Email Marketing Best Practices To Follow

Most of us open our emails at least once daily and are greeted by several new messages in our inbox, including those from various brands.

This is because email marketing remains one of the most effective forms of marketing, as the average number of emails sent and received daily worldwide in 2020 was around 306 billion.

As a result, it is an essential platform to take advantage of. However, merely sending an email isn’t enough. You have to research, monitor, strategize, and constantly improve your email marketing campaigns to be impactful.

Read ahead to see some of the email marketing best practices.

Email At The Right Time

Certain things require perfect timing for them to be effective. This includes emails that must be sent to the receivers at the right time to fulfill their purpose. Understand your customers and test various approaches to determine the right time to send emails to your subscribers.

Online stores usually use peak purchase timings to send their marketing emails. This is because the store’s busiest times give them a peek into their customer’s schedules and habits and help them form their email marketing strategy.

Use Google Analytics to monitor the peak purchase times if you have a setup for ecommerce. Then, leverage this data to send emails that are transactional in nature.

Create Email Segmentation

Segmentation focuses on the variety of email subscribers in your list and breaks them into smaller targeted groups. This allows you to improve your conversion rates for a specific customer group by sending highly personalized emails at the right time to the right people.

Several factors form the basis of your list’s segmentation:

  • Location
  • Customer type
  • Engagement level
  • Interest in specific products or topics

For instance, you can focus on the new subscribers by creating an email segment to build trust with them and encourage them to make their first purchase from your brand. In addition, you can make these emails more exciting by including first-time discounts.

Similarly, you cannot forget about your loyal customers who have made frequent purchases with you for a long time, spending money on your products. Create a separate segment for them and send emails promoting products based on their past preferences.

Send A Welcome Email

The first impression is the last one, and you can build yours with a welcome email. These emails give a quick overview of your brand to the readers, informing them about your products and services and how you can offer value to them.

Welcome emails improve engagement and let your readers feel more appreciated, making your email marketing campaign more effective. These have an open rate of approximately 86%, while emails containing promo codes and special offers can increase revenue by 30% for every email compared to those without them.

With the impact that they can create, you must include the following in your welcome emails to help them outshine the rest:

  • Warm greeting
  • Exciting subject line
  • Special offers
  • Unsubscribe links
  • Relevant actions they can perform

Increase Brand Humanization

Your brand’s humanization is essential to make it more engaging to the subscribers. Emails are a great source of this as they talk about the brand’s obstacles, failures, and challenges and make it look more human.

A simple expression of gratitude helps to form a good relationship between the company and the customers.

Furthermore, a conversational and friendly tone in your emails shapes your readers’ perspectives regarding your brand.

Measure Email Performance

One of the most important practices in email marketing is to measure your email’s performance as it allows you to improve your current strategies for better results. All it requires is to monitor the appropriate metrics and understand their impact on your emails.

Here are the main email marketing analytics to track:

  • Open Rate: Shows the subscribers percentage that opens an email
  • Click-Through Rate: Reflects the subscribers’ percentage that clicks any one link in the email
  • Opt-Out Rate: This shows the subscribers percentage that has unsubscribed from your list
  • Bounce Rate: The percentage of emails that do not become a part of the subscriber’s inbox due to the spam filter, technical error, or inactivity of the subscriber’s email


It is no longer about doing the bare minimum in your digital marketing campaigns to attract more customers. With most of your audience online, you must find unique ways to attract them to your business and keep them hooked.

Emails are a great way to create a more personal relationship with those on your subscriber’s list. Additionally, with CTAs and discount codes, there are more chances of conversions.

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