Ah email marketing.

It’s the bread and butter of any good online business and it’s a constant learning process trust me.

I’ve been doing this for years and I’ve learned that it’s not just about sending out a blast and hoping for the best.

It’s about understanding your audience building relationships and delivering value.

Over the years I’ve picked up a ton of best practices and today I’m going to share 25 of the most effective ones that I’ve found drive real results.

I’m not talking about some fluffy theoretical stuff.

These are practical tips that I use in my own campaigns and I’ve seen them work wonders for my clients.

Table of Contents

The Foundations of Success: Building Trust & Deliverability

1. Use a Custom Domain

You want to be taken seriously right? You want your emails to land in the inbox not the spam folder.

That’s where a custom domain comes in.

It’s like having a proper business card – it tells your subscribers that you’re legitimate and worth listening to.

Think about it.

You wouldn’t trust a business that uses a generic Gmail address would you? It just screams “fly-by-night operation.” A custom domain like “yourcompany.com” shows you’re invested in your brand and committed to your audience.

And speaking of trust make sure you’re authenticating your domain with SPF DKIM and DMARC.

These are like the security guards for your emails making sure they’re legit and not being spoofed by spammers.

It’s a bit technical but it’s essential for a good sender reputation and better deliverability.

2. Don’t Skimp on the Right Tools

You wouldn’t try to build a house with just a hammer and nails would you? Email marketing is the same.

You need the right tools to get the job done.

I’ve seen too many marketers try to do it all with free tools like Outlook or Apple Mail and it’s a recipe for disaster.

First off the features are limited and you’re stuck with clunky templates.

Second and most importantly you’re going to struggle with deliverability.

Those free tools just don’t have the same muscle behind them as a dedicated email marketing platform.

That’s where tools like GetResponse come in.

They’re designed to help you create beautiful responsive emails segment your list automate your campaigns and track your results.

Plus they handle all the technical stuff behind the scenes like bounce management unsubscribes and working with ISPs to ensure your emails get delivered.

3. Say Goodbye to “No Reply”

This is a pet peeve of mine.

It’s like saying “We don’t care enough about you to respond.” Who wants to engage with a brand that seems so aloof?

Sure handling tons of replies can be a pain but it’s a sign of engagement.

And sometimes those replies can lead to great insights or even turn into brand advocates.

It’s a two-way street.

So ditch the “noreply@” and use a real address.

Show your audience that you’re open to feedback and willing to engage with them.

4. Double Down on Double Opt-in

I know I know.

You might be tempted to skip the double opt-in and just add people to your list.

But trust me it’s worth the extra step.

People who confirm their subscription are far more likely to be engaged and interested in your content.

They’ve taken the time to click that link so they’re more likely to open your emails and actually click on your calls to action.

Think of it this way: you’re weeding out the casual browsers and building a list of truly interested subscribers.

It’s about quality over quantity.

5. Make Unsubscribing Easy

Look sometimes people just aren’t interested anymore and that’s okay.

It’s a natural part of the email marketing journey.

But what’s not okay is making it difficult to unsubscribe.

It’s like trying to hold on to a relationship that’s already over.

It just creates frustration and resentment.

Make it crystal clear how to unsubscribe.

Don’t bury it in the fine print.

Make it prominent and accessible.

The easier it is to unsubscribe the less likely people are to complain to their email provider.

And that’s good for everyone’s deliverability.

Building Engagement & Delivering Value

6. Leverage the Power of the Thank You Page

The thank you page is a golden opportunity.

It’s your chance to make a great first impression and set the stage for your future interactions.

Don’t let it go to waste by just showing a generic “thanks for subscribing” message.

Use it to:

Boost open rates: Encourage subscribers to open your emails by giving them a taste of what they’re going to get.
Drive traffic: Direct them to your most important pages like your blog or product landing pages.
Increase conversions: Offer a special discount free trial or exclusive content.

Think of it as a warm welcome mat inviting them into your brand world.

