15 Email Marketing Best Practices (That Actually Drive Results)

Jun 14, 2020

Email marketing isn’t as simple as writing a message and sending it to a list of contacts. There are a lot of email marketing best practices to follow and email marketing industry benchmarks to hit.

We have written a detailed post about how you can build your email list faster.

In this post we have shared some of the top email marketing best practices to be successful this year.


main image of email marketing blog blog





It is one of the most important of all email marketing best practices. Email marketing is so effective because people want to engage with your business and receive your message. Buying email lists takes away this trust by spamming their inbox with something they don’t want.

And the penalties for not following these rules are severe. According to Keap (formerly Infusionsoft), you can be fined up to $16,000 per incorrect email under the CAN-SPAM Act.

The health of your email campaigns depends on a healthy open rate. If you are interacting with a purchased list, you’re bound to have super-low open rates, spam complaints, and can even be blacklisted.

With the recent General Data Protection Guarantee (GDPR) roll out, it bears repeating – never purchase email lists. You should also clean your email list regularly to ensure your contacts are up to date.



An email titled, “Dear {first name}” is much more personal than “Dear Member.” Any piece of data that you collect from your email subscribers should be used to personalize the content they receive.

If the item fits in a column within a CSV file next to their email address, a merge tag can fire. A merge tag is a piece of ESP-specific code that allows you to place unique pieces of user data from your email list into your emails.

First and last names are the most popular merge tags at an email marketer’s disposal. Plus, you can use other cards like company name, date of the previous visit, the number of emails opened, products purchased, or information from a survey.

Using merge tags in your initial greeting is a great place to start making your email more personal.

See what this infographic from Get Response has to say about personalization. 


infographic about email personalization




Email subject lines should be concise, compelling, and create a sense of urgency while providing enough information, so the user knows what they’re opening. Sound confusing? Don’t worry – it isn’t.

Subject lines should be between 30 and 50 characters (many email providers cut off subject lines more extended than that). They should cut through the noise and entice users to act. The use of numbers and symbols, well-thought-out emojis, and exciting offers and discounts will increase your open rates. 




Email automation is a powerful tool most often used in a series of emails that welcome new subscribers into the list. These free autoresponder emails send automatically when new users opt-in to your list.

You can time these emails so that your subscribers get them on day one, day three, day five, or even day ten. Only you know the correct cadence for these emails based on your business goals.

For example, an e-commerce website may offer a 10% discount on the first welcome email. For emails 2 and 3, they can further showcase their brand story, product catalogue, and social media accounts. A welcome email series is great because it runs on autopilot, engages your list, and nurtures prospects into customers.

An email autoresponder is very helpful in email automation. After creating an email series you can easily set up an autoresponder with Get Response.

Give the infographic below a thorough read to learn what is an autoresponder and how it can help you in list building.


Get response infographic about email autoresponder





Emails should be between 500 and 600 pixels wide – any wider than that and users may have to scroll horizontally on their mobile devices.

Never make your “from” email address a “no-reply” email, like [email protected] Make it a name your subscribers will instantly recognize.

Place your main marketing message and call to action (CTA) above-the-fold so that most of your users will see it right away.

In your email content and imagery, stick to three fonts or less, and make sure the design matches the look and feel of your brand. Finally, put your logo at the top of the email so that subscribers recognize your brand at first glance.




A signature is a perfect opportunity to brand every message you send. It establishes and reinforces who you are as a company. By creating a cohesive email signature for each employee on your team, you create brand recognition in every person to whom your employees send emails. 




Your subscribers have lots of options when it comes to reading your emails. Different browsers, mobile devices, email services.

Previewing and testing the functionality of your emails is vital to make sure that your emails are showing up and working as expected.

Trust us, you don’t want to send out an email with several calls to action with links that don’t actually work.

While your email marketing service probably has a preview mode where you can check out what your email looks like on desktop vs. mobile, you really should take the extra step of sending yourself a test email.

That way, you can see exactly what your email will look like on your desktop and mobile device. 




Whenever we talk about good email practices, we always say email list quality beats quantity.

When you compare the average email marketing results by industry with the use of double opt-in by industry data, you can see a link.

Industries that use confirmed opt-in more often usually outperform those who don’t.

The same goes for places with stricter laws, like Germany or Europe in general.

They outperform the locations where marketers don’t have to pay the same amount of attention to who joins their email list – and how.

This article outlines why it’s worth using double opt-in. Why not give it a go?

At the very least, it will positively affect your deliverability – which is still a big win. 




According to Coschedule, the best day of the week is Tuesday and the best timings are 9 to 11 am.

Other researches have suggested that the best timings are 9 to 11 am and 3 to 5 pm. As long as you are staying away from weekends your engagement should be fine.

coschedule info graphic: best time to email





If the email content is valuable for the masses, ask the recipient to share it with friends and family.




Yes, making easy to unsubscribe is not optional, it is a legal obligation.

Don’t take the unsubscribes personally. You do not want subscribers who do not want to open and click on your emails.

That affects your email deliverability.




Every year, your email list declines by 20–30%. This means that you’re sending emails to tons of subscribers who will never open or engage with them.

And that impacts your email deliverability.

Fortunately, you can clean your email list and cut the dead weight pretty easily.

Many email marketing services even have a list cleanup tool that you can just update settings and run.

We recommend starting with your most active email lists since these are the lists driving conversions, leads, and sales. Eventually, though, you’ll want to scrub all of your lists.




What do you want to achieve with your email marketing campaigns?

Is it more opens or conversions?

How about more revenue per email sent?

You need to set the right objectives.

And if you’re reading these email campaigns best practices to improve your results – you should look at the right email KPIs.

Which ones?

It depends on your goal.

The email open rate is often considered a vanity metric. The click-through rate is more actionable, but it still doesn’t tell you how much revenue your campaigns generate.

So it’s best to learn about all the key email marketing metrics and how to choose them to suit your objectives.




If you want readers to stick around, you need to sound like a real person.

But that’s not all. You need to write to them as though they’re real people, too.

That means no jargon, no marketing speak. Just one person talking to another person.

Yes, you need to write to a single person. Don’t worry, this doesn’t mean individual emails to every person on your email list.

But you should make them feel that way.




What you write about, and how you write it, is just as important for open rates as your subject line. If your subscribers enjoy your content, they’re more likely to open your emails in the future.

But, if subscribers don’t like your content, they’re going to stop opening your emails no matter how great your subject line is… And they’ll probably even unsubscribe.

Watch the video below to master the art of email copywriting. 



That the end of our article. If you follow all of the above email marketing best practices, you should start to notice a surge in email subscribers. And the best part? With this particular system, your subscribers will be coming in on autopilot, meaning you don’t have to constantly be promoting your list and you don’t have to pay for ads.

Certainly, there are other things you can do to be more promotional about growing your list or to spend money acquiring subscribers — totally great, too! — but there’s a lot you can accomplish with the strategies above, especially if you’re busy or just getting started.

In case you have found our article helpful, don’t forget to leave a comment. Your reviews are valuable to us.

Read more about growing your email list fastly over here.

We love Get Response. Its the best email marketing automation

tool out there. Click on the link below to start your 30-day FREE trial (no credit card is required ) with super helpful customer support.

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Author’s Bio:

Umama Batool Qazi is a contributing columnist @Socialnomics, blogger @UBQ Digital Marketing, content creator and a Pinterest geek. She helps her clients achieve online success by creating valuable content and planning their Pinterest strategy.

To connect feel free to drop her a message at Twitter @DigitalUbq or email at [email protected]