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Email Marketing Best Practices 2022 Hubspot

Email marketing is one of the most effective ways to connect with your audience and drive sales. Use these email marketing best practices to find out how to align your email strategies with other marketing efforts, write more compelling subject lines and body copy, manage unsubscribes more effectively and make sure your emails are sending at the right time.The future of email marketing is here. This year, there are four new recommendations for marketers about how to best use email as a marketing channel. These practices will help you differentiate your brand, increase mindshare and sales, and earn customer loyalty for years to come.

At first, email marketing might seem intimidating. This is a huge field with many rules, and it can be difficult to know where to start. But in the end, it’s worth the effort! Email marketing is one of the most cost-effective ways to reach new customers, and it also allows you to connect with your existing fan base in a way that other tactics simply cannot match. Our guide will give you an overview of what modern email marketing looks like and how to build your own campaigns from scratch. You’ll learn about every aspect of email strategy—from building customer personas for targeting all the way down to writing CTAs that convert just by using simple language tricks we’ve picked up from top copywriters along the way.

Know your audience

To be successful at email marketing, you need to know your audience. What is their age? Do they have children or pets? What do they do for a living? What is their income level? Are they an early adopter when it comes to technology or are they more conservative and traditional in their approach to life and business. These are all important questions that should be answered before starting any campaign.

Once you know who your audience is then you can create content that will resonate with them. But what if there were more questions one could ask about the customer? That’s where segmentation comes into play! Segmentation allows us marketers to create groups of people based on certain criteria so that we can send targeted messages about products or services directly towards those individuals who would benefit most from knowing about them – this is called targeting! This also means understanding how our customers think and act so we’re able to craft messaging around these behaviors rather than force-feed information regardless of whether someone cares or not (which happens all too often).

Build an email list

Building an email list is one of the most important things you can do to grow your business. It’s a great way to keep in touch with customers and prospects, build trust, and increase sales.

To get started, you need to capture emails from people who are interested in what you have to say—and there are plenty of ways for them to sign up for your newsletter:

  • Put a signup form on your website (HubSpot offers free tools).
  • Ask potential customers during the sales process if they’d like more information.
  • Send out postcards or other marketing collateral that includes a link where people can sign up for more information or offers.

No matter which approach you take, here’s how we recommend building an email list:

#1 Define Your Email Marketing Goals – why are you collecting emails? What are the desired outcomes? How will this help increase sales? Can be used as part of marketing strategy development process #2 Build Your List – use tools like HubSpot Mailchimp etc., etc.. Follow best practices by making sure opt-ins are easy-to-find!”

Develop a strategy

Develop a strategy.

Before you can begin to execute your email program, make sure that you have defined the problem and know what needs to be accomplished. This will help ensure that all efforts are focused in the right direction. One way to accomplish this is by setting goals for yourself and looking at your analytics data on an ongoing basis so that you can adjust accordingly over time. In addition, knowing how your audience interacts with their inboxes will also help inform how frequently they’ll receive emails from you (and what kind of content appeals to them).

As part of this process, make sure not only that your goals are achievable but also that they’re ambitious enough so as not to underwhelm everyone involved in the process: if everything goes well and everyone does their job correctly then there’s no need for any surprises later down the line! And if something does go wrong then there’s always plenty of room for improvement–so don’t worry about it too much just yet!

Plan your content in advance

Don’t skimp on the planning—it’s the best way to ensure your email marketing efforts are successful. You may be thinking, “I send emails all the time; I don’t need to plan them ahead of time.” But if you think about it, there’s no one-size fits all approach for content creation.

You’ll need different types of content depending on whether you’re launching a new product or service, running a special campaign with a limited time offer (LTO) or discount, celebrating an employee’s birthday or anniversary at work…the possibilities are endless!

But even though there will always be an element of surprise in your day-to-day life as a marketer and entrepreneur, having some basic guidelines will keep things moving along smoothly for both you and your recipients. So let’s dive into how we can plan our emails before they go out into the world!

Add different types of content to your emails

Use video and images in your emails.

Use a mix of text and images.

Use a mix of text and video.

Use a mix of text, images, and video (with or without audio).

Make all emails mobile-friendly

The best way to make sure your email marketing campaigns are mobile-friendly is to use responsive email templates. Responsive email templates are tailored for each device, so when you send or receive an email on a smartphone, tablet, or desktop computer (e.g., Gmail), it looks great no matter what device is being used. Email service providers like Gmail will automatically adjust the content of your emails based on their size and how much information they need to display—but if you’re using a non-responsive design, this won’t happen as smoothly.

