Here are ten email marketing tips to help you get more out of every campaign you send.
Top Tip 1, Use Welcome Emails
A welcome email sent the moment someone subscribes will almost always outperform any promotional email you send later. You are reaching people at exactly the right time, you are fresh in their minds and they have just chosen to hear from you. Open and click-through rates on welcome emails consistently beat standard campaign benchmarks. We covered this in detail in a previous blog post on the importance of welcome emails, including some strong real-world examples worth borrowing from.
Top Tip 2, Make it Easy for Subscribers to Unsubscribe
It sounds counterintuitive, but making it hard to unsubscribe causes far more damage than losing a subscriber. A frustrated recipient who cannot find an unsubscribe link will mark your email as spam instead. Enough of those reports and your sender reputation takes a serious hit, dragging down deliverability for everyone on your list. TouchBasePro includes an unsubscribe link in every campaign by default. Your job is to make sure it is easy to spot.
Top Tip 3, Understand Deliverability
A well-designed email is worthless if it lands in the junk folder. Deliverability is the foundation everything else is built on. Read our post on how to improve your email deliverability for a practical rundown of what affects inbox placement and what you can do about it.
Top Tip 4, Make your Links and CTAs Obvious
Driving traffic to your website is one of the core jobs of email marketing, and click-through rate is one of the clearest measures of whether your campaigns are working. That means your links and calls to action need to be impossible to miss. Text hyperlinks should look like hyperlinks. Buttons should be clear and give the reader a reason to click. Find out how to optimise your CTAs for better results.
Top Tip 5, Keep your Copy Short
Your subscribers are busy. They are scanning, not reading, and you have a few seconds at most to catch their attention. Dense copy gets ignored. Write short paragraphs, use clear headings, and give readers something they can pick up at a glance. If they want more detail, link them to it.
Top Tip 6, Segment and Personalise
Sending the same message to your entire list is rarely the most effective approach. Splitting your list into segments based on behaviour, location, purchase history, or other criteria, and then sending content that is relevant to each group, consistently lifts conversions. The tools to do this are available to any sender. The marketers who use them see better results.
Top Tip 7, Test your Campaign
Broken links, layout issues, images that do not load, things go wrong, and they always seem to go wrong after you have already hit send. Testing before a campaign goes out is not optional. Read Check Yourself Before You Wreck Yourself for a practical pre-send checklist and advice on handling mistakes when they do happen.
Top Tip 8, Keep your Communication Regular
Irregular senders get forgotten. If you only email your list every couple of months, subscribers will not remember signing up and are more likely to mark you as spam. Consistent sending also helps your sender reputation. Commit to a schedule you can actually keep and stick to it. Reliability matters more than frequency.
Top Tip 9, Keep your List Clean
A large database full of disengaged subscribers is a liability, not an asset. Unengaged contacts hurt your deliverability and cost you money. Run re-engagement campaigns to give dormant subscribers a chance to opt back in, then remove the ones who do not respond. A smaller list of people who actually open your emails will outperform a bloated one every time. Quality beats quantity in email marketing.
Top Tip 10, Remember Mobile
More subscribers open email on a mobile phone than on a desktop. That affects everything from subject line length to layout to button size. Before any campaign goes out, check how it renders on a small screen. If it is hard to read or navigate on mobile, fix it.
If you need help putting any of these tips into practice, get in touch with the TouchBasePro team.
Frequently asked questions
- Why should I make it easy for subscribers to unsubscribe?
- When subscribers cannot unsubscribe easily, they mark your email as spam instead. Too many spam reports damage your sender reputation and hurt deliverability for your entire list. A clean, visible unsubscribe option protects your reputation and keeps your list full of people who actually want to hear from you.
- How often should I send marketing emails?
- There is no single right answer, but consistency matters more than frequency. Sending too infrequently means subscribers forget who you are and may flag your emails as spam. Pick a schedule you can maintain reliably, whether that is weekly, fortnightly, or monthly, and stick to it.
- What is email list hygiene and why does it matter?
- List hygiene means regularly removing inactive or disengaged subscribers from your database. Keeping unengaged contacts on your list hurts your deliverability metrics and wastes budget. Running re-engagement campaigns first gives dormant subscribers a chance to opt back in before you remove them.
- How do I improve my email click-through rate?
- Make your calls to action easy to find and compelling to click. Use buttons that stand out visually, write link text that tells readers exactly where they are going, and keep your copy short so the CTA does not get buried. Segmenting your list so subscribers receive relevant content also lifts click-through rates significantly.