It's easy to assume that email marketing is dead when your campaigns fall short of expectations. That’s because there are a lot of ways to get email wrong, and unfortunately lots of people end up having to learn that the hard way.
With all the confusion about the right way to manage email marketing, people unknowingly break rules, which can result in low engagement rates, unsubscribes, or worse - complete domain blocking!
While email marketing seems straightforward at first – just create and send out an email to an audience right? It’s the stuff in between that makes or breaks the success of that campaign.
What if the list is purchased, riddled with errors, lacks essential data, or worse, was acquired without clear permissions? Yes, your email platform is smart enough to spot a purchased list, and may block you from using it. And if the list hasn’t been scrubbed clean, you’re looking at a minefield that can wreak havoc on your domain’s reputation.
Whether you're doing your email campaigns in HubSpot or not (we prefer HubSpot of course!), it pays to be strategic about how you use email marketing. So let's do just that.
11 best practices for a winning email marketing strategy
There’s a lot to consider if you want to get email marketing right — think engaging copy, sleek design, smart sending times, just-right frequency, and those irresistible calls to action.
This isn't a one-size-fits-all game. Your industry's got its own playbook, and guess what? Your competitors are out there reading the same articles you are. That said though, there are some proven principles to follow:
1. Take a close look at the customer’s full experience
Look at your email communication throughout the entire customer journey, not just an isolated “send.” What have they received already? Is it clear why they’re receiving this email? Where are they in their customer journey, and what next step can you move them to?
Remember, when they first get an email, they’re usually asking: Who are you? How did you get my info? And is this relevant to me?
Example: For a customer who signed up via a product demo, follow-up emails might begin with a “thank you for attending the demo,” offering additional resources related to what was shown, and inviting feedback or questions to gauge their interest and tailor further communication.
2. Segment your audiences thoughtfully
Unless someone signs up for it, your prospects don’t want to know the same information as your clients. And customers buying different products or services
Example: Create separate email lists for potential customers who downloaded a free guide and current customers who made a purchase. Tailor communications to address the specific interests and needs of each group.
3. Deliver on the expectations you’ve set
When you promise specific content or offers at sign-up, ensure your emails consistently meet those expectations to maintain trust and engagement. If you told them you’d send something valuable, don’t barrage them with sales pitches.
Example: If a subscription confirmation email promises weekly tips on using your software, make sure every email includes at least one actionable tip.
4. Use action-specific calls to action (CTAs)
Make sure they know exactly why they’re clicking. Use language like:
- Save My Seat
- Join the Training Today at 1pm
- Schedule a Call
- Watch This Video for More Info
5. Use a single CTA for sales & promo emails
Focus your email on one clear action to drive better results. Multiple CTAs can dilute the message and reduce overall effectiveness.
Example: If you’re sending an email to promote a free trial, don’t add in secondary CTAs about a webinar.
6. Use a human’s email address
For most SMBs, send emails from a person in your company (like tim@apple.com), as opposed to an info@ or marketing@ email address.
7. Avoid creating unwanted surprises (i.e. don’t abuse their trust)
People are wary of unexpected emails filling their inbox. Alleviate fears of spam by clearly stating what subscribers will receive, how often, and why it's valuable. Highlight the uniqueness of your content and ensure it's centered around their needs, not just your message — you want them to look forward to your emails, not dread them.
Example: A signup form might include something like the text below. If this promise is followed by a bunch of sales promos each week, you’ll get marked as Spam pretty quickly.
"Thank you for subscribing to our monthly security insights newsletter. Each issue features exclusive interviews with industry leaders, the latest cybersecurity trends, and actionable tips on protecting your business. We respect your time and privacy—no spam, just valuable insights every first Tuesday of the month, and occasional updates about our services."
8. Cater to each audience if you want them to open and read it
Write emails that resonate with each specific audience to boost engagement rates. Use forms and custom questions to gather insights for personalization. For instance, a dropdown asking, "Which best describes you?" with descriptors of different personas allow you to have more targeted messaging.
Similarly, understanding frustrations through choices like "What’s your biggest frustration?" aids in tailoring content to address specific needs. Keeping options multiple choice simplifies segmentation, ensuring content feels bespoke to each recipient.
9. Earn those eyes (and clicks)
Every line of your email acts as an invitation for the reader to keep reading/acting. Think about the order recipients are reading things when they first receive an email: the body of the email might be life-changing, but that doesn’t matter if they’re not opening the email in the first place. Consider each of these pieces as a step to get the reader to read the next step:
- Subject line
- Preheader
- Headline
- Text
- Subhead
10. Preview the email with an eye for common issues
Make sure to accommodate mobile formatting, along with making sure your text shows up in both light and dark mode.
11. Show some restraint
Don’t get carried away and forget that you’re sending these emails to real people. Your email content should be:
- Helpful, NOT promotional
- Friendly, NOT stuffy and filled with jargon
- Simple, NOT crowded and overwhelming
Getting started
So how do you begin the process of getting this all dialed in?
- Start with metrics: What are our current open, click, and response rates? (or form conversions/registrations)
- Plan a test: How might we run an experiment to affect outcome on a small scale?
- Map out your journey: If you’re not doing much, start with this
Ready to turn your email marketing into a real source of growth? Request a free call with us today.
