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Best Practices For Email Marketing Campaigns

Marketing should be part of your business plan. In fact, the right marketing strategy can set you up to succeed years into the future. A solid foundation that is built around marketing will provide you with a plan to reach new customer and encourage communication while keeping loyal customers “loyal”. As human beings we all respond to different network, interaction and advertisement strategies. Understanding and being able to implement the best practices when it comes to email marketing campaigns has been proven through extensive testing and evidence to get positive results.

We’re surrounded by best practices. They’re everywhere, pervading your world through a variety of mediums, from newspapers and magazines to the Internet. Best Practices magazine, for example, is all about helping businesses find ways of improving their performance through recommended courses of action. Best practices are helpful tools, empowering people with methods they can utilize to get more out of life.


  • Send newsletters on a regular schedule.
  • Include a mix of content in your newsletters, including images, links and text.
  • Personalize the subject lines of your newsletters to ensure higher engagement and open rates.
  • Consistency is key! If you want people to keep reading your emails, make sure that you’re sending them on a regular basis—and that you don’t miss an issue (or two or three). You can also use automation software like MailChimp’s A/B testing feature to test which days work best for sending out your newsletters so you’ll know when to plan ahead for future campaigns.
  • Optimize email campaigns for mobile devices by using larger fonts and shorter paragraphs without too many line breaks; this makes it easier for readers who are using their smartphones or tablets as they may not have access to large screens like desktop computers do

Welcome Emails

Welcome emails are crucial to establishing your brand and a good first impression as well. They should be sent immediately after a user signs up for your email list, so that they have a sense of what to expect from your company.

A welcome email can also set expectations for the types of updates you will send them, as well as giving the user their first offer or discount code. This will make them feel valued and encourage them to come back for more once they’ve had time to experience your brand’s personality through its content marketing campaigns (such as blog posts).

The best way to ensure that enough time has passed between a subscription being completed and the welcome email being sent is by having an automated process in place that runs every morning around 8AM PST/11AM EST (or whatever works best for your audience). It’s important not only because it gives users something right away but also because it shows other team members where they stand with emails—and how much work still needs doing!

Abandoned Cart Emails

Abandoned cart emails are a great way to get customers who have added items to their cart but have not completed the purchase. You can increase sales from these abandoned carts by sending targeted, personalized emails within 24 hours of when the customer left the checkout page.

When you send an abandoned cart email, it’s important that you use social proof with an image of other shoppers who have purchased something similar to what your customer was about to buy. This is especially helpful if your company sells high-end products or services that people may be unsure about purchasing online. Letting customers know other people have purchased will help reassure them and encourage them to complete their purchase as well.

Another effective way of encouraging purchases after someone abandons their shopping cart is by offering a discount on one of these items in exchange for completing the transaction right then and there (rather than waiting until later). For example: “We hope you enjoyed looking through our selection today! If so, please take advantage of this code before midnight tonight so we can get this shipped out tomorrow morning!”

Confirmation and Receipt Emails

Confirmation and Receipt Emails

Confirmation emails are sent immediately after purchase, and include order number, date, and total price. The confirmation email should also contain shipping address along with billing address. The best way to do this is by asking customers to input their information (shipping address) on the web page where they are making a purchase.

This could be done using a service like which makes it easy for you to create an on-site form that you can use for this purpose. You can then embed this form into your confirmation email template so that when someone creates an account through PayPal or Stripe (or any other payment method), all of the relevant data is already available in one place when they receive their confirmation email!

Abandoned Browse Emails

The first step to these emails is sending the user an email with their cart still in their abandoned shopping cart. You can use a simple subject line and include a list of products from the category they had been browsing. Tell them that you’re going to empty their cart, but if they want to get back what they put into it, click on the link below.

Include a discount code or free shipping offer as well so that consumers feel like it’s worth clicking through instead of just abandoning their carts for good. It’s important not to give too much notice about emptying out their carts because you don’t want it being too late when they actually do take action after seeing this email!

Post-Purchase Emails

After a customer has made a purchase, you can send them an email to further build brand loyalty. To do this best, you’ll want to make sure that your emails are:

  • Relevant and timely. They should be sent within 24 hours of the initial transaction or soon after.
  • Personalized and targeted. Your customers will want to feel like they’re part of your company’s family, so don’t send emails that don’t seem tailored specifically to them.
  • Directly related to their purchase(s). If someone buys a pair of shoes online but then receives an email about how great your new line of handbags is, it might seem odd—but if they bought both those items from you previously (or have browsed through them), then this form of post-purchase communication makes sense!

Recommendation Emails

  • Personalized: These emails are sent to users based on specific content, such as the products they have viewed or purchased. For example, if you’re sending an email recommendation email and a user has recently purchased a winter coat, they will see recommendations for summer clothing items.
  • Relevant: This type of recommendation is based on the user’s entire shopping history with your company and all their interactions with other parts of the website. The goal here isn’t just to send people offers for things related to what they currently have in their cart but also keep them up-to-date with new products that might interest them.
  • Timely: When sending out recommendations via email marketing campaigns, make sure that these messages contain timely information about upcoming sales or events so that customers know when it’s best for them to purchase an item (or several).

Transactional and Trigger-Based Emails

Transactional and trigger-based emails are emails sent to users based on their previous actions or the actions of other users. These emails are usually triggered by a user’s activity, such as purchasing something online, or signing up for service via an automated email.

> Recommendation Emails: recommending products based on past purchases

> Automatic Emails: sending receipts, passwords, and other information to customers after they’ve made a purchase

For example: if you’re shopping online at Banana Republic, you may get an email from them asking what size pants you’d like to order when your current pair wears out. This is a transactional email that’s been triggered by your specific activity (purchasing) and is sent only once per purchase.

Resend to Unopens Emails

  • Resend to Unopens emails.
  • Add a personal touch to the message.
  • Change the subject line.
  • Use an automated tool to do it for you!

Adding personalization is important because it makes your email look good on mobile, which is where most people read their emails now.

Email marketing campaigns can be highly effective when done right.

Email marketing campaigns can be highly effective when done right. Like any science or art, the process of email marketing requires skill and practice to be mastered. But once you do, you’ll find that it’s an incredibly powerful tool for building relationships with your customers and prospects—and building your brand in the process.


Email marketing is one of the most effective channels to promote your products. Even so, when you send out an email to your subscribers you want them to open it and read it. According to statistics, an email with the subject line that grabs attention will increase click-through rate by 97% over a boring subject line. A good call-to-action will also increase your open rates and even your conversions. If you are looking for some best practices for effective email marketing, here a few ideas from Econsultancy’s recent report on the topic:

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