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Best Practices Of Email Marketing

Stay on brand. Imagine you’re writing an email for McDonald’s—it wouldn’t make sense if it was written like an email from a luxury designer brand, would it? Your emails should always be on-brand and reflect both your audience and your industry.

Know your audience. Think about who you are writing this email for—do they work in a technical setting, or are they just trying to organize their fantasy football league? Knowing your audience is extremely important when writing content that will get read. An important aspect of knowing your audience is knowing the challenges and desires that keep them up at night. By speaking directly to those issues with highly relevant copywriting, you can ensure readers will be more likely to read (and maybe even take action).

Create urgency. Emails are designed to drive sales and conversion, so using language that creates urgency can help push readers towards taking action now rather than later. A few ways this can be done is by adding words like “today only!” or “limited time offer!” in the subject line or body of the text, including countdown timers showing how many days are left until a special deal ends, or including a fear of missing out factor such as “before supplies run out!” If readers feel they need to take action now in order not to miss out on something special or at a discounted price, there is more likelihood they will actually do it. This is also effective because humans tend not to like losing things—we want what we already have—so if we think we might miss out on something we already have access too (like free shipping), then that motivates us further into taking action as well. Plus, remember what I said about scarcity before? It applies here too

Build a strong list.

Building a strong, clean email list is one of the most important parts of your email marketing strategy.

  • Keep it clean
  • Verify email addresses in your list. If you have a large list, use an email verifier to verify that the emails are still valid and owned by real people. An email verification service can help you keep your list clean by removing invalid or outdated email addresses from it. This will give you more accurate data to work with when sending out future campaigns, which helps boost engagement and conversion rates.

Be Personal.

Be Personal.

  • Use the subscriber’s first name. It is easy to forget that each of your subscribers has a name and a face, but it’s important that you remember this when sending your emails. Always use their first name in the salutation of your emails, even if they are just business acquaintances or affiliates who have not met you in person yet. This helps create a connection between you and each individual person on your list and will make them feel more inclined to read what you have written and respond appropriately
  • Use an email address that is easy to remember or recognize (e.g., It should be easy for people who see it or hear it elsewhere in their inboxes or across social media platforms to know exactly who sent the message without having any confusion about which company could possibly be responsible for sending such information within the text itself

Be Mobile Friendly.

You should make sure your email is optimized for mobile devices. The majority of people are reading emails on their phones and tablets. You don’t want to see your great content get lost amongst all the other emails that look like they were designed by someone’s grandmother in 1997.

  • Make sure your email looks good on different screen sizes: When designing your emails, test them on different devices and email clients to ensure they look good on both large and small screens. If you’re using responsive design, this will be taken care of automatically by default (more about that below).
  • Use mobile friendly subject lines: Mobile users are often more distracted than desktop users so you want to make sure that the first thing they see when opening an email is interesting enough for them take action or click through one of your links.
  • Use mobile friendly templates: If you’re using a template from Mailchimp or Campaign Monitor, make sure it’s optimized for mobile devices as well as desktops (the most common mistake we see here). We recommend checking out these free resources provided by Unbounce which have been specifically designed with mobile users in mind:

Always send a Test Email.

Always send a Test Email.

Send a test email to yourself before sending it to the whole list. This is especially important if you have never sent emails using your newsletter software before, or if you are working with a new template that has been created for this campaign. You want to see if all of the images load correctly, and that the layout looks as intended in Gmail or Outlook on both desktop and mobile browsers.

Check that:

  • Your message is clear, concise, and relevant to the reader
  • It reads well on mobile devices (if applicable)

Use catchy subject lines.

To be successful, an email marketing campaign relies on the ability to get your audience to open your emails. The first step towards getting that coveted click is a powerful subject line.

The first thing people will see when they receive an email is its subject line. This means that what you write there will determine if it gets opened or not! If your subject line isn’t compelling enough, people will simply delete it without reading further – which means no chance at engagement and no potential for conversion.

A good subject line should make readers want to read more about what you have to say – but how do you write one? Here are some tips:

Make your message as visual as possible.

  • Include images
  • Include video
  • Include infographics

Use Responsive Templates for Email messages.

In case you’re using an email marketing tool, this should be a breeze. If not, there are some ways to make sure that your email campaigns look good on mobile devices. The easiest way is to use responsive templates in your email messages. Responsive design means that the content will adjust itself based on the screen size of the device viewing it (for example, smartphones and tablets). It allows you to create one message that looks good no matter what kind of device it’s viewed on!

The benefits of using responsive templates are numerous:

  • You’ll save time by only having to create one template instead of multiple ones for various devices;
  • Your readers won’t have trouble reading your messages if they’re viewing them on their phones;
  • Your emails will load faster than non-responsive versions;

The disadvantages are few:

  • Respondents may not get important information if they’re looking at something other than their phone or tablet (this could happen if someone forwards an e-mail);

Keep your contact lists clean.

Keeping your contact lists clean is the best way to ensure that you’re sending emails only to people who are interested in your content. If you send an email campaign with a bad list, then you’re wasting money on people who aren’t going to buy your product or service.

Email verifiers are a great tool for removing invalid emails from your email list. This can be done manually or by using an automated system, but it is important that they are removed so they don’t end up in other marketing campaigns later on. Some common reasons why an email may be considered invalid include:

  • The email was entered incorrectly during registration
  • The user has changed their password since signing up and needs to update their account information (such as name and address) before getting new codes sent to them through text message or SMS notifications about new updates
  • There was an error when entering their information into the database at signup

Use an email verifier to verify the emails in a mailing list.

In order to verify the emails in your mailing list and avoid being blacklisted, you will need to use an email verifier. An email verifier is a service that checks if an email address is valid or not. If it is valid, then it will be added to your database; if not, it will be marked as false or invalid and rejected by your database system.

There are many types of email verifiers: some are free and others have paid subscriptions; some work with HTML coding while others do not; some offer more options than others when analyzing the validity of an email address (for example, they may look at things like whether there was ever a website associated with that domain name).

It’s important that you choose one that fits your needs so that you can effectively build up your mailing list without worrying about getting into trouble with spam filters or being blocked by ISPs due to blacklisting issues.

Your emails will reach its target audience if you follow these best practices in email marketing campaign

In order to create an effective email marketing campaign, you need to know what makes an email marketing campaign successful. Here are some of the most important things to consider when designing and sending your next email marketing campaign:

  • Your subject line should be engaging and relevant
  • Your CTA (call to action) should be clear and specific
  • You need to segment your audience based on their interests and needs, so they get relevant content in the inbox

In order for your emails to reach their target audience, they must contain compelling content that is relevant for them. The best way to make sure this happens is by creating a plan before you start sending out any messages. Make sure that all areas of content creation are covered by someone who has experience in this area; otherwise you could end up with poor results which could lead many people being disappointed in what they see on their screens each morning when opening up their inboxes!


If you are wondering how to get started with email marketing, then this section is for you. We cover the best practices of email marketing so that you can understand how it works and start using it effectively right away.

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