7. Segment Your Audience

One size doesn’t fit all especially when it comes to email marketing.

People have different interests needs and buying habits.

That’s why segmentation is so important.

It allows you to tailor your content to specific segments making it more relevant and engaging.

For example if you’re selling clothes you might segment your audience by gender age style preferences or even past purchase history.

This way you can send them offers and content that’s actually relevant to them.

8. Master the Welcome Email

The welcome email is your first chance to make a lasting impression.

It’s like the first date – you want to leave them wanting more.

Why is the welcome email so important?

Boost open rates: Welcome emails consistently have some of the highest open rates.
Clean your list: Any hard bounces from wrong email addresses will help you maintain list hygiene.
Build a relationship: Offer something valuable or exclusive to show your subscribers you care.

Make it personal engaging and valuable.

9. Craft Compelling Subject Lines

The subject line is your elevator pitch.

It’s what convinces people to open your email and see what’s inside.

Here’s the thing: people skim their inboxes so you need to make yours stand out.

Be clear and concise: Get to the point quickly.
Use power words: Words like “free” “exclusive” “secret” and “instant” can pique curiosity.
Ask a question: Get people thinking and wondering what the answer is.
Create a sense of urgency: Use phrases like “limited time” or “don’t miss out.”
A/B test: Don’t just rely on your gut feeling. Test different subject lines to see which ones perform best.

10. Don’t Forget the Preheader

The preheader is the short snippet of text that appears right below the subject line in some email clients.

Think of it as a chance to give your subject line a little extra oomph.

Provide context: Use the preheader to add more detail about your offer.
Create a sense of urgency: Mention deadlines or limited-time offers.
Use emojis: Add a little personality and visual appeal.

A good preheader can make a big difference in your open rates.

Designing for Engagement & Conversions

11. Hook Them with Your Email Header

Your email header is your first impression.

It needs to grab attention and convince people to keep reading.

Use visuals: A captivating image video or animation can instantly grab attention.
Include a call to action: Make it clear what you want your subscribers to do next.
Keep it mobile-friendly: More than half of emails are opened on mobile devices so make sure your header looks good on all screens.

Think of your header as the opening scene of a movie.

You want to keep them hooked.

12. Make Your Content Click-Worthy

What makes an email click-worthy? It’s about offering value and making people want to learn more.

Use video: Videos are a great way to engage people and keep them entertained.
Include images: High-quality images can break up text and add visual appeal.
Personalize your content: Show that you understand your subscribers by using their name or addressing their specific needs.
Use emojis: A well-placed emoji can add personality and make your emails more friendly.

13. Don’t Be Shy About Your Calls to Action

You’ve done the work to create engaging content.

Now you need to guide your readers towards the next step.

Make them clear and concise: Use strong action verbs and tell people exactly what to do.
Keep them visible: Place your CTAs in a prominent position like above the fold.
Test different CTAs: Don’t just settle for the first one you come up with. Try different button colors copy and placements to see what performs best.

14. Unlock the Potential of Your Footer

The footer is often an afterthought but it’s actually a powerful marketing tool.

Use it to:

Provide essential information: Include your company address unsubscribe link and privacy policy.
Reinforce your brand: Use your footer to promote your social media channels offer a discount code or highlight a recent success story.
Build a relationship: Include a personal note from the team or offer a way to contact support.

15. Streamline Your Content for Easy Reading

We live in a fast-paced world and people don’t have time for lengthy rambling emails.

Make it easy for them to understand your message.

Use headlines and subheads: Break up your text into smaller chunks that are easy to scan.
Use bullet points and numbered lists: Make your content easier to digest.
Prioritize the most important information: Get to the point quickly and avoid unnecessary fluff.

16. Make Your Emails Accessible

Not everyone sees the world the same way.

Make sure your emails are accessible to all regardless of their abilities.

