13 Email Marketing Best Practices That Actually Work

Let’s be real – with TikTok dances taking over the world and Instagram Reels demanding our attention every five seconds, you might wonder if email marketing is still worth your time in 2024.

Spoiler alert: it absolutely is.

While social media platforms come and go (pour one out for Vine), email marketing continues to deliver an astronomical $36 for every $1 spent. That’s a 3,600% ROI, friends.

Not too shabby for a marketing channel that’s supposedly “dead,” right?

But here’s the thing – your mom’s email marketing playbook from 2010 won’t cut it anymore.

Today’s subscribers are savvier, more selective, and have Instagram-trained thumbs ready to hit ‘delete’ faster than you can say “limited time offer.”

That’s why I’m sharing these tried-and-tested strategies that are actually working right now for real businesses like yours.

#1. Subject Lines That Make Thumbs Stop Scrolling

Gone are the days when “OPEN NOW!!!” would get you anywhere except the spam folder. Modern email subject lines need to strike that perfect balance between intrigue and authenticity.

Here’s what’s working:

• Pattern interrupts: “This isn’t another productivity hack” performs better than “5 productivity hacks”
• Personalization beyond first names: “Your Portland coffee guide” outperforms “Your city coffee guide”
• Curiosity gaps that don’t feel clickbaity: “I tested this weird Pinterest hack (honestly shocked)”

Pro tip: Keep a swipe file of subject lines that make YOU open emails. Your gut reaction is often the same as your subscribers’.

#2. Segmentation: The Secret Sauce You’re Probably Missing

Think of email segmentation like sorting your friends into different groups for different occasions. Just like you might have your “movie buddy” friends, “hiking friends,” and “book club friends” – businesses do something similar with their email lists.

Instead of sending the exact same email to everyone, they divide their subscribers into meaningful groups based on things like:

• How they behave: For example, frequent shoppers vs. occasional buyers
• Who they are: Their age, location, or job
• What they like: Their favorite products or interests
• Where they are in their journey: Brand new subscribers vs. loyal customers

Here’s a real-world example: Let’s say you run a pet supply store. Instead of sending the same email to everyone, you might create different groups:

• Dog owners get emails about new dog toys and treats
• Cat owners receive updates about cat food and scratching posts
• People who haven’t bought anything in 3 months might get a special discount

This way, everyone gets emails they actually care about, which makes them more likely to open, read, and act on them. It’s like having a conversation with a friend who knows your interests rather than getting random messages that don’t relate to you at all!

#3. The Golden Rule of Value-First Emails

Picture this: You’re at a party, and someone immediately tries to sell you their product without even asking your name. Annoying, right? That’s how subscribers feel when every email is a sales pitch. Instead, follow the 80/20 rule:

80% value (education, entertainment, inspiration) 20% promotion (offers, launches, sales)

Example of a value-first email sequence:

1. Share a detailed case study
2. Provide a free template or checklist
3. Tell a relevant personal story
4. Teach a quick win
5. Make your offer

#4. Personalization That Goes Beyond “Hey {First_Name}”

In 2024, basic name personalization is the equivalent of wearing socks with sandals – technically functional, but we can do better. Try these instead:

• Reference their previous interactions (“Loved seeing you in last week’s workshop!”)
• Acknowledge their behavior (“Since you’re interested in Pinterest marketing…”)
• Use location-specific content (“Perfect for your rainy Seattle weekends”)
• Segment by industry and customize examples accordingly

#5. Timing and Frequency: The Art of “Just Right”

The best time to send emails isn’t one-size-fits-all, but our research across different industries shows some clear patterns:

• B2C: Tuesday through Thursday, 10 AM – 2 PM local time
• Side hustlers and solopreneurs: Sunday evenings and Monday mornings
• Creative entrepreneurs: Mid-week mornings, especially Wednesday

Frequency sweet spot: 2-4 emails per week during launch periods, 1-2 during regular weeks. Always better to send fewer, higher-quality emails than to spam your list into unsubscribing.

