5 Ways to Get More Eyes on your Emails in 2023


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Photo by Daria Pimkina on Unsplash

Emails do so much for your business. They can do wonders for your marketing and mold your audience’s perception of your brand. It’s also one of the most cost-effective and profitable ways to sell.

However, the best emails won’t succeed if people don’t see them. From growing your email list to ensuring your campaigns go to the inbox, you have to do everything in your power to be in front of people.

We’ve got five ways to get more eyes on your emails in 2023 and beyond.

1. Let people know about your email list

If people are reacting well to your emails, it makes sense that there are other people who would appreciate them as well. So, grow your list even more. If you want to entice more people to subscribe, signup forms are your friend.

First, don’t make people hunt for a way to get your emails. “Signup forms should be prominent and found throughout your site,” said Mirjana Miric, Marketing Specialist at Mailtrap. Miric went on to elaborate: “It’s a great idea to also entice potential email subscribers on all of your social media platforms. Cross-promoting your email and social media content is an effective tactic to boost subscriptions.”

If you create other forms of media like podcasts, videos or webinars, why not explicitly invite people to subscribe? Don’t forget to tell them quickly what the benefits are. Explain what they’ll get once they sign up to get emails from you.

2. Remove inactive/invalid emails from your list

In as much as you want people to sign up to get your emails, you also want to get rid of the dead weight. Did you know that there are a lot of email addresses that have no marketing potential? These seemingly benign addresses have a host of problems associated with them.

For instance, keeping harmful email addresses on an email list sends the message to Internet Service Providers (ISPs) that you are a spammer. This negatively affects your sender reputation, that the ISPs use to sort between legitimate email senders and the many spammers. That means even your engaged subscribers may not see your emails because they start landing in spam.

“There are also people who sign up for your emails and then their interest fades away. They stop opening your emails, but they don’t unsubscribe. You’ve got to remove them. Your open rates will go down and this signals to the ISPs and inbox providers that you are nothing but a spammer,” explains Vlad Stoian, SMTP Deliverability Specialist at ZeroBounce.

If you want to get eyes off of your emails, one of the surest ways is to skip regular email validation. Also called email verification, it’s the process where you identify the inactive and invalid email addresses so you can remove them. It’s something you should do no less than quarterly.

How do you practice effective email validation? First, find a good service. Upload your entire list and start the processing. In no time you’ll see all the problematic email addresses. Next, remove the bad emails without regret. They can’t help you, and low-quality emails can do a world of hurt.

A good email verification service should also provide you with an API to connect on all of those signup forms you have. That way you prevent bad emails from ending up on your list in the first place.

3. Create emails people can’t do without

This is easier said than done: create emails people really want. You can probably think of at least one email newsletter that you simply can’t imagine unsubscribing from. Why? Great emails make you want to open them.

Successful email marketing is always about creating emails that people get value from. “The ways people get value from emails varies greatly,” said Mailbird Operations Manager Christin Baumgarten. The email expert explained further: “Sometimes there’s an entertainment or humor aspect, or it may be an offering of regular, helpful information. Keeping an eye on your engagement rates is the best way to tell what your audience is enjoying the most.”

There are also emails that are in demand because they offer their readers significant discounts or unbeatable deals. What if you had certain promotions only available to your email subscribers? If you want more eyes on your emails, offer something exceptional and consistent. Easier said than done, but absolutely obtainable if you put in the thought and work.

4. Send the right number of emails – and do it on a schedule

Speaking of consistency, you really want to send your emails at regular intervals. There are two reasons for this.

  • Sending emails the same day of the week and time of day sends a message to ISPs and mailbox providers that you aren’t a spammer. Spam emails tend to be sent randomly, whereas legitimate email marketers are disciplined.
  • Using a set schedule allows your subscribers to anticipate your emails. There is an email newsletter I subscribe to that sends a new issue on the first day of every month. I look forward to it, and know it’s always going to be there. It arrives just like clockwork.

5. Make it easy for people to get off your list

This may seem counterintuitive, but one of the best ways to get more eyes on your emails is to make it super easy for the uninterested people to unsubscribe. It should be easier to unsubscribe than to just ignore you. An unsubscribe button that is hard to spot is a recipe for disaster. “If people have to hunt for a way to get off the list, they may hit the spam button first,” said email expert and Mailchimp Pro Partner Simon Harper of SRH Design. He drives the point home: “Getting spam complaints is poisonous to your email deliverability.”

Not only should an unsubscribe button or link be visible because it’s the right thing to do, but it’s also a legal matter. The CAN-SPAM act, enforced by the Federal Trade Commission, says that you must include a simple and prominent way for your subscribers to opt-out.

You only want people getting your emails if they really want to get them. It’s like romance. You can’t force it. When someone isn’t interested or even halfhearted, they just aren’t your customer. Let them go.


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