EMAIL Marketing

Email is an extremely powerful and effective marketing when used correctly. More importantly, email marketing allows you to build relationships with leads, customers and past customers.

These best practices will allow you to create better emails deliverability to and response from your intended recipients.

Email marketing can do much for your business and is considered the easiest means to communicate with your audience. Email marketing campaigns can help in generating a genuinely-interested audience, promoting your brand's message, educating your subscriber base, and closing more sales deals.

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Why believe in email marketing?

When done right, email marketing is the most targeted channel for engagement with your subscribers. Whether you are a booming startup, a medium-sized company, or a large enterprise, email works for everyone. Email marketing can be instantly set up and executed, and the positive effect shows up in your sales process.

Some reasons email marketing is very popular:

Simple and effective

When done right, email marketing is the most targeted channel for engagement with your subscribers. Whether you are a booming startup, a medium-sized company, or a large enterprise, email works for everyone. Email marketing can be instantly set up and executed, and the positive effect shows up in your sales process.


It's wallet-friendly and doesn't hit hard on your business budgets.

Less manual entry

Automated processes make email marketing quick and completely reliable, so you can save your time and effort for other tasks.


Email marketing platforms integrate with a number of other services, so your data is conveniently maintained across systems.


The entire engagement process is trackable with real-time reports and metrics, helping you to easily keep a check on the performance of each campaign.

Email Marketing Best Tips

Use Short, Compelling Subject Lines

Subject Lines determine whether your email is deleted, read or saved for later. Your subject line is competing with lots of other emails, tweets, and posts so limit to 20 to 50 characters whenever possible.

Keep It Brief

Good email marketing is succinct and offers valuable content. Don’t wait until the fifth paragraph to provide the link or call to action — you could lose your audience. Remember that smartphone users may only see a few lines when reading email on their mobile device.

Include Text at The Top

Images have a place in email, but don’t force your recipient to click on “view image” or scroll down to reach actionable information. The initial copy should be informative and interesting.

Do Not Use CAPITAL LETTERS Unnecessarily

Not only is this considered unprofessional and difficult to read, but SPAM filters may send your message to the Junk Folder.

Check For Misspellings

Spammers often misspell words to get past filters.

Limit or Avoid Common Spam Words

Free, Cash, Bonus, Amazing, %Off, Buy, Direct, Discounted Mortgage, Debt, Hospital, Medical Product.

Don’t Use Excessive Punctuation

You may be excited about a new deal, but avoid !!! ??? and $$$.

Make Links and Buttons Obvious

Don’t make people search your email for links to the executive summary or confidentiality agreement.

Schedule Your Email to Be Sent When Recipients Are Available

Send your emails during regular business hours and avoid sending on weekends or late in the evening.

Use “Clean” Email Templates

It is important to make sure that your email doesn’t contain extraneous or hidden HTML code. Use one of the clean templates.

Reformat Content

If your email has been previously marketed using a different email campaign provider, change the subject line, update or reformat the text in the email, and change the image prior to resending.

Do’s and Don’ts of Email Marketing


  • Know your national laws and local guidelines for email marketing and ensure that you follow them.
  • Build your list internally, even if it takes time, so the quality of your recipient list remains at a high level.
  • Keep an accurate audit of how your company received permission to contact the subscribers of the lists; keep in mind that some people forget they signed up to receive information.
  • Make membership to your email deliveries valuable by offering deals that non-members cannot receive.
  • Make sure that your company's name (or product name) is clearly identified in the domain name that appears in the "Sender" line of the email.
  • Use clearly stated words that describe what you want customers to respond to in both the "Subject" line and the body of your message.
  • Provide recipients with a clear way to contact you for more information, including telephone number and email address.
  • Provide subscribers with clear instructions of how to be removed from future mailings.
  • Plan mailings for specific, opportune times so subscribers are expecting your messages and are in a position to respond.
  • Personalize messages with recipients' names and tailor them for different target segments.
  • Choose software that can perform as your opt-in email lists grow, scan outgoing messages for viruses and measure the effectiveness of your campaign.


  • Send messages to those who did not request to receive information.
  • Purchase or rent lists from brokers who are not reputable and who cannot provide current, verifiable double opt-in permission.
  • Use exclamation points, capitalized letters, or other blatant marketing techniques that are synonymous with spammers.
  • Send irrelevant offers to members of your database. For example, if you run an online travel agency, do not send special airfare incentives that originate from airports that do not correspond with the zip codes members have provided.
  • Overload recipients with too many emails; only offer truly special deals.
  • Cram too many messages into a single email or send large attachments that may clog subscribers' inboxes.
  • Neglect to test messages, especially HTML messages. In particular, test how images are rendered in common email clients since many automatically block all external images in the message viewer until the recipient clicks a button to explicitly allow them or adds the sender to the address book.
  • Rely on your email program's spellchecker. Always have colleagues proofread your message for spelling and grammatical errors.
  • Sell or rent your email lists to other organizations unless you have been given explicit permission to do so.
  • Expect that every campaign will be an immediate home run; crafting quality messages takes time and requires feedback.