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Email marketing best practices, 2024

Email marketing has been at the centre of marketing for businesses of all types and sizes, but many have failed to implement it properly. That’s mostly because businesses and people don’t follow the email marketing best practices, which leads to bigger mistakes.

Read this blog before you hit the send button, so you don’t make the same mistakes again.

Send welcome emails

Though sending welcome emails is a common practice yet, many don’t implement it, thinking it’s unnecessary.

The fact is that a welcome email is one of the most important emails you’d ever send to your subscribers. You can use welcome emails to convey a warm welcome, let your subscribers know more about the newsletter and schedule.

Welcome email marketing best practices example
Welcome email for Marketing Examples

Welcome emails are also a great way to request your subscribers to add you to their contact list, which increases the chances of future emails getting noticed, see above example by Harry’s Marketing Examples.

Automate critical emails

It is common for humans to forget things or miss deadlines, but this can also have a negative impact on your business. Automating important emails like product announcements, newsletters and sales emails is a good way to make sure they get delivered on time.

It’s easier to plan your email design and content ahead of time than trying to finish it at the last minute.

Emails such as abandoned cart reminder, or a re-engagement campaign for inactive subscribers also should be automated. This saves time and helps maintain consistency in your email marketing efforts.

Personalise emails if possible

Personalised emails are a great way of increasing engagement and conversion rate of any email campaign. You can start by including the name of the subscriber in the email body and subject line. But you can also do more than that.

Example of subject line with subscriber's name
Example of subject line with subscriber’s name

To achieve even higher engagement rate, emails should be customised based on subscriber data, purchase history or an upcoming event.

For example, if you’re an author, you can make emails look different for different people based on what they enjoy reading or who they are. This will help you get more people to buy your book, as the email is personalised based on your subscriber’s preference.

Moreover, this requires little manual effort. Simply create segments in your email list based on specific criteria, such as location or interests, and tailor your content accordingly.

Stay consistent with branding

Consistency is key when it comes to email marketing. Maintaining a consistent brand image throughout all your emails is important. By using the same logo, colours, and fonts, you create a recognisable brand identity. This consistency helps to build trust and familiarity with your audience, making your email design memorable.

A strong and consistent branding also helps to establish a sense of professionalism. It shows that you pay attention to details and take your brand value seriously.

Remember, every email you send is an opportunity to improve your brand value among your subscribers. By staying consistent with your branding, you create a brand recognition and loyalty which goes a long way.

Test emails before sending

Testing your emails before sending them is an important step towards ensuring that there are no formatting issues, broken links, or spelling errors in the email. Moreover, it’s very hard to have a consistent email design across email clients because of several reasons.

By sending test emails to yourself or a small group of colleagues, you can spot all these errors that may have been overlooked. This allows you to make any necessary changes and ensure that your email looks the way you wanted and function properly for your subscribers.

There are also tools like Mail-Tester, which helps you test your email on various parameters and lets you know if any error is detected.

Have an email preview link

As discussed above, it’s hard to have a consistent email design across email clients because they all treat CSS (responsible for email styling) is a different way. Which leads to your email not looking the way to intended it to look like.

Email with "open in browser" link
Email with “open in browser” link

Having an email preview or “open in browser” link solves this by allowing your subscriber to see your email in their browser, which renders CSS properly and shows the email in the correct and intended format.

Make it easy to unsubscribe

Occasionally, some of your subscribers would lose interest in your emails and would like to unsubscribe. While many would think this as a bad sign and try to find hacky ways to stops this, but in reality it’s pretty common and one should embrace it.

You should ensure that your unsubscribe link is clear and visible so that your subscribers can unsubscribe easily. Not doing this would increase your chances of being marked as spam and could even lead to legal troubles.

By making it easy for subscribers to opt out of receiving future emails, you show respect for their preferences and help maintain a positive reputation for your email marketing campaigns.

Have a checklist

Last but not the least, having an email marketing checklist to refer to before sending your emails is a good way to avoid many mistakes.

Above is a basic checklist that anyone can easily follow and will help you stick to email marketing best practices. Feel free to print it and stick it on your work desk for easy reference.


These were just a handful of email marketing best practices that one should keep in mind while working on email marketing. Remember, email marketing is a powerful tool when used correctly.

By following these best practices, you can ensure that your emails are effective, engaging, and well-received by your subscribers. Take the time to personalise your emails, automate important messages, and maintain consistency in your branding. Test your emails before sending them to catch any errors, and make it easy for subscribers to unsubscribe if they choose.

By implementing these strategies, you can improve the success of your email marketing campaigns and build stronger relationships with your audience.

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