Email marketing requires a battle plan. You’ve seen your own inbox; you know that it’s chaos. You submit your email address as a required part of a purchase, and suddenly you’re getting 60 emails a month from a mattress company, wondering why on earth they think someone who just bought a mattress would be in the market for more mattresses.
Want to stand out in a sea of mattress emails? You’re going to need a strategy. We’ll walk you through our favorite email marketing best practices and accompanying examples to help you kick off your next campaign.
Table of contents:
Email marketing strategy
1. Use an email marketing platform
If you’re launching an email campaign, forget regular providers like Gmail and Outlook. In order to manage even a moderate volume of emails and subscribers, you’re going to need an email marketing platform.
Platforms like ConvertKit, Mailchimp, and Moosend are designed as all-in-one tools that provide marketers with everything they need to run an email campaign. These tools can store and sort your contacts, track key metrics like email opens and bounce rates, and allow you to test out different versions of the same email to make sure you’re sending the most effective one.
There are a lot of email marketing tools out there, but you might need a more specific type of software based on your goals and budget. Here are some resources to help you pick the one that’s best for you:
2. Time your marketing emails
Make use of your email platform’s scheduled send feature, and be mindful of time zones—a 2 a.m. email is going to go unread almost 100% of the time.
There are a lot of conflicting opinions as to when the best day and time are for sending marketing emails, and different tests often turn up different answers. Experts generally recommend sending midweek (Tuesday through Thursday) during work hours, but different audience demographics will have different preferences. The best way to figure out what time you should send your emails is to test different times and measure your results.
3. Align your brand voice and tone
Anyone who watched “Roseanne” remembers how jarring it was when Becky switched actresses mid-series. Suddenly, a new face was playing the same character, leaving viewers scratching their heads. If your emails sound like they come from different personalities, your audience might feel similarly disconnected or unsure about your brand’s identity.
To avoid this, make sure every communication—regardless of who’s sending it—reflects your brand’s established voice and tone. Whether it’s casual and friendly or formal and professional, consistency helps build a cohesive identity that your audience can recognize and trust. By maintaining a uniform voice, your brand becomes more relatable and memorable, much like knowing exactly what to expect when you visit the Conner residence in Lanford, IL.
4. Set SMART goals
When setting goals for your email campaign, make sure they follow the SMART framework: specific, measurable, attainable, relevant, and time-bound. SMART goals give you a concrete target to work toward and make it easy to track your progress. They also inform the type of email content you send, who you send it to, and how you measure success.
Aiming to “improve email performance,” for example, is like saying you want to “get fit” while lounging on the couch with a box of Zebra Cakes. Vague goals give you permission to be lazy. Instead, commit to something like, “I want to increase click-through rate by 15% in six weeks by creating more engaging content and optimizing my CTAs.”
Email list building
5. Set up opt-ins
An “opt-in” is the process of a reader or buyer confirming that they want to receive your email newsletter, either by clicking a button to sign up, indicating that they want to receive emails from you in a form, or checking a box to receive your emails when they’re signing up for your app or service.
In a “double opt-in,” someone who signs up will then receive an email asking them to confirm that they want to sign up. Subscribers will only receive your emails after they click the link in that confirmation email. This email is important since it verifies that they do actually want to sign up with that email address (in case someone else entered their email address), and it can help prevent you from getting in trouble for sending spam. (More on spam laws later.)
6. Set up auto tags for signups
Most email marketing platforms provide a way for users to automatically organize and tag contacts as they come in from different opt-in channels and when a subscriber performs a particular action.
For example, contacts who opt in by checking a box while making a purchase can be tagged as “customers,” and subscribers that click on an in-email product link can be tagged as “prospects.” This will allow you to tailor your emails to different subscribers’ specific needs and interests without sorting through contacts and customizing individual emails by hand.
7. Use a variety of signup forms
The more signup forms you use, the more opportunities you have to collect new email contacts. Consider adding forms in the following spots:
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At the end of each blog post
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On your purchase confirmation page
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On your site’s “About” page
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At the beginning of chatbot interactions
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On your “Contact us” page
8. Add a pop-up form
The jury’s still out on whether pop-up forms are worth the annoyance or not, but the fact that so many major brands and companies still use them suggests that they’re at least worth considering. If you’re not sold on pop-ups but want to give them a try, use an app like Sumo to run an experiment. You can also use a service like Exit Monitor or HubSpot to track users’ mouse movements and trigger a pop-up as they’re getting ready to exit the page.
9. Offer an incentive
In addition to adding forms in different locations, you should offer a variety of reasons for users to sign up. I rarely open newsletters, but I’ll never say no to a discount code in exchange for an email signup.
Consider offering things like:
10. Import contacts from other sources
Set up integrations between your email marketing platform and other apps so you can collect and tag contacts from those sources as well. If you’re hosting events with GoTo Webinar, selling tickets with Eventbrite, or managing prospects with Salesforce, your email marketing platform can organize all of those email addresses automatically. Here are some more tips on how to automatically import contacts into your email marketing software.
