13 Email Marketing Best Practices To A Solid Strategy

Many marketers believe that email marketing is dead and are looking for the best ways to utilize it. It has been a common concern for many marketing departments. If you are one of the second group looking for email marketing best practices, you have come to the right place!

Well, you don’t have to worry because email marketing is still going strong. In fact, 40 percent of B2B marketers say email newsletters are most critical to their content marketing success, and 73% of millennials prefer communications from businesses to come via email.

Furthermore, 99% of consumers check their email every day and it is by far the preferred way to receive updates from brands. As marketers, we can’t ignore these statistics. That’s why it’s important to develop a strong email marketing strategy. 

Email marketing is all about giving customers delightful and valuable experiences that keep them engaged with your brand and product. We’ve put together some of the best email marketing tips to help you improve the performance of your campaigns.

Hit The Play Button To Listen To The Podcast:

While email marketing may not get the attention some newer marketing channels get, it’s still a terrific way for you to generate leads and convert more prospects for your business.

Best Practices For Email Marketing:


Get To Know Your Audience:

A deep understanding of your recipient audience is one of the most important aspects to take stock of before you start emailing them. Your audience is more than just a demographic group. Ask yourself and try to address the following questions in as granular detail as possible: 

  • How and when do they prefer to be communicated to? 
  • Is there a specific vernacular, or slang even, that might resonate with them more than others (another great element to the A/B test)? 
  • What types of actions or activities distinguish your audience from the general population? 

You’re unlikely to address these questions completely the first time around, but be patient and keep at it.

Experiment To See What Resonates:

It’s important to A/B test every part of your email, from subject lines to your calls to action (CTAs). Some tips to keep in mind during your tests (checklist feature):  

  • Only test one element at a time (otherwise your results will be inconclusive)
  • Make sure you have a significant sample size in your testing 
  • Once you find a winning element, move on to the next test! 

Remember, your product changes, and so do your recipients, so a good email marketer is never done testing.

Don’t Purchase Contact Lists:


This first tip should come as no surprise, but given the General Data Protection Regulation (GDPR), it bears repeating. Email campaigns depend on a healthy open rate, and if you’re contacting people whose information you bought – rather than earned from a previous interaction – you’ll quickly see your emails’ performance drop.

Avoid A No-Reply Sender Address And Build Trust:

Avoid crafting an email that looks like it was sent by a bot. There is no point personalizing a message or subject line in such a manner. Steer clear of a no-reply@ sender address if you want to build trust with your audience, not the opposite. Moreover, they’re more likely to open your emails if they believe they are composed by a real human!

You may even choose to encourage your subscribers to reply, since collecting feedback is essential for your entire marketing plan.

Send Welcome Emails:


The welcome email is the single most effective message you can send. Average open rates soar above 80% – and click-through rates are around 22-25%. They reassure your new email recipients that the signup worked and the information they want is on its way.

Welcome emails also help keep your list clean and improve your email deliverability. If someone enters the wrong email address, the welcome email will generate a hard bounce. That then notifies your email provider to remove it from your list.

Keep The Main Message And Call-To-Action Above The Fold:

Above the fold refers to the information that’s visible to the reader before they scroll down. Place your message and CTA above the fold. It’s the first thing your recipients will see once they open your email, therefore increasing your conversion rate. You can also run an A/B test first to validate the hypothesis and see if it works for your emails.

Nail Your Timing:

Figuring out the perfect time to send your email is a hot topic. And while we don’t have the silver bullet answer for you, we do have some advice and insight. Consider sending your emails on “off” times, i.e. not on the top of the hour. So for example, send your newsletters at 10:07 am instead of 10 am. Sending at the top of the hour increases the chance that your emails will be delayed and not reach your recipient when you originally intended.

Write Compelling (But Concise) Subject Lines:

A good subject line should contain between 30 and 50 characters, including spaces. The reason why you do this is that email providers often cut off subject lines that go beyond this length.

Your email subject line should also create a sense of urgency while giving readers some indication of what to expect once they open the email.

Pick The Right Email Frequency:

Another email marketing best practice is knowing how often you should contact your subscribers. And that can be a tricky task. If we look at the mailing frequency data, we see that email marketers who send just one newsletter a week get the highest average open and click-through rates.

It’s a popular approach since 49% of all accounts we analyzed only send one newsletter a week. Bear in mind this data doesn’t exclude marketers who also send triggered emails or RSS emails.

Personalize Your Emails:

Personalization isn’t necessarily new in this era, but it keeps picking up steam and becoming increasingly important for email programs. Batch and blast emails just aren’t going to cut it or result in high conversion and engagement rates.

To personalize your emails, you must first consider what user data you have. We partnered with Segment to show you all the cool ways you can use data to enhance customer experiences.

Optimize Your Landing Pages:

Consumers nowadays are busy and expect to see certain things when they click on an email’s call to action. Therefore, creating a seamless transition for subscribers clicking on your emails is of the utmost importance. Carefully crafting a landing page aligned with your goals and your email content shows consistency and promotes a positive user experience and trust in the brand.


If you’re curious how you can propel your landing page efficiency and boost conversions. You can always spy on your competitors. You can use Mailgaze to get in-depth insights about their emails, winning strategies, e-commerce platforms, and tracking tools they are using to be successful.


Reward Your Loyal Email Subscribers:

Loyal customers are the lifeblood of your business. They open and click your emails, and choose your store to make their purchases (instead of your competitors). So reward them for their loyalty and engagement. There are various simple ways you can do this, from special discounts or offers to early access to exclusive products and services.

That’s a great way to make them feel appreciated. And you’re not losing anything, right? It’s a mutual benefit! Some businesses also run reward points schemes for their customers. This is, of course, a great way to retain them and incentivize them to stay with you.

Make Unsubscribing Easy:

As an email marketer, you need to understand that subscribers may unsubscribe at some point. There may be many reasons for this. For example, they no longer can use your services because they moved to a new location. Or they already bought a similar product elsewhere.

Whatever the reason is, there’s no point in holding a grudge and forcing people to stay on your list. By making the unsubscribe process difficult, you’re risking:

  • best-case scenario: they’ll ignore your emails or move them to a folder they never open
  • worst-case scenario: they’ll report your emails as spam

Both of these outcomes lead to bad deliverability and lower return from your email marketing campaigns.

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Wrapping It Up:

There are a lot of new tools at a marketer’s disposal that are getting attention these days. But email marketing has stood the test of time regarding its influence on your users. This old, reliable, and faithful tool can really ensure you get the most out of your marketing initiatives. Use MailGaze to Utilize its full potential. What are your thoughts? Let me know in the comments below!

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