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Email Marketing Campaigns Best Practices

The best practices of email marketing campaigns are evolving rapidly and 2022 shows that marketers should expect more news, more subtlety and more options for creating relationships over time. We can help you to stay up to date with Email Marketing Trends and best practices 2022. Email marketing campaigns are a great way to gain new customers, but it can be incredibly difficult to make sure your customers are receiving your messages. This guide will tell you everything you need to know about email marketing best practices, trends and tips so that you can put together an effective campaign that drives sales and keeps your customers engaged. Email marketing has continuously become one of the easiest ways to boost your brand’s visibility and connect with prospective buyers. Using this technique is a great way to achieve an instant ROI and increase customer engagement. With all of its benefits, it’s important to be aware of the most effective email marketing practices and trends in order to give your email campaigns a competitive edge over others.

Email is still one of the most effective marketing tools available to businesses of all sizes. It allows you to reach customers where they spend a lot of time—their inboxes. You can use email not only to communicate with your audience but also to nurture leads, close sales and retain customers. In order to run successful campaigns, though, you need to be aware of best practices that will ensure your messages are delivered, open rates are high and goals are met.

Here’s a quick checklist of ten important elements that go into any good email marketing campaign:

Subject line.

The subject line of your email is the first thing that people see. It’s an opportunity to grab their attention and entice them to open your message. Here are some best practices:

  • Be clear and concise by writing something that clearly indicates what’s inside the email.
  • Keep it short—50-60 characters is ideal, but 40-50 is acceptable. Include one or two keywords that describe what you’re promising in this campaign (e.g., “20% OFF”).
  • Make sure it’s relevant to the content of the email! This can be a challenge when you’re sending out monthly newsletters with lots of different topics covered in each one, but do your best to keep them relevant so people will actually read them (and continue subscribing). For example, if I’m sending a newsletter about my travel blog for women who love adventure travel, my subject lines might look something like this: “Adventure Travel Tips” or “Travel Planning Checklist.”

Email design.

The email design is the first thing a user sees. It’s important to use a responsive email template that adapts to the device being used. A mobile-friendly template will ensure your message looks good on all devices and screens, including mobile phones, tablets and desktop computers.

The design of your email should be clean and simple; it shouldn’t distract from the content or message you’re trying to convey. Good font choices can really make an impact with your audience; choose fonts that are easy to read and have personality (such as Helvetica Neue). You’ll need to decide whether you want a single color palette or multiple colors in your emails. If you decide on multiple colors, pick them wisely so they complement each other well! You should also pay attention to images—they’re an important part of any campaign, so choose wisely!

You may want background images for certain types of offers or events like Black Friday deals when people are shopping online at home instead of going out into stores where prices might not be discounted as much compared with online retailers who have no overhead costs associated with operating physical retail stores located outside city limits (especially rural ones). Header images are another indispensable element: they should clearly illustrate what kind of offer/discounts will be featured within text paragraphs which follow below this section after clicking links within each individual newsletter sent out by companies once readers sign up via customized landing pages specifically designed for each type customer segment targeted during periods such as Christmas holiday season sales promotions

Clear call to action.

The call to action is the most important element of your email marketing campaign. It’s what will motivate your customers to take a certain action. To make sure that you’re driving the right behavior from your audience, follow these guidelines:

  • Make it clear and actionable
  • Place it above the fold
  • Put it in a prominent position on every page of your email template (and make sure it stands out)

Preheader text.

Preheader text is a summary of your email. It’s a great way to give your reader an idea of what they can expect in the email itself, and it also generates curiosity about what you’re going to say.

When writing preheader text, think about including a call to action (CTA) for people who want more information or who are interested in taking action. You can also include links that direct readers back into the sales funnel so they see another offer from you before making a purchase decision. Finally, if there are any questions answered within the body copy of the email, be sure to include them here as well—this way customers don’t have to scroll all the way down just looking for answers!

Here’s an example of good preheader text: “In this week’s newsletter we’ll walk through how our new system can help save 5 hours per day on email.”

Sending frequency.

The frequency of your emails depends on the type of email you’re sending. For example, in-app notifications have a high open rate and are more likely to be read than other types of email. Emails with a higher frequency also have higher engagement and are more likely to be clicked on.

In general, a higher frequency means better results for your campaigns:

  • A lower number of messages per month can mean that users aren’t getting enough information from you (or aren’t getting it at the right time). If this happens, they may not engage with any future campaigns from you or unsubscribe from all of them altogether.
  • A higher number of messages per month is generally considered better because it allows users to see how often they’ll receive new information without feeling overwhelmed; they’ll also see that what they receive is relevant and useful to them—which means they’re more likely to keep subscribing!

Mobile-friendly emails.

As the world becomes increasingly mobile, it’s important to ensure your emails are responsive and accessible to everyone.

  • Make sure your email is responsive: If you use a template that is not optimized for mobile devices, some users will be prompted with an error message when they try to open the email. Others may just see blank space where their content should be displayed.
  • Use a mobile-friendly template: You can create or purchase a custom template that is optimized for mobile devices—this way, every time you send out an email campaign there won’t be any issues with compatibility and formatting.
  • Use the mobile version of your website: Many businesses have multiple versions of their website created specifically for desktop computers (which have larger screens), tablets or smartphones—but they don’t always update these versions as frequently as necessary due to cost and time constraints involved in maintaining them all simultaneously.. This means there could still be outdated information available online even though newer versions were published elsewhere! So make sure all of this information reflects what people want/need

Email list quality.

  • The email list quality is extremely important.
  • It is extremely important to clean your email list regularly.
  • You should avoid spamming and mass emails as much as possible, especially if you don’t know the recipient or have their permission to contact them.
  • Avoid sending emails to people who haven’t opted-in for your content—not only does this make you look like a spammer, it’s also a waste of both time and resources.

Unsubscribe link.

Unsubscribing from emails is an easy way to make sure your campaigns are always sending the right message to the right people.

To ensure that your email marketing campaigns are sending the right message to the right people, you need to make it easy for them to unsubscribe from your emails. That means having a clear, visible unsubscribe link in every campaign you send out that makes it obvious what it does and how easy it is to use.

Reporting and testing.

Once you’ve developed your campaign, it is essential to test and measure. This will help you understand how the campaign performs over time and what needs to be improved. You can run tests on a variety of things including subject lines and content, times of day when sending emails, and more. When deciding whether or not a test has been successful, there are several aspects to consider:

  • Did it meet your goals? Did they achieve what they set out to do?
  • How did it perform vs competitors in the same industry?
  • Did the audience respond positively (or negatively) to the changes made in this campaign compared with previous ones?

These best practices can help you get better results from your email marketing campaigns

  • Do you have a clear call to action?
  • Is your preheader text readable on mobile devices?
  • Are you sending email campaigns that are optimized for mobile users (and not just as an afterthought)?
  • How are you using unsubscribe links in your emails, and how many times have people clicked them recently?


You can get a lot of benefits from email marketing, but you need to ensure that your campaigns are effective. Failure to do so might cost you more than money: it could cost you customers, too. By following these best practices, you will be able to create and send emails that will catch your subscribers’ attention and get them engaging with your hand.

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