Top Email Marketing Best Practices for 2025

Email marketing best practices are tried-and-true strategies that help you craft targeted, personalized, and timely campaigns. They’re designed to connect with your audience and deliver measurable results.

Don’t just send emails and hope for clicks — follow the essential email marketing best practices we’ll explore below to optimize your campaigns and boost open rates. We’ll also cover key components of high-performing emails and share successful examples to inspire you.

Why Email Marketing Delivers Exceptional ROI

Email marketing offers unparalleled results compared to other digital marketing strategies. For example:

• High return on investment (ROI): For every $1 spent, email marketing generates an average return of $36.
• Superior conversion rates: Email marketing boasts an average conversion rate of 8%, significantly higher than social media's conversion rate of 3%.
• Effective for customer retention: Email is consistently ranked as the most effective channel for customer retention and loyalty.
• Revenue growth through segmentation: Segmented email campaigns can drive up to a 760% increase in revenue.

Despite these impressive stats, many businesses aren’t making the most of email marketing. That means there’s still huge potential to grow, connect, and engage with your audience through this powerful channel. With the right strategies, email marketing can become a key driver of your business growth.

Email Marketing Strategy Preparation

The success of any email campaign begins before you hit send. This phase involves planning, testing, and refining your approach to ensure your emails reach the right audience with the right message at the right time.

• Know your audience before sending
• Test your campaign elements
• Create a pre-send checklist
• Set your success metrics before launching
• Utilize user data for personalization
• Plan the holidays in advance
• Get your timing right
• Think hard about the landing page(s)

1. Know Your Audience Before Sending

Before developing your email campaigns, identify and understand your target audience first. Ask the following questions to guide you:

• What are their demographics (age, gender, location, income level)?
• What challenges or pain points do they face?
• What are their communication preferences?
• What are their buying habits?

Tip: Use buyer personas and engagement metrics to refine your strategy and group audiences into targeted segments.

2. Test Your Campaign Elements

A/B testing is essential to refine your campaigns and improve performance. Test individual elements of your email campaigns, including:

• Content: Experiment with long vs. short copy.
• Design: Test visuals, layouts, and button placements.
• Timing: Identify the best days and times for sending emails.

Pay special attention to your call-to-action (CTA) buttons, as they directly influence clicks and conversions. Test variations in:

• Placement: Top, middle, or bottom of the email.
• Design: Button color and style.
• Copy: Action-oriented phrases like "Shop Now" or "Learn More."

3. Create a Pre-Send Checklist

Ensure your emails are polished and ready to perform using this checklist:

• Confirm your “from” name is recognizable.
• Write a clear, concise subject line.
• Personalize your content and include a strong CTA.
• Add an easy-to-find unsubscribe link to comply with CAN-SPAM and GDPR regulations.
• Use visuals to improve engagement.

4. Set Your Success Metrics Before Launching

Define clear key performance indicators (KPIs) to measure the success of your email marketing campaigns. Common metrics include:

• Open rates: This is the percentage of recipients who open your email, which usually indicates the effectiveness of your subject line.
• Click-through rates (CTR): This is the percentage of recipients who click on links in your email. It reflects your audience’s engagement with your content.
• Conversion rates: This is the percentage of recipients who complete a desired action (e.g., making a purchase). It shows how well your email drives results.

Tip: Monitoring these metrics helps you optimize future campaigns and maximize ROI.

5. Utilize User Data for Personalization

Personalized emails outperform generic messaging every time. Use available user data to enhance personalization, such as:

• Purchase history: This refers to what customers have bought in the past. It helps you recommend related products, upsells, or exclusive deals based on their preferences.
• Browsing behavior: This tracks the pages or products a user has viewed. Use this data to send follow-ups, such as abandoned cart reminders or content relevant to their interests.
• Geographic location: This is the physical location of your subscribers. It allows you to promote location-specific offers, events, or time-sensitive deals.
• Demographics: These are characteristics like age, gender, and income level. They help you create content that resonates with different audience groups.