#6. Mobile Optimization: Because 62% of Emails Are Opened on Phones

Your email needs to look as good on an iPhone as it does on your laptop. Essential mobile optimization checklist:

• Single-column layouts
• Large, tappable buttons (min. 44×44 pixels)
• Short paragraphs (2-3 lines max)
• Plenty of white space
• Images that don’t break on small screens
• Font size minimum 16px

#7. Storytelling: The Secret Weapon of High-Converting Emails

People might forget what you sell, but they’ll remember how you made them feel. Weave these storytelling elements into your emails:

• Personal challenges and how you overcame them
• Behind-the-scenes glimpses of your business
• Customer success stories (with permission)
• Failures and lessons learned
• “Light bulb moments” that changed your approach

#8. CTAs That Convert Without the Cringe

Your call-to-action can make or break your email. Here’s what’s working in 2024:

• Conversational CTAs: “Save my spot” instead of “Register now”
• Benefit-focused buttons: “Start saving time” vs. “Download template”
• Single, clear CTA per email (multiple links can point to the same place)
• Button color that contrasts with your email design
• A/B test button text, not just color

#9. Testing and Analytics

The most successful email marketers are obsessed with these metrics:

• Open rate (industry average: 18-25%)
• Click-through rate (industry average: 2.6%)
• Unsubscribe rate (should stay below 0.5%)
• Revenue per email (track this religiously!)

Test one element at a time:

• Subject lines
• Send times
• Email length
• CTA placement
• Content style

#10. Spam Filter Survival Guide

Getting to the inbox is step one. Avoid these spam triggers:

• ALL CAPS in subject lines
• Multiple exclamation marks!!!
• Spammy words (“Free,” “Act Now,” “Limited Time”)
• Too many images, not enough text
• Unoptimized sender reputation

#11. Insider Tips You Won’t Find Elsewhere

• Use “email reception” surveys after someone joins your list to segment them immediately
• Create a “VIP list” for your most engaged subscribers and test new offers with them first
• Write emails in a Google Doc first to catch formatting issues
• Use power words that trigger emotions but aren’t spammy (“discover” instead of “buy”)

#12. Choosing Your Email Marketing Platform

Let me break down these email marketing platforms in a way that’ll help you find your perfect match! Think of this like choosing the right car – different needs call for different features.

Let’s start with the beginner-friendly platforms:

MailerLite is like your trusty starter home – it’s comfortable, easy to navigate, and won’t cost you a penny until you grow bigger. Perfect if you’re just getting started! Their free plan lets you have up to 1,000 subscribers, and they offer beautiful, ready-to-use templates that make your emails look professional without any design skills. It’s especially great for small businesses and bloggers who want something simple but effective.

Mailchimp is probably the most well-known platform, and for good reason! Think of it as the Swiss Army knife of email marketing – it does a bit of everything and does it well. Their free plan is quite generous, and they have this super friendly interface that makes you feel like you know what you’re doing even if you’re completely new. They also have cute features like their drag-and-drop editor that makes creating emails feel more like playing than working.

For businesses that are growing and need more muscle:

ConvertKit is the creator’s best friend. If you’re a blogger, course creator, or content maker of any kind, this platform speaks your language. Their automation features are like having a smart assistant who knows exactly when to send what email to whom. They’re especially good at helping you create sequences that nurture your audience and turn them into loyal fans.

Klaviyo is the e-commerce superstar. If you’re selling products online, this platform understands you deeply. Their segmentation is so precise, it’s like having a mind reader who knows exactly which products to recommend to which customers. They integrate beautifully with shopping platforms like Shopify and can help you recover abandoned carts like a pro.

And for the power users who need all the bells and whistles:

ActiveCampaign is like having a marketing department in a box. Their automation capabilities are mind-blowing – you can create complex, branching sequences that respond to virtually any customer behavior. It’s perfect for businesses that want to create really sophisticated, personalized customer journeys.

Drip is the data lover’s dream platform. If you get excited about numbers and analytics, you’ll love their detailed reporting. They’re especially good at helping you understand exactly how your customers behave and what makes them tick. Plus, their integration capabilities mean you can connect them with practically any other tool you’re using.

The best part is that each of these platforms offers some form of free trial or free plan, so you can test drive them before committing. Think about your specific needs – are you just starting out and need something simple? Are you selling products and need e-commerce features? Or do you need advanced automation for complex marketing campaigns?

#13. Pinterest + Email: A Match Made in Marketing Heaven

Pinterest is a goldmine for email list building. Try these strategies:

• Create multiple Pins for each lead magnet
• Use Pinterest-specific landing pages
• Add email opt-in forms to your most popular blog posts
• Create Pinterest-exclusive freebies

Ready to take action? Start with these three steps:

1. Sign up for an email marketing platform (most have free trials)
2. Create one valuable lead magnet
3. Set up a simple welcome sequence

Remember, the best email marketing strategy is the one you’ll actually stick to. Start small, be consistent, and always prioritize providing value to your subscribers.