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Best Practices In Email Marketing

Email marketing is still a crucial tactic to help your business grow. That said, it can be difficult to know how to make the strategy most effective. Read on for four of our best recommendations to help you get the biggest return on investment (ROI) from your email marketing campaign.

Email marketing is a great way to reach your customers. However, this channel has been overused and abused in the past few years so you need some best practices to turn your email marketing campaign into a successful one.

Emails that get opened say something of value in the subject line

Make sure that the subject line of your email is useful, clear and concise. A good subject line can be a question, an offer or promise, a problem, a tip, a surprise or even personal.

  • “How To Get Your Cat To Stop Scratching The Furniture”: This is an example of a problem-focused email. If you are looking for more leads on how to stop your cat from scratching furniture then this is the perfect subject line for you!
  • “10% Off Our Best Selling Product”: This is an example of an offer-focused email. If you are looking to get more sales from your products then this might be what you need!

Average email open rate in 2020 was 21%

It’s important to keep in mind that email open rates are calculated by the number of emails opened divided by the total number of emails sent, not just those that were opened. So if you get 10% more sales this month than last month, but your list grows by 20%, your overall open rate will still be lower.

A recent study by Return Path found that over 60% of all emails sent aren’t even opened at all, which means roughly 40% are being read completely (or partially).

Relevance is key

While the content of your emails is what will keep your subscribers reading, relevancy is just as important. If you send a newsletter that’s only relevant to one segment of your list, or if it doesn’t contain any information they would find useful, they may not open another one in the future.

That’s why we recommend creating a separate list for each major category of products or services you offer. That way when you’re planning out an email campaign for each segment, it’ll be much easier to make sure everything within those campaigns stays relevant and interesting to all members of their respective groups!

Don’t send emails too often

There’s no hard and fast rule for how often you should email your customers, but it’s important to avoid sending too many emails. This is especially true for ecommerce sites that offer a subscription service or membership, in which case the customer has signed up for regular emails from you. Some companies send out daily newsletters; others might send weekly or monthly updates about promotions, sales, or blog posts.

If you’re sending too many emails, your readers will become annoyed with constant pings from their inboxes every day or two—and they’ll stop opening them altogether! Don’t worry if this happens; just ask yourself if there are any ways in which your emails could be improved so they’re more likely to get read. Also consider how frequently other companies in your industry send out similar kinds of messages (and compare yourself with them).

Email frequency varies by company size

If you have less than 1 million subscribers, send emails twice per month. If you have between 1 and 5 million subscribers, send emails once per week. Once you get to more than 10 million subscribers, it’s best to only send out two or three times a year.

An email campaign does not need to be complicated

Don’t overthink it.

The first step to creating an efficient email marketing campaign is to strip away all the clutter and just focus on what matters: communicating with your subscribers in a way that helps them reach their goals. Don’t worry about being perfect right away, just get started with something simple and expand from there. The less time you spend worrying about your message, the more time you can spend making sure it resonates with your audience!

Start by keeping your email short and sweet. If you can keep it under 400 words (about 3 sentences), even better! This allows the reader to get through the entire message without needing to scroll down or look for additional information elsewhere on the page (which will lead them elsewhere). It also allows them time space between different sections of content so they’re not overwhelmed by too much information all at once—and remember: people only have so much attention span!

Using your own domain for emails increases deliverability

One of the best ways to ensure that your emails reach your subscribers’ inboxes is to send them from your own domain. This helps increase deliverability, which means more people will open and read your emails.

When you send a newsletter from a third-party email service like MailChimp or Constant Contact, there’s always some risk that it won’t make it into the inboxes of all recipients. That’s because some ISPs consider these types of services low quality and may blacklist them or add them to a junk folder automatically.

If you use your own domain name instead, then when someone subscribes to receive emails from you they are actually signing up for messages sent directly from – not an address provided by another provider like Constant Contact or Aweber

Following best practices improves open rates

By following best practices, you can be assured that your emails will get opened with higher frequency and generate more clicks. This results in a higher number of conversions for your business, which leads to an increase in revenue and profitability.

What does successful email marketing look like?

So, what does successful email marketing look like?

  • Increases sales.
  • Builds trust and credibility.
  • Builds brand awareness.
  • Increases repeat business.
  • Builds relationships with customers and prospects by providing them with added value (free reports, coupons).
  • Increases referrals through sharing your content with others in your target audience via social media platforms like Facebook, Twitter and LinkedIn as well as by sending them emails that encourage them to share your content with their friends or family members (think of it like an invitation card via email). This can also include invoices sent from suppliers/vendors directly into the inbox of recipients who are interested in purchasing items from those vendors.

How to develop a strategy for email marketing

The first step to developing a strategy for email marketing is setting goals and objectives. When you are creating an editorial calendar, it’s important to know what your audience wants from you and how they want to be contacted. For example, if someone subscribes to your newsletter or opts-in for emails on your website, that may indicate they want more personal emails with original content as opposed to generic newsletters.

