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Email Content Best Practices

Best practices. We all want them because they tell us how to act in certain ways; and we all want to be the best at what we do right? But best practices aren’t just there for when you’re wanting to improve yourself or your work; they can also play a part in dealing with emails when it comes to best email practices in the workplace. Even though we might not think of them as best practices per se, there are still plenty of lessons we can take from emails that will help us deal with business emails – the only caveat being that these could be different from your own personal email best practices (see if you like these at least?). Best email practices in the workplace will help increase employee productivity. Understanding and following email best practices will result in employees working more efficiently, which is important because it saves time and money. There are a number of factors that play into the primary purpose of email. One of the most important parts of email marketing is what you write. If you’ve ever sat down to compose an email to your boss, a customer or even a coworker, you should already know how challenging it can be to get your point across. If you’ve ever started writing an email, only to delete it an hour later and thought: “What was I thinking? That sounded dumb.”, you’re not alone!

Email has become a common way for businesses to communicate with customers. A recent study indicates that 4 out of 5 companies prefer email as their most frequently used channel for customer engagement. However, you can’t just send an email, and expect the customer to react positively all the time. Your emails have to follow some best practices in order to be effective. Ideally, best email practices boil down to being personal, human and addressing your audience’s needs. Email marketing is one of the most effective ways to improve your conversion rate. From stunning subject lines to helpful call-to-actions, there are a lot of email content best practices that can turn others into loyal customers. Even if you don’t think it’s much different than any other marketing medium, there are still a few things you should probably be doing — or avoiding. Email is a powerful tool, and it’s why it’s still the number one way people like to communicate. However, getting it wrong can damage your brand, and get you a whole host of negative consequences. To help prevent that from happening, we’ve written up these best practices for email communication. As a result, you’ll be able to create an engaging email experience for your subscribers.

Keep it simple

  • Keep it simple. Don’t use fancy fonts and crazy colors—they distract from your message. Instead, stick with a single typeface, and keep the body text size at 12-14 points. Remember that most people will be reading your emails on mobile phones, so make sure that those phone screens are easy to read!
  • Think about the overall look of your email before you hit send—do you have too many images? Too much text? If so, try simplifying things by removing some content or deleting an image or two (or three).

Use an attention-grabbing subject line

  • Use a subject line that is short and snappy. It should also be relevant to your email content.
  • Personalize the subject line with the recipient’s name, if possible, or at least use his/her title in the subject line.
  • Engage your readers by using an attention-grabbing subject line that will encourage them to read your email content and possibly respond to it.
  • Make sure that your message is actionable so that people will see it as valuable information they can use right away, rather than just another sales pitch or promotion for you or your company.

Grab attention with images and videos

One of the best ways to grab a reader’s attention is by including an image or video. The challenge with this tactic is that you need to have permission from the owner of any images included in your emails, and they also should be relevant to your content.

You want to make sure that you’re using images that are relevant to the reader, topic and sender (in other words, if it’s an email from someone at a bank talking about personal finances, don’t send them an image of babies playing on a playground). If an email contains sensitive information or controversial topics like politics or religion, consider using less-intrusive imagery such as charts and graphs instead of photos.

Make your email visually appealing

When you send an email, there are a few things to keep in mind that will make it more visually appealing.

  • Use a variety of fonts, sizes and colors: It’s easy to get lost in the details when you’re creating an email but remember that your goal is to catch the reader’s eye. Using different fonts helps make your message stand out on their screen and adds visual interest so they won’t miss anything important.
  • Include images or videos: You can also use images and videos if they’re relevant or necessary for providing context (for example, showing off products). These items should still be placed strategically so they don’t interfere with the flow of information being presented by text content — otherwise, people might skip over them altogether!
  • Preview before sending: Before hitting “send,” always check through your message one last time for any typos or errors in syntax that may have been introduced during editing processes (like adding links). This will help ensure a positive impression from recipients upon first glance

Proofread before you publish

It’s a good idea to check your content for spelling and grammar mistakes, but there are also other things that you should proofread:

  • Clarity. Make sure the meaning of what you’re saying is clear. If it’s not, reword or rewrite until it is.
  • Consistency. Does your email use the same words in similar situations? For example, do you say “my” then later refer to something as “our”? Or vice versa? Do all of your paragraphs have similar length? Are they all broken up into short sentences with lots of commas and periods?
  • Style (voice). Do the words sound like YOU? Is this a style that fits with how YOU write (or would like to write)? Is there anything in particular about these emails that makes them different from what others might expect from you or from someone else on your team?
  • Tone (attitude). Are these emails casual or professional sounding; friendly or formal; happy or sad; laid back or uptight—whatever feels right for YOU!

Make it easy to unsubscribe

> Make it easy to unsubscribe.

You should include an unsubscribe link in the footer, body, subject line and signature of every email you send. This is required by law and will help reduce the number of people who complain about your emails by making it much easier for them to unsubscribe from future messages from you.

Use a preview view before sending

  • Use a preview view to check your email before you send it.
  • A preview view is a great way to check your email before you send it.

Don’t overdo it – follow the law!

The most important email best practice is to not overdo it. The law requires that you don’t send more than one commercial email per day, or one commercial email per month if you’ve obtained the recipient’s consent, and a maximum of 16 emails in any rolling 12-month period (or four emails every three months).

So, what does this mean for your business? It means that you should only be sending out an email blast once a week. If your customers have opted-in to receive communications from your business, then by all means feel free to send them more than once per week—but never more than once every two weeks!

Follow these tips for best email marketing practices!

  • Keep it simple. Resist the urge to cram as much information into your email as possible. Your audience isn’t going to read every single word, so focus on what’s most important: the subject line and image/video content.
  • Use an attention-grabbing subject line. This can be anything from “Book your free consultation!” to “This is how you can save money.” It’s important that you’re able to effectively convey what a reader would get out of opening up your email—otherwise, they’re not going to want anything to do with it!
  • Grab attention with images and videos. If you’re trying to sell something through email marketing, try including a few images or short clips showing off what people can expect from using your product or service (or at least some of its features). This will help pique someone’s interest enough that they’ll want more information about what exactly makes this product so great for them—and ultimately lead them down the path towards making a purchase decision!


We know that great email marketing involves good content, so we’ve provided you with some tips and tricks to get your creative juices flowing. If you want to learn more about how the right kind of content can help your business grow, check out our case studies. We hope these examples have helped you understand what makes content engaging and effective—and given you a few ideas on how to create high-quality copy for email campaigns. Happy writing!

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