Marketing is continuously evolving. The tactics that won over
subscribers last year won’t work quite the same in 2020.
Read on to discover some 2020 email marketing goals to hone your
tactics and create amazing campaigns.
12 email marketing goals to win the inbox and boost your strategy
Make 2020 the year you commit to learning about your audience.
With so much data available, it’s easier than ever to create a
super relevant and unique experience for each subscriber.
Commit to some of these 2020 email marketing goals to get
1. Increase your open rates.
The average varies by industry but we found a global average
of 17.8% when we looked at billions of emails sent across the
globe. However, you should look at your individual industry to see
exactly where you should be aiming.
To stretch your open rate beyond the industry average, start by
- Subject line to boost intrigue and urgency
- “From” field to feel like a personal conversation
- Preview text to explain the email contents
It shouldn’t come as a surprise that people are most likely
open personal emails, so creating an immediate connection with
your subscribers is critical. Anything you can do to foster a more
personal relationship, you should. That means being transparent
about who sends your emails and what’s going to be in them.
2. Establish automated campaigns.
Automation doesn’t need to be robotic or generic—quite the
opposite, actually. Automation can help take your 2020 email
marketing goals to new heights by freeing up time and personalizing
Start with some easily automated campaigns like:
- Welcome emails
- Thank you emails
- Transactional emails
- Birthday emails
Automated campaigns deliver better open and click rates because
they’re timelier and more relevant. Welcome emails, for example,
can produce 50% open rates, on
birthday emails provide a 481% higher transaction rate.
Here’s an example of a resourceful welcome email from
3. Design personalized customer journeys.
Once you’re comfortable setting up automated campaigns, add
automated customer journeys to your 2020 email marketing
Also known as a drip campaign, automated journeys are timed to
go out at different intervals, and they contain highly relevant
When someone new signs up, you could send them a series of
premade campaigns to introduce them to your brand. You could also
time product reminder emails to go out when you think a
subscriber’s stock is running low.
Why not set up an automated re-engagement series?
That’s what Samsung does when they notice a customer has
switched to Huawei. The subject lines said: “We’ve missed you;
let’s catch up,” and “Let’s get to know each other
4. Make a point to connect with your subscribers.
In an increasingly digital world, people crave human
Start by segmenting your subscriber list based on demographics
like location, gender, age, and interests.
Next, revisit how you write your copy. Pretend you’re writing
for one person—not dozens. Your writing should sound more like a
conversation than marketing copy.
The Nation’s editor authored this warm email and even included
his signature at the bottom:
5. Make sure your emails are accessible.
By 2022, there will be
4.3 billion email users around the world. That figure includes
people of all abilities and backgrounds. For example, 1 out of
every 12 men and 1 out of every 200 women suffer from a color
As part of your 2020 email marketing goals, try to make your
campaigns as accessible as possible.
guidelines such as:
- Sharp contrast ratio between text and backgrounds
- Using alt text to describe images
- No flashing lights that could induce a seizure
- Including captions or scripts for videos
- Avoiding complex sentences and vocabulary
You could also break your list up into age groups and create
campaigns with larger, bolder fonts for older audiences.
6. Include some interactive elements.
Interactive content can help increase engagement because it
encourages subscribers to click.
You don’t have to search out places to include interactive
elements. Instead, look for ways interactive features would fit
into your overall email strategy. Reviews are the perfect place to
You could also send out interactive menus, image sliders,
quizzes, polls, and games.
Penguin Random House sent out this fun email with an interactive
game. Subscribers had to guess the book based on the emoji
Really Good Emails
7. Improve your click rate.
Getting your email opened is half of the struggle—but how can
you get them to click your links?
average email click rate is just 2.5%, so it’s essential to
do everything you can to keep subscribers engaged if you want to
produce the highest ROI from your marketing efforts.
Aside from following the other 2020 email marketing goals on
this list, revamp your CTAs.
- Stick with a single goal and CTA for each email.
- Use a prominent CTA button in a contrasting color rather than a
- Surround your CTA button with plenty of whitespace.
- Use actionable language without
It’s also a great idea to consider your composition. Look how
UNICEF uses an inverted pyramid and zigzag shape to point at their
8. Integrate your email marketing campaigns.
Too many marketers still create their email marketing campaigns
in a vacuum without taking consideration of other strategies.
Make it part of your 2020 email marketing goals to integrate
your email campaigns with other platforms like Facebook, LinkedIn,
Instagram, or SMS.
Analytics and integration options from email service providers
like Campaign Monitor make it easy to track your subscribers
around the internet and create personalized campaigns.
Paravel embedded some of their best user-generated content from
Instagram for a summer wrap-up email campaign:
Really Good Emails
9. Level-up your newsletters.
Long gone are the days of generic email blasts. Today, people
expect personalized content—67%
of people, to be exact.
Even newsletters should include some personalized content. Start
with some basic segmentation based on the information you have
about your subscribers’ interests, behavior, and
You can also set up a landing page where subscribers can adjust
their email preferences. Ask them to pick their favorite topics and
how often they’d like to hear from you.
Lululemon forwards new subscribers to a landing page
10. Set up a membership program.
Who doesn’t love to feel special?
If you don’t have a VIP or loyalty program, now is a perfect
time to start. If you do, make it one of your 2020 email marketing
goals to promote your program through campaigns.
Loyalty programs aren’t just for luxury
brands. You can also use them to collect information, prevent
churn, and encourage word-of-mouth advertising.
Allergan uses their Brilliant Distinctions loyalty program to
send personalized post-treatment check-in emails, promote their
app, and highlight referral discounts:
11. Optimize for mobile readers.
Over half of all emails are opened on mobile devices, so
optimization is critical to engagement and ROI.
Yes, design plays a crucial role, but so do your copy, content,
and media. Consider your subscriber’s state of mind when you send
Images and landing pages also need to load at lightning speed
5G coverage grows).
Copy also needs to be straightforward. No fancy wordplay or
novels—just get to the point. TurboTax used concise language here
and even highlighted ways customers can save time filing their
12. Avoid getting junked by using a clean email list.
Finally, you can’t capitalize on your 2020 email marketing
goals if your campaigns go straight to the
spam folder or if subscribers are junking your emails
Gmail recently started asking users if they want to unsubscribe
from lists they haven’t opened in the past 30 days. Marketers
should take a hint here and make sure to keep their lists
Send out a re-engagement campaign. If subscribers don’t reply,
it’s probably time to cut the cord.
Start with one or two of these 2020 email marketing goals and
focus on getting them right.
Think of it like lifting weights: Proper form is better than
lifting as much weight as possible.
- Improve your open and click rates.
- Optimize the entire experience for mobile readers.
- Keep your list clean.
- Set up automated campaigns and customer journeys.
- Include some interactive elements.
- Revamp your newsletters.
- Focus on accessibility.
Looking for some more ways to level up your 2020 email marketing
Read this comprehensive guide to elevate your email
Source: FS – Email Marketing Blogs!
2020 Email Marketing Goals You Should Plan For