Email is an important part of any marketing strategy and our tips will help you achieve a successful campaign. According to a 2023 article from Constant Contact, for every $1 you spend on email marketing, you can expect a return of $36-42. And according to Umbrex.com, some studies report a 4200% return-on-investment (ROI).
Keep in mind, though, that not all email marketing is equal. To design an effective campaign, it is important to develop compelling content with a clear goal targeted to a specific audience.
Below we have outlined ten email marketing tips that will help you will improve the effectiveness of your own campaigns. However, like most rules, these tips are merely intended as a guide. There will be times when you’ll want to break a rule or two. The point is to understand the rules, so you know what the ramifications could be if you decide not to abide by them.
Ten email marketing tips
Build a strong email list
- Only email with permission. The best lists are those that the receiver has signed up for. Never sign anyone up for your list without their permission and never buy an email list. This will guarantee that those who receive your email really want it.
- Include email signup forms on your website and on all your social media. Everything starts with a good list. When someone signs up to receive emails from you, they are saying that they want to hear from you. Make it as easy as possible for them to do so.
- Always try to improve the quality of your list. Your goal should be to keep your unsubscribe rate low and your open rate high.
Develop interesting, appropriate content
- Develop content and copy that furthers your mission and is on brand. Why does your audience want to be part of your mailing list? What kind of information do they want and expect to receive?
- Always include a clear call to action. Each and every email you send should have an explicit purpose. A call to action tells the reader what you want them to do and it makes it simple for them to complete that task. Do you want them to call you, make a purchase, schedule an appointment?
- Proofread. Everyone makes mistakes. But if you regularly send out emails that are poorly worded, have misspellings, incorrect punctuation or are grammatically incorrect, the receiver may feel that you don’t respect their time enough to proofread your own work. All our email marketing tips aim to build on the trust people have in your business and make them feel that you respect them in return.
Optimize the structure
- Make sure your email is mobile-friendly. If you spend any time reading email on a smartphone, then you know the experience can vary depending on whether or not the sender used a mobile-friendly template. According to a 2025 survey by Optinmonster, up to 50% of people will delete an email that isn’t mobile-friendly. Don’t let this happen to you. Be sure to always use a mobile-friendly template.
- Avoid using image-based emails. If you’re like most people, you probably want your emails to look pixel perfect in every situation. For this reason, it can be tempting to use one big image so everything looks just right. Not so fast. Even though creating your email as one big image might seem like the way to go, it can introduce other issues. See our related blog post “Four Reasons To Should Avoid Sending Image Only Emails.”
Optimize deliverability
- Avoid using no-reply as the return address. When you use a no-reply return address, the email is more likely to be marked as spam, which can reduce deliverability and will make it more difficult for those receiving the email to contact you for more information.
- Set up the proper DNS records for sender authentication. This shows email services that your bulk email is coming from a legitimate source. Many large providers (Google, Yahoo) will no longer deliver bulk email that isn’t properly authenticated. Most bulk email services have step by step guides for setting up these DNS records. If you can’t make head or tail of the directions, talk to your web developer or contact us for help.
Our tips can help you increase the effectiveness of your campaigns
To maintain your reputation for caring about your customers, achieve good deliverability and have overall success with your campaigns, follow the email marketing tips we have outlined above. If you have more questions about email marketing, email us at [email protected] or call (518) 392-0846. Finally, read more about our email marketing services.