All You Need To Know About Email Marketing In 2018

06 December 2017 1686

Your website is a place, where people or prospects who have an appeal to what you offer, are concentrated. Their interest in your services, products or content is the sole reason why they come to your site.


In this article you will find out some tips from email marketing industry expert and founder at SendPulse Constantine Rozenshtraus-Makarov!

Generate website leads

The way to improve your website for converting such visitors into subscribers is to embed a signup form. Once the form is developed, you can carry out an A/B test for CTA, color and size of the button using a specialized tool. Prospects won’t share their contact data with you for a song.

Consider that online stores offer discounts for the first purchase or free delivery for subscription, and other companies give access to e-books, reports, checklists or video classes for emails. An option you choose depends on your creativity and business field, but the point is to offer valuable and relevant content in exchange for your visitors’ emails.


Make your signup form visible. The best way to do it is to use a window popup. The undeniable truth is that these windows irritate people. Still, the statistics show that popups set correctly are very effective.

Collect outbound leads

The best method to collect emails outside the corporate website is to include a signup form on your Facebook page. Your Facebook followers have already shown their curiosity about your brand. What’s wrong with trying to transform them into email subscribers and use this opportunity to grow your mailing list organically.

Another way is to include an invitation to join your mailing list under a YouTube video. Tell the prospects what to expect from your newsletter and indicate its frequency. Offer something valuable for them.


I think there is no need to elaborate on such obvious offline opportunities to grow your mailing list as meetings, conferences and so on.

Email marketing KPIs important for ecommerce

Email marketing metrics related to ecommerce are important criteria to understand, whether your campaign is working well or risking to fail. First, it’s conversion rate. In regard to ecommerce, conversion rate means any desired action completed after interaction with your email.

Conversion rate alone doesn’t tell the whole story, so you should also track the open rate. It refers to the percentage of your subscribers who have been encouraged by a subject line to open a particular email.


Reinforce it with the click-through rate that is the number of people who opened your email and clicked on at least one link in it. With this metric, it is easy to understand how relevant and convincing an email was for a subscriber.


Bounce rate is important to keep your mailing list up-to-date. It represents the percentage of emails that failed to reach the subscribers. These email addresses should be deleted from your mailing list as soon as possible, as it negatively impacts the sender’s reputation.


Another metric purely dedicated to measuring the success of an email campaign is ROI. To calculate the return on investment you need to take the amount you spent from the total you gained. Then divide the obtained value by the amount you spent. Finally, multiply it by 100%. This is the basic formula, and it can vary depending on the type of business.


Calculating ROI is definitely a sheer necessity. Doing it, you’ll be able to compare the results of your email campaigns and analyze which worked better, and which need improving. Moreover, you can determine the products and services that were more popular among the users and focus your email marketing efforts on these or similar items.

Current email marketing trends

1. Dynamic content

Dynamic content that changes based on specified variables when an email is opened is definitely gathering speed. It is important to place the right information and display it in a proper way in a specific content block of the email template.


2. Automation

Automation is becoming a king. It allows companies to stay in touch with their customers twenty-four seven by sending relevant emails based on specified triggers.

3. Artificial Intelligence

Artificial Intelligence is slowly but steadily expanding through email marketing. This technology leverages customer data to determine the best day and time to send emails and helps in generating new subject lines for better open rates.


4. Behavioral targeting

Another big one that helps companies to increase engagement and conversions is targeting based on behavior. Tracking subscribers’ interaction with your brand and analyzing their past actions you can develop better email strategies and be relevant to your customers.


5. Video in emails

Video in email marketing is taking off. Video improves engagement, drives more sales and conversions, as well as builds trust partially because it is easy to understand and digest.

Constantine Rozenshtraus-Makarov

CEO of SendPulse email marketing service. SendPulse helps businesses grow by means of email marketing, combining it with other channels such as SMS, web push, and Viber in one platform. Constantine works on business development, marketing, email marketing, marketing strategy. 

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