7 Ways To Improve Your Email Marketing Results

Written by: Adam Short 24 Comments Click to Contribute

Starting and growing a responsive subscriber list within your niche can be very lucrative for your online business. The keyword though is responsive. A list of one million subscribers could be less valuable (in terms of revenue) than a list of 1,000 subscribers. Why? Because the larger list could be highly unresponsive while the smaller one could be highly responsive.

Maximizing the responsiveness of your email list requires that you cultivate a strong relationship with your subscribers. This is an ongoing effort and can be done via a multitude of specific techniques. All of these techniques, however, essentially boil down to giving good content to your list – in other words, providing value.

If you haven’t yet built a solid relationship with your list through providing value, then that should be your first step. And as you’re doing that you’ll want to focus on the additional techniques I’ll be talking about in this blog post, all of which should help improve your email marketing campaigns.

Let’s dive in!

The key question we’ll be asking today is: How do I get the maximum number of subscribers on my list to open and read my email? In other words, how to I maximize my response rate?

There are seven factors we’ll explore today that deal with this question. They include:

1. Delivery rate.

2. Subject lines.

3. The “from” field of your email messages.

4. Days of the week to send messages.

5. Times of day to send messages.

6. Email format (text or HTML)?

7. Quality score.

Before exploring these seven factors in detail, let’s define some common terms and phrases that are important in relation to them.

    • Open Rate is the percentage of all delivered messages that are opened.
    • Delivery Rate is the percentage of total messages sent that are successfully delivered to the intended recipient’s inbox.
    • Click-Through Rate is the percentage of unique email recipients who clicked at least one of the links in your message (the percentage is based on emails opened and not the total emails sent or delivered.)

Most of the leading email services track these three metrics and will display them within the account area. iContact is a popular email service used by many top internet marketers. Let’s look at their statistical reporting:

Icontact Email Statistics

What you see above are the stats for a single email that was sent to a list of subscribers.

As you can see, there are many different statistics included in this report. We’re going to focus in on four of them:

A – The total number of contacts on this mailing list. (100% / 25,000)

B – The percentage of people who opened the email message. (13% / 3,250)

C – The number of email addresses that could not be delivered. (1.7% / 425)

D – The number of people who clicked on a link or call to action. (7% / 1,750)

Of course, this is a hypothetical set of statistics that we’re using for example purposes. Your results may be similar to what is referenced here, or they could be considerably different. But the goal, regardless of your current stats, is to improve these three metrics.

Let’s say, for instance, that following the tips in this blog post you’re able to double your open rate. This means that twice as many subscribers have opened your email. Doubling your open rate could lead to the same increase in your click-through rate, which could lead to a significant increase in your overall revenue. So it’s well worth it to pursue the science of improving these factors.

Let’s take a closer look now at the first of the seven factors we discussed earlier – delivery rate.

1. Delivery Rate

The chart below shows the delivery rate that some of the top email marketing services claim to provide:

Autoresponder Delivery Rates

Delivery rates differ between email marketing companies due to spam filtering. Email marketing companies use many different computers to send emails. Each computer is identified by an IP address. (An IP address looks like this: .) Over time, spam filters monitor the messages sent from each IP address. When they discover an IP address that seems to be delivering spam, they block future messages from that IP so that the message does not reach the recipient’s inbox.

In the case of MailChimp, we can see that some of their computers have been blocked by spam filters which is reflected by their lower delivery rate. Obviously, the higher the delivery rate, the better. If you are using MailChimp and your message happens to be sent from a computer with an IP address that has been flagged by spam filters, your delivery rate could be significantly affected (by up to 4%). If you’re lucky, the message will be sent from an IP that is successfully delivering 99% of its messages.

Spam filters can block more than just a computer; they can also block email addresses, too. Later, I’ll give you three important tips to protect your email address from being blocked by the ever-aggressive spam filtering companies.

From this chart, it’s clear that Aweber, GetResponse, and Infusionsoft have the most reliable systems in place from among the companies listed. Now let’s take a look at other factors that can affect delivery, open, and click-through rates.

