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The top 10 email marketing best practices to follow

November 17, 2023 | Jimit Mehta

Picture this: You're sitting in front of your computer, staring at a blank email template, trying to come up with the perfect message to send to your subscribers. You know that email marketing can be a powerful tool for connecting with your audience and growing your business, but you're not quite sure where to start. Well, fear not! In this article, we're going to cover the top 10 email marketing best practices that you should follow to make your emails stand out in a crowded inbox. From crafting compelling subject lines to segmenting your audience and beyond, we've got you covered. So, grab a cup of coffee (or tea, or whatever your beverage of choice may be), and let's dive into the world of email marketing!

Here are the top 10 email marketing best practices to follow that we'll cover in this article:

When I said "here are the top 10 email marketing best practices to follow that we'll cover in this article," what I meant was that the article will focus on ten specific strategies for email marketing that have been shown to be effective in reaching and engaging your audience. Each of these best practices will be explained in detail throughout the article so that you can gain a better understanding of how to implement them in your own email marketing campaigns.

By following these ten best practices, you'll be able to create emails that stand out in crowded inboxes and connect with your subscribers in a meaningful way.

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Build a targeted email list

When it comes to email marketing, the first step is to build a targeted email list. What this means is that you should focus on creating a list of subscribers who are genuinely interested in your products or services. The more targeted your email list is, the more likely you are to get a higher engagement rate and conversions from your email campaigns.

To build a targeted email list, you can use various strategies like offering a lead magnet, such as a free ebook or a discount code, in exchange for the email address. You can also collect email addresses through your website's opt-in forms, social media campaigns, or events. The key is to ensure that your subscribers have given you their explicit permission to receive emails from you, and that you're not sending unsolicited emails that could be marked as spam. By building a targeted email list, you'll be able to send more relevant content to your subscribers and ultimately increase your email marketing success.

Craft compelling subject lines

Crafting compelling subject lines is a crucial aspect of email marketing because it's the first thing your subscribers will see when your email lands in their inbox. The subject line is what decides whether or not your email will be opened or ignored, which is why it's important to put some effort into creating a subject line that grabs attention.

To craft a compelling subject line, you should make it short, specific, and to the point. It should be relevant to the content of your email and create a sense of urgency or curiosity to entice your subscribers to open the email. You can also use personalization by including the subscriber's name or other relevant information to make the email feel more personal.

Avoid using clickbait or misleading subject lines that don't deliver on their promise, as this can damage your brand's reputation and lead to a higher unsubscribe rate. By crafting compelling subject lines that are relevant and engaging, you can increase the open rate of your emails and improve the success of your email marketing campaigns.

Use a clear and concise message

When it comes to writing the content of your email, it's important to use a clear and concise message that gets straight to the point. Your subscribers are likely receiving dozens of emails a day, so you need to make sure your message is easy to understand and doesn't waste their time.

To create a clear and concise message, you should avoid using overly technical language or jargon that your subscribers might not understand. Instead, use simple and direct language that conveys your message in a way that's easy to digest. Keep your paragraphs short and use bullet points or numbered lists to break up the content and make it easier to read.

Make sure to highlight the main benefits or value proposition of your product or service, and include a call-to-action that prompts the subscriber to take action, such as visiting your website or making a purchase. By using a clear and concise message, you'll be able to engage your subscribers and make a strong impression that can lead to higher conversion rates.

Personalize your emails

Personalizing your emails means going beyond just using the subscriber's name in the greeting. It involves using data and information about your subscribers to create more relevant and personalized content that resonates with them.

You can use a variety of data points to personalize your emails, such as the subscriber's location, interests, past purchase history, or website behavior. This can be achieved through segmentation, where you divide your email list into different groups based on specific criteria, and then tailor your content to each group.

By personalizing your emails, you can create a more intimate and engaging experience for your subscribers that can increase their loyalty to your brand. Personalization can also lead to higher open and click-through rates, and can even boost your conversion rates. So, take the time to gather and use data to create personalized content that connects with your subscribers on a deeper level.

Segment your email list

Segmenting your email list is the process of dividing your subscribers into different groups based on specific criteria, such as demographics, interests, past purchase behavior, or engagement level. This allows you to create more targeted and personalized content for each group, which can lead to higher engagement and conversions.

For example, you could segment your email list based on geographic location, and then tailor your content to be more relevant to each region. Or, you could segment your list based on the subscriber's engagement level, and then send re-engagement emails to those who haven't opened your emails in a while.

By segmenting your email list, you can send more targeted and relevant content to your subscribers, which can improve their overall experience with your brand. It can also increase the effectiveness of your email campaigns, as you're sending content that's more likely to resonate with each group. So, take the time to segment your email list based on the criteria that matter most to your business and your subscribers.

Optimize for mobile devices

Optimizing your emails for mobile devices is a critical best practice in email marketing. With the majority of people now accessing their emails on their mobile devices, it's important that your emails look and perform well on smaller screens.

