Do you ever feel like your emails are being sent straight into your subscriber’s trash bin? Has your subscriber list become stagnant, or even worse, smaller? Your efforts aren’t useless, but you may be missing out on revenue generated by more fully optimized emails. Email optimization is not a new practice. Interestingly enough, many companies unknowingly neglect key practices that are proven to drive higher subscription, click-through, and open rates. Here are 4 ways to better optimize your emails and simultaneously increase your return on investment:

1. Subject Lines are Key
Personalize your subject line by using individual subscriber names. This technique promotes a more personal connection with your customer and increases email responsiveness.
Per Timothy Egan of the New York Times, the average attention span of humans is less than a goldfish, only 8 seconds. Keep your subject lines short and to the point, your goal is to capture the essence of the email while also capturing the attention of the reader.

Make use of the tiny email preview line that shows underneath the main subject. Nothing is less compelling than seeing, “Is this email not displaying correctly?” Instead, use this preview to complement your initial subject line.

2. Segmentation
This cannot be overstressed. I can personally guarantee you that continuously sending email blasts to the same mega list of emails will not bring in new subscribers. Segmentation is a great way to tailor products and services to individual readers depending on their interests.

Consider where your prospects are at in the buying cycle. This can be tough to gauge as a majority of your subscribers won’t take any action on your emails. To do this, take a look at those who do take action, and group them based on their interest level. Do they consistently open emails that deal with a certain product or service? Are they visiting your website to browse your product line for more information? They may just be ready for a follow up call from your sales team.

Use previously collected demographic information to further personalize and target emails. With a Unified Audience Database from Knowledge Marketing, it’s easier than ever to use what you know about your customers and add targeted filters to your emails. Consider information such as: location, industry, and any actions taken on previous campaigns.

3. What’s in it for Me?
Always keep customer value in mind when crafting and sending email campaigns. Keep emails direct, simple, and clean. Providing value for the customer is your main goal with every email, be upfront about what you have to offer. Remind your reader why they receive the emails from you in the first place. Did they download an eBrief or read a blog post? Are they interested in a certain aspect of your business or product line? These are just a few things to keep in mind.

Include not just one, but at least two calls-to-action. Don’t be vague, use strong action verbs such as, “Download Now” or “Visit our Website” and make sure your call to action is consistent with your overall goal.

Creating buttons for your call to action is imperative. You can maximize click rates by making buttons colorful and coupling them with strong call-to-action verbs. Utilize the end space of your email to add a second button and encourage readers to take a different action than the first.

4. Mobile Optimization
As of 2016, 56% of emails are opened on mobile devices (Litmus Blog) and that number is only going to grow. Increase your click-through rates with easily navigable emails optimized for mobile devices. Don’t know how to optimize your emails? Sites like feature free, easy to use, rich email templates optimized for any screen size and let you import them into most email platforms.

Another easy way to lose readers is to include large image files, effectively slowing down open time. Take time to reduce image file sizes before you add them to the email body. Your readers will appreciate this, and so will your subscriber list!

Bottom Line
Optimization can make or break your email campaigns. From how your emails display on mobile to the simple task of writing a subject line can make or break email interaction. Done correctly, email optimization is a surefire way to improve your emails on a campaign-wide level. These tips will help you establish a guideline for developing and executing better emails. Not all of these tips may apply to you specifically, so make sure to keep track of what works and what doesn’t over time, as this is the true objective of email optimization.

The full HubSpot post can be found here: How to Write the Perfect Email: A 14-Point Checklist for Optimizing Marketing Emails.