Perfect Emails: Basics of Email Marketing Optimization

Perfect Emails: Basics of Email Marketing Optimization

Especially with digitization, e-mails have become an indispensable part of the online landscape. However, that does not mean that every email you send is promising: There are a few points to consider if you want to reach your desired customers with your emails. The basics of e-mail marketing optimization include much more than the design or language of an e-mail. Read what is important and use our numerous practical tips to download.

Part of the inbound strategies: email marketing optimization

E-mail marketing is not necessarily crowned with success. The result of random emails being sent can be very sobering. However, if you proceed in a thoughtful and systematic manner rather than arbitrarily, the picture will be different.

In the best case, you encourage your readers to open and read the mail and finally to follow your recommended action. What’s more: you communicate in a mutually beneficial manner, accompany your desired customers throughout the entire purchasing process, prepare discussions and build long-term relationships. The inbound marketing methodology will help you walk this path.

Set yourself goals, define your persona(s) and pay attention to the right tone and structure of the email. But the design and timing also have to be right: 

Set goals: what do you want to achieve?

The same applies to e-mail marketing: If you want to achieve your goals, you have to define them. So first ask yourself what you want to achieve with email marketing in general.

Is it perhaps the increase in sales or the strengthening of customer loyalty? Feel free to set several goals, just make sure that you define specific goals for individual mails.

To do this, ask yourself the following questions:

  • What do I want to achieve with this email?
  • What action do I want to evoke in my reader?
  • How can I motivate my reader to take this action?

Define persona: who do you want to reach?

Once you have defined your goals, it is a matter of defining the right desired customers in more detail. Because once you know who you are writing your email for, it becomes much easier to create the email.

Have you already developed your persona(s) ? The main focus is on their challenges and your role as a problem solver. What tasks does your persona have and how can you solve them with your content, your service or your product?

The topics of your emails should be tailored to the persona you are sending the email to. After all, your reader must be able to locate a certain relevance in your mail that motivates him to read it. The relevance should be clear right at the beginning of the mail. So don’t wait too long to present your added value.

The tone of voice for your target group: How do you address your desired customers?

Just imagine that a person from your target group is standing in front of you and you are having a personal conversation. Surely you would know how to express yourself. Now transfer this to your mail. You can choose between an informal, colloquial tone and a more formal, impersonal tone. The more informal one creates more of a sense of equal footing, while a more formal tone is appropriate if your brand is also pursuing a more formal image.

In addition, you should choose positive and friendly language for your email and work with active calls to action. The targeted use of action verbs helps with the latter. Always keep the added value for the reader in mind and try to convey this linguistically.

Mail Outline: How to Make Your Email Easier to Read?

As soon as you have determined a relevant topic and written it down in the appropriate style, the structure of your mail follows. In general: less is more. Sections of a maximum of three, rather short sentences are optimal to ensure legibility and comprehensibility.

In addition, more and more readers are using a mobile device to check their emails. Shorter sections can also be displayed well on small screens, but you quickly lose track of longer ones.

In addition, use bold and italics as well as bulleted lists to emphasize what is important and to increase clarity.

Design of the mail: how can you reflect the style of your company?

When it comes to e-mail marketing, it is not just the content that plays a role. Their representation should also be consistent. With the design in particular, you can motivate the reader to read with visual stimuli and also create a recognition value.

The same or similar images and the language used in your mail contribute to this. Your logo, branding elements and company colors give your emails the style of your company.

E-mail templates can help to implement this in a time-saving manner. However, don’t overload your email with design elements, after all, you don’t want to distract from the text. On the other hand, try to guide the reader with buttons and links and thus lead them step by step to your recommended course of action.

Timing: When is the best time to send your email?

Not only the WHAT and HOW of an email are success factors, the WHEN of sending also plays a role.

Mails about events and special offers are mainly opened early in the morning. During regular working hours, i.e. between 9:00 a.m. and 6:00 p.m., the main focus is on work. Marketing emails get little attention these days. This is different after working hours, since the employee lets the day end and devotes himself more to his e-mails. So you have a better chance of being successful with your emails in the morning and in the evening.

In addition, the optimal time also depends on your persona and their everyday life. So let both factors determine the timing of your mail.


As you can see, there is more to composing a marketing email than you might initially think. Adhering to these few basics will significantly optimize your email marketing – try it!

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