Sign up for your competitors’ email updates
The key to being better at email marketing than your competitors is research. Research allows you to gain a full understanding of what the competition does (and doesn’t do), and how you can fill in the gaps or excel in specific areas to gain the upper hand. The first step in research is to sign up for your competitors’ email updates. This is likely in the form of a newsletter, but may also give you access to their product promotions, sales announcements, and company updates. Email updates are all about getting the basics right. So, immediately you will be able to review their email design style, tone of voice, subject line creativity, communication frequency, and basic personalisation such as first name. Ask yourself the following questions:- Do their emails stand out in my inbox?
- Once opened, do the visuals grab my attention?
- Is there a clear objective to this email, or is it confusing and overwhelming?
- Does the CTA clearly encourage me to take action and click through?
- Do all of the links work correctly?
- Is their tone of voice engaging?
- Is their email frequency too much? Or is it so infrequent I forget they exist?

Purchase from the competition
Handing over your well-earned cash to your competitors may seem counterintuitive. But bear with us. Email updates are a great starting point for reviewing competitor activity, but the insight it offers is fairly limited. To really dig into your competitor’s email strategy you need to experience their buying journey. Which is only possible when you purchase from them. And the more engagement you provide the competitor, the more data they hold on you. Which could provide even more insight into how advanced their automation and personalisation strategies are. That being said, don’t dive straight into a purchase. Tease the competitor a little by browsing certain pages regularly, or adding items to your online basket. By doing so, you can see if this triggers any automations such as browse abandonment or basket abandonment. Once you have made a purchase and handed over your details, you have long term access to their email marketing. Keep a lookout for:- Purchase confirmations and delivery updates
- Welcome campaigns
- Post-purchase feedback
- Recommended product promotions, such as up-sell and cross-sell campaigns
- Anniversary emails, such as birthday celebrations
- Re-engagement campaigns
- Are the emails tailored to my past browsing and purchase behaviour?
- Are any recommended products of interest to me? Or do they feel generic?
- Are emails tailored to my location, such as language, currency, or seasonality?
- Do they effectively use my basic demographic details? Such as first name personalisation or birthday celebrations?
- Are emails only triggered from my own activity? Or am I receiving regular updates?

Automate your processes
By now you should have a more in-depth understanding of your competitors’ email activity. And hopefully, you’re armed with a list of ways you can boost your own email marketing. We started this blog by stating that your email doesn’t have to be advanced to beat the competition. And we stand by that. However, we would still recommend considering email automation to improve your email marketing and beat the competition. That’s because with email automation brands can set up simple to advanced communications to run in the background with little manual input. Leaving the marketer more time to focus on improving strategy and keeping an eye on the competition. Email automation doesn’t have to be complex. You can start simply with a triggered welcome email or birthday celebration. And you can always advance to using automated personalisation within emails, such as dynamic content blocks to showcase the most relevant products.Analyse your own results
Gaining a full understanding of competitor activity is essential to stay ahead in a busy inbox. But it’s not the only element that should inform your email strategy. As well as watching competitors, be sure to watch your own results. Target audiences can change from brand to brand. Meaning that your competitors’ audiences may interact with emails differently, and demand different things from marketing. So keep a close eye on your open and click-through rates, as well as your unsubscribe rates and engagement over time. This analysis is even more important when it comes to testing out new email campaigns to trailing new strategy. Whilst a competitor may do something different to you, it doesn’t necessarily mean it is working for them. Or that it will work for your audience. So before making any drastic changes to your email, ensure you are AB testing alongside your regular email campaigns, to establish if those changes will really work for you and your brand.