Use alt text for images: This allows screen readers to describe the images to visually impaired users.
Use high-contrast colors: Make sure your text is easy to read against the background color.
Avoid using small font sizes: This can make it difficult for some users to read.
Use clear and simple language: Avoid using jargon or complex sentence structures.

17. Double-Check Triple-Check Quadruple-Check

Mistakes happen but there’s no excuse for sending out emails with typos broken links or inaccurate information.

Preview your emails: Make sure your email looks good in different email clients like Gmail Outlook and Apple Mail.
Use a spam checker: Make sure your emails don’t trigger spam filters.
Send a test email: Send a test email to yourself before sending it to your entire list.

A few extra minutes of proofreading can save you a lot of embarrassment.

Timing is Everything: Frequency Time & Automation

18. Find the Right Mailing Frequency

How often should you send emails? It depends on your audience and the type of content you’re sending.

Start with once a week: This is a good starting point for most businesses.
Don’t bombard your subscribers: Too many emails will lead to unsubscribes and damage your sender reputation.
Experiment with different frequencies: Try sending more or less frequently to see what works best for your audience.

19. Optimize Your Send Time

When should you send your emails? Again it depends.

Use send-time optimization algorithms: These tools analyze your subscribers’ past behavior and send emails when they’re most likely to open them.
Consider your audience’s time zone: Don’t send emails at 2 a.m. their time.
Experiment with different times: Test sending your emails at different times of day to see what works best.

20. Don’t Neglect Your Automated Campaigns

Automated email campaigns are a powerful way to nurture leads promote your products and stay top of mind.

Set up welcome sequences: Welcome new subscribers and guide them through their first steps.
Create abandoned cart sequences: Recover lost sales by reminding people about items they left in their carts.
Send birthday emails: Show your subscribers you care by sending them a personalized birthday message.

But don’t just set it and forget it.

Review your automated campaigns regularly and make sure they’re still relevant and engaging.

21. Track Your Email KPIs

You need to know how your campaigns are performing so you can make adjustments and improve your results.

Email open rate: This tells you how many people are opening your emails.
Click-through rate: This tells you how many people are clicking on your links.
Conversion rate: This tells you how many people are taking the desired action like making a purchase or signing up for a free trial.

Don’t get too caught up in vanity metrics.

Focus on the ones that matter most for your business goals.

Building Your Email List

22. The Power of Lead Magnets

Getting people to sign up for your email list can be challenging.

That’s where lead magnets come in.

Offer something valuable: It could be a free ebook checklist template discount code or anything that your audience would find useful.
Make it relevant to your audience: Don’t just offer something generic. Tailor your lead magnet to their interests and needs.
Promote your lead magnet: Make sure your lead magnet is prominently featured on your website and social media channels.

23. Master the Art of the Popup Form

Popups can be a great way to capture leads but they can also be annoying.

Use them strategically: Don’t just pop up a form out of the blue. Trigger them based on user behavior like when they’re about to leave the page or after they’ve scrolled through a certain amount of content.
Make them relevant: Offer a lead magnet that’s related to the content the user is viewing.
Keep them concise: Don’t ask for too much information. Just get their email address and maybe their name.

24. Embrace the Marketing Funnel

Email marketing is just one piece of the puzzle.

It’s essential to integrate it with your other marketing channels to maximize your results.

Create a landing page: This is where you’ll promote your lead magnet and capture leads.
Use paid traffic: Consider using paid advertising to drive traffic to your landing page.
Nurture your leads: Use automated email sequences to stay in touch with your subscribers and guide them towards a sale.

The Final Word

Email marketing is a constant learning process.

There’s always something new to discover and improve upon.

I hope these best practices have given you some valuable insights to enhance your email marketing game.

Remember it’s about building relationships delivering value and making your audience feel heard.

And if you’re looking for some extra support there are plenty of resources available like GetResponse.

They offer a wealth of tools and resources to help you grow your email list create engaging emails and track your results.

So go out there put these best practices into action and watch your email marketing results soar!

25 email marketing best practices that drive results ⚠️