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Best Practices Marketing Email Tips

Marketing emails have been around for a long time, but that doesn’t mean there aren’t new best practices. Here are some tips to help your email marketing stand out in the inbox:

Email marketing is constantly used by many companies. It has incredible power for your business as you can send a message to a targeted number of clients every day. But that doesn’t mean that it is easy to promote your brand with an effective email marketing campaign. That’s why you need some email marketing best practices.

Know Your Audience

You need to know your audience and what they want.

You should also know the best ways to reach them. Make sure you are providing the right kind of content for the right audience.

It’s important to remember that not all audiences are created equal, so if you’re trying to attract a younger demographic than an older one, make sure you’re addressing their needs as well as those of their parents or guardians who will be making purchases on behalf of their children (or grandchildren).

Set Goals and Work Backward

  • Set goals and work backward
  • Start with the end in mind
  • Focus on what you want to achieve
  • Get specific

Have a Clear Goal for Each Email

When you’re creating a marketing email, it’s important to have a clear goal for each one. What do you want to achieve with this email? Do you want your subscribers to visit a new page on your site, or do something specific like sign up for an event or download something?

Whatever your goal is, make sure that it’s simple and relevant. If the offer doesn’t align with what they’re interested in and there’s no benefit to them reading the message, they won’t take action on it. Make sure that when writing the subject line of an email promotion that you are focused on getting people excited enough about what they can get from clicking through rather than giving away too much information early on.

Write an Engaging Subject Line

A subject line is the first thing a person sees in their email inbox. It’s your chance to pique the interest of a potential customer and reel them into your message.

Before you set out on writing an engaging subject line, there are a few best practices you should keep in mind:

  • Make it specific and personal
  • Keep it short, but don’t be afraid of long ones if they’re relevant (like with an article)
  • Make people curious about what’s inside the email and use words that convey that intention, like “must” or “secret” (for example: “This secret will change your marketing forever.”)

Optimize for Mobile Devices

To make sure your emails are optimized for mobile devices, you should:

  • Use a responsive template. To ensure that your email looks great on any device, use a responsive layout with your email marketing software. This means the design will change based on the screen size of the device being used to view it. You can test how well your emails look on different devices by previewing them in Gmail or in an email service provider like MailChimp’s web app (for both desktop and mobile).
  • Keep image sizes small. Large images can make it difficult for users to see content clearly when viewed on smaller screens like smartphones, so use mostly text instead of images in your emails if possible—and make sure those images are no wider than 600px total width (or 480px if they have more than one column). For example, check out this recent campaign from Netflix:

Keep the Formatting Simple

  • Keep the formatting simple. Your emails are going to be read on a variety of platforms and devices, so make sure that your text is left-aligned and not centered or right-aligned. Avoid using italics or underlining; instead, use bolded text to emphasize important points. Never squeeze in too many images in your emails—they can easily become overwhelming for your readers.
  • Use a font that’s easy to read for all ages, such as Arial or Georgia (which are both sans serif), Verdana (serif), Tahoma (monospace), Calibri (sans serif but narrower than most other fonts) or Trebuchet MS (sans serif with rounded corners). A clean layout will keep things simple and uncluttered while making it easier for readers to scan through messages quickly without being distracted by clutter!
  • Break up blocks of text into short paragraphs so they don’t look intimidatingly long; this helps readers stay engaged as they breeze through content faster than if each paragraph was one big block of text!

Include a Single Call to Action (CTA)

  • Include a single CTA. A CTA is the call-to-action that tells people what to do next. It’s your chance to get customers from your email into your sales funnel and ultimately, into the hands of your sales team.
  • Use a contrasting color for the button. This can be a different shade than the rest of the design or even white text on a dark background (but only if it fits with your brand).
  • Keep it above the fold. Your customer needs to see this button as soon as they open their email client so they can easily click on it without scrolling down too far. This also helps with mobile devices where there may not be room for much more content than this inline CTA at all!
  • Use an image instead of text in some cases when possible—it will stand out more versus words alone in most cases but keep in mind how easy it would be for some users who may not have access to images at all (iPod owners) might ignore such things entirely which could lead them wandering away from our site altogether…

Make it Easy to Share on Social Media

No matter how good your content is, if people can’t find it on social media, they won’t share it. While some email clients will automatically add a social media icon to the bottom of an email, others don’t. If yours doesn’t have them built in, don’t worry! There are plenty of great options out there that make adding social sharing buttons easy.

Here are just a few:

  • AddThis (
  • MailChimp (

Most email marketing services offer a way for you to add social media icons with just one click—even if your template doesn’t have them built in already!

Don’t Forget to A/B Test Your Emails

A/B testing is a powerful tool for improving metrics like click-through rates and conversion rates.

A/B testing is simply running two or more versions of an email at the same time, and then measuring which one performs better. It’s similar to split testing (in fact, you might call them “split A/B tests”). The goal with split A/B tests is to find which design will perform best on your website or landing page. For example, if you want to increase conversions for a sales funnel page, you could use one version of the page that has all your most important information at the top — like product description and pricing — and another version where those elements are hidden behind a button labeled “Learn More.” If people were more likely to convert from this second version of the page, then you would know that hiding these elements would lead them closer toward making a purchase decision sooner rather than later in their journey through your sales funnel process.

In email marketing it’s important not only to get subscribers reading through past emails but also clicking links within those emails as well; this will help increase engagement with both leads and customers over time so they continue opening future messages too! When someone clicks on links within an email message such as “Learn More” or “Register Now,” they’re essentially telling us they’re interested in what we have available today.”

Build your email campaign wisely to improve engagement.

The key to a successful email marketing campaign is to build it wisely. If your strategy isn’t right, you’ll likely receive low open rates and clickthrough rates—and your business will experience poor engagement from customers. To improve the results of your emails:

  • Make them personal
  • Design for mobile
  • Improve your copy
  • Use a call-to-action (CTA)
  • A/B test different CTAs and subjects

You can also use segmentation to improve delivery by sending different content based on who opens the email or clicks through. For example, if someone has opened an email containing a pop-up alert about their order status, you could send them information about product updates in their next mailing. Or if someone has clicked on a particular link in one of your emails before, you might include that link again in another one of your campaigns as a way of rewarding repeat engagements with content they already like.


Overall, the best practices I’ve shared in this article should help you to create a marketing email that is effective at generating leads and helping your business to grow. If you follow these best practices and keep them in mind, then you will be able to use emails as a valuable tool for gaining new customers

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