Get Permission and Respect Privacy Laws
Only email people who’ve opted in. Use double opt-in to confirm consent. Include an easy unsubscribe link in every email. Stay compliant with GDPR, CAN-SPAM, and other data protection regulations to avoid fines and build trust.
Segment Your List for Targeted Messaging
Don’t treat your entire list the same. Use tags or segments based on interests, behaviors, or purchase history. Tailored content results in higher opens, clicks, and conversions. A welcome email for a B2B lead should look different than one for a retail customer.
Test and Optimize Subject Lines, Timing, and CTAs
Run A/B tests on subject lines, email length, and calls to action. Test send times (e.g., weekday mornings vs. evenings). Let your data guide decisions. Small tweaks often make a big impact.
Balance Value and Promotion
Follow the 80/20 rule — 80% helpful content, 20% promotional. Build goodwill before making an ask. Tips, tutorials, stories, and insights make you memorable. Selling too hard too soon increases unsubscribes.
Clean Your List Regularly
Remove unengaged subscribers every 3–6 months. This improves deliverability and protects your sender score. Focus on the people who are opening, clicking, and converting — quality over quantity.
Final Thoughts
The email marketing landscape changes, but best practices remain consistent: get permission, personalize, test constantly, and serve your audience well. It’s not just about the list — it’s about the relationship.
FAQ: Email Marketing Best Practices
- How often should I email my list?
1–2x/week is ideal for most businesses. - What’s a good email open rate?
20–30% is average, 40%+ is excellent. - Should I delete inactive subscribers?
Yes — clean lists perform better. - How many CTAs per email?
Just one main CTA keeps your message focused. - What’s the best day to send emails?
Tuesday–Thursday mornings often perform best. - Should I personalize every email?
Yes — even simple personalization boosts performance. - Is it okay to send image-only emails?
No — always include text for deliverability and accessibility. - Do I need a welcome sequence?
Yes — it sets expectations and builds trust early. - Can I resend to unopens?
Yes — just tweak the subject line and wait 48 hours. - Should I outsource email writing?
If you want pro-level results, absolutely.