11. Don’t buy contacts
Starting an email list from scratch can feel daunting at first, but resist the temptation to buy contact lists from third parties. Not only is this sometimes illegal, but it’s also ineffective. People who didn’t opt in and have never heard of you or your brand aren’t going to open your emails anyway, so adding them to your database is a waste of time and money.
12. Clean your contact list regularly
When your campaigns have consistently low open rates, your emails are more likely to get marked as spam. That’s why it’s important to go through your contact list every few months and purge contacts who don’t ever open your emails. If 25 people are going to open your email either way, 25 out of 50 is a much better open rate than 25 out of 100. Here are more tips for how to clean your email list.
Designing emails that convert
13. Change sender identity when appropriate
Another benefit of using an email marketing platform is that it allows you to send from different personas. Not that you should pretend to be someone else or invent an alter ego, but there are some times when sending from someone different makes sense. For example:
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To have a junior marketer or assistant send a campaign on your behalf
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To send emails on behalf of a client
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To match sender identity to your audience segment (target financial industry workers with emails from the CFO, for instance)
For example, Travis Dailey at Clearscope uses his name to send out emails on upcoming webinars and events. For more general updates, Clearscope uses the Team at Clearscope sender identity.
14. Avoid using no-reply email addresses
Make sure your emails are being sent from a real person—avoid using a “no-reply@” email address whenever possible. Not only is it cold and impersonal, but it can also decrease deliverability since no-reply addresses are more likely to be filtered as spam.
15. Utilize email previews
Use a tool like Mailchimp’s Inbox Preview to find out what your emails will look like in people’s inboxes, on both desktop and mobile.
Don’t use character counts to make sure your subject lines will fit. Because some letters are physically wider than others, character counts aren’t always accurate—a 60-character subject line might fit if it has a lot of lowercase l’s and i’s but get cut off if it’s heavy on capital O’s and D’s.
16. Keep it short
As a chronically long-winded individual, this is one that took me a long time to accept: emails should be short—no matter how much you have to say. If you have a long message, turn it into a blog post or site copy, and then use your email as a preview with a click-through to the real content.
Emails that don’t ask a lot of the reader are more successful than emails that immediately appear dense or like they’re going to require a lot of focus. MarketingProfs offers a table of contents at the top of their emails giving readers a preview of what’s in store, but the meatier content is saved for after the jump.
17. Place your value-add at the top
For the same reason that your emails should be short, they should also lead with the most valuable and actionable information. Emails have to hook their readers quickly. If you place the valuable or actionable information at the bottom or buried within dense text, subscribers will probably stop reading before they even get to the important part.
18. Keep it simple and skimmable
Increase the likelihood that subscribers actually read your entire email by keeping it as skimmable as possible. Think about the difference between a page of 12-point Times New Roman and a page with headers, subheaders, and bullets. Which is going to be easier to read? User text formatting to guide the eye and make your emails easy to consume.
Busy patterns and tons of bright colors are the visual equivalent of a wall of dense text—they tire readers’ eyes out. Stick to one or two colors and fonts, and keep complicated illustrations to a minimum.
This email from Cision is short and easy to skim, but it’s still packed with key information. It’s visually interesting without being overwhelming.
19. Keep it consistent
Create or use templates that utilize the same or similar colors and fonts in order to present a cohesive brand identity. A little visual consistency can make the difference between an email that looks homemade and amateur versus one that looks clean, professional, and impressive.
Check out our guide to B2B email marketing best practices for more tips on email architecture and design.
20. Write engaging subject lines
The most effective subject lines are personal, promotional, and engaging. Exactly how that shakes out will depend on your industry and your target audience.
For an eCommerce business selling women’s clothing to twentysomethings, that might look like incorporating Gen Z slang, nodding to popular songs or TV shows, and teasing sales. For a B2B SaaS company, that might look like reeling customers in with information about upcoming webinars or new industry reports.
If you find your eyes glazing over trying to drum up a catchy subject line, AI can help. There are many AI text generators that offer specific email subject line templates to help you create better subject lines.
Keep these subject line best practices in mind:
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Include a deadline in the subject line (this works well for sales and signup deadlines)
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Ask open-ended questions to pique readers’ interest
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Avoid words associated with spam such as “free” or “last chance”
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Keep subject lines around 40 characters or five to seven words
21. Provide a seamless mobile experience
You’re probably putting your marketing emails together on a desktop, but it’s likely that most people will be reading them on mobile—that’s why you need to test on a variety of platforms before sending.
Most email platforms can resize images and text and condense everything into one clean column to be mobile-optimized. You can also often control what appears on mobile vs. desktop. For example, if you have an image that won’t display well on mobile, you can set it to only display on desktop emails.
Whatever decisions you make, test them on multiple platforms before sending them off.
22. Utilize email footer space
The email footer is too often overlooked, but it’s a good opportunity to put a stamp of personalization on your email. For example, you could include a personalized letter from your CEO thanking the reader for their support and loyalty.
The footer is also a great opportunity to include your brand mission and point readers toward other ways to support or connect. Check out how McSweeney’s does it below.