2. The Subject Line

Subject lines are often the first thing people look at while scanning their email inbox, so it’s important that your subject line ‘catches’ the attention of your readers.

People use email extensively these days. Many people wake up to dozens or even hundreds of fresh emails sitting in their inbox each morning. Fortunately, you can break through the noise with a good subject line.

Effective subject lines are often a combination of art and science. It’s worthwhile to gather as much practical information as you can about the subject first and then test various subject lines on your list, observing which ones perform the best.

Lyris, a top-tier email marketing service, lists 15 ‘rules’ to writing great subject lines, including:

#1 Read the newspaper

#2 There is no sure-fire formula

#3 Test, test, test

#4 Support the “from” line

#5 List key info first

#6 Open rates don’t always measure subject line success

#7 Personalize

#8 Urgency drives action

#9 Watch those spam filters

#10 “Free” is not evil

#11 Lead, but don’t mislead

#12 Write and test early and often

#13 Review subject line performance over your last several campaigns or newsletters

#14 Continue the conversation

#15 Can you pass the must-open/must-read test?

Read the full article here.

A process that I’ve found very helpful in strengthening my “subject line writing muscles” is reading The National Enquirer. They are absolute masters at crafting content snippets that grab attention and compel us to open their magazine.

3. The “From” Field

The next item people immediately look at while scanning emails is the “from” address of each email. The rule of thumb here is consistency. Familiarity breeds trust. If your message is from ‘info@’ one day, ‘Sam@’ the next day, and ‘support@’ later on, it’s going to make it difficult for readers to establish a strong connection with you

It’s also important to personalize the “from” field. Use a real name rather than an email address. An email from “Sam Jones” looks much more personal than an email from “Sam@samswebsite.com.”

Most good email marketing services will have an area within your account where you can setup the “from” field of your outgoing emails.

4. Days of the Week to Send Messages

Studies have shown that the day of the week that you send your email does affect open rates.

Here is a chart from Aweber:

Aweber days To Send Emails Study

Of course, this is just one study. You can find others by doing a Google search. The key takeaway here is to be aware of the fact that the day that you send your email typically will have an impact on your results.

5. Times of Day to Send Messages

The time of day a message is sent can have a big impact on whether a message is read or not.

According to the same Aweber study referenced earlier, the best time to send your message is at 8 a.m. EST. The same study also reported that waiting just one hour later and sending messages at 9 a.m. EST cuts the open rate by over 15%. The worst time of the day is 3-4 a.m.

Of course, this isn’t a “one-size-fits-all” scenario. You may see best results from sending you emails at a different time of day. It’s important that you do your own testing here until you’ve narrowed in on the best time.

6. Email Format (Text or HTML)

This one is simple. For maximum delivery rate, text-based emails are the best option.

According to Aweber CEO Tom Kulzer, plain text emails are opened 65% of the time, while a message sent with both a text and HTML option are opened less than 50% of the time.

Unfortunately, a rather high percentage of HTML-based emails never reach the recipient’s inbox because they are blocked by spam filters. The bottom line: Send plain text emails. While HTML emails offer far more flexibility in terms of the look and feel of your emails, in most cases the low delivery rates tend to significantly hurt their effectiveness.

7. Quality Score

I’ve listed quality score last because if you take the measures suggested above, your email’s quality score will improve naturally. But in addition to the previous suggestions, there are three easy steps I recommend taking that can will further improve your email address (and your account) rating with the spam filter companies.

If a spam filtering company suspects your email is sending spam, they will block all emails sent from your account’s email address (the “from” field of your messages). So what can you do to improve your delivery rate and maintain the quality score of your account?

Tip One: Always check every message with a spam filter detection service before you send it.

Most of the major email services include such a service within your account. Using such a service usually only takes a few seconds and will immediately tell you whether or not you need to make changes to your email before it’s sent. Certain words trigger filters and if you’re using these words or phrases and don’t realize it before sending the message, the spam filters will take notice.

Tip Two: Remove all bounced or undeliverable email addresses from your list.