Tailoring content to each audience segment significantly boosts engagement and retention. For example, loyal customers could receive exclusive offers, while new subscribers might get a welcome series introducing your brand.

6. Plan the Holidays in Advance

During the holiday season, increase engagement without overwhelming your subscribers by offering them the choice to opt in for specific campaigns.

Provide an opt-in option for holiday emails, so subscribers can choose their preferred communication frequency. This approach respects their inbox and aligns with email marketing best practices for retention.

7. Get Your Timing Right

Timing significantly influences the success of your email campaigns. Recent studies suggest:

Best days: Tuesday, Wednesday, and Thursday are generally effective days to send emails, with Tuesday often leading to engagement.

Optimal times: Emails sent between 8:00–10:00 AM and 2:00–3:00 PM tend to perform well, aligning with typical workday schedules.

Tip: Use email marketing platforms (e.g. Klaviyo) with features that automatically pick the best time to send emails based on your audience's activity patterns.

8. Think Hard About the Landing Page(s)

Your landing page is where clicks turn into action, so it must match your email’s message and design. Align the email headline, visuals, and CTA with the landing page to create a seamless user experience. Additionally, consistency builds trust and increases conversion rates.

A well-prepared email strategy ensures every element — from your audience targeting to your send time — is optimized for success before your first campaign goes live.

Email List Optimization: Best Practices for Growth and Retention

A successful email list isn’t just big — it’s active, engaged, and filled with people who find value in your content. Optimizing your list means growing it thoughtfully and keeping it organized to drive better engagement and results.

• Build your email list
• Segment your email list
• Let users unsubscribe easily
• Remove unengaged subscribers

1. Build Your Email List

Growing your list organically is essential for engagement and long-term results. Avoid purchased lists, which lead to poor performance and can damage your sender reputation.

Here are some effective ways to grow your list:

• Exit-intent popups: Offer discounts, free guides, or exclusive content as visitors leave your site.
• Thank-you pages: After a user completes a purchase or form submission, invite them to subscribe for updates or special offers.
• Content upgrades: Provide valuable resources like eBooks, templates, or exclusive reports in exchange for email signups.
• Website opt-in forms: Add user-friendly signup forms to high-traffic areas like your blog, homepage, or landing pages.

Tip: Make sure your value proposition is clear — let subscribers know exactly what they’ll gain, such as helpful content, promotions, or early access to new products.

2. Segment Your Email List

Not all subscribers are the same, so segmentation is key to delivering relevant, personalized content that drives engagement and conversions.

Best practices for email list segmentation:

• Demographics: Group subscribers by traits like age, location, gender, or interests.
• Behavior: Target users based on purchase history, website activity, or how they interact with your email.
• Engagement: Separate active subscribers from inactive ones or those who haven’t opened an email recently and send re-engagement campaigns to win back their interest.
• Customer journey: Identify where users are in the sales funnel — whether they’re new leads, repeat buyers, or loyal customers — and tailor messaging accordingly.

Tip: Use tools like Mailchimp to automate segmentation, saving time and ensuring your content reaches the right audience effectively.

3. Let Your Users Unsubscribe Easily

Keeping disengaged subscribers on your list can harm deliverability and increase spam complaints. Make it easy for users to opt out to improve list quality and maintain compliance.

Here are some of the best practices for managing unsubscribes:

• Include a visible, one-click unsubscribe link in every email.
• Offer email preferences, so users can choose topics or adjust email frequency instead of unsubscribing completely.
• Remind subscribers why they signed up to reduce unnecessary opt outs.

Tip: A simple, hassle-free unsubscribe process builds trust, protects your sender reputation intact, and aligns with email marketing best practices.

4. Remove Unengaged Subscribers

An optimized list isn’t just about size — it’s about quality. Regularly removing inactive subscribers helps improve open rates, deliverability, and ROI.

