The number of email users is expected to jump to 4.4 billion in 2024.

The news for email just keeps getting better, since average ROIs from email marketing have steadily increased from $38 to $42 in recent years.

With advances in technology helping businesses to learn even more about their customers, this figure will likely rise in 2024 and beyond. 

All that’s standing in your way of email campaign success for 2024 is a few bits of housekeeping to ensure you’re doing all you can to drive open rates, clicks and conversions.

Clicky pens at the ready, here’s what you need to know.

Clean Your Email List

It's a simple fact that disengaged subscribers will not make you money.

Let’s imagine your email list has 10,000 subscribers. 

You might think that’s a satisfying number. But how many of these users are actively engaging with your campaigns?

Similar to our social media accounts, every contact list in existence is going to have those who are active and engaged, along with those who aren’t.

Contacts may have stopped opening your emails for reasons such as: 

• They’ve changed their email address 

• The user no longer has access to their email account

• Your (genuine!) mail is being filtered as spam

• The user is automatically deleting or ignoring your emails

In the EcoSend dashboard, we give you the ability to toggle between active and inactive contacts. We suggest using this feature to quickly identify inactive contacts so that you can send them a re-engagement campaign. 

If you hear nada in response - it’s time to delete to allow for new and crucially engaged customers to take their spot in 2024.

Keeping engaged contacts on your list will improve open rates, deliverability rates, click-through rates and you guessed it… sales rates too. So definitely don’t be afraid to cut out the dead wood here.

Use Your Email Platform To Perform Customer Engagement

Every person reading this post has probably received amazing and not-so-great customer service somewhere in 2023.

Just like you, your customers aren’t going to rave about - let alone spend more money with - the companies who didn’t get things right. 

To be on the right side of profit, one easy hack is to use your email marketing platform to perform customer engagement.

While customer engagement and customer service aren’t the same thing, they do closely relate to each other. That is, when you engage with your customers, and get to know their wants and needs better, you can then provide much better customer service.

Have a look at the user journey on your site. If there is any opportunity to help them get the most out of your products or services - take it!

That’s because customer engagement allows you to build meaningful relationships with your paying customers.

What do we do when we feel valued as a customer? We become loyal to that brand and we spend more as a result. 

Try Some AI Email Marketing Tools

Research suggests that 47% of recipients decide whether or not to open an email based on the subject alone. 

So in 2023 we launched our free AI Email Line Subject Generator to help you send better email campaigns. If you’re yet to give it a try, then 2024 is perfect timing, especially if you want to improve those open rates. 

Such tools can be used to boost email ROI simply by trying ideas based on data. Specifically, the data tells us which type of subject lines are more likely to be opened. 

Pair your subject line with incredible email content that truly meets the needs and expectations of your users, and you’re onto a winner. 

Use Triggered Emails Effectively

Email marketing automation makes it possible to trigger campaigns automatically based on actions taken. For instance, when users first sign up or purchase a product.

Some examples of email triggers include:

• Abandoned cart emails

• Anniversary or birthday emails 

• Feedback or survey emails

• Order confirmation emails

• Product recommendation emails

• Review request emails

• Welcome emails

So when it comes to improving email ROI in 2024, it’s time to check you’re using all of the applicable triggers and in the right way.

BTW: Welcome emails have some of the highest open rates (91%) of any email type! 

Brush Up On Anti-Spam Laws & Triggers 

Did you ever consider that your emails might be blocked because you’re doing something that’s being perceived as spam? 

If so, your email ROI will be lower because your campaigns just aren’t reaching people.

Using spam trigger words or even an email domain associated with spam are all easy mistakes to not only make, but to keep on making.

So now is the time to investigate any low deliverability or open rates and identify if spam is the cause.

Adapt Content For Mobile

As we’re entering 2024 there’s really no excuse not to realise that people will open your emails on all kinds of devices.

In fact, mobile vs desktop use has gradually been growing year on year, with some estimates giving mobile traffic an overall 60% share.

So when designing email templates, and even writing subject lines, be aware of everything from screen character limit to responsive design.

Definitely test campaigns on various devices before they go out also, to ensure that the content looks great in every screen size and format. 

Continue To Track & Optimise Performance 

Does your business have someone who is actively monitoring email ROI at all times?

Hopefully that’s you reading this post. But if not, then it’s essential to have someone keep an eye out to make email one of your most profitable marketing channels.

For instance, in the EcoSend dashboard we give you the following stats:

• Bounce rate

• Bounces

• Click-through rate

• Click-to-open rate

• Clicks

• Complaint rate

• Complaints

• Open rate

• Opens

• Sends

• Unsubscribe rate

• Unsubscribes

Use all this information (along with the other features!) to find out what’s working, and crucially what’s not.

Continue to fine-tune your campaigns until you see improved email success. 

Stop Paying For Expensive Email Tools By Switching To EcoSend

One final tip to help your pocket - and the planet!

Let’s face it, even if you’re doing all the right things, if you’re paying too much for your email software, your email ROI will never be as high as it could be.

EcoSend is priced starting at $29 per month for 1,000 contacts.

Not only is EcoSend affordable for businesses, it’s also eco-friendly too.

So if you like the sound of reducing your carbon emissions with your campaigns - all that’s left for you to do is sign up for your free trial of EcoSend.

If you’re new here and you’d like a personalised demo with one of us, we can arrange that for you too.