Spam filters assume that any account that is not removing bounced emails is not maintaining their list and may be a spammer (since spammers rarely care what their list looks like), so it’s important to prune your list.

You don’t want to be too aggressive here. There are many reasons why an email may bounce. Perhaps the recipient is away on vacation, or their email box may be full. You obviously don’t want to remove such people from your list. To safeguard such recipients, check the bounced addresses over time and if the address bounces continually over a month or two, remove it from your list.

Tip Three: Remove all inactive email addresses from your list.

Removing inactive emails is also a good idea.

ISPs (internet service providers) know when an email address has been abandoned (is no longer in use), but they often don’t close the email account. Instead, they continue to monitor it for activity, turning it into a spam trap. The ISP assumes only spammers would continually send messages to a dead or inactive email address.

What this means to you is that if you do not continually clear dead and inactive email addresses from your mailing list, ISPs may report your email address (and therefore your account) to the spam filtering companies. And that could affect the delivery rate of all your messages, including those to active and profitable addresses.


Most of the steps outlined in this blog post are extremely simple and easy to implement, yet they can have a very positive impact on your overall list marketing results.

To recap briefly, here are the key takeaways:

  • Use a reliable autoresponder service
  • Personalize your subject lines
  • Make your subject line an attention grabber
  • Use the same ‘from’ email address for every message you send
  • Send broadcast emails on Sunday, Wednesday, or Saturday
  • Send messages at 8 a.m. EST or 1-2 p.m. EST
  • Use plain-text formatted emails only
  • Check all emails with a spam score checker before you send them
  • Monitor bounce rate and remove emails from your list that are not deliverable
  • Monitor and remove inactive email addresses from your list

Acting upon these suggestions will improve the chances that your emails will reach your intended recipients. Your delivery, open, and click-through rate should all improve, perhaps dramatically. Remember that even small improvements to any one of these three metrics can have a significant impact on your overall results. I hope you are able to incorporate these tips in your email marketing campaigns and enjoy the long-term profits that are sure to follow.

Talk to you soon,

Adam Short

24 Comments Posted:

Written by: Candy November 29, 2011

I never knew that my own list had quality scores and that I should continue to “trim the list” Geeze, what great material this is. I’ve learned so much I never knew!

Written by: Thomas Durkan November 29, 2011

Adam, thank you for this information. I didn’t realize that there was so much involved in getting your message across. I have always struggled to get a 10% open rate, now I have your new tactics I am sure my revenue will increase. Thank you! Love the latest NPC upgrades as well :-) Very Well done. Tom Durkan

Written by: SEO Training November 29, 2011

Nice thorough article, Adam! Thank you. It sheds light on the fact that email marketing is getting more stringent and difficult to be effective. I personally love Aweber as a service. Really appreciate the article!

Written by: Scott November 29, 2011

Adam you always go above and beyond with what you provide to us. Thanks!

Written by: Joseph Bison November 29, 2011

Icontact looks to have some nice analytic metrics

Written by: Wealth Building November 29, 2011

good reminder. it is important to periodically visit your email analytics and implement tweaks that can help the overall performance. i enjoyed the study on days and times to best send out messages.

Written by: Jon November 29, 2011

Thank you for this very informative email marketing analysis. Having just signed up with AWeber getting your email linking to this post was timely. Most of what I know about email marketing comes from studying emails I receive from marketers and their affiliates. This of course is from a recipient’s perspective, which while helpful doesn’t tell me anything from the sender’s perspective. Knowing what I like, dislike and detest about incoming emails helps guide my thinking when designing my own. The best days and best time of day I found interesting, however, I would think that can only be a guide. Sending messages at 8 a.m. EST or 1-2 p.m. EST is all well and good for the US market but may not be so good for recipients elsewhere.

Also when setting up sequenced emails for say an initial 10-14 day plan with 7-9 emails some will inevitably hit mailboxes on low ‘open rate’ days. Since the sequence starts when the visitor opts in which could be any day of the week it would be impossible to schedule those mailings for high ‘open rate’ days. In this case I think the key would be the first email where you let the subscriber know what to expect from you. Another tip I have picked up as a subscriber is how to use subject lines to increase opens. For example: Every email from me will have [YDST] in the subject line.

