recipient does not have to think about what you want them to do. It’s not about bombarding your audience with choices; it’s about offering them a straightforward path. Emails with a solitary CTA can boost clicks by a remarkable 371% and sales by a staggering 1,617%. So, when you’re crafting your emails, keep it clear and keep it purposeful.


  1. Test and Refine

When it comes to making your emails more effective, think of A/B testing as a practical tool rather than a complex process. It’s like trying out different approaches – updating subject lines, email formats, or CTAs – to see what your audience responds to best. This is simply about understanding your audience better. 

For more insights and actionable tips to leverage email marketing for your organization, download our “Eight Best Practices For Creating a Successful Email Marketing Campaign” fact sheet. Or, for more information on our digital marketing services and how our team can support your goals, contact us today.