Skip to content

Email Marketing Guidelines Best Practices

Email marketing is still an effective way of interacting with your potential customers. There are plenty of things to do, but you need to create the best email so that your intended audience will read it thoroughly. You can use email marketing automation software tools or just follow some of the best practices and you may get the same results which you wanted for your business. The continual changes in the industry and technology will surely affect the way you design emails in the future. The most crucial component to making email marketing successful is following best practices to achieve personalization and data enrichment. They are free, easy and will make a huge impact on the results you will see from your campaign. The key takeaways are that customers expect brands to go above and beyond in their email marketing. Sending customers simple, generic templates will not cut it; companies need to create personable conversations with their customers through their email marketing campaign. Ultimately, this is how companies can keep themselves relevant and increase revenue.

Email marketing is important, period! And you now have a better idea of how to improve your email content. So don’t hesitate and start doing it already! Make amazing content and send it to those people who want to read it. Doesn’t matter if they are customers or your friends. Email marketing is essential for your company to achieve its business goals. Without subscribers, you can’t send out an email marketing campaign just like if you don’t have a product or service to sell, you won’t be getting any sales. So always remember to provide useful information and quality products when courting customers via email.

Do your email campaigns fail to deliver? Do you get a lot of unsubscribes, or complaints about spam? These issues are probably caused by your emails not being relevant, interesting and easy-to-read on all devices. Here are some guidelines for improving the effectiveness of your email marketing campaign:

Deliver value.

There’s a reason why Google and Facebook are the most popular sites on the internet—they give people what they want, with no strings attached.

Give your email subscribers something they didn’t know they wanted!

That might sound like a tall order, but it can be done. What if you offered an interactive course in how to make money from your blog? Or told them about a new feature on your site that will save them time? Or gave them exclusive access to resources that would help them grow their business faster than ever before?

The point is: don’t just send out generic emails that offer nothing of value. If you are going to bother someone with an email message, provide some kind of value in return for their attention and time spent reading it!

Get permission.

When you’re sending emails to your subscribers, it’s important to get their permission. If you don’t have permission, it could be considered spam, which is against the law. You can ask for permission in a number of ways:

  • Set up an email signup form on your website or blog
  • Use pop-ups in content that appears on your site and asks people if they would like more information
  • Create a newsletter signup widget that is easily accessible from any page on your website

Keep it clean.

Keep your emails clean and simple.

  • Keep it clean, clear, and easy to read. Make sure that there is enough contrast between the text and background of your email so it’s readable on any device. Avoid using too many colors, or fonts that are hard to read (e.g., small print).
  • Avoid large images or videos in emails. If an image must be included with an email, make sure it has a maximum file size of 1MB — no larger than 650px wide by 600px tall — and is below 100KB in weight (which is equivalent to the size of 10 photos taken with a typical digital camera).
  • Use a simple design that is easy to read. For example, don’t use tables when creating content for email newsletters because they can cause problems when viewing them on mobile devices like smartphones or tablets where screen real estate isn’t always available for viewing content clearly without scrolling left and right repeatedly as needed during reading sessions online via inboxes such as Gmail or Yahoo Mail which often have limited space available per message due their formatting options only allowing up/down movement within messages without sideways scrolling capabilities unless you first click into each individual section separately before loading up all sections at once by opening another tab then clicking back again…

Personalize your email.

Personalization is the key to making your emails more effective. Use personalization tokens to make your emails more relevant to your recipients and improve their experience with you. Personalization tokens are used to personalize content based on user data, such as names, job titles, company names, etc.

Optimize your email campaigns for mobile.

It’s important to remember that most email recipients view your emails on mobile devices. When you optimize your emails for mobile, the user experience of reading and interacting with your messages becomes much more seamless. Here are some best practices for creating a great experience on any device:

  • Use a mobile-friendly design. This means using an email template that works on all screens, including smartphones, tablets and desktops.
  • Use responsive design (RWD) or adaptive design (A/B/C). A responsive or adaptive layout allows the size of the content area to change according to screen size instead of having fixed columns that only work well on large screens but not small ones. Don’t forget about image formatting either—you’ll want to make sure images scale appropriately so they’re still readable when viewed from various devices across different platforms like iOS vs Android vs Windows Phone etcetera!

Use personalization tokens.

Personalization is more than just personalizing subject lines and push notifications; it’s also about providing the right content at the right time. These personalization tokens help you create this type of experience for your customers.

  • Personalize emails based on recipient data including:
  • Account activity (number of visits, products viewed)
  • Past purchases/purchase history
  • History-based information (such as IP address or email domain)

Use powerful, focused subject lines.

When it comes to subject lines, you want your reader to feel that the email is relevant to them and worth opening. A powerful, focused subject line will help you accomplish this. Think of it as a springboard for what’s inside.

  • Keep it short and sweet: Your subject line should be short enough that recipients can scan it quickly and decide whether they want to continue reading. Aim for no more than 60 characters (including spaces), which is about six words or less. This helps ensure readers see your email in their inboxes—and not get lost in the shuffle of others vying for their attention. As an added bonus, shorter subjects tend to perform better than longer ones when tested against one another by HubSpot’s Marketing Blog.*4
  • Be relevant: Your subject line should make sense with the content of your email—it shouldn’t be misleading in any way. For example, if you’re sending out a newsletter about upcoming events at work but include “I just wanted everyone to know” or “We’ve had some technical difficulties…” in your title tag without context, people might wonder why they were receiving this message at all.*5

Include an unsubscribe link.

By law, you must include an unsubscribe link in all of your emails. Doing so will help you avoid spam filters (and the time and money that come with being blacklisted), complaints, and blacklisting.

It’s also become standard practice to include an unsubscribe button at the bottom of each email—which is great! This way, if a subscriber accidentally signed up for your emails they can easily opt out without having to hunt around for it.

But don’t stop there—make sure this link works! If someone clicks on it and is taken to a dead page or some other error message, they might mark your email as spam or complain about you directly to their ISP or mail client provider.

Schedule your emails to be delivered at the right time for them to be most effective.

Your subscribers have their own busy schedules, and you need to make sure that your emails are delivered at a time when they can actually be read and acted upon. Schedule your emails to be sent between 8am and 6pm EST. This way, your audience will be more likely to receive them when they’re most likely to have time to read them.

As well as ensuring that your emails are delivered at the right time for them to be most effective, it’s also important that you consider what type of content they contain. Some types of content work better during particular times of day or week than others:

  • Monday mornings: This is usually a good day for sending out newsletters or weekly updates about new products/services or upcoming events. You want people coming into work on Monday morning with something interesting in their inboxes so they don’t get bored by lunchtime!
  • Tuesday afternoon: If your company has just launched a new product/service then this could be an ideal time for sending an email promoting its release date and how people can sign up ahead of its launch date (remembering not too many days before).

Your emails should give people more value than they cost you to send by making them relevant, interesting and easy-to-read on all devices.

Your emails should give people more value than they cost you to send by making them relevant, interesting and easy-to-read on all devices.

  • Make sure your emails are relevant to your audience
  • Make sure your emails are interesting to your audience
  • Make sure your emails are easy to read on all devices


Now that you know the best practices for email marketing, it’s time to get started!

The tips in this guide are just a starting point for creating an effective email marketing strategy. It will take some time and effort to implement these practices, but with consistency and the right tools, you can start building relationships with subscribers who want to hear from you. When done right, your emails will increase engagement and drive more people back to your website or store.

Leave a Reply

Your email address will not be published.