Written by: Andre November 29, 2011

Wow, lots of very valuable information. Will definitely be going back to re-read this a few times to take it all in. Thanks for sharing this information as I think it will be very helpful for us all. I know I have learned some new things to use.

Written by: David November 29, 2011

Thanks again, Adam. Any recommendations on tracking open rates and clicks other than what iContact has … and maybe cheaper than hypertracker?

Written by: Steve November 29, 2011

Great post Adam. You say you get a 13% open rate that’s amazing, umless that was just an example.

I’d be a very happy man if I got an open rate of just 10%.

Some great tips here though. I always try and send my messages out in thy early hours so hopefully I’ll be top of the stack in the morning but I’m probably one of many marketers copying that tactic.

I do normally send out my messages html but I’ll test sending out plain text and see how I go.

I must admit I don’t normally bother checking bounced emails but I’ll be going through them now and getting rid of a few now.

Thanks again for the info, great stuff as ever.


Written by: Woman over 40 November 29, 2011

Thanks for sharing your knowledge on e-mail marketing Adam .

Written by: John Hoff November 29, 2011

Very informative, Adam – thanks.

I watch my open and click rates very carefully and just like you said, the title is very important.

Some tips on crafting good subjects or titles might be to try and include things like:

- talking about the pain
- respond to a need
- warn of some kind of loss
- ask a question

And of course, you have to be very concise, which isn’t always easy to do.

Written by: Sergio Felix November 30, 2011

Some powerful stats here Adam.

As I’m starting to build my list, I was wondering what would the best time to send the emails, so this is incredible helpful right now.

I happen to have almost the same audience in the USA and in the UK, so I guess the people in the UK are already used to receive their emails later in the day.

Will have to do some testings anyway but this was very appreciated, thanks!


Written by: Alex November 30, 2011

your recommendations and analysis are very good helped me to achieve my own sales targets, thanks

Written by: Richard G Lewis November 30, 2011

As always, great advice Adam ;)

Written by: Hank Carter November 30, 2011

Usefull stuff as always.
You’re right on target regarding the cleaning of your email addresses list. Thsi is one piece of advice that’s often overlooked and if you don’t do it you can get into trouble with the autoresponders.

Written by: D. Nelson November 30, 2011

I can not thank you enought Adam. This is great material it came in the middle of my list building although I haven’t sent out any emails yet I have finished shopping out with the autoresponder providers and AWeber appeals to me.

Great article and many thanks


Written by: Internet Marketing Blog November 30, 2011

Great tips! People often get too focused on building a big list and overlook the fact that a responsive list is the only valuable list.

Written by: Ken December 1, 2011

Great advice Adam. I will use the information here when I send the next email to my list.

Thanks, Ken

Written by: Graham in UK December 1, 2011

Hi Adam
Some good tips here about email marketing!
When I set up my autoresponder, it starts at immediate send then follow up messages go from 2/3 days after.
Time of day is not really possible because my subscribers are world wide and so on different time zones.
I always add personalization to my emails.

Written by: Paul Wright December 1, 2011

Hi Adam, thanks for sharing this valuable piece of information.

Written by: Paul December 9, 2011

Hey Adam, thank-you for this information.
I like to try it because this is my first time to play with Internet Marketing.
My present website is for Singapore local market only. The 2nd site is coming, it is for International market.
Thanks for the 5 videos you sent. I learned and viewed 2 times (Reason: slow 68 yrs old man). Best Regards & Merry Christmas.

Written by: ron tucker January 10, 2012

Thank you for this information. Listened to list building webinars and sent to this article and as always more knowledge from NPC membership.

Written by: Kevin Koskella June 26, 2012

Thanks for this Adam. Saturday’s high open rate is surprising to me. I found that if I have an offer, the best day to send is Sunday for the most bang for the buck.

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