18 Email Marketing Best Practices Tips for Better Results

This article covers the 18 email marketing best practices to follow that's guaranteed to improve your email marketing campaign success.


Any task or skill you take up has best practices. Following and implementing these practices is how you become efficient in doing them over the long run.

Email Marketing, if done right, can give you much better results than simply just drafting and sending emails.

So, with that said, here are the 18 Best Practices to follow for optimum results in Email Marketing.

Table of Contents

  1. Introduction
  2. Why Email Marketing?
  3. 18 Best Practices to Follow for Email Marketing 2021
    a. Send Welcome Emails
    b. Deliver emails at the right time
    c. Write a clickbait Subject Line
    d. Plan ahead for events
    e. Create a drip campaign (onboarding)
    f. Test your email campaigns
    g. Write engaging email copy
    h. Create a responsive email
    i. Optimize your CTAs
    j. Build your own list
    k. Segment your Audience
    l. Clean your Email List
    m. Personalize your campaigns
    n. Do not Spam
    o. Follow the GDPR Compliance
    p. Automate your messages
    q. Avoid "no-reply" sender address
    r. Optimize your landing pages
  4. Conclusion

Why Email Marketing?

Email Marketing as we all know has one of the best returns on investment. For every 1$ invested in email marketing, you get a return of $38-$42.

But, Email marketing is not just about drafting an email and sending it. There’s a lot of effort and work involved in effectively using email marketing for the best results.

To help, we’ve compiled our top tips to empower and inspire you to create your best email marketing campaigns yet. Here’s what you’ll learn:

  • 2021’s most important email marketing best practices
  • The latest email marketing tips and tricks for reaching the inbox
  • Email marketing design best practices for crafting beautiful, engaging campaigns
  • Updated information for helping you find the latest and great email marketing guides and resources


18 Best Practices for Email Marketing in 2021

1. Send Welcome Emails

Welcome Emails are the best ways to engage with your new leads/subscribers. In fact, they are proven to be way more effective in increasing engagement than any other marketing email. Here’s why:

  1. Welcome Emails have a 86% higher open rate than other forms of marketing emails.
  2. Subscribers who receive welcome emails have shown 33% more long-term brand loyalty than those who don’t.
  3. 74% of new subscribers expect to receive a welcome email.

You should absolutely send a welcome email because when a new lead visits your website and subscribes to your mailing list, they are literally asking you to communicate with them.

Best of all, you don’t have to send welcome emails manually. You can automate the entire process of sending welcome emails saving you time and energy. With MuxEmail, you can automate the process of sending welcome emails using Sequences or the Visual Automation Builder.

2. Deliver Emails at the right time

There is a lot of debate going on around the internet regarding the best time to send emails. A simple internet search indicates that Tuesday at 10 am is the best day and time to send marketing emails. 

However, this need not be true for everyone. Generally speaking, early morning 8 am - 10 am Mon-Fri is the optimal time to send an email. It can change however depending on how your target audience behaves.

The easiest way to collect data is to schedule the emails at different times and days and track the engagement metrics such as open rates, click rates, etc. 

3. Write a Clickbait Subject Line

Without a good Email Subject Line, your email content goes to waste. If your subscribers don’t even open your email messages, they are never going to see what’s inside. So, it is essential to have a compelling subject line.

There are several ways to create an engaging subject line that gets clicks. You can offer incentives, hint at discount coupons, or anything that stands out and catches people’s attention.

Try not to use bold capital letters and phrases that feel like it’s a spam email. It might not only go unnoticed but could also land in spam.

Here’s an example from Starbucks. Their subject line “You’ve earned a free drink or food item” is not only intriguing, but it also offers an incentive to click.

Check out this article for tips on creating attention grabbing subject lines.

Starbucks Subject Line Example

4. Plan ahead for events

Events like Black Friday, Halloween, Christmas, Thanksgiving, Valentine’s Day are excellent opportunities for businesses to grow. If you are marketing channel is through email, then you must have a solid email marketing strategy, even if it means sending emails 2 weeks in advance.

Planning ahead for events puts you ahead of the competition. Sending email marketing campaigns in advance will not only increase customer engagement with your business but also drive sales through advocacy.

So, plan ahead of time and craft special offers. You can even create your email campaigns and schedule them to send on event dates.

5. Create a drip campaign (Sequence)

Drip Campaign is a marketing tool designed to ease this customer process. It is a set of automated emails that you send to your customers over a period of time. 

The emails are sent to the target audience, and you may customize the follow-up emails based on the specific actions they take on your first email. You may determine how many emails you need to send, what type of email content you may need to send, and when do you want to send them. 

The most popular drip campaign series is the welcome email series. Whenever a new lead subscribes to your email list, you can add them to be a part of the sequence. 

The first email could be a welcome email with a discount code or some form of incentive followed by onboarding emails to give them a gist of what your brand is about. In this way, you are not only engaging with the customer but also building engagement and loyalty.

To learn more about drip campaigns, be sure to read this article.

6. Test your Email Campaigns

Testing an email is essential before sending out your campaigns. A test email can help you identify if the links/CTA’s are working as intended or not. If the images are loading properly, or even if the content is padded as per your requirements.

On the other hand, it is always safe to test the email on different devices. It will help you verify if the email is responsive or not. If there are any issues with the alignment of text or the images, you will be able to notice and rectify them during this test. 

With MuxEmail, you can send a test email easily by clicking on the “Send test email” button while designing your email.

