Shockingly, there was this one thing I've noticed after auditing hundreds of different email accounts. 90% of them fell short on one thing - design. Even those, that had marketing agencies behind them - their templates weren't visually appealing enough to be proud of what they sent.
And you know what? Email marketing in a nutshell is a beautifully designed email with a compelling copy, delivered to your audience (if you were to explain it to a 5 year old).
Of course there're strategies, segmentation & more, but if you fail to get the basics right, how can you expect a positive impact on your revenue in the first place?
This is what you should be aiming for:
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1-2% click rate
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30-50% open rates
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1-3 campaigns per week