Over 122 billion emails are sent every hour. Yes, that’s correct. Billion. So with all these messages cluttering inboxes around the world how can your business stand out amongst the fray? Well, start by putting yourself in the shoes of your recipients.

What are some tell-tale signs of spam? What prevents you from opening the email? What features make it almost instantaneously destined for the trash bin? Follow these and several other best practices for email marketing to ensure your campaign's success.

This blog post is part of "Your Definitive Guide to Lead Nurturing" blog series.



Subject Lines

Naturally, the content of your subject lines has a sizable bearing on the email’s open rate. Research shows punctuation is unnecessary and capital letters resulted in a reduced engagement (think again of spammy headlines). Users are also 22% more likely to open when addressed by their first name so feel free to personalize those emails. Plenty of email services let you merge a list of names to personally populate your emails once they're sent. Also, aim for a subject line with 50 characters or less. That way your recipients get the full email subject on their mobile phones.


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Provide answers to the 5 w’s within the first sentence or two. Odds are if you don’t immediately explain the purpose of the email it’ll get trashed. Try to get two to three paragraphs of content, including a bulleted list, within the content. The first paragraph, and most important, should be the longest.

Try as well to use clear non-sales-like words. Fulfill your promise in the subject line asap in the content.



Creative CTA

The success of any email lies in the click-through rate. This is the percentage of people who opened the email and followed a call to action embedded within the content, taking the viewer to the initial stage of the buyer’s journey. So to do this properly, feature questions as your CTA copy. Studies show questions spike interest and encourage click-throughs. Get colorful as well. Make your CTAs eye-catching but without being over the top.




A/B testing, also known as split testing, is essential in improving a campaign’s performance metrics. To do so, compare the two web page variants by showing them to similar visitors at the same time. You’ll get first-hand insight into which format works best with your target audience.

Be sure to adjust your design so it’s responsive to different devices as well (mobile, tablets, etc.).

Do you have any more tips or best practices we may have missed? Let us know by commenting below.

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