Follow these key steps to clean your list:

• Identify subscribers who haven’t opened or clicked in the last 3–6 months.
• Send a re-engagement campaign with a clear CTA (e.g., “Still want to hear from us?”).
• Remove unresponsive users after your re-engagement attempts.

Tip: Keeping your list clean ensures you focus on engaged subscribers who value your content, improving the effectiveness of your campaigns.

Key Components of a High-Performing Email

The effectiveness of an email campaign doesn’t stop with strategy or list quality — it also relies on key components that drive opens, clicks, and conversions.

• Craft compelling subject lines
• Use a recognizable sender name
• Include engaging visuals
• Write clear and persuasive CTAs
• Focus on email content clarity

1. Craft Compelling Subject Lines

Your subject line is the first thing subscribers see, so it needs to grab attention and encourage them to open.

Best practices:

• Keep it short: Aim for 30–50 characters to ensure it displays well on all devices.
• Be clear and specific: Let readers know what’s inside — avoid being vague or misleading.
• Add a personal touch: Include the subscriber’s name or reference something relevant to them.
• Use action-oriented words: Phrases like “Discover,” “Save,” or “Get” prompt action.
• Create urgency: Words like “Limited Time” or “Don’t Miss Out” drive quick decisions.

Examples:

• “John, your 20% off ends tonight!”
• “Discover the secret to better email engagement.”
• “Don’t miss this exclusive early access!”

2. Use a Recognizable Sender Name

Emails from a familiar name or brand are more likely to be opened. Avoid generic names, as they can feel impersonal and unapproachable.

Use a name your audience knows, such as:

• A team member’s first name (e.g. andy@yourbusiness.com).
• Your brand name (e.g. newsletter@yourbusiness.com)
• A combination of both (e.g. andy@yourbusiness.com with a subject line like “Andy from YourBusiness)

3. Include Engaging Visuals

Visual content enhances the appeal of your email and helps deliver your message quickly.

Tips for adding visuals:

• Stay on-brand: Use your brand colors, fonts, and logo for consistency.
• Keep it relevant: Images, graphics, and videos should complement your content, not distract from it.
• Optimize for speed: Use compressed images to ensure quick loading.
• Add alt text: Include descriptive text for images so readers with email blockers or accessibility tools understand your message.

4. Write Clear and Persuasive CTAs

Your call-to-action (CTA) is where readers take the next step, so make it stand out and inspire action.

Best practices:

• Be specific: Use action-oriented phrases like “Shop Now,” “Learn More,” or “Claim Your Discount.”
• Make it visible: Use contrasting colors, large buttons, and white space around the CTA.
• Limit options: Focus on one clear action per email to avoid confusion.
• Personalize when possible: For example, “Get Your Guide, Sarah!” feels tailored and more compelling.

5. Focus on Email Content Clarity

Keep your email copy concise, scannable, and aligned with your audience’s needs.

Tips for better email copy:

• Break up content into short paragraphs or bullet points.
• Use a conversational tone that reflects your brand voice.
• Highlight key takeaways with bold text or headings.
• Personalize where appropriate — reference a user’s name or interests for higher engagement.

Tips for Improving Email Deliverability

Improving email deliverability ensures your campaigns reach the right inboxes — not the spam folder — and increases your chances of engagement and success. Follow these email marketing best practices to improve deliverability, stay compliant, and maintain trust with your subscribers:

• Ask your users to confirm their subscription
• Avoid “No Reply” email addresses
• Send emails in consistent volumes

1. Ask Your Users To Confirm Their Subscription

Using a double opt-in process improves list quality and ensures your emails are sent to real, engaged users. By requiring subscribers to confirm their email addresses, you reduce spam complaints and hard bounces, improving inbox placement.

Here’s how double opt-in helps:

• Builds a list of verified, engaged subscribers.
• Lowers bounce rates and minimizes the risk of spam traps.
• Protects your sender reputation with internet service providers (ISPs).

