The Top 10 Email Marketing Best Practices

Email is one of the best marketing channels around. It has a fantastic ROI, is easy to personalise, and can create valuable engagement with your audience.

But as wonderful as email marketing is, it can’t work its magic without some solid effort on your part (I know, that part sucks!).

You still need to think about who you’re talking to, what kind of content you’re sending out, and how to encourage your subscribers to stick around for more.

Luckily, you’re in the right place to learn how to make the most out of your email list.

Read on to learn 10 of the most important email marketing best practices that you can implement today.

1. Clean Out Your List

Don’t neglect your email marketing housework, even if it feels tedious! It’s essential that the contacts on your list are engaged and interested in what you do.

Remember, not everyone will bother unsubscribing from your list if they’re not into it. They may just delete your emails without even glancing at the content.

That means you could be paying for subscribers that aren’t the right fit for your brand. It also means they’re dragging down your campaign’s open rate.

Review your subscriber list and identify contacts who haven’t opened your email lists for more than six months. Then, move onto…

2. Archive Unsubscribers

It can be hard not to take it personally when someone unsubscribes from your emails. But remember, they’re doing you a favour by helping you narrow down your niche and focus on the people who really are into what you do!

However, you don’t need to completely write off your unsubscribers and delete them. At some point, you may have a different campaign or a better-fitting offer for them, so it’s handy to hold onto their details.

At the same time, some email marketing platforms still charge for unsubscribed contacts. The best way around this? Simply pop into your email platform regularly and archive any unsubscribed contacts. That way, you get to hold onto their details without being charged.

3. Don’t Purchase Lists

Buying ready-made lists is definitely not one of our email marketing best practices! Firstly, it’s unethical, as the people on the list you purchase have not knowingly consented to be contacted by you.

Secondly, trying to win over people who’ve never heard of you and didn’t opt-in to your list will only damage your reputation and waste your precious time. You want to populate your list with contacts who want to hear from you – people who are actively interested in your products and services.

4. Utilise Segmentation

Segmentation may seem scary if you’ve never tried it before, but email marketing platforms help make it straightforward.

Email segmentation is the process of dividing your email list into specific groups so you can target different people with different messages or campaigns.

Segmenting your audience allows you to send more relevant content, send only emails that relate to each contact, and increase your marketing ROI.

5. Email Regularly

Consistency is vital in email marketing. The email marketing best practices for frequency can differ for every business. Some may see a great return on investment for daily emails, while others will do fine with weekly or even monthly emails.

Finding your ideal frequency will depend on what you can commit to and what your audience responds to. Whatever that frequency is, make sure you stick to it and show up consistently so your audience learns that you’re reliable and trustworthy (and your brand doesn’t slip out of their awareness).

6. Prioritise Value Over Sales

Email marketing best practices always emphasise value over sales. Don’t just reach out to your list when you’re trying to sell them something. Keep in touch regularly with interesting, engaging, and useful content.

Think about the favourite emails sitting in your inbox from other businesses. What makes them great? Do they include awesome products and discounts, interesting stories, thought-provoking insights, valuable tips, or up-to-date news?

When you consistently provide value via your email campaigns, your subscribers will be much more likely to jump at those sales offers when they do appear.

7. Keep Things Short And Sweet

We all have a lot going on these days, and most of us don’t have the time (or inclination) to sit and read through a bunch of lengthy emails.

Keep your emails short and to the point. Make them easy to read and include clear, concise calls to action so your audience can quickly determine the purpose of the email with a skim-read.

Bullet points, short paragraphs, and subheadings help, so avoid lengthy text and focus on getting your point across.

8. Optimise For Mobile

Most people open their emails on their mobile phones these days, so it’s vital to optimise your emails for mobiles. Double-check that your content looks good and loads quickly on all devices, not just computers.

9. Get Personal

Unlike social media marketing, you can get nice and personal with your emails. Make the most of this personalisation wherever you can.

Don’t send out generic emails starting with, “Hi everyone” or “Dear subscriber.” Instead, use your contacts’ first names (this is easy when using an email marketing tool.) Just don’t overuse the personalisation tool as seeing your name repeatedly throughout an email can be unsettling!

10. Encourage Your Subscribers To Reply

Want more engagement from your email subscribers? One of the most useful email marketing best practices is to ask your contacts a question. Make it clear that you would love their feedback and insights by encouraging them to answer your question by replying to your email.

This is a great way to learn more about your customers and create stronger relationships with them - just make sure to respond to their replies and keep the conversation flowing.

Need some help nailing email marketing in your business?

As an email marketing specialist, I can help you make the most of your email database by sending a regular newsletter to your list.

You can check out all my Email Marketing Packages here.

Book a free 20-minute call with me today, and we’ll get you started.

My preferred email platform is Mailchimp (note this is an affiliate link).


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Debbie Mills Robertson
Online Course Creation | Website Design | Email Marketing
027 345 7000


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