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Email Marketing Best Practices

Email marketing best practices are an essential part of an email strategy and can help you improve your email marketing campaign results. Whether you’re looking for new ideas or want to find out how a big brand like HubSpot uses email, these best practices will inform and inspire your own campaigns. HubSpot’s email marketing best practices are the tips and tricks that can improve your open rates and click-through rates. For example, you can use the day of the week to determine when your members send emails, or include specific call-to-action phrases in body copy.

Whether you’re a marketer, business owner, or professional blogger, email marketing best practices will ensure your campaigns have the greatest impact possible. Our email marketing experts have compiled a list of best practices to help you increase engagement and get better results from each campaign .HubSpot’s Email Best Practices ebook is all about how to create the best possible email marketing campaigns. Whether you’re a small business or an enterprise company, this guide has everything you need to build stellar email marketing campaigns that engage recipients, increase sales, and grow your customer base.

I’ve heard it time and time again from business owners: email marketing is ineffective. But that’s not true! Email marketing is still one of the most powerful tools in your arsenal, but it can be hard to nail the right tone, format, and frequency with your audience. Here are some top tips for getting the most out of your email content and making sure you don’t end up in someone’s junk folder—or worse, get marked as spam!

Email best practices checklist

When sending out emails, there are several best practices to consider. This checklist will help you keep your email campaigns running smoothly.

  • Set up an email list and a sign-up form on your website so people can subscribe to receive updates from you directly.
  • Provide value in your emails by including links to helpful blog posts or other resources that recipients might find useful.
  • Write a catchy subject line that piques people’s interest—and remember to include keywords relevant to their interests so they’re more likely to open it!
  • Go easy on the calls to action: If someone doesn’t want what you’re offering, don’t force them into buying something they don’t want! Specify what type of content readers can expect from each email sent out—this way, if someone isn’t interested in one type (like sales), they’ll know not every message will be like that one.”

Set up an email list and a sign-up form on your website.

Set up an email list and a sign-up form on your website.

Email marketing best practices from Hubspot and Salesforce:

  • Create an email list, also known as an opt-in list, for your business.
  • Create a sign-up form for people to submit their information in exchange for content or other rewards (e.g., discounts).

Provide value in your emails.

Provide value.

  • Be helpful: Your customers should feel like they’re getting something out of your emails, whether it’s a coupon or a tip.
  • Be entertaining: A sense of humor can go a long way in making an email more personable and less spammy.
  • Be educational: If you send out weekly newsletters, consider including some content that educates your readers about a particular product or service you offer (but don’t make it too technical). For example, if you run a business that sells custom-made dresses for weddings and other events, providing tips on how to choose the right dress could help educate customers about what options are available so they can make informed decisions when choosing their attire for special occasions.
  • Be informative: Email marketing is also an excellent way to inform subscribers about new products or services without being overly promotional—if done correctly. You can use these emails as additional advertising platforms by informing subscribers about new deals in real time as they come up in order to keep them engaged with your brand over time while giving them visibility into what makes your business different than others’.

Write a catchy subject line.

A good subject line should be short and clear, with a catchy subject that indicates what’s inside.

  • Relevant: The subject line should be relevant to the message inside. If you are sending an email about dog safety, don’t use a headline like “The latest trends in dog fashion.”
  • Short and Clear: Your recipients have many emails in their inboxes, and they don’t have time for lengthy messages. Keep your headline brief so that it’s easy for them to recognize what your message is about without having to open it first (which could lead them elsewhere).
  • Catchy: You want people to open up your emails! Do this by using a catchy headline that will pique their interest as soon as they see it in their inboxes or social media feeds. If you send out newsletters regularly, try including some kind of personalization here—like mentioning something specific from what they said last time or referencing an article they may have found interesting in the past—so that readers know that this particular piece of content was created just for them and not just another generic one-size-fits-all newsletter blast sent out by everyone else who has ever signed up on one end of town versus another end of town (or even at home).

Go easy on the calls to action.

  • Make sure the call to action is relevant to the content.
  • Make sure the call to action is relevant to the audience.
  • Make sure the call to action is relevant to the brand.
  • Make sure that it’s relevant at this time of day, for these types of emails and audiences (or better yet, have a process in place so you can A/B test different CTAs across different audiences).

Specify what type of content people can expect.

Once you’ve begun to establish a relationship with your prospects, the next step is to “set the table” for your email marketing campaign. Make sure that people understand what they can expect from your emails by clearly defining what type of content they can expect in each email. You should also give them options for which emails they would like to receive and make it clear how often or when those emails will arrive. If you plan on sending weekly newsletters with industry news, then let people know about this upfront so that there are no surprises later on when the first newsletter arrives in their inboxes!

People don’t like surprises (except maybe good ones). In order for email marketing campaigns to be successful and build trust between brands and customers, it’s important that both sides know exactly what type of experience they’re signing up for before they sign up at all. If someone wants more information about how often new products are available online but doesn’t realize that these emails come every Tuesday morning at 8:00am PST until after receiving two consecutive weeks’ worth of early morning wakeup calls from his phone alarm clock going off simultaneously as his work laptop pings him with notification alerts (causing him much embarrassment among coworkers), then he may end up changing his mind about wanting these alerts any time soon!

Include a link to unsubscribe or update preferences.

  • Include a link to unsubscribe or update preferences.
  • Make sure these links are easy to find and easy to use.

Clean your email list often.

As a business owner, you can’t afford to have a list of customers who aren’t interested in what you have to say. Most likely, these people have opted out at some point or are no longer interested in your product or service.

How do you clean up your email list? There are two ways:

  • You can ask them to opt-in again by sending an email campaign that includes an “opt-in” button or link. Or…
  • You can use a tool like SimplyCast to send emails through their system and then check the engagement metrics for each subscriber (if they open/click). If someone isn’t engaging with your messaging, then there’s probably no reason for them to be on your list anymore!

There are ways to make sure you’re being effective with your email marketing efforts.

Email marketing has become an extremely important part of any company’s marketing strategy. In fact, it’s so important that doing it right is one of the most vital parts of your overall business success. Unfortunately, many companies don’t do email marketing effectively because they aren’t aware of what works and what doesn’t when it comes to their messages.

If you want your emails to be effective, here are a few tips:

  • Be consistent in sending out newsletters or other promotional messages on a regular schedule. For example, if you send out one newsletter per month (which is standard), make sure that there is always one published during every month of the year (unless there are exceptional circumstances). This builds trust with customers because they know what to expect from you and when they can expect it. Also, since most people receive dozens or even hundreds of emails each day (and possibly more), if yours stands out as being different than all others—even just slightly—then you’re more likely to get read at least once by them and thus have better results from the campaign overall.*
  • Make sure that all text within the message itself remains relevant to the topic at hand; try not being too creative with fonts or adding extra material besides what’s needed for basic information such as contact info and promotions/discounts available only through clicking links directly within emails themselves rather than sending users away from site entirely where things become less clear cut about whether information has changed after initial publishing date took place; if possible avoid using images altogether but if included only use high quality ones which support intended message instead detract attention away from reading itself — otherwise leave space blank between paragraphs so readers don’t feel rushed through whole thing before reaching end where hopefully there’s something worthwhile waiting for them!


We hope this guide has given you a good idea of what you need to do to implement your email marketing strategy. Remember: Don’t send too many emails, provide value in each one, and keep your lists clean. If you follow those tips, you’ll be well on the way towards a successful email marketing campaign!

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