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8 Secret Tips: Top Email Marketing Agencies Don’t Tell You

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Email Marketing Agency- Swsofttech

You’ve probably heard the stats – for every $1 spent, email marketing for ecommerce generates an average return of around $36-$40. But are you getting the most out of your emails?

While basic tips are everywhere (“Build your list!”, “Write catchy subject lines!”), the strategies that really move the needle often stay behind the closed doors of top marketing agencies in Mohali. They use subtle, smarter tactics that go beyond the surface level to drive real engagement and results.

Ready to peek behind the curtain? Here are 8 “secret” tips inspired by what the pros do – things they might not easily share, but that can make a huge difference to your campaigns.

(1) Go Way Beyond Basic Segmentation (Think Hyper-Segmentation)

You probably segment your list by demographics like age or location. Agencies take this much, much further. They layer data like:

  • Purchase History: What did they buy? When? How often?
  • Website Behavior: Which pages did they visit? What did they search for? Did they abandon a cart or just browse?
  • Email Engagement: Who opens often? Who clicks? Who hasn't opened in 6 months?
  • Lifecycle Stage: Are they a new subscriber, a loyal customer, or someone who needs re-engaging?

Why it works:

Sending hyper-relevant content makes subscribers feel understood, not spammed. SW Softtech, a reliable email marketing for small business, note that segmented campaigns consistently get higher engagement rates. 

Instead of one generic email, you send targeted messages that resonate deeply with smaller groups.

How to do it:

Use your email platform’s tools to combine different criteria. Create dynamic segments that automatically update as subscriber behaviour changes. 

For example, create a segment for “Customers who bought Product X more than 3 months ago but haven’t purchased since” and send them a specific offer related to Product X or complementary items.

(2) Personalize More Than Just the Name (Use Dynamic Content)

Hi [First Name] is standard. True personalization goes deeper. Top agencies use dynamic content blocks within emails. This means different subscribers see different images, offers, or calls-to-action within the same email campaign, based on the data you have on them.

Why it works:

It makes the email feel uniquely relevant to each recipient. Personalized emails connect better with individual interests. If you know someone loves hiking gear, showing them hiking boots instead of running shoes makes a huge difference.

How to do it:

Leverage your email platform’s dynamic content features. Based on segments or subscriber data (like past purchases or stated preferences), set rules to display specific content blocks. Show men’s clothing to men, women’s clothing to women.
Highlight local events based on location. Promote blog posts related to topics they’ve clicked on before.

(3) Master Automation Triggers Beyond Welcome & Cart Abandonment

Welcome emails and abandoned cart reminders are great, but they’re just the start. Agencies set up a wider range of automated emails triggered by specific customer actions (or inaction):
  • Browse Abandonment: Sent if someone views a product page multiple times but doesn't add it to their cart.
  • Replenishment Reminders: For consumable products, remind customers it might be time to reorder (e.g., "Running low on coffee?"). Convertcart notes these emails have incredibly high click-to-open rates (over 50%!).
  • Post-Purchase Follow-ups: Thank customers, ask for reviews, offer tips on using the product, or suggest complementary items.
  • Milestone Emails: Celebrate birthdays or anniversaries of their first purchase with a special offer.
  • Re-engagement Series: Automatically triggered for subscribers who haven't opened emails in a while (more on this next).

Why it works:

These emails are timely and highly relevant because they directly relate to a subscriber’s recent interaction with your brand. They feel helpful, not pushy.

How to do it:

Explore your email platform’s automation capabilities. Map out key customer actions and set up triggered email flows for them. Start with one or two new ones, like post-purchase or replenishment.

(4) Prioritize List Health Over Sheer Size

A massive list full of unengaged people isn’t impressive; it’s often counterproductive. Agencies know that list quality beats quantity every time. They regularly “clean” their lists, removing more than just bounced emails.

Why it works:

Sending emails to people who never open them hurts your sender reputation with email providers (like Gmail, Outlook).
This makes it harder for your emails to land in the inbox, even for engaged subscribers. To maintain good deliverability, consider removing inactive subscribers.

How to do it:

Don’t be afraid to remove inactive subscribers who haven’t opened or clicked an email in a specific period (e.g., 6 months or a year). Many online platforms allow you to find such inactive users.
Before removing them, you might try a re-engagement campaign (see Tip #5). Focus your efforts on the people who actually want to hear from you.

