Digital Platforms Tips: Email Marketing

According to, Email Marketing is going from strength to strength, with the number of global email users set to grow to 4.48 billion in 2024, and its reach is estimated to be at 85% compared to social media at 58%.

It hasn’t stopped getting results either. Over the past 12 months, 80% of marketers reported an increase in email engagement, believing that email marketing increases customer retention, with another 59% say it’s their most significant ROI source. 

Here are a few tips to ensure you are getting the best results from your email marketing campaign:

  • Make sure that your database consists of your contacts. Please do not pay for database lists. These are people that are generally not interested in your product. In fact, they might not be real people at all! Plus, this is also breaching spam and privacy laws. 

  • Personalise all emails. Studies have shown that emails with personalised subject lines are 26% more likely to be opened than those without.

  • Make sure that your emails are mobile-friendly. Our smartphone is quickly becoming the most important device we own, so ensure that your emails are designed to suit you.

  • Yes, use emojis! Email marketing platforms have come leaps and bounds over the last few years, and we all know that emojis have become yet another form of communication. Have you ever had a full conversation just with emoji’s? I’ve had plenty! Just don’t go overboard! Maximum of 2 in your subject line! 

  • Research the best time to send for your industry. Yes, this absolutely matters! Generally, the best time to send is mid-week. Tuesday to Thursday…. unless you are a gym! They should be sent on a Sunday afternoon. We all know that Monday’s are the best time to start a new habit!

  • Set up automations. These are a great ‘set and forget’ trigger that allows you to spend time doing something else. Some great automations are: Birthday cards, welcome emails, reminders, or even client anniversaries. 

  • Add an ‘Update Your Details’ button. People change jobs and email addresses, and since they have subscribed already to your database, they generally want to take you with them. A little link at the bottom of your email to allow them to update their details will ensure that your customers stay engaged. If a customer has to unsubscribe, then go looking for your subscribe link again, I can guarantee you’ve lost them.

  • And finally, send when you have something to share. The old saying ‘Content is King’ is still as important today as when Bill Gates wrote it in 1996. 

I hope these tips help when sending out your next email. If you are yet to embrace email marketing, remember this… 

"If Social Media is the cocktail party, then Email Marketing is the ‘meet up for coffee.’ The original 1 to 1 channel". - Erik Harbison

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Fiona Nicholl

Vice President Skål International

Innovation, Technology, Digital Platforms & Organisational Structure

Membership Engagement: Asia