To optimize your emails for mobile devices, you should use a mobile-responsive design that adjusts to the size of the screen. This means that your email should be easy to read and navigate, with images and text that scale appropriately. You should also use a clear and legible font that's easy to read on a smaller screen.

Another important factor to consider when optimizing for mobile is the size and placement of your call-to-action. Your call-to-action should be prominent and easy to tap on a touch screen, and any landing pages or forms should also be mobile-friendly.

By optimizing your emails for mobile devices, you're ensuring that your subscribers have a positive experience with your brand, no matter where they're reading their emails from. This can lead to higher engagement rates, improved brand perception, and ultimately more conversions.

Include a call-to-action

A call-to-action (CTA) is a key element of any effective email marketing campaign. It's a prompt that encourages the subscriber to take a specific action, such as visiting your website, making a purchase, or downloading a resource.

Including a CTA in your emails is important because it gives your subscribers a clear direction of what to do next. Without a CTA, your email might be interesting or informative, but it won't be driving any specific action from the subscriber.

When creating your CTA, make sure it's clear, direct, and compelling. It should be prominently displayed in your email, using eye-catching colors or buttons that stand out. It's also important to ensure that your landing page or form that your CTA leads to is relevant and matches the promise of your email.

By including a strong and clear call-to-action in your emails, you're guiding your subscribers towards taking the desired action, whether it's making a purchase or signing up for a newsletter. This can lead to higher conversion rates and improved ROI for your email marketing campaigns.

Test and measure your email campaigns

Testing and measuring your email campaigns is a crucial best practice in email marketing. It allows you to understand what's working well, what needs improvement, and how you can optimize your campaigns for better results.

There are a variety of things you can test in your email campaigns, such as the subject line, the body copy, the layout, the call-to-action, or the time of day that you send your emails. By testing different elements, you can see what resonates best with your audience and use that knowledge to improve future campaigns.

To measure the effectiveness of your email campaigns, you should track key metrics such as open rates, click-through rates, conversion rates, and overall ROI. By monitoring these metrics, you can see how your campaigns are performing, identify areas for improvement, and make data-driven decisions to optimize your campaigns for better results.

Testing and measuring your email campaigns is an ongoing process, and you should always be looking for ways to improve your results. By taking the time to analyze your data and test new ideas, you can create more effective and engaging email campaigns that resonate with your audience and drive more conversions.

Provide valuable content

Providing valuable content is an important best practice in email marketing. Your subscribers are looking for content that's relevant, interesting, and useful to them, and by providing this, you're building trust and credibility with your audience.

To provide valuable content, you should understand your audience's interests and pain points, and create content that addresses these. This might include blog posts, videos, infographics, or other types of content that are relevant to your business or industry. You should also aim to provide content that's educational or informative, rather than just promotional or sales-oriented.

It's also important to make sure that your content is visually appealing and easy to read. Use images, videos, and other visual elements to break up your text and make your emails more engaging. And, make sure your content is scannable, with clear headings and bullet points that make it easy for your subscribers to quickly digest the information.

By providing valuable content, you're building a relationship with your subscribers and positioning yourself as a trusted source of information in your industry. This can lead to higher engagement rates, improved brand perception, and ultimately more conversions. So, take the time to create content that's relevant, informative, and visually appealing, and your subscribers will thank you for it.

Maintain a consistent email schedule

Maintaining a consistent email schedule is an important best practice in email marketing. Your subscribers are more likely to engage with your emails if they know when to expect them and what type of content they'll contain.

To establish a consistent email schedule, start by determining how often you'll send emails and on what days. This might depend on your business and your audience, but a good rule of thumb is to send emails once a week or bi-weekly, at the same time and day each week.

When deciding on your email frequency, it's important to strike a balance between staying top of mind with your subscribers and not overwhelming them with too many emails. You can always adjust your email frequency over time based on your engagement rates and subscriber feedback.

Maintaining a consistent email schedule also means staying consistent with the type of content you send. Your subscribers should know what to expect from your emails, whether it's informative blog posts, promotional offers, or a mix of both.

By maintaining a consistent email schedule, you're creating a reliable and predictable experience for your subscribers. This can help build trust and loyalty with your audience, and ultimately lead to more engagement and conversions. So, take the time to establish a consistent email schedule that works for your business and your audience, and stick to it over time for the best results.

Wrapping up

Email marketing is a powerful tool for businesses looking to engage with their audience and drive more conversions. But, to get the most out of your email campaigns, it's important to follow best practices that will help you get better results.

In this article, we covered the top 10 email marketing best practices that you should follow to maximize the effectiveness of your email campaigns. These include building a targeted email list, crafting compelling subject lines, using a clear and concise message, personalizing your emails, segmenting your email list, optimizing for mobile devices, including a call-to-action, testing and measuring your email campaigns, providing valuable content, and maintaining a consistent email schedule.

By following these best practices, you can create more effective and engaging email campaigns that resonate with your audience and drive more conversions. So, take the time to implement these best practices in your email marketing strategy, and watch as your results improve over time.

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