What Your Email Marketing Goals Should Look Like in 2021

Email marketing is always changing, but the events of 2020 have caused greater disruption than typical in the marketing world. It is incumbent to marketers to respond in a timely manner.

Let’s look at the email marketing objectives you should set for 2021.

In 2021, there are five email marketing goals to achieve in order to gain subscribers’ confidence.

With the turbulence of 2020, it’s time to return to firm ground with our audiences. We advocate taking a holistic look at your audience and marketing activities to end 2021 with a strong, engaged list of brand evangelists, rather than focusing on a single vanity measure to improve.

1. Be aware of your position.

If you don’t know your own figures, how can you know what you should work on? Rather than relying on outside experts to advise you which KPIs to prioritize this year, examine your data from the previous year and compare it to industry averages. This will offer you a clear picture of where you are now and where you should focus your growth efforts in 2021.

In 2020, we evaluated hundreds of emails from all over the world and from various businesses. The following are the overall averages:

The average open rate is 18.0%.

2.6 percent is the average click-through rate.

The average click-to-open rate is 14.1%.

Unsubscribe rate: 0.1 percent on average

Is there any metric that you have that is much lower than the average? If that’s the case, you should begin planning for the rest of the year there.

2. Reduce the time it takes to send a message

If you’re sending emails at a time when the bulk of your subscribers aren’t online, improving your subject lines can only get you so far. If you send your newsletter on the wrong day of the week, it may be buried among the dozens of other emails that individuals got between the time they received it and the time they checked their inbox.

As a result, optimizing your transmit time is one of the basic goals for 2021. You should, as always, test several send days to see which one works best for your audience.

However, we discovered that the greatest day to send email newsletters is Friday, while the worst day is Saturday.

3. Avoid using gimmicks.

We will see an increase in ethical marketing strategies in 2020. This indicates that customers are fed up with being duped by less-than-transparent marketing.

It’s time to ditch any strategy that captures email addresses without explicit agreement in your email marketing and embrace full openness instead.

We don’t automatically check an email list opt-in button at Campaign Monitor, and we expect customers to uncheck it if they don’t wish to join our list. Instead, we leave the option unchecked and ask clients to check it if they wish to be added to our mailing list.

We also use a two-step opt-in process. Before being added to our list, subscribers must click a “Confirm” button in an email.

Finally, we have an easily accessible preference center where subscribers may choose which types of emails they want to receive (or none at all).

This eliminates any ambiguity and ensures that everyone who opts in does so voluntarily and enthusiastically.

4. Keep your to-do list tidy

Cleaning your list entails getting rid of inactive subscribers.

This fundamental approach benefits your email marketing strategy as a whole since it ensures that your analytics are accurate and not skewed by subscribers who never open your emails. As a consequence, you’ll be able to make more educated decisions about how well your campaigns are progressing and what needs to be tweaked for better outcomes.

To keep your list clean, perform a re-engagement campaign to discover which dormant subscribers would wish to stay on it. Those that do not re-engage might be removed in bulk from your mailing list.

5. Keep your commitments to diversity, equity, and inclusion.

As a response to acts of systematic racial injustice, many organizations renewed or started diversity, equity, and inclusion commitments in 2020. This year is an excellent time to double-check that your marketing, particularly email marketing, is adhering to those commitments.

Last year, it was revealed that up to 54% of individuals do not believe they are culturally represented in online marketing.

So make sure you double-check your emails. Are all individuals (including POC, LGBTQIA, Baby Boomers, Gen X, Gen Y, Gen Z, and persons with impairments) represented in your visuals? Are you avoiding stereotypes and presumptive language?


Marketers in 2020 were simply trying to keep up with everything that was happening in the world. It may have been difficult to keep track of measurements and stick to 2020 goals that were set before the outbreak.

It’s a good time to slow down in 2021 and focus on email marketing goals that will help your business stay relevant no matter what happens in the world.

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