MuxEmail Send Test Email Feature
MuxEmail Send Test Email Dialogue

7. Write Engaging Email Content

Writing good email copy is one of the email marketing best practices that should not be disregarded. You'll need to build your brand voice first. Your campaigns will be consistent across all media, not just email, as a result of this.

Your email content must all point towards your CTA and drive the recipient to take action. You don't want to bore your subscribers by bombarding them with text. The key purpose is to underline the importance of opening the email and directing people to the CTA.

8. Create a Responsive Email

Having a responsive email design is essential in today’s era of email marketing. Mobile accounted for 42% of all email opens in 2019. This number is only set to increase.

Any email template designed using MuxEmail’s drag & drop email builder is mobile-friendly. You can even preview your email to see how it looks on a mobile device.

Responsive Design Example

9. Optimize your CTA

The point of any marketing campaign is to get your recipients to complete an action. Usually, it tends to be a purchase of a product or service, but it could also be answering surveys, giving feedback, or just visiting a webpage.

All this is achieved through a CTA or a call to action. You can’t just place a call to action and expect people to click it. You need to guide your recipients into clicking the call to action button. CTAs generally use bright colors and thoughtful placement.

It is also essential to have actionable verbiage to attract attention. Some examples are:

  • Start my Free Trial
  • 50% Off Today
  • Register Now

10. Build your own Email List

To start with your email marketing, the first thing you would need as an email marketer is to have a list of email addresses. There are several ways to obtain or build an email list.

As per the GDPR compliance, it is prohibited to send marketing emails to recipients that did not sign up to receive your emails. So, it is absolutely necessary to have your recipient’s consent before emailing them.

One way to build a list is to have an opt-in form either on your webpage or other social media platforms. You can also send an opt-in confirmation email also known as a double opt-in to ensure that you build a clean list without any invalid email addresses.

Building your own list has many advantages. It will be easier to segment them as they are signing up with an interest in your product or service. This way, it is easier to personalize your emails to cater to your recipient’s needs.

11. Segment your Audience

Segmenting your audience is an essential practice. The purpose of segmenting your audience is to curate content according to the recipient's needs. For example, you don't want to send email campaigns about Thanksgiving to people living outside the USA. 

You can solve this issue by performing a geographic segmentation. When you divide your customers based on their country, you can curate more personal content.

With MuxEmail Tag & Segments feature, all you have to do is apply certain conditions and our software will automatically segment your audience based on condition criteria.

12. Clean your Email List

Cleaning an email list every time you send a campaign is an essential skill. It improves your marketing metrics by several folds. 

While cleaning your email list, you want to look out for and remove any inactive contacts, and unsubscribed contacts. By default, MuxEmail removes all unsubscribed contacts from your subscriber list. You can then filter them out and delete them.

A clean email list gives you accurate information regarding your opens and conversion rates.

13. Personalize your Campaigns

Personalizing your email campaigns has consistently proven to have more open rates. In fact, a personalized email drives revenue by as much as 760%

By using merge tags provided by MuxEmail, you can easily personalize your email campaigns to cater to your recipients.

Personalizing not only emails, but subject lines also help. Study shows that emails with personalized subject lines are 26% more likely to be opened.

14. Do not Spam

Spamming is not only annoying to the recipient, but it could also hurt you. If your emails get reported as spam by a large number of people, you could get blacklisted from sending emails by mail service providers like Google’s Gmail.

Spamming could also result in hard bounces which will affect your email deliverability. Bad email deliverability means your email may not reach your recipient’s inbox, thereby hurting your business.

15. Follow the GDPR Compliance

The GDPR (General Data Protection Regulation) Compliance act states that you should send marketing emails to your recipients only if they have consented to receive them. 

You should also give your recipients the right to opt out of any emails you send to them. Hence, you should always include an unsubscribe link in your email along with sender information.

MuxEmail editors automatically add an unsubscribe link and sender information tag to avoid misuse and fraudulent emails. 

It is also important to note that you should not send emails to any recipient that has exercised their right to unsubscribe from your emails. 

16. Automate your messages

Automating your messages or emails saves a lot of time. It is easy to set up using MuxEmail’s visual automation flow builder. 

You can build complex conditional criteria to send messages to recipients if they take certain actions. Automation is an important part of email marketing. It not only saves you time but also helps in engaging with your audience relatively quickly.

17. Avoid no-reply emails

When customer's or subscribers give you the right to send them emails regarding your business, it is only correct to allow them to voice their concerns. 

Although there are many reasons why you should not use no-reply emails, here are a few important ones that you should keep in mind.

  1. It affects email deliverability
  2. It can frustrate your customers
  3. You will hurt your email marketing
  4. Your emails could get marked as spam.

Here is an article with a more in-depth explanation of why no-reply emails are bad and some alternatives to no-reply emails.

18. Optimize your Landing Pages

Consumers are busy nowadays, and they expect to see certain things when they click on a call to action in an email. As a result, it's critical to create a smooth transition for subscribers who open your emails.

The consistency of a landing page that is consistent with your aims and the content of your emails encourages a pleasant user experience and brand trust.

It's also critical to use tracking tools to determine which emails and landing pages performed well so you can develop a winning plan.


We’ve covered a lot in this guide, so if you have any questions or comments specific to your campaigns, then feel free to contact us at hello@muxemail.com.

We’ll also be regularly updating with more email marketing best practices. If you liked what you read, you might want to bookmark this page or share it with your friends.

Email marketing shouldn’t be a hassle. If you still haven’t picked the right tools to make email marketing a piece of cake, make sure to try our email marketing platform.

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