Email Marketing Newsletter Best Practices

Email newsletters are an ideal means of attracting and creating a rapport with a client. Besides, it is one of the leading facilitators of high ROI among all promotion sites. As long as you follow email marketing newsletter best practices, you can build a long-lasting relationship with your clients.

Why Is It Necessary?

While email marketing proves profitable for businesses, most companies find it overwhelming, especially tiny companies. In 2019, close to 300 billion emails were sent daily, meaning every individual on earth was sending about 40 emails every day. Email marketing newsletter best practices can help you stand out from the crowd if you look to lift your enterprise.

Here is a list of some of the most practical and little-known best practices.

1.   Use a Solid Subject Line

To grasp the reader’s attention, you have to create a powerful subject line. You don’t want your email going straight into the trash or spam box. Building a solid and compelling subject line should allow you to create an immediate impression on the readers. A great subject line should prompt your subscribers to open the email fast.

What Can You Do?

  • First, make it concise. It’s always good to keep words within 41 characters. Additionally, ensure that it’s no more than eight words. 
  • Secondly, make it clear to your readers what you are offering. If you are selling winter jackets, go straight to the point, and be sure to use empathetic language.
  • Lastly, steer clear of over-exuberance when creating the subject line. Remember, the goal is to make the newsletter appealing and not spammy. Caps and exclamation marks will only make them look spammy.

2.   Think About Your Target Audience

According to a recent study, close to 42% of email subscribers delete email newsletters not enhanced for smartphones. If you target people using different devices, it’s vital to use email templates with receptive email designs. Most people overlook the need to optimize their content for mobile users as an ideal email marketing newsletter best practice.

What Can You Do?

Besides, more than half of the emails sent are accessed via mobile phones. Include quick access buttons in your emails to appeal to mobile phone users. Again, use few images to reduce the time it takes to load the pages. However, keep in mind that a picture is worth a thousand words; the few you use must be striking. You can also get better conversions if you optimize your emails to be user-friendly for mobile users. 

3.   Provide Value to Your Customers

Customers always look forward to having helpful information whenever they receive an email. Any newsletter you send to your customers should either be practical or offer a free product/service. Besides, most individuals don’t read everything in a newsletter. Moreover, people don’t want to take lots of time reading emails; they want to flick through and look out for critical topics that fascinate them.

What Can You Do?

You can also exploit the following email marketing newsletter best practices to solidify further the content value you provide to your clients:

  • Recognize select newsletter subscribers and offer them discount vouchers. It is the best way to keep your clients engaged with your newsletters. Above and beyond, email deliverability improves by providing high-quality content that keeps your subscribers engaged and fascinated.
  • Use stories to capture the attention and trust. Stories are an ideal way of forming deep relations with your clients emotionally by bypassing the logical part of their brain. Again, people are likely to recall something entwined in a narrative. Stories build loyalty and trust in addition to better engagement outcomes.
  • Utilize media efficiently. Even though video and picture contents are a great way to engage clients, the use of media has its pitfalls. Using larger pictures in your newsletter can make a page take forever to load. On the other hand, using images in moderation, in addition to texts, can make your newsletter very interesting and engaging.

4.   Make it Standout

The number of daily emails people receive is so big that most end up in the trash or spam box. Therefore, if you want to stand out from the crowd, ensure you present the uniqueness of your brand.

What can you do?

  • Provide tailored content. Sending personalized newsletters pays off. You can use the client’s name both in the contents of the newsletter and the subject line. Moreover, if your email list is in segments, you can send tailored newsletters.
  • Exhibit your unique selling points. You ought to show your value proposition that makes you different from other similar businesses. 
  • Put more emphasis on making your brand speak for itself. The way you present your contents matters just as much as what you offer. Creating newsletters with the brand colors and logo make it stick out.
  • Utilize google analytics. Using analytics is an email marketing newsletter best practice that is only possible with software. It is beneficial when you want to identify your value proposition. The analytics reveals the content that clients bond with most.
  • Develop an Email List and Segment It

The current GDPR guidelines make old-school email marketing newsletter best practices like buying an email list unethical, and in some cases, illegal. Moreover, you don’t want to engage with clients who have not given you their consent to engage them. Doing so may result in a decrease in performance.

Otherwise, building your email list requires that consistently use lead magnets like free coupons. Even though developing your email list will boost deliverability and engagement, segmenting your email list helps you create tailored content for your target clients.

Segment Your Email List

Different clients have different needs and desires. While having a list is a great idea, you must segment them according to their needs and location. Sending tailored messages is a sure way of connecting with clients. For instance, you can easily send a registration message to new subscribers while also reminding the existing customers why they registered.


The following email marketing best practices are only helpful when used appropriately. Moreover, using a combination would promise better results. For continuous growth in email marketing, ensure that you learn and unlearn as you test different marketing ideas. Understand your target market, and you will deliver quality content that will encourage engagement and consequently higher ROI.