Inbound Marketing Blog

Top 5 Email Marketing Best Practices

Posted by Vickie McGee

Is email marketing still effective? 


According to Direct Marketing Association email marketing has an ROI of 4300% and 77% of consumers prefer email for communications. There are more than 3.2 billion email accounts today; 95% of online consumers use email and 91% check email at least once a day. Email definitely has a longer lifespan than social media.

Here are the top 5 email marketing best practices:

  1. Identify a specific goal
  2. Personalize
  3. Get to the point
  4. Use your call-to-action (CTA) throughout the email
  5. Optimize for mobile


Email marketing works for every stage of the inbound methodology; attracting new visitors, converting visitors into leads, nurturing leads into customers and turning customers into promoters of your brand.

Let’s look at the top 5 best practices for email:

1. Identify a specific goal

My favorite question to ask is “What do you want them to do as a result of reading this?” Meaning “What is the call-to-action (CTA)?” For example, if you want them to sign up for a webinar that should be your main message and it should be very clear as to what action you want them to take.

2. Personalize, Personalize, Personalize!

Personalized emails see 14% higher click-through rates and 10% more conversions per Alchemy Worx: Aberdeen Group

FROM: The email should come from a person with a real name and email address, not a company. Do not use a do-not-reply email address, as it sends the message that you don’t want to hear from them (one-way communication).

CONTENT: Include their name, their company name any and other relevant information like what they just downloaded.  This includes the subject line.

SIGNATURE: Again, from a real person with direct contact information.

3. Get to the point

SUBJECT LINES: Tell them what the email is about in 50 characters or less. Email subject lines will get cut off if they’re too long, particularly on mobile devices.

EMAIL COPY: Address people directly (you, your) with actionable words like get, start, reserve, etc. Focus on benefits; what you’ll learn or how you’ll save time/increase revenue.

4. Use your main call-to-action (CTA) throughout the email

Have you ever read a long email and were interested in the content but had to search for the sign-up button/link? You can and should include the CTA in multiple places and in multiple formats. In images like a “Register for Webinar Now” button and within the content of your email text via a hyperlink. Don’t make people search for the next step you want them to take.

5. Optimize for Mobile

More than 50% of emails are opened on mobile devices. You need to optimize for mobile or you will miss out on the 69% of mobile users that delete emails that aren't optimized for mobile. Make sure to use a responsive email template that will resize depending on the device.

Email marketing can be used for brand awareness, lead generation, lead to customer conversion, and customer retention. Segmenting your contacts database increases engagement and deliverability and decreases unsubscribe rates. You can use segmented lists to trigger nurturing sequences to move leads further down the funnel

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Topics: Email Marketing

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