When customers see your emails in their inboxes, they must make two decisions.
- Do I trust this sender?
- Am I interested in this content?
If they answer ‘yes’ to both questions, they will open your email. If your marketing content holds their attention and piques their interest enough, they will click through to your landing page and possibly make a purchase.
Here is the question for you: how do you make sure they are incentivized to follow this chain of steps?
Answer: you optimize your email marketing.
Here we’ll take a look at what email optimization is, why you should do it, how to optimize your email marketing, and when to do so. Whether you're a large or small business, the purpose of an email campaign is to create strong relationships with prospects while also raising conversion rates.