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Marketing Email Communication Best Practices

Email marketing is still a fantastic tool for you to produce leads and convert more prospects for your organization, even though it may not receive the attention some newer marketing channels do.

Your business depends on getting the word out there. You need to send the right email to your target market, and doing it the right way will help you achieve your marketing goals. Here are information on Marketing Email Communication Best Practices, marketing email design best practices, best practices email marketing frequency and email best practices for employees.

Marketing Email Communication Best Practices

  1. Avoid buying contact lists.

This first piece of advice shouldn’t be news, but in light of the General Data Protection Regulation (GDPR), it is important to reiterate.

Email campaigns depend on a good open rate, and if you’re sending emails to recipients whose information you purchased rather than earned from prior interactions, you’ll notice a rapid decline in the effectiveness of your emails.

Additionally, in order to contact any European recipient, you must have their approval under the GDPR, and purchased email lists frequently do not include this consent.

  1. Steer clear of sending emails with the subject line “No-Reply.”

Do you know what CAN-SPAM is? This well-known law serves as a popular and significant guideline for all email marketers in the United States.

Never use the words “no reply” or a phrase that sounds similar as your email sender’s name (for instance, “[email protected]”) is one of the main CAN-SPAM rules.

The phrase “no reply” in an email message disables recipients from replying to it or even choosing to stop receiving future emails, even though CAN-SPAM guarantees that they have the right to do so at any time.

  1. Limit yourself to two or three typefaces.

You’ll see a rise in conversions as your email becomes less cluttered.

A maximum of two fonts or typefaces should be used in an email to avoid confusing readers and destroying its aesthetic appeal.

Additionally, you should utilize web-safe typefaces in the 10- to 12-point range. Your email will be readable on all readers and devices thanks to this.

  1. Improve the preview text for the email.

You’ve probably noticed a message like this at the top of your emails if you subscribe to newsletters: “Email not displaying correctly? Click this.

best practices for email marketing: improve the email’s preview text

Without a doubt, it is a useful caution, but retaining it in the preview text of your email, also known as the preheader, can significantly lower the open rate of that email.

First of all, because you’re warning the recipients that the email might not be delivered. Second, it doesn’t reveal anything about the subject of the communication.

  1. Add a signature to emails.

The email should have a particular person’s signature even though your newsletter is technically being delivered to your contacts on behalf of the business rather than an individual.

41% of marketers surveyed for the 2019 State of Business Email Marketing report claimed to utilize email signatures for branding and visibility. Maintaining uniform, consistent sign-offs across all of their organizations was the second most common justification for its use.

You should also include your email signature because it adds a personal touch. If an email is from a human, people are inherently more likely to read it.

  1. Regularly purge your mailing list.

Despite not opting out of your email campaign, some of your email contacts may never open your emails.

In an effort to reach more prospects, it can be tempting to send out emails to as many individuals as you can, but maintaining your least-engaged recipients on your mailing list can lower your open rate. Since you are not comparing the effectiveness of the campaign to your most devoted recipients, people who never open emails make your campaign look worse.

  1. Keep your call to action and main message visible above the fold.

The content that the reader may see before scrolling down is referred to as being “above the fold.”

The above-the-fold material still attracts the greatest attention, despite new data suggesting that consumers scroll more than they ever did due to social media and vertical timelines.

According to eyetracking study from Neilsen Norman Group, consumers spend 57% of their viewing time on content that is above-the-fold. The percentage sharply drops to 17% of the second screenful and continues to fall as they scroll.

  1. Make the email salutation unique.

Do you frequently read emails that start with “Dear Member”?

The customer type they fall under (member, subscriber, user, etc.) can be used to categorize your email audiences, but it shouldn’t be the first thing customers see when they open your company’s communications.

By including the first names of your connections in the email welcome, you can immediately capture the reader’s interest.

  1. Keep your email’s width between 500 and 650 pixels.

Your email won’t display appropriately and users will have to scroll horizontally to see the entire email if your email template is bigger than 650 pixels.

This is annoying, to put it mildly, and it probably will have an impact on your conversion.

Your template will be easier to understand, more likely to be converted, and provide a better user experience if it follows the standard format.

  1. Split-test your calls to action and subject lines.

There could be a few issues if you can’t manage to raise your email’s open and click-through rates: (Are you purchasing your contact list?) You are not emailing the appropriate persons. either the content needs to be improved (see the first advice at the top of this blog post).

