Top 8 Most Effective Email Marketing Practices

Email marketing was probably invented as soon as the first email was sent and it has not stopped ever since. Simply because it works. But have you not wondered how others seem to thrive effortlessly using this method while others don’t?

If you have already mastered email marketing and are raking in sales even while watching the Maldivian sunset, hey, we need you!

Oh, well, I don’t want to spoil your beach holiday so I’ve done my part. This is to help those who have been struggling generating returns from emails.

When you look at the list I’ve covered, they’re pretty basic. You’d think, “But I’ve been doing the same things, what’s the difference?”

Yeah, there’s a difference.

You may have been using all these elements I will discuss but how you use them determines the effectiveness of your methods. If all you have experienced with your email marketing are frustrations, then maybe you’ve been ignoring certain nitty-gritties of this useful tool.

While all emails may look the same, this article will help you make yours stand out…and generate sales as a result.

Let’s get started.

Call to Action – You Can’t Help But Click

This is what separates a typical email from a marketing email. You must be able to get your recipients to take action.

Otherwise, you’ve just wasted your energy and their time composing and sending your message.

How to make it effective:

  • Place the first one above the fold of your main message. Tell your audience what your email is for and what they should do next. Here are a few examples
  • Put at least 3 links and spread them throughout the body of your email. Get your audience to click a link.
  • Use an attractive button. Colors orange, green and red usually get the attention.

Absolutely Irresistible Email Subject Lines

Okay, the first thing they see. Make it dramatic. Uhmm, not really.

How to make it effective:

  • Be sure it’s catchy. By catchy, I mean something that can answer your audience’s pain just by seeing the subject line even before they open the email.
  • Make it only 50 characters or less. Don’t get carried away, there isn’t much room for plenty of words on the subject bar.
  • Write it like you write a title. See the title of this article? It’s written in downstyle format where the first letter of each word is capitalized except the prepositions (a, an, of, etc.).

Here is a list of great subject lines…

Get Personal

You’ve found the one from across the oceans. You’ve been writing each other daily and exchanging sweet messages through emails. Uh-uh, that’s not what this is all about. I think it’s wonderful that your romantic life is flourishing but…let’s get into business. 🙂

How to make it effective:

  • Address your recipients by first name. You can adjust this is in the email setting in order to personalize it depending on the recipients. A bit technical but if you need help, shoot me an email or leave a comment below.
  • Write a one-off email thanking your subscribers for sticking through. A very simple trick but it’s nice to let them know you don’t take them for granted.
  • Show that you care. Make your audience your priority. Speak to them like it’s all about them and not about you or the business (eventhough this is part the agenda). Don’t sound too salesy. Get in your audience’s good side to make them trust you and your products.
  • Set expectation. In the very first emails tell them, who you are, what's going to happen next and also that they can unsubscribe whenever they want

Main Message (format)

Make it easy on the eye.

Yours is not the only email that makes up a space in the Inbox of your recipients. Make it one that they’d want to read. It’s important to choose a format without too many things going on.

How to make it effective:

  • Use only one font and limit the size variation of that font into just two.
  • Maintain the width of your sentences into 600 pixels or less. Adjust the width of your paragraphs in your email tool.

Main Message (content)

Main Message Email

This is where your Call to Action links appear. This is the meat of your intentions. You can say many things without going too long. Your recipients are not as patient to tackle lengthy emails. They want answers to their pains and they want it immediately.

How to make it effective:

  • Tell the benefits. Here is the place to fulfill the promise implied on the Subject Line. Be upfront at telling the benefits to your recipients because that’s what they’re after. Remember, they’re you’re priority. Let them know what you can do for them right here right now.
  • Build anticipation. Make them excited to realize that you can’t wait to offer them solutions to their problems.
  • Keep your audience hanging. (“You tell us to build their anticipation and to give the benefits upfront and now you want us to keep them hanging?”) Relax, sit back, and enjoy. That’s what you do when you watch something on TV, right? You enjoy the show eventhough there’a cliffhanger at the end…which makes you cling for more. So, the next day, you sit in front of the TV during the same time to watch the next episode. In email marketing, tell them the benefits upfront but keep them lingering for the next emails or make them curious in order to drive them to click a link (the Call to Action) or to watch out for the next emails. Cool? I know… 😉


There are inherent benefits as pointed out in the preceding bullet and there are benefits which can be gained by doing extra actions.

How to make it effective:

  • Build exclusivity. If you are about to launch a product, send your email a few hours before the launch and say that those who will register ahead of others, based on the quota, will be able to get a discount, a freebie or a free subscription period. Make your audience feel as though they’re part of a club (because they are) by clicking the link in the email that you sent.
  • Get them to refer their friends and reward them for doing that. Oh yes, word of mouth, a marketing technique that’s as old as time!

Sender’s Persona

Sender's Persona

Yeah, it’s not about you but you’ve got to be someone they could trust in order to purchase your products.

How to make it effective:

  • Make your email conversational. Doing this makes them feel they’re not reading a highly technical sales copy whose many terminologies they don’t understand. Talk in a manner that they can easily relate to.
  • Consistently speak in the same voice. It’s easy to spot if something in the way you write your emails have changed. If you choose the upbeat style, keep it in that tone. If you go a bit melodramatic (with the rise of soap opera style email marketing), stay in that tone. It’s always a matter of consistency that makes one worthy of trust.

Relevance and Timing

Sure, it has to be relevant and not only sent timely but “received” timely.

How to make it effective:

  • Send in the recipient’s timezone. If you’re sending from the US at 11am and some of your recipients are in Asia, you’d think your email can get the attention if they receive it at 11pm? There’s an email setting where you can schedule the sending of emails based on the recipient’s time zone instead of yours.
  • Stop the email trail “if” your recipient has clicked the link (the Call to Action) or has registered. That’s because the next few emails may not be as relevant to him/her. Usually, the next ones are reminders or that “push” that your other recipients need to get them to register. Those who did should receive a different set of emails, or more appropriately, direct correspondence with you since they’ve signed up for your program or bought your products.

Your email list is your golden treasure. They have a great potential to be converted into customers. Make sure that the method you use, emails in this case, is worth their time and effort.

A great article on best “Best Time Of Day To Send Email

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1 reply
  1. Mark
    Mark says:

    Thanks for sharing, great article Radu and I agree the subject lines are important, people should try to split test them as much as possible.


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