If you’re sending emails from one of these services (e.g., MailChimp), make sure that their templates are also responsive! It’s easy for companies’ websites not only because there are many free tools available online but because it’s not difficult from a technical perspective either: all you have to do is embed some HTML code into your website with specific instructions telling browsers how they should display content depending on which device is being used (for example: “display this section full screen”).

Write catchy subject lines and headlines that get opened

  • Use a question in the subject line.
  • Write catchy subject lines and headlines that get opened.
  • Use a benefit-oriented subject line.
  • Use a call to action in the subject line.
  • Use short subject lines where possible, or use longer ones if it works for you (but make sure to keep them under 100 characters).

Make sure your subject lines are relevant to the content of your email and/or its audience; don’t waste time on irrelevant subjects!

Expand your email marketing beyond newsletters

Email marketing is one of the best ways to connect with customers, build trust, and grow your business.

Email marketing can help you:

  • Build a relationship with your customers. Email marketing makes it easy to create an ongoing conversation with your audience by providing value in every email they receive from you. By sending your subscribers content that relates back to things they’ve previously purchased or interacted with on your website (or other channels), you can be sure that each message will be relevant to their needs—and therefore more likely to resonate with them than if what you sent was generic or impersonal.

Use basic design principles to make the email visually appealing

  • Use a good font and font size.
  • Use a good color scheme.
  • Use a good image.
  • Use a good background image.
  • Use a good logo that fits in with your brand’s look and feel, but also because it looks nice to read on the screen or in print (you can see how fonts can improve legibility here).
  • Make sure your call-to-action is prominent and clear so people know how to respond to your email: “Sign up for our newsletter!” “Download our ebook!” etc. It should be big enough that people will notice it when their eyes scan over the email, but not so big that it distracts from other parts of the design (like text).

Write effective calls-to-action (CTAs)

Your call-to-action (CTA) is a button or text link within the body of your email that encourages recipients to click and take an action on your website.

It’s important to use CTAs in your emails, but they don’t work if they don’t align with the content of your message.

For example, if you’ve sent an email about “The Top 10 New Products from Acme Inc.” then it makes sense to include a CTA asking readers whether or not they’d like to see more top picks in the future. However, if you’re sending an email about best practices for employee health benefits coverage or retirement planning, adding links asking readers how much vacation time they get per year would likely be confusing and irrelevant content.

Never send without proofreading and testing the email first

The best way to make sure your messaging is on point is to test it thoroughly before sending. This means:

  • Proofreading your email several times before you send it out. There are a number of proofreading tools out there, but I recommend Grammarly. It’s free and easy to use, and it works with any text-based program (including Gmail).
  • Testing the email on multiple devices and browsers. If you’re not regularly testing emails on different kinds of devices, you’ll never know what mistakes might be happening when people view them through different lenses. You can also use real-time analytics from HubSpot or Google Analytics to understand how your audience interacts with the content in each version of your email campaign—and where they drop off in the process (if at all).
  • Testing for multiple screen sizes, resolutions, densities – and more! There’s just no excuse for sending an email without doing this critical step first; otherwise you may find yourself wasting time sharing links that won’t load properly because they aren’t optimized for mobile users’ screens or web browsers’ zoom level settings (which vary considerably from one person’s computer monitor/tablet/phone screen ratio!).

When building a brand, the best way to reach potential customers is by email.

When building a brand, the best way to reach potential customers is by email. Email marketing is one of the most effective marketing channels and can help you build a relationship with your customers. Eighty percent of consumers say they prefer to receive promotional emails from brands, rather than other types of digital advertising such as banner ads or pop-up ads. This shows that people are more likely to engage with email messages than any other type of online advertisement.

Email also has high conversion rates compared to other marketing channels such as direct mail or social media because it’s personal: it’s sent directly into someone’s inbox, where they can open and read it at their convenience instead of having to go looking for something in their mailbox or on social media (where there are many distractions).

The good news is that this doesn’t have to be expensive! MailChimp offers new users up-to-date tools like Optimizely A/B Split Testing which allows them access without having any technical knowledge required – so anyone can get started today!


Once you’ve mastered these tips, it’s time to generate results. Start with an engaging subject line and be sure that your emails are mobile-friendly. Don’t forget to proofread everything before sending it out. When you are ready to send out your emails, the first thing that goes into your recipient’s inbox should be a strong call-to-action and personalized content that reflects their interests.

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