E mail Marketing campaign Finest Practices in 2021


You have a list. You have a shipload of dedicated readers. You have the tools to send great emails. But there is still some is missing that does not generate the desired level of engagement.

59% of marketers say that email marketing has the best ROI. If you don’t, it may be time to zoom out and see what is wrong.

How do you get back to the Email Marketing Best Practices that create the excitement you had when you first made your list? Here are a few ideas.

From now on, start split testing everything you ship

You are probably already familiar with split testing. It means sending different variations of the same email to see which gets the better response.

For example, you can isolate the email subject. Same exact emails, different subject lines.

Which one has a higher open rate? Which one generates more sales? That’s the style you should be using for your next campaign.

But here’s the thing. You can apply the same testing principles to anything in your campaign.

At Campaign Monitor, we’re even known for splitting entire templates. In one case we have This change alone increased the click rate by 127%..

Split tests are a great way to get back to basics. Consider:

  • 39% of companies don’t split test their emails. Start with this habit and you are instantly in the top 61%.
  • Split testing makes every email campaign a constant learning process. Even if you’re not getting engagement with your current campaign, a split test can give you insights that you can carry over to the next one.
  • You will learn more about your subscribers’ preferences. Do you react more often to a voucher code than to a personalized subject line? Do you want competitions? Valuable information? Do you open emails more often if it’s from “the CEO” or your entire brand?

A / B testing also introduces you to the world more Email Campaign Best Practices.

At Campaign Monitor we learned …

Personal subject lines achieve higher open rates.

… for non-profit organizations it is crucial to make an impact in order to encourage engagement. (See below).


CTAs should be different depending on the industry and sales phase.

Chances are there are some additional best practices that are unique Your Industry. And the only way to learn them is by starting split tests.

To engage your audience, start telling them a story

Split tests are important. But if you lose track of why people sign up for your newsletter in the first place, you can slowly move away from your core message.

The solution: Remember the story you want to tell.

Here is an example from parkrun:

parkrun email example


Note that it only takes a few paragraphs to figure out what this is about. You tell your “Zero to Hero” story in just a few sentences as soon as you register.

Email Marketing Software as with us is important. It will get your message across. But remember, it’s just the template.

You need to use this template with the human side of it. to complete Your Story.

Don’t forget to include an element of intrigue or mystery in your story. Think of the big opening lines in literary history. They hook you straight away with a little secret.

Call me Ishmael. Why not “My name is Ishmael”? What is Ishmael hiding anyway? We’ll have to read more to find out.

The same principle applies to your emails. The two most important sentences you will write are those Subject line and the Opening movement.

Take your time and think about how best to go about it hook Your readers. Would you like some tips to make this work? Remember that Open-loop technology.

In essence, the open loop technique means that your email begins with a mysterious element. One study even says that we become anxious when there is a discrepancy between what we know and the information we have Not know but want to know.

What’s that bit of intrigue and storytelling that you can incorporate in your next subject line? Your first sentence Keep trying until you are sure it will intrigue your readers.

Write a welcome email with personality

We’re talking best practices here, so let’s move on to one of the basics: writing a good welcome email.

This refers to the email your readers will receive after confirming their subscription. There are two essential elements that any welcome email should contain:

  • A personal note. You can go super-casual here or just say thank you for signing up. Either way, let them know there’s someone on the other end of the inbox.
  • A description of what you will receive. Remind them what they signed up for. Watch below how Monica Vinader’s newsletter reminds them why they signed up and then leads them to a CTA:

Monica Vinadler Email Example


Think of your welcome email as a free property. It’s an opportunity to engage, personalize, and pass on to a CTA. Why not use it to the full?

You can also include a reintegration newsletter for people who have not responded in a while. Check out how Morning Brew keeps it casual:

Morningbrew email example


It looks like an airy, personal firsthand letter from the CEO. Who could say no to that?

Stay away from the “Spam” folder and the “Promotions” tab

Email marketers have two natural enemies: Gmail’s Spam folder and the Advertising tab.

Avoid spam filters is one of the key best practices across the industry. Without it, your carefully crafted emails will not be read.

Email providers like Yahoo and Gmail may categorize your email as spam if it doesn’t meet quality guidelines. And yes, you can use formulas and “scores” to measure your success. Here’s what you need to know:

  • Aim for high open rates. If users open your messages frequently, this is a healthy signal. This means your email is valuable and people are more likely to move it to their inbox if they see it in the spam folder.
  • Be valuable enough that people will call you “no junk”. One of the most important numerical indicators of a quality email newsletter is how many times your own readers are saving you from the junk box.
  • Remind your readers to add you to their address book. Again, this helps the email providers give you a higher score.

Divide your list into segments

ON segmented list can increase sales by up to 760%.

Think about the math for a moment. Two almost identical Lists can generate varying amounts of income, almost eight to one.

Why this?

Personalization. if you Divide customers into segments based on shopping preferences or the types of emails they prefer, this alone can lead to higher conversion rates.

Here are a few ways to do this:

  • Behavioral segmentation. Do some customers buy small items while others prefer the larger ones? Do some spend a lot of time on your website and others less? You could start by compiling different emails and promoting different products based on their established behavior.
  • Content-specific segmentation. If you have data on your specific contacts, you may be able to create new segments based on the content they prefer. For example, if one reader prefers to download eBooks and guides and another prefers to make product purchases, you have enough information to create a wide variety of campaigns.

Some email marketers even ask their customers directly: What do you prefer?

Then they ask their customers to view their link preferences. This gives the email marketer the knowledge to divide customers into different groups based on their individual “votes”.

Optimize your email marketing frequency

Nobody likes to hear from you.

And others won’t want to hear too little from you.

It’s the classic Goldilocks dichotomy in email marketing: How often should you send out your email blasts?

26% of people answer that they unsubscribe from email lists because they generally receive too many emails. 19% say they do it because one company is targeting too many to send them.

On the flip side, you don’t want to ship so few that you’ll never sell anything.

Split testing is one way to fix this common problem. But you could also consider it Add a footer to your email which allow users to gauge their own frequency preferences.

Wrap up

Email campaign best practices can work so well that they are easy to work around. They think you’ve figured out this email thing and no updates are needed.

But when your habits are too out of whack, it’s time to get back to bread and butter.

You can use these best practices to either create a completely new list or to breathe life into an existing list. Either way, chances are your readers will notice. And they might only reward you with higher open rates.

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