(5) Make Re-engagement Campaigns Smarter, Not Louder

When subscribers go quiet, the typical reaction is to surprise them with discounts. Best agencies often take a more strategic approach.

Why it works:

Simply shouting “SALE!” might not work if the subscriber lost interest for other reasons (content wasn’t relevant, emails too frequent). A smarter approach tries to understand why they disengaged and remind them of the value you offer.
Remember, acquiring a new customer can cost 5 times more than retaining an existing one!

How to do it:

  • Remind them of the value: Send an email highlighting the benefits of being a subscriber (exclusive content, tips, early access).
  • Ask for feedback: Run a poll or short survey asking what content they prefer or why they haven't engaged.
  • Offer a preference center: Allow subscribers to choose what kinds of emails they receive (e.g., weekly digests, special offers only) and how often. Campaign Monitor suggests this empowers users and keeps them subscribed on their own terms.
  • Offer a compelling, personalized incentive: Celebrate birthdays or anniversaries of their first purchase with a special offer.

(6) Test Everything (Seriously, Not Just Subject Lines)

A/B testing subject lines is common knowledge. But agencies test much more to continuously optimize performance.

Why it works:

What works for one audience might not work for another. Assumptions are dangerous in email marketing. Data-driven testing reveals what truly resonates and improves results over time. MailerLite highlights that you can test almost any element.

What else to test:

  • From Name: Company Name vs. Personal Name (e.g., "SW Softtech" vs. "Amit from SW Softtech").
  • Call-to-Action (CTA): Button text ("Shop Now" vs. "Learn More"), button color, placement.
  • Email Copy: Tone (formal vs. casual), length, benefit focus.
  • Images & Design: Different visuals, layout changes.
  • Send Time/Day: Beyond general best practices, test what works for your specific segments. Some platforms even offer AI-powered send time optimization per user (like Braze's Intelligent Timing).

How to do it:

Be systematic. Test one element at a time in each A/B test so you know what caused the change in results. Track results over several campaigns, not just one.

(7) Interactive Elements & User-Generated Content (UGC)

Static emails can get boring. Agencies liven things up and build trust by incorporating dynamic content.

Why it works:

Interactive elements boost engagement by getting subscribers to actively participate within the email. UGC (like customer reviews or photos) builds social proof and trust far more effectively than brand messaging alone. It’s simple: people trust recommendations from other people.

How to do it:

  • Interactive: Use simple polls ("What content do you want more of?"), embedded surveys, or fun GIFs. Some platforms support more advanced interactive features (AMP for Email).
  • UGC: Feature customer testimonials, showcase photos of customers using your product (with permission!), or link to positive reviews. Ask satisfied customers to share their experiences.

(8) Proactively Manage Deliverability & Accessibility

Getting emails delivered and ensuring everyone can read them is crucial, but often overlooked. World-renowned agencies pay close attention to the technical side.

Why it works:

If your emails land in spam or people can’t read them, all your other efforts are wasted. Good deliverability ensures you reach the inbox. Accessibility ensures you aren’t excluding subscribers with disabilities.

How to do it:

Deliverability:

1. Set up email authentication protocols (SPF, DKIM, DMARC) to prove your emails are legitimate.
2. Monitor your sender reputation.
3. Clean your list regularly (see Tip #4).
4. Avoid spammy words or tactics.

Accessibility:

1. Use clear heading structures.
2. Add descriptive alt-text to all images.
3. Ensure good color contrast between text and background.
4. Use responsive design so emails adapt to different screen sizes (Litmus notes a huge percentage of emails are opened on mobile).
5. Test your emails using accessibility checkers before sending.

The Bottom Line

Email marketing is powerful, but the real magic happens when you move beyond the basics. By adopting these slightly more advanced, strategic approaches – focusing on hyper-relevance, smart automation, list health, continuous testing, and the technical details – you can elevate your campaigns and start seeing results closer to what the top agencies achieve.
Don’t try to implement everything at once. Pick one or two tips that seem most relevant to your business and start experimenting. The key is continuous learning and refinement.

Need help putting these pro tips into practice? SW Softtech specializes in crafting effective email marketing strategies that drive growth. Get in touch today for FREE Consultation!

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