Email Optimization

Last Updated: June 10, 2025

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Maximize Performance + Drive Results: Exploring the Benefits of A/B Testing

Define your objective:

• Open Rate: This metric is the percentage of contacts that have opened your email out of all contacts who had the email delivered to them.
  • Testing different subject lines, from names, preview texts + from addresses will allow you to identify what drives your audience to open your email. 
• Click Rate: This metric is the percentage of contacts that have clicked on a link in your email, out of the contacts who had the email delivered to them.
  • Testing different email content - copy, placement + styling will allow you to identify what drives your audience to engage and click within your email. 
• Click-through Rate: This metric is the percentage of contacts that clicked a link in your email, out of the contacts who opened your email.
  • Testing different subject lines, from names, preview texts, from addresses + email content - copy, placement/styling will allow you to identify what drives your audience to open your email + interact within your email. 

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Unlock Personalized Communication: The Power of Audience Segmentation

Deliver personalized, targeted messages by grouping contacts based on factors like behavior or demographics. This approach improves engagement, boosts open and click-through rates, and drives conversions.

Ways to Segment:

Segmentation can be beneficial when scheduling an email. The HubSpot team can segment based on the following:

✔️ Contact clicked on a link (can choose specific link in email)
✔️ Contact opened email
✔️ Contact opened email but didn’t click a link
✔️ Email was delivered to contact, but didn’t open it
✔️ Email was sent to contact, but they didn’t click a link

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Automate Outreach + Nurture Audiences: The Goal of Drip Campaigns + Automations

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Email Content Reminders

• Subject lines: Focus on having subject lines between 6-10 words (or under 50 characters) to ensure it is being displayed correctly and still grabs attention. 
  
  • Focus on curiosity, urgency and personalization
  • Utilize “action-oriented” language like “Don’t Miss Out” or “Grab My Spot”
  • Emojis can/should be tested 
• Brand consistency: Ensure email design is cohesive with the eXp entity, social media, brand guidelines, among other brand touchpoints. 
• Valuable copy: Email copy should serve a purpose to the reader. Share customer testimonials, to give more relatable content. 
  • Utilize urgency and scarcity to drive action in the email
  • Each CTA should have a clear benefit associated with it

• Interactive content: Use polls, quizzes, or simple questions to get the reader to interact with your email.
• Cultural references: Use trending topics in a witty or smart way to make your emails feel timely and relevant to today. 
• Gamification: Introduce fun elements to your emails, such as countdown timers, to engage your audience. 

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Email Optimization Statistics

• Email content: Email viewing for a user is 10 seconds. All necessary email content should be visible within 10 seconds. 

• From names: Test different from names, like the below examples:

• Subject lines: Test different subject lines, like the below examples:

• CTAs: Test different CTAs, like the below examples:

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Optimal Send Times

Please see the Marketing Automation Calendar for further details on the best performing/average performing/low performing days to send emails.

• “Sales Email” schedule: Send 3 emails over a 10 day period using the give, give, ask email method.