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Describe Best Practice In Creating Email Marketing Messages

Email marketing is an integral part of business communications and should be considered by businesses communicating with their customers. Email marketing lets people communicate with thousands of audiences through emails at cheaper cost than other forms of marketing. Studies have shown that using email to send marketing communications can generate more orders for any business and will reduce your costs as you don’t have to use paper, printing, envelopes and delivery services. Email marketing best practices will provide you an idea from which you can create a campaign that might be customized to match the requirements of your clients. These practices are associated with different small aspects, which need to be followed in order to get a successful campaign. There is a number of popular approaches and guidelines that can help you compose an email that gets opened and read. I have listed some of them here as steps towards achieving this goal and process.

Your email marketing campaign is in full swing. This means it’s time to increase engagement and nurture the leads you have. You can do this in a number of ways, but there is a clear best practice. Make your emails more personal than ever before. By that I mean you should use the language of the customer you are talking to and tailor your email to that individual. Email marketing is considered the most cost-effective way to reach out to the audience and capture their attention. It is a powerful tool to enhance brand awareness and drive sales. If used correctly, it can be an incredible source of revenue for eCommerce businesses. It helps you stay on top of your customers’ minds and build relationships for long-term success. Here are 10 best practices you can use if you want your email marketing campaign to succeed:

Email subject line – 5 best practices to follow.

  • Keep it simple

The subject line of your email should be clear and concise, without any unnecessary words or jargon. A good rule of thumb is to use no more than 50 characters in total, including spaces, punctuation and the word “subject”. If you are using a longer-form subject line then break it into two parts so that each part fits into one line on mobile devices. However long or short your subject line is, make sure that it clearly conveys what the message is about by telling recipients what they will learn from reading this message (eg: “How to improve sales”) or providing an actionable instruction (eg: “Click here for free advice”).

Create a conversation.

  • Use the word “you”.
  • Use the word “we”.
  • Use the word “I”.

Keep it short.

You should keep your subject line short and to the point. People are busy, so they will scan the email before they open it. Making your message easy to scan is important, because then the user can decide whether or not to read more of your content right away.

There are two main things that you should do:

  • Keep it short. Use only five words in your subject line if possible, and make sure each word is meaningful and relevant. For example, “New product announcement” is better than “Announcement.” The first one tells us what’s being announced while the latter leaves us wondering what exactly is being announced!
  • Make sure every word counts by keeping sentences brief (no more than 10 words) and paragraphs short (no more than three sentences). If you have too many sentences or paragraphs in an email message, then people will struggle to digest them quickly enough before deleting them from their inboxes!

It’s all in the audience.

Let’s start with a basic question: Who are you talking to?

You can’t send the same marketing message to everyone, for a few reasons. The first is that not all of your customers will have the same needs, wants and tastes. They may also have different levels of interest in specific products or services. And then there are time considerations – some people will be more receptive to receiving an email during certain days or times than others.

So before you even think about crafting an email campaign, it’s important to determine who your primary audience is and what factors should dictate your messaging decisions for each segment of that audience.

Include a call-to-action (CTA) in your email message.

Including a call-to-action (CTA) in your email will help you achieve the next best practice: get people to take action.

A CTA is a clearly defined request for the reader to perform an action, such as submitting an order form or downloading a piece of content. The most effective CTAs use command language that encourages readers to immediately take some kind of action. For example: “Order now and we’ll ship it today!” versus “Get your free sample today!”

Include a contrasting color behind the text of your CTAs so they stand out from other parts of the message. This can be done by using colors that are not found elsewhere in the email (for example, white text on black background), or by using colors that contrast with each other but still work well together (for example, red text on green background). You should also make sure that there’s enough padding around these areas so they don’t appear cramped when viewed at different screen resolutions and devices like smartphones or tablets.

Customize your email content for each audience segment.

In a recent study, we found that the best performing emails were those with highly customized content. In fact, the top 10% of emails had 20x more personalized content than average.

We recommend you create a unique email template for each audience segment and then customize your email by changing the content to suit them.

Be helpful.

Be helpful.

This is the most important thing you can do when writing an email marketing message. If your emails are not helpful, they will be ignored or deleted quickly—and that’s no good for anyone.

There are several ways to make your messages helpful:

  • Make sure they’re relevant to the reader. A relevant message is one that relates directly to something of interest to the person receiving it (e.g., an offer for new shoes after seeing a post about running).
  • Make sure they’re timely. Timeliness refers to how recently something happened or will happen (e.g., sending out a monthly newsletter two days before Christmas).
  • Be useful in some way by providing information, tips and tricks related directly back towards improving their experience with your brand (e.g., what do other customers say about our products?).

Keep it scannable and actionable.

  • Keep it scannable and actionable.

Don’t make people wade through paragraphs of text to find the information they’re looking for. Use bulleted lists, short sentences and paragraphs, and short words.

Use rich media, but keep it simple.

  • Use rich media, but keep it simple.

Make sure you’re using the right rich media for your email to create an experience that is engaging and relevant. But don’t overdo it—if you add too many elements, your message will become cluttered and confusing for users. It’s important to know what works best for your audience as well as how each type of content will impact open rates, click-through rates and conversions. If a recipient is on their mobile device or tablet and doesn’t have access to certain services, such as video playback or animations, these could negatively impact performance metrics like opens or click-throughs.*

Incorporate feedback into your messaging strategy.

  • Incorporate feedback into your messaging strategy.
  • Open up a dialogue with your audience and ask them to give you feedback on how they feel about the emails you send them.

Email marketing is still effective, if you utilize the utmost care when creating messages.

Email marketing is still effective, if you utilize the utmost care when creating messages.

It doesn’t matter if you are a small business or large corporation—your email marketing efforts could go either way depending on whether or not they are made with the utmost care and consideration or not. You need to use the utmost care when creating messages; otherwise, they are going to end up in spam folders and your audience will stop opening any emails at all!


Let’s face it: emails are one of the best ways to reach your customers. They’re free, and almost everyone has a personal email address. But just sending out random emails isn’t going to cut it. If you want to get the most out of your email marketing campaign, you need to establish some best practices. First things first: Make sure that you have a good description for what your emails are about; keep this short and sweet but also informative enough so people will want to read them. Then, make sure each message ends with an actionable call-to-action that drives people towards something else in order build relationships or convert them into sales leads! And finally, set up clear goals with metrics (like open rate) so we can track success over time without having any surprises later on down the road—now there’s nothing left but success!

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