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Best Practices For Email Marketing

Email marketing is one of the most effective and cost-effective ways to promote your brand, raise awareness, and earn new customers. Every year marketers spend millions of dollars on methods to increase return on investments.Some of the most effective email marketing trends are those that you plan out properly. This can mean just about anything from: the timing and frequency to the copy used for your emails, to how many email addresses you collect from a single individual. It is all about your goals, even when it comes to email marketing best practices, the goals are at the top of the list. You will have a lot of choices to make in terms of what you plan on achieving with your email campaigns.

The latest Email Marketing statistics are out, and it’s clear that email marketing remains a valuable tool for marketing teams to use. But with the continuation of ever-growing competition, new companies being born, current industry trends, and consumers becoming more and more numb to marketing emails what can you do to gain an edge over your competitors? Sending emails to your customers regularly is the best way to create a reputable brand in your market.

Have a clear CTA

When it comes to CTAs, the most important thing you can do is make sure they’re clear. Just like with landing pages, you want your users to know exactly what they’re supposed to do next.

  • Use smart CTAs. You don’t want too many calls to action in an email—no more than three at the most. The more options you give people, the less likely they are to act on any of them (this is called choice overload). If there’s too much going on in your email and you include multiple links or buttons within one message, your readers will be confused about where exactly it is that you expect them go next.

Test everything

  • Run A/B tests on everything. Tests are the best way to find out what works, and also help you understand which of your assumptions might be wrong.
  • Test your subject lines. What do people want to read? What words and images grab their attention? How long should your subject line be?
  • Test different email designs. Does one look better than another? Does it make a difference if the layout is more horizontal or vertical, or if there’s an image at the top of the email instead of in it?
  • Test different calls to action (CTAs). Which CTA gets more clicks: “Click here!” or “Get my free report now!” If you can measure how many times people click each button in an email campaign, you can discover which CTA works best for your audience – and then use that information to inform future campaigns with similar CTAs.

Incentivise your subscribers

Remember to incentivise your subscribers and provide something of value for them.

  • Offer a competition: Give away a prize, such as a gift card or discount code. This will encourage people to sign up in order to win the prize!
  • Create an incentive for customers: Reward loyal customers with discounts based on their purchase history (e.g., if you run an online store).

Personalise, personalise, personalise

Personalisation is a crucial element of email marketing. The more relevant your emails are to each individual recipient, the more likely they are to be read and acted upon. Personalisation tokens offer an easy way to insert specific data into your email templates. For example, if you want to insert the recipient’s name in a certain location (such as their inbox or subject line), use a personalisation token instead:

  • {{RecipientName}} appears where you want it
  • {{RecipientEmailAddress}} appears where you want it

Make it mobile friendly

Mobile devices now make up the majority of email opens, and this number is only growing. For example, in 2016 mobile devices accounted for 75% of email opens while desktop computers only made up 25%. If you have an email marketing strategy that isn’t working with mobile devices, it’s time to update your approach.

The best way to ensure that your emails are responsive and work well on mobile devices is to test them yourself on your phone before you send them out. This is especially important if you’re using HTML coding or images in your emails since these may not transfer well across different platforms. To test the responsiveness of an email:

  • Open the email on a desktop computer first (or switch between desktop and mobile)
  • Check that all links work correctly so they can be clicked on by users accessing their inboxes via their smartphones or tablets

Use subject lines to tease a benefit

Use subject lines to tease a benefit.

Subject lines should always be relevant and concise. It’s also helpful to make it clear what the email is about by telling the reader what they can expect from the content. For example: “Subscription Update” or “Your Monthly Newsletter.” If you are running a promotion or event, include that in your title so people know why they’re reading this email: “Free Shipping on All Orders” or “Award Winning Week!”

Be consistent with email frequency

Now that you’re armed with the data, how do you know how often to send emails?

In short: it depends. The type of business you have and the type of content you’re sending will make all the difference in how often you should be emailing your subscribers. For example, if your business model revolves around daily deals or flash sales, then there is no reason why an online retailer couldn’t send multiple emails per day. On the other hand, if you are a B2B company selling complex enterprise software tools for large corporations who need more time to digest each piece of content before moving on to another one (and more likely than not will require some form of follow up support), then sending 3-4 emails per week may be sufficient—and maybe even too much.

Either way, once again it all comes down to balancing engagement with frequency: if people aren’t engaging with your messages then increasing frequency won’t help matters either way; likewise if engagement rates are high but people unsubscribe from your list after receiving several messages in a row without any breaks between them (e.g., when an ecommerce site sends out an email about its latest sale every day for two weeks straight).

Keep your audience engaged

One of the most important things you can do as a marketer is to keep your audience engaged. This means creating a personal connection with your customers, keeping them interested in your products and communicating regularly with them. It also means building trust, sharing valuable information, and making sure they’re up-to-date on any new product releases or news announcements.

If you want to stay top-of-mind with customers then it’s important that you don’t just send an email or tweet out once every few months; instead, use email as part of an ongoing relationship strategy where you provide value consistently and over time.

Optimise your database quality and size

If you’re going to send email, make sure your list is clean and up-to-date. You can do this by segmenting your database into smaller chunks and sending relevant emails to each group.

For example, if you own a clothing store, you might have separate lists for men’s shirts vs women’s shirts. You could also include categories like size (small, medium etc) or colour (blue or red).

This will save you money because it cuts down on the number of people who receive irrelevant content from your business; it also helps keep subscribers engaged with the content they receive from you as they know what kind of messages are coming through their inboxes at any given time.

Optimise for deliverability

Email deliverability is the ability of an email to arrive in a recipient’s inbox. Deliverability is important because if your emails aren’t delivered, then you’re not going to get any conversions and your business won’t grow.

But how does one ensure high deliverability? Let’s take a look at some of our best practices:

  • Send from a domain name that matches your sender ID (email address) – if you’ve purchased an email marketing platform, it should already have this set up for you. If not, do so immediately! You don’t want someone reading their spam folder because they think they’re getting spam from the same company twice (once in an email and again when they open their spam folder). The best practice would be using both addresses on every message sent out by the company account (to prevent confusion among customers) but that can be confusing for some people who might not know what “from” means or why it matters which address they use as long as there are no typos/accidental mis-categorization; therefore only send from one address unless absolutely necessary due to technical limitations like those mentioned above

Email marketing is still effective.

Email marketing is still effective. It’s a good way to build trust with your audience, build brand awareness and drive over time revenue.

Email marketing can be used to:

  • Build your community
  • Get feedback from users


So with these email marketing best practice tips, you will be better prepared to engage your audience and provide insights that are relevant to your clients. Remember to consider who is on the receiving end of the email and keep them in mind when crafting content. To get more people on your list, run a campaign from your website’s blog as well as social media. Don’t cram too much information into one email; spread it out into several segments with links to other articles or sources of information. You should also try to keep the emails flowing on a regular basis.

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