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Email marketing can be an effective way to nurture potential clients, retain existing ones and help drive sales to certain products that are otherwise invisible. Are you just getting started with an email marketing strategy for your business? That’s good! However, you definitely do not want to start bombarding total strangers with a virtual ton of unsolicited emails as a viable marketing strategy. So, how do you ensure that your emails get through those pesky spam filters and frustrated subscribers?
Fortunately, we have just the goody guideline for you…
6 Email Marketing Best Practices You Should Follow
Here’s a quick summary of email marketing best practices:
Know your Audience
Before writing a single word, ask yourself: Who am I talking to?
When you understand your audience’s interests, needs, and habits, your emails will feel more personal and relevant. This means:
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Use their first name (e.g., “Hi Sarah”)
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Send content that matches their behavior (like past purchases or interests)
- Avoid a “one-size-fits-all” approachUse email tools like Mailchimp or ConvertKit to segment your audience into smaller, targeted groups.
Spam Lingo
Spam lingo (or spam trigger words) are words or phrases that sound like scams, clickbait, or junk. Email providers like Gmail and Outlook scan for these words to protect users.
Here are some examples of words that can make your email look suspicious:
- Free!!!
- Buy Now
- Make Money Fast
- Limited Time Offer
- Act Now
If your email has too many of them, it might land in spam even if it’s legit.
Make it Mobile Friendly
Over 60% of people check their email on their phones. If your email isn’t mobile-friendly, you’re losing readers fast.
Here’s how to fix that:
- Use a responsive mobile design
- Keep paragraphs short
- Use large buttons for call to action
Most email marketing tools offer mobile preview use them
Avoid Spray and pray approach
Email marketing can be powerful but only when done right. If you’re sending the same email to everyone on your list and just hoping for the best, you’re using what’s called the “spray and pray” approach, and honestly? It doesn’t work anymore.
What to Do Instead
- Segment Your Email List
- Personalize Your Emails
- Use Data to Guide You
- Send at the Right Time
Write catchy Subject Lines
Your subject line is the first thing people see and it decides whether they open your email or not.
Good subject lines are:
- Short and clear (under 50 characters)
- Interesting or curiosity-driven
- Relevant to what’s inside the email
Examples:
- “Don’t Miss These Weekend Deals”
- “Your Free Guide Is Inside”
- “We Have Something Special for You”
Track What Works (and What Doesn’t)
Most email platforms show you useful stats like:
- Open rate (how many people opened your email)
- Click through rate (how many clicked your links)
- Unsubscribe rate
Review your numbers to see what’s working and improve future emails based on real data.
Use A/B testing to try different subject lines, content, or CTAs
Conclusion
Email marketing doesn’t have to be complicated. When you keep your audience in mind and follow these simple best practices, you’ll see better results over time more opens, more clicks, and more engagement.
Start small: pick one tip from this list and try it in your next email. Then add another. You’ll be amazed how much difference it can make.
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This article was originally published in 3 September 2019. It was most recently updated in July 9, 2025 by Isah Progress
