email marketing best practice tips

The growth of mobile has been a game changer for the world of email marketing. 

How can we grow our email marketing list? What’s the best way to improve our email marketing deliverability? How can we make Facebook—or Pinterest—part of our email marketing strategy?

If you’ve wondered about interactive marketing issues like these, you’re not alone! These are real challenges that marketers like you face every day. It is fortunate to work with some of today’s top brands who lead the way in cross-channel marketing. Here, we share a few email marketing best practices that we’ve identified and refined over the past decade.

Here are a few tips to get you started:

  • No more separate coding. Responsive design means you use one code for all devices. This is added to and tweaked for optimisation on different platforms.
  • Change your content. When and where recipients are affects the way they engage with your email. Factor this into your design. Send them a non-intrusive design during waking hours or a call to action that is simple enough to respond to while on the commute home.
  • Target specific devices. There is no set template for every different laptop, smartphone or tablet. You have to experiment and see what works in terms of rendering, readability and usability across as many platforms as possible to get it right.
  • Analyse your results. Find out what works in terms of open rates and engagement. When are people more likely to open? What kind of people open on what device and where? Use this data to your advantage to create a more targeted campaign next time round.


Email best practice: Evans Cycles shows value of collecting customer data in-store

Aftersales email best practice from ASOS

Six best practice tips for email unsubscribe pages

Five tips for building stronger B2B email relationships

Five ways to reinforce your ecommerce activities with email marketing

10 things I love about your emails (and related arts)

10 things you can do to make me love your emails

Email marketing: getting it right and read

Five reasons you should stop using no-reply email addresses right now

Three secrets of experienced email marketers


15 best practice tips for improving email deliverability

Six email deliverability lessons that you can learn from SEO

Five tips for reducing email spam complaints

How to get your emails into the Hotmail inbox. Step one: welcome new subscribers


Email reputation: what is the expiration date of your opt-ins?

How to raise your email opt-in rate: three CRO case studies on overlays

10 useful tips and examples to boost your email signups


Seven tools to optimize your email marketing for mobile

Best practices for mobile email design

Seven top tips for designing welcome emails

Subject lines

152 killer keywords for email subject lines (and 137 crappy ones)

Six case studies and an infographic on how to write effective email subject lines


Personalized jewelry, personalized email: How Limoges raised revenue per email by 300%

Send more email, make more money?

20 automated emails your customers won’t delete

How RS Components uses automated email FTW

Abandoned basket emails: creative vs. best practice?

Five uncommon ways for ecommerce retailers to segment their email list

Five email tips to consider across different stages of a customer lifecycle


There’s a good cross section of UK and US retailers here, with particular focus on the welcome email.

Unsubscribing from email: how top fashion retailers try to persuade you to stay

Email sign up forms: a look at how 16 fashion retailers collect customer data

How welcome emails vary among 16 fashion retailers, and who didn’t send one

How do 15 top US fashion retailers handle email sign ups?

EasyJet email marketing flying high as Ryanair crash lands

How Reiss used email to lure me into browsing its summer sale

Abandoned basket emails: the good, the bad and the ugly


Plenty of Econsultancy’s own research and external studies have unearthed some salient points about the changing market. Email still occupies an integral position in customer engagement, and here you can see just how many of your customers are accessing email in different ways, and how many competitors are exercising best practice.

22% of marketing emails fail to reach the subscriber’s inbox: report

More than half of businesses achieve 10% of sales through email marketing

Six case studies and infographics on the optimal time to send emails

Poor quality data is the biggest barrier to effective email marketing: report

Education companies achieve highest average CTR in email marketing: report

73% of businesses carry out basic email segmentation: report

Marketers still need to work on mobile email: stats

41% of email is now opened on mobile devices

68% of people use their smartphone for email, 26% for shopping

34% of businesses can’t calculate email marketing ROI: report

Smartphone owners more likely to read emails than make calls: stats


Some of the finest minds flex their brain biceps here, and ask a few broader questions about email, and its evolution.

Where are your emails opened and why does it matter?

Are you doing the dad dance with your social and mobile emails?

Permission email marketing, it’s what we do isn’t it?

The future of email marketing and three ways it must evolve

Email: the forgotten social network

Why more marketers need to think about responsive email design

Does your company overestimate the value of an email address?


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