If you’re unsure what type of information subscribers would enjoy seeing in future campaigns, research some of the top performing email campaigns currently running within your industry or vertical market. Segmenting data is also helpful when determining which types of emails resonate with different segments of customers (as well as identifying which ones don’t).

Key Email Marketing Metrics and KPIs

Key Performance Indicators (KPIs) are important. They help you understand how your email campaigns are performing, what works and what doesn’t, and they enable you to make data-driven decisions.

There are many different types of key email marketing metrics, such as open rates, click-through rates (CTR), unsubscribe rates and bounce rates. You can also track the number of new subscribers added over a specific period of time or the average lifetime value of a customer who signs up through an email campaign.

When it comes down to it though, these metrics boil down to one thing: return on investment (ROI).

How to write an effective subject line

Subject lines are the first thing your readers see, so it’s important to use a subject line that will intrigue them and make them want to read the email. An effective subject line should convey what the email is about. For example, if you sent out a newsletter about an upcoming event at your company, you would want to include “Event Reminder” or “Event Information” as part of your subject line.

If you want your email to stand out from other emails in their inboxes (and who doesn’t?), try using words that create curiosity or emotion in order for readers to be compelled enough by what’s written in them. Think about how many times you’ve seen someone click on an article with an attention-grabbing headline like “Is Your Cat Planning To Murder You?” or “The 15 Most Amazing Coincidences That Happened Last Month.” These types of headlines are designed specifically to get people interested enough in reading more—and they usually do!

When coming up with ideas for a great subject line, keep it simple and personalize it as much as possible while still conveying information that people can understand without losing interest too quickly. Make sure each sentence flows into another one well so there aren’t any awkward pauses between concepts being presented–this makes emails easier for readers’ brains process when reading through messages later on down stream***END OF SECTION

How often should you send emails?

The frequency of your emails is an important part of the equation. There’s no set formula for how often you should send and what kinds of content you should share, but these are some key questions to ask:

  • How often will your subscribers want to receive emails from you? This is typically defined by the type of business that they’re in, so it’s different depending on industry.
  • How often do you have something to share? If there are gaps between your email campaigns, that’s okay—you can always use those gaps as opportunities to focus on other parts of your marketing strategy. However, if there’s nothing going on and no new content coming down the pipeline, then maybe it’s time for an email blast! In any case, try not to overdo it; people won’t want more than one or two messages per week at most (and even then there needs to be some variety).

What type of content goes in an email?

You’re going to want to use a mix of text and images in your emails. The right mix will help you capture attention and keep the reader engaged. A good rule of thumb is that emails should have no more than 10 percent of their space devoted to images, so they load quickly on mobile devices. This creates an opportunity for you to use video clips to grab readers’ attention and promote engagement with your brand.

The best way to determine what content types work best for your audience is by conducting detailed research into their demographics and preferences through surveys or focus groups, as well as by monitoring which types of offerings are most popular among current customers. To create a successful email campaign that engages customers at every stage, create a mix of content types within each message: product information (e.g., promotions), personalization (e.g., greetings from employees), or entertainment value (e.g., funny videos). At the very least, include one call-to-action per email campaign—this could be anything from “click here” buttons in newsletters; links within blog posts; or coupons at checkout pages—and make sure these CTAs are easy for recipients like yourself!

How do I get more people to open my emails?

  • Personalize the subject line. The subject line is one of the most important parts of your email. It’s what people see first, so you have to make it count! If a recipient sees a personalized subject line, they’re more likely to open your message than if it doesn’t seem targeted specifically for them.
  • Write about topics that matter to your target audience. You need to understand what topics matter most to your target audience in order to write an effective email marketing strategy. For instance, if you’re selling cars and trucks through emails, then the topic “How To Buy A Car” will be more relevant than “How To Buy A Truck.”
  • Use fewer words and sentences that are easy-to-read (simple & concise). When writing an email or newsletter content block – especially if it has any links – try using bullet points or numbered lists instead of paragraphs with lots of text since this makes them easier for people who skim through their inboxes check out quickly without having needed read every single word thoroughly before moving on with life again!

Does the time of day matter?

Yes, the time of day matters. For B2B, morning is best. For B2C, evening is best. And Tuesdays are the day to send them all.

For both types of companies, send emails around 9:00 AM and 7:00 PM (the best times for open rates).

Email marketing is still important.

Email marketing is a powerful tool for marketers, and it remains to be a popular channel.

Here are some reasons why you should use email marketing:

  • Email is still one of the most effective ways to reach customers. According to the latest statistics from Statista, 59% of internet users prefer email over other channels like social networks or direct mail.
  • Email can be used to promote products and services as well as customer retention and education purposes like lead generation campaigns. For example, after purchasing an item from your eCommerce store’s website, you may want to send follow-up emails encouraging them to make another purchase or recommend similar items they might be interested in buying based on their previous purchase history with your company (i.e., Amazon).


I hope that these tips have been helpful and that they make email marketing easier for you. Email is an essential part of any digital marketing strategy, so if you’re looking to get ahead of the curve, it’s worth investing in this channel.

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