Email Marketing: 8 Best Practices to Consider

by | Jul 22, 2014

Email Marketing Best Practices – Email marketing has evolved significantly over the last decade. It has the capability to become one of the strongest tools in your marketing toolbox when utilized correctly. A recent survey by iContact tells us that small businesses are spending the largest percent of their marketing budgets on email. 

Email Marketing: 8 Best Practices to Consider

Email marketing stands apart from other forms of marketing because of its one-of-a-kind ability to personalize content and send it straight to a consumers’ inboxes – plus, anyone can figure out how to craft compelling emails, even people who aren’t strong writers. Unfortunately, email marketing is also one of the most poorly executed marketing channels available.

If you plan to dedicate your precious time to email marketing, make sure you maximize your investment. Take a look at these top 8 email marketing best practices:

Email Marketing Best Practices – Ensure Your Content Offers Value

In order to build trust and establish subject-related expertise in your field, you have to ensure your email content is of high value. Customers value their time, and even just one email with less-than-excellent content can cause your readers to click the delete button next time an email from you pops up in their inbox.

Strive to Pique Reader’s Interest

Make it a goal to write an email that get readers to your site for additional material. Your marketing material should be powerful and inviting in order to drive potential customers to the place where they will see your products and services. After all, sales and marketing work together.

Perform a Monthly Review

Every month, review your open and click-through data. Use your findings to see where you excel and where you can improve. Your findings can guide you on how to best focus your future content.

Don’t go Overboard with Calls to Action

Too many calls to action can actually deter your customers from taking action. The more options available, the more likely the customer will procrastinate in taking action.

Add Recipients to Your Email Base with Care

Only send email to those who have demonstrated interest in your brand and content. It is important to respect peoples wishes and if someone does not want to receive your email, do not send them any.

Use Smart Subject Lines

Your subject lines act as a first impression – they are the first things readers will see and will act as the deciding factor of whether they open or delete the email. Make sure you select words that will urge them to open and read your email instead of sending it to their trash. As you select a subject like, also keep in mind that an iPhone will truncate it at 32 characters.

Write Content that Appeals to Your Readers

Customize the content you write based on your reader’s interest. Take note of their purchase history, content that has generated a lot of interest, or any other areas that cause customers to ask a lot of questions. Readers are more likely to read your emails if you sent ones that are engaging, informative, and helpful.

Send Emails Conservatively

Be conservative with your email distribution frequency. Too frequent emails may turn readers off and result in unopened emails. If you let too much time lapse between emails, readers may have moved on to a competitor. If you aren’t certain how often you should send out emails, test different frequencies and see which garners the best results.

Most people don’t question why email remains at the core of small business marketing because the answers are obvious. Email marketing is an incredible and cost-effective resource, and with proper execution it can act as the most productive marketing channel at your fingertips.

What email best practice do you think is the most important? Do you have any to add?

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Megan Totka is the Chief Editor for She specializes on the topic of small business tips and resources. helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.