25 Email Marketing Best Practices That Actually Work

If you’re looking for a proven, cost-effective way to grow your small business and reach more customers, email marketing remains one of the smartest strategies out there.

But success isn’t just about blasting out messages to your contact list; it’s all about doing it the right way. In my latest video, Email-Best-Practices-that-Work!, I dig into 25 real-world email marketing best practices that will help you drive results, without needing fancy tech skills or a big marketing budget.

Below, I’ve expanded on some of the most important topics from the recording, giving you a comprehensive guide to build out an email strategy that actually works.

1. Clean Your List

Your first step should always be to keep your email list clean and current. Remove inactive or unengaged subscribers regularly. Why? This small habit improves your deliverability, making sure your emails show up in the inboxes of people who actually want to hear from you.

Deliverability itself is critical. Use a reputable email marketing service to avoid the dreaded spam folder. Technical tweaks like correctly configuring your sending domain and authenticating with SPF and DKIM will further shield your emails from filtering systems.

Avoid common spam triggers in your subject lines (think: “FREE!!!!!!” or ALL CAPS), and always prioritize good list hygiene by scrubbing bounced or invalid addresses.

2. Segmentation and Personalization

Not all your subscribers are the same, so why treat them that way? Segment your list with tags using your email provider so you can send personalized, hyper-relevant messages. Add personal touches like addressing recipients by their first name or even including special dates like birthdays or anniversaries.

Personalized emails see better open, click, and satisfaction rates. It’s a simple shift that makes a big difference in your results!

3. Create Valuable Content

Quality trumps quantity every time. Make sure your emails are chock-full of information, inspiration, or other content your audience actually wants to read. Each email should have a clear call to action whether it’s clicking a link, downloading a checklist, signing up for an event, or watching a video.

Don’t forget to test! Use A/B testing for subject lines, content, calls to action, and even send times to keep refining what works best.

4. Design Matters

Visuals matter. Add relevant graphics or images for extra engagement, and always optimize these files for web (check out tools like tinypng). Don’t forget about users on their phones; concise copy and responsive design are must-haves for optimal mobile viewing.

Accessibility counts: Always include alt text for your images, and offer a plain text version for subscribers who need it.

5. List Building

Promote your list across social media, your website, and everywhere else your audience hangs out. Simple, strategic tactics like offering a relevant freebie (ebook, checklist, coupon) or running the right kind of contest can drive signups.

Add signup forms to several places on your site above the fold, in the sidebar, below blog posts, and in the footer. Use pop-ups thoughtfully for maximum impact without being annoying. And, include an opt-in link in every email you send.

6. Transparency, Compliance, and Monitoring

Make unsubscribing easy include clear links and process opt-outs promptly. Use double opt-in to maintain list quality and keep spammers at bay.

Monitor your deliverability, open rates, and click-through rates, aiming for an open rate of 17–28%. Research why people unsubscribe for valuable feedback and, above all, stay compliant with CAN-SPAM and similar laws. These rules keep your email marketing ethical and legal!

The Power of Email Marketing

Email marketing is a powerful tool in your small business toolkit when done right. By following these best practices, you’ll send emails that your prospects and customers love to read, and watch your business grow as a result.

But email marketing is just one piece of the puzzle when it comes to a smart marketing strategy. Let me ask you a question: Do you know how your marketing stacks up?

Find out by taking the SMART Marketing quiz. Get customized results on how to get smarter with your marketing you’ll learn exactly what YOUR business should focus on, get customized recommendations on how to get the best bang for your marketing buck, and unleash your business’s true potential. It’s like having a personal marketing coach by your side!

And remember, you don’t need crazy tech skills, buckets of cash, or a dedicated staff to market your business; you don’t even need a lot of time. What you need is to be smart, and email marketing is smart for your business.