Start by concentrating on the latter and doing an A/B test.

You may utilize A/B tests to make virtually any improvement to your content for digital marketing. This experiment divides your email recipients into two groups: Group A gets the standard newsletter, while Group B gets the newsletter with a certain change.

Marketing Email Design Best Practices

  1. Master the Basics of Email Marketing

In the realm of marketing, first impressions are quite important, and this also holds true for your emails.

Even if you spend a lot of time creating interesting email copy, it’s doubtful that your target audience will read much of the content in the envelope. Low click through rates are the result.

Your envelope’s content should include the sender’s name, the subject line, and the preheader. These are the fundamental tenets of a successful email marketing strategy. Your bodily copy would be completely helpless without them.

  1. Use visual hierarchy when designing your emails.

When consuming content, people frequently engage in predictable patterns. Marketers may take advantage of these tendencies by using visual hierarchy, a potent email design best practice.

By using visual hierarchy, you may make it simple for readers to skim and understand your email’s content while also pointing them toward the key points.

3: Use an email template

Using an email newsletter template is a terrific way to get started creating beautiful newsletters for those of us who aren’t professionals in graphic design.

Email templates will expedite the design process and help give your material a polished appearance.

Utilize adaptable email templates as well. This refers to templates that adapt the content layout automatically so that it can be viewed on desktop, tablet, and mobile devices.

A drag and drop editor of some kind should be included in your email marketing platform. You can do this to produce content without needing to understand HTML or code. Once you’ve chosen a template, all you have to do is add the email copy and adjust the design elements as you see fit.

  1. Include pictures when they’re valuable

Including photos in emails when they are useful is another great practice in email design.

You could now be tempted to overstuff your email marketing with images of your newest products. While adding images to your email is a fantastic method to break up the text and make the material simpler to read, there is something to keep in mind.

Consider yourself the email recipient in this situation. Sending emails containing an excessive number of images, infographics, or illustrations might lead to the following outcomes:

  • slow loading times for emails;
  • issues with the content’s appearance;
  • a message to your audience that is hazy and unfocused.
  1. Include interactive content in the layout of your emails

By allowing subscribers to connect with material without ever leaving your email, interactive email design is a potent tool for increasing engagement.

Since subscribers can interact with content without having to follow links or click through to your site, interactive components offer a sort of gaming experience within the email that lowers barriers to engagement and improves user experience. This is essential for getting clicks in your email that have high intent.

  1. Include user-generated content in the layout of your emails

According to the 2021 Edelman Trust Barometer Report, 68% of consumers believe that trusting brands is more crucial than ever.

People tend to trust peer recommendations more than brands most of the time. So why not give your subscribers a voice in the content of your emails?

7. Get Individualized with Dynamic Content

You may anticipate hearing less and less about B2B and B2C marketing as 2022 approaches and more and more about H2H, or human-to-human, marketing.

Moving away from the one-to-many generic approach in favor of tailored one-to-one emails based on client behavior is one of the greatest trends we’re seeing in email design.

The most dynamic, creative, and subscriber-relevant email design to date is the consequence of features like email automation, lead scoring, and segmentation, which enable content production to be tailored to the individual like never before.

Best Practices Email Marketing Frequency


“[New research] Email frequency send sweet spot is 6.21 emails per week.” – The Zettasphere

These headlines grab attention but are deceptive. When you read the post, Zettasphere is the first to acknowledge that no one email frequency is the best for all businesses:

“Your optimal frequency may be close to six emails each week if you work in the fashion industry. However, the ideal frequency of sending varies depending on the brand and the industry.

Your email marketing frequency should be determined by the profile and average buying cycle of your clients. Don’t bombard clients with targeted email advertising immediately after they make a purchase if they frequently make repeat purchases every six months.


Do not alter your email cadence before determining the objectives of your email program.

It’s helpful to start by asking yourself: why are we sending email in the first place? while attempting to determine how frequently to send email marketing. Does one make purchases online? drive visitors to websites? create loyalty? seal the deal? the entire list?

You could be ready to take a chance on a few unsubscribes in exchange for greater numbers if your goal is to increase sales or online traffic. You don’t want to oversaturate your audience’s inboxes with promotional emails, though, if your target market consists of clients who your sales staff needs to be able to contact at a moment’s notice.


I receive marketing emails from a major SaaS company at least twice a week, but I feel as though I receive emails from them eight to ten times a week.