Tip: After confirmation, send a personalized welcome email to set expectations and start building trust with your new subscribers.

2. Avoid “No Reply” Email Addresses

Using "noreply@yourcompany.com" harms deliverability by discouraging engagement and violating compliance rules, like CAN-SPAM and GDPR regulations.

Here are some best practices to avoid this:

• Use a monitored, approachable email address (e.g. andy@yourcompany.com).
• Include a visible unsubscribe link and your physical business address in the footer.
• Encourage replies by inviting questions or feedback.

3. Send Emails in Consistent Volumes

Sending irregular batches of emails — like massive spikes followed by inactivity — can trigger spam filters and harm deliverability. Consistently sending emails builds trust with ISPs, ensuring smooth inbox placement, and prevents emails from being flagged as spam or delayed.

Best practices:

• Gradually increase email volume when scaling campaigns.
• Maintain a regular sending schedule (e.g. weekly newsletters).

Tip: Use email platforms like Campaign Monitor to automate and maintain volume consistency.

Successful Email Marketing Campaign Examples

To truly understand how email marketing best practices can drive results, let’s look at brands that have created standout campaigns:

• Charity: Water
• PayPal
• Uncommon Goods

1. Charity: Water

Charity: Water knows the power of keeping donors engaged. They use highly personalized emails to share the impact of donations, building trust and connection with their audience.

Charity: Water sends personalized progress updates to donors, showing exactly how their contributions are making an impact. Their emails include:

• Clear visuals of the funded projects.
• Personalized donor names and donation details.
• Updates on where funds are being used.

Why it worked:

• Personalized, value-driven emails improve trust, build a deeper connection with donors, and encourage long-term subscriber loyalty.
• Through visual communication, storytelling can create emotional engagement.

2. PayPal

PayPal connects with its users by addressing common frustrations. Their campaigns focus on solving real-world problems while maintaining a clean, actionable design.

To highlight their product’s benefits, PayPal uses relatable scenarios. For example:

• Emails reference common pain points like splitting bills or paying for rideshares.
• Clear CTAs drive users to explore features like instant transfers.
• Minimalist design ensures the message stays focused.

Why it worked:

• Addressing real-life problems and your audience’s pain points makes the email highly relatable, improving engagement and driving action.
• Simple visuals and clear CTAs kept the message actionable.

3. Uncommon Goods

Uncommon Goods uses urgency to motivate quick purchases. Their email campaigns combine timely offers with emotionally compelling messaging to drive results.

Uncommon Goods leverages a sense of urgency to drive conversions by:

• Highlighting limited-time offers in the subject line and header.
• Using emotionally appealing language like “Wouldn’t Dad appreciate a faster delivery?”
• Personalizing content based on past purchases or interests.

Why it worked:

• Pairing urgency with personalization compels quick action, increasing open rates and driving conversions.
• Personalization made the offer feel relevant and valuable.

Email Marketing Best Practices Takeaways

Nailing these email marketing best practices can deliver big results, but it’s not always easy to do it alone. A top email marketing agency can help you craft campaigns that engage, convert, and grow your business. Why wait? Partner with experts today and make every email count.

Best Practices in Email Marketing: FAQs 

1. What is the best practice for email marketing? 

The best practice is to create targeted, personalized campaigns that deliver value to your audience. Segment your list, craft engaging subject lines, and include clear CTAs. Regularly test and refine your emails based on metrics like open and click-through rates for better results. 

2. What are the 5 Ts of email marketing? 

The 5 Ts of email marketing are targeting, timing, testing, tracking, and technology. Target your audience with relevant content, send emails at the right time, test subject lines and designs, track key metrics, and be clear and compliant to build trust. 

3. How do I improve email open rates? 

Use compelling subject lines, personalize emails with subscriber names or interests, and send them at optimal times. Avoid spammy phrases like “Free” or “Act Now,” and test different approaches to see what works best for your audience.