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Email Campaign Best Practices

Email has been around for decades and is still one of the most cost effective ways to reach your audience. So why, every time you send out an email campaign do you feel like it’s a chore, not marketing? Although we have all seen many poorly written and designed email campaigns, there are a number of best practices that can be applied to every campaign you send out. These email campaign best practices will help you increase your open rates and even decrease your unsubscribe rates. Most of us spend a lot of time on our email marketing strategies, and for good reason: emails are an effective way to communicate with our customers. But the most important thing is that those emails are valuable. This post will discuss some email campaign best practices to help improve your deliverability, open rates, and click-through rates.

You have a plan, you know what you want to say, and you’re ready to start writing your email campaign. Before hitting the send button, take a step back and review these email marketing best practices. By doing so, you’ll be able to craft a message that is more likely to get opened and lead your subscribers to take action. Email marketing is still one of the most effective ways to engage with customers, build brand loyalty and ultimately increase sales. But the competition for your customer’s inbox space has never been fiercer so you need to take every opportunity to make sure your emails stand out from the crowd..

  • *Follow these best practices when creating an email campaign to ensure you get the biggest return on your investment in this powerful tool.

Know your audience

Know your audience and their needs

You need to understand your customers if you want to sell something. If you don’t know who they are, what they like, and how they want to be served, then how could you possibly hope to win their business? Identifying the right target audience is essential for any successful email campaign. When it comes to email marketing campaigns, it’s especially important because there’s no room for guessing—each member of your audience should receive an individually crafted message that speaks directly to them. That’s where segmentation comes in handy!

Know what you’re trying to achieve

Before designing an email template or writing a subject line, decide on exactly what type of reaction from readership (e-commerce transactions etc.) is desired by the company running that particular mailing campaign. Different goals require different strategies; so make sure everyone involved knows exactly what objective lies behind each project before moving forward with production work.

Start with a great header

  • Make sure your email subject line is clear and concise. The first thing a subscriber sees when they open their inbox is the subject line, so make sure it’s close to the top of your email so there’s no chance of them missing it.
  • State who you are in plain language. If you’re using an email marketing service like MailChimp, this may be done for you automatically (but don’t rely on it), but if not, write out “You” or “Your” instead of “Dear.”
  • State what the reader will get from reading your message—and why they should care about it!

Make the preview count

  • What is the preview text?

The preview text is the first bit of copy that a reader sees when they open an email. It serves as an introduction to your email, and should be written in a way that entices them to click on it. In other words, it should tell them what they can expect if they click through to continue reading your email.

  • How can I make my preview count?

The best way to ensure that your message’s hook is strong enough is by using its header tag—the subject line—as a teaser for why this particular message will be worth their time and attention. For example: “The best travel deals of 2019.” If you’re sending messages about new product releases or sales events, then make sure those details are included in the subject line as well (and emphasize them!).

Personalise your email

Personalise your email

Personalise the subject line. If you have a sales team with multiple representatives, personalising the subject line can help ensure that customers see their relevant sales rep’s name in the subject line when they open it.

Personalise the body of your email. This can be done by using dynamic content that pulls up user data from a database or CRM system (e.g., someone’s first name, last name or location). You could also use this information to personalise an offer based on what products they looked at recently on your website and then include these offers in your emails; this would encourage them to buy something else as well!

Make sure it’s mobile friendly

  • Responsive design: A responsive email template is a good place to start. This means that the email will be optimized for both desktop and mobile viewing, so you’re not alienating your subscribers on their phones or tablets.
  • Mobile-friendly content management system (CMS): If you have a large number of images in your emails, investing in an efficient CMS can make it easier to add them all at once without slowing down the loading speed of your email.
  • Mobile-friendly email service provider (ESP): The ESPs we recommend below all offer mobile versions of their software, but if you’re using a different platform than those listed here (MailChimp, Constant Contact), check out their websites first—it may already have an app available!

Use a clear call to action (CTA)

A clear call to action (CTA) is essential. Without one, readers may not know what you want them to do next. The CTA should be visible—it’s no good if people have to squint or zoom in just to find it. It should also be clear and specific about what the next step is for readers: “Click here,” “Get a quote,” or “Find out more” are all good examples of this. People need to know exactly what they’re going after before they can follow through on it, so make sure your CTA is actionable and relevant as well. Finally, keep in mind that a simple CTA isn’t always better than an elaborate one; if you have too many options listed under your call-to-action or if there’s too much copy surrounding your button itself, some people might be confused about where exactly they’re supposed go once they click on it — avoid making them hunt around unnecessarily!

Keep your landing page consistent with your email message.

  • Keep your landing page consistent with your email message. If you’re sending an email that promotes a product or service, make sure the landing page shows that product or service. If you’re selling something, don’t just have a generic landing page that doesn’t mention anything about what you’re selling within it (or worse yet, lead people to some other site). Your readers are smart and they will catch on if they are brought somewhere different than where they expected to go—and they won’t like it!
  • Don’t forget testimonials and case studies when writing copy for emails and landing pages. People interpret words differently than images; so including relevant case studies in your copy can help seal the deal for a sale or convert more leads into customers.

Always use an unsubscribe link

Always use an unsubscribe link.

If you’re sending out a newsletter, you want to ensure that recipients can easily opt out of receiving future messages. A good way to do this is by including an unsubscribe link in each email you send out. When users click on this link, they’ll be taken to a page where they can type in their email address or name and select the option “unsubscribe,” which will then remove them from any further mailing lists. This process helps keep your list clean and free from inactive customers who aren’t interested in what you’re selling anymore—and it’s also a good way for potential customers to stay connected with your business if they decide that they’d like more information about what you have available (but not necessarily advertising).

Good email marketing takes practice and patience.

Email marketing is a long-term strategy. It can take months or years to build up a subscriber base, so don’t expect immediate results.

You need to first get your email campaigns in front of the right people and then put in the work to nurture those relationships over time.

Email marketing is a great way to build relationships with customers and prospects because it allows you to interact with them directly through their inboxes—where they spend most of their time online every day!


We hope this guide gives you the confidence to start your own email marketing campaign. Whether you’re looking for a new way to reach out to your customers or just want to build your brand and get in front of more people, good email marketing is one of the most effective channels available. Just remember that it takes time and persistence—and with the right tactics, you can see great results.

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