In addition to the regularity of their marketing emails, I also receive emails from my account manager personally and reminders for events, webinars, blog posts, and follow-up surveys. Because it was difficult for me to distinguish between emails from my account manager and blog emails, I recently unsubscribed from both types of emails.


Giving subscribers the ability to select their preferred email frequency is an excellent idea, even though not all of them will take the time to do so. You have the opportunity to do this upon signing up, during a campaign for re-engagement, and on your unsubscribe page.

Another popular practice is to include a link to Update Subscription Preferences at the conclusion of your emails.


The best content, creative, and subject lines are useless if you can’t get your message into your consumers’ inboxes.

If you want to experiment with increased email frequency, having a long-term deliverability strategy is essential.

Overuse of email will eventually drive some subscribers away. For email service providers, low engagement, spam complaints, and even low open rates are all warning signs. Email service providers like Google and Microsoft may move your email to the promotions tab or, worse worse, transfer it to spam when your domain’s reputation declines.


Make sure your subscribers are aware of what they are getting into right away. Tell them they are signing up for DAILY emails if you send emails every day. Less than 20% of consumers demand daily emails, despite the fact that more than 80% of consumers expect monthly emails. Keep in mind that excessive email is the main cause of unsubscribes, according to studies.

Email Best Practices For Employees

  1. Adopt conventional formatting

Business emails should use conventional fonts like Times New Roman or Arial as well as conventional colors and sizes. Never use bold or italics on more than one word or a group of words in a single email when using these formatting options.

Before sending the email, make sure to remove any formatting if you’re copying and pasting text because it can make the remainder of your text look inconsistent. Use “Command + ” on a Mac or “Ctrl + Shift + N” on a PC to clear formatting.

  1. Add a distinct topic line

Your email should include a title that makes it clear to the reader what the communication is about. For instance, you may write, “Quick inquiry about your presentation,” in an email to follow up on a presentation.

  1. Email sent from a business email account

If you can, use your company’s email address. Make sure your email address doesn’t contain any terms that would be regarded as impolite, especially if you are self-employed or using a personal email address for business correspondence. If so, think about creating a separate email address for your business.

  1. Use formal salutations

Pick a salutation that fits the circumstances and your relationship with the receiver. Using a simple salutation like “Hello” in an email to a coworker may be appropriate. Use a more formal salutation, such as “Dear Sarah Atkins,” if you are writing to someone for the first time or if you are acquainted with them professionally. The person’s name should be spelled exactly as it appears in their email signature line. In other words, unless you’ve seen them sign their emails with that name, don’t presume that Jennifer goes by Jen.

  1. Introduce yourself

It’s best to identify yourself by your first and last name, as well as the firm you are representing, in the opening few words of your email, depending on who you are writing to. This is crucial when emailing new contacts, consumers, prospective clients, or employers. Inform them of the method used to obtain their contact information.

  1. Use “Reply All” with care

You can react to everyone at once to let them know a problem has been resolved by using the “Reply all” feature. To prevent sending pointless emails to a list of recipients, utilize “Reply” when in doubt.

  1. Don’t use all capitals.

Avoid using all caps since it may appear that you are yelling your goals. Instead, use sentence case like you would in any business conversation.

  1. Verify attachments twice

If you can add information to an email by copying and pasting it rather than attaching a file, do so. If not, inform the recipient in the email’s body that you have an attachment. Compressing the papers or attaching them as a zip file will save space in their inbox and is also polite. Additionally, you might want to think about sending the receiver a URL to access documents that you have uploaded to a shared site.

Finally, it can seem chaotic and take up valuable space to paste a long URL into your email. To make the link or hyperlink text in the email shorter, use a link shortener.

  1. Revision

When sending professional correspondence, proper spelling and punctuation are crucial, so always proofread your work before hitting submit. Check the recipient’s name and email address’s spelling as well. Sometimes names are changed via autocorrect.

  1. Avoid using emojis.

Avoid the urge to utilize emojis yourself unless the recipient has already used them when interacting with you. They could be perceived as unprofessional in some workplace contexts.


Marketing email communication is a critical component of any business. By using email to communicate with customers, you can increase sales, grow your business, and improve outcomes. In order to effectively communicate with customers and achieve the desired results, it’s important to understand the different types of marketing email communication and how they can be used in your business. By following the simple tips and guidelines listed in this article, you will be able to increase sales, grow your business, and improve outcomes.

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