Skip to content

Best Practices Email Marketing

In a report by the Radicati Group, it’s been estimated that people will send and receive around 295 billion emails in 2015. This is an increase of around 2% from last years number. Although a decline in email marketing revenue has been predicted by several analysts, there are a number of business strategies to ensure best practices email marketing success to remain popular. To help you decide which strategy is best for your business needs, here’s a breakdown of seven different strategies and two bonus strategies to help you put these strategies into practice. The 1:1 Strategy – One of the oldest strategies used for business email marketing is the one-to-one strategy where each subscriber receives a unique customized message that relates directly to their needs and interests. This is also known as “relationship marketing”. Customizing your email marketing campaigns for each individual recipient could certainly boost your success rate if done correctly. However, one downside of this approach would be the difficulty in maintaining a large number of campaigns with personalized content.

There is a collection of best practices that can help an email marketer improve the overall quality of their email marketing. This can be achieved by following these best practices in an automated fashion to ensure that the process goes smoothly and efficiently, and in turn, improve the results of your email marketing.

Build a strong email list.

Building a strong email list is the first step to successful email marketing. To build your list, you can:

  • Add a sign-up form to your website. You should always have one place where contacts can sign up for your newsletter or other announcements. This is usually on the footer of every page, but it’s not always visible unless people subscribe to it there. If possible, add social sharing buttons so that people can also share this link with their friends and followers—this helps grow your community as well as get more subscribers!
  • Promote your subscription on social media. Social media is an excellent place to promote anything related to your business, including email subscriptions and campaigns (more on those later). People tend to be more receptive when they see things in their newsfeeds than when they’re searching for something specific in Google or another search engine; seeing something interesting enough that they want more information from me seems like a good way into my inbox!
  • Use contests and giveaways if possible–both are effective ways of getting people signed up for emails without having them feel like this was just another marketing tool being used against them… which we don’t want either!

Use segmentation to personalize your email list.

Use segmentation to personalize your email list.

Segmentation is one of the most powerful tools in your marketing arsenal, allowing you to reach the right audience at the right time with the right message. It’s also a great way to use data-driven marketing — those who have already interacted with you are more relevant than those who haven’t. By using segmentation and personalization, you can make sure every single person on your list receives an email that is relevant and interesting for them as an individual, which will increase open rates and clickthrough rates.

Create an email schedule.

You should also consider when you send your emails. For example, if you want to capture a lead before they leave for vacation, try sending your email in the weeks leading up to their departure.

On the other hand, if you want to capture someone who just signed up for something valuable from your company (like an ebook), it may be best to wait until after they’ve had a chance to read that material before sending them more information about other products or services they can purchase from you.

Write compelling copy and headlines.

Write compelling copy and headlines.

If you’ve been in the email marketing game for any amount of time, you know that the key to a successful campaign is writing compelling copy and headlines. In fact, these two components account for more than half of your email’s open rate – so spending some time on them will definitely pay off!

To write great copy:

  • Use action words in your headlines. These are words that make people want to do something – like “watch this video” or “read this article.” Instead of using passive language such as “here’s an interesting article about…” or “there’s something new happening with,” try starting with an active verb instead (e.g., “this video will show you how…”). This way it feels like there’s something happening right now rather than after they click through – which makes readers more likely to actually click!

Optimize for mobile devices.

Optimizing for mobile devices is a good idea for all businesses. Using a responsive design, which automatically adjusts the layout of your email to fit any screen size, is the best way to ensure that your emails look great on any device.

The easiest way to check whether your email will look good on mobile devices is by sending it yourself and opening it on a tablet or smartphone. If you have access to Litmus, we recommend using our Preview tool to preview how your email will look in different mobile browsers.

Optimize your subject line length.

  • Keep your subject line length under 50 characters.
  • Use an email subject line tester.
  • Emojis work in some cases, but not others. Use them sparingly and only when you see them used as a best practice by industry leaders or influencers.
  • Personalize your subject lines for each recipient (this is what we do with our emails).
  • Use actionable language: “free report” is better than “report”; “apply now” instead of “apply.”
  • Include a benefit: people want to know what’s in it for them if they open your email and read it through to the end! The more benefits you can list, the better chance you’ll have at getting someone interested enough to click on that link! (A benefit could include something like: “Get access to exclusive content,” or “Win $1 million dollars!”) The more specific these benefits are, the better chance you have at getting someone interested enough to click on that link! (A benefit could include something like: “Get access to exclusive content,” or “Win $1 million dollars!”)

Create an engaging preview text.

The preview text of your email is a summary of what users will find inside. It’s important to make sure it’s relevant to the content of your email and that it doesn’t give away too much information. Keep in mind that you need to keep this short and captivating—you want users to click on it!

Your preview text should be brief; don’t force readers into reading an entire article just by giving them a short, tantalizing taste for what’s inside. Instead, use words like “learn,” “discover” or “read” if you’re trying to get people excited about your product or service—it’ll make them more likely to open up the message than if they had no idea what was going on!

Include a call-to-action in every email you send.

You should include a call-to-action in every email you send. This can be as simple as “Click here to sign up for our newsletter.” The CTA should be clear and concise, and it should be directly relevant to the content of your email.

A call-to-action button is much more effective than a URL link because buttons stand out from text better than clicks do. When people see your brand name surrounded by links in an email, they might not realize that it’s actually a link until they hover over it or click on one. If you use buttons instead, there won’t be any confusion about where to click!

The best emails are the ones that engage with their audience

This is one of the most important aspects of good email marketing: making sure that you’re engaging with your audience. In order to do this, you need to always think about what they want and how your emails will help them. If they want information, send it through an email newsletter. If they want something more interactive or fun, include a link to a webinar or event in your next campaign.

It’s also important to keep in mind that what works for one company might not work as well for another. You should use segmentation tools when sending out messages so that each recipient receives content that is relevant to their interests and needs. For example, if someone has visited your website recently but hasn’t purchased anything yet, then maybe they’re just browsing at this point and aren’t ready yet; however if someone hasn’t been on our site at all then there must be some reason why (maybe because we don’t have products available yet). This can help us tailor our messaging accordingly before sending something out into cyberspace where no one will read it!


When it comes to email marketing, there are a lot of things to consider. A few things that come to mind are: 1) Recipients can ignore your emails and 2) Technology evolves rapidly and you have to stay up-to-date for best practices. With how fast technology advances, it is a challenge since you always want to be sure that your emails are reaching the inboxes of your recipients. However, there have been plenty of tricks used in the past that have proved effective no matter what trends arise. Stay ahead of the trends as they develop so you will always be in a place where you can be successful with your email marketing campaigns.

Leave a Reply

Your email address will not be published.