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Email Marketing: Best Practices in 2024

14.03.24

Email remains a cornerstone strategy for reaching your customers in the constantly changing digital marketing arena – but to stay afloat amongst the sea of messages in a user’s inbox, you’ve got to stand out. 

In this article, we’ll discuss the do’s and don’ts of email marketing, from crafting compelling content to increasing brand awareness. Whether you’re a seasoned marketer or just starting out, using these strategies can help to deliver you great results.

Include Your Logo

A huge part of your marketing emails is the design. One sure thing you need to include is your logo. Not only does it enhance brand recall, but it also positively impacts email engagement

Studies also show that emails featuring a logo increase a user’s confidence in the legitimacy of the message and increase the likelihood it will be opened. 

Keep It Simple and Skimmable

No one wants to read a long, plain piece of text, you need to cater to the short attention span of modern audiences. Format your content into short paragraphs, using bullet points and clear headings.

This way, you can also guide your reader’s eye to exactly where you want it to be. Keeping your emails concise gives you more chance of all your content being read, leading to more clicks and better conversion.

Avoid Using No Reply Email Addresses

Emails sent from a ‘no reply’ address are a big no when it comes to email marketing. Not only does it just look uninviting and impersonal, but it’s actually likely to be filtered as spam by email providers, so avoid using these formats (e.g. noreply@domain.com).

Utilise Email Marketing Platforms

Managing a high volume of emails is nearly impossible without a good email platform. MailChimp and Klaviyo are examples of good platforms that help you create, send and track campaigns, all from one dashboard.

Optimise Preview Text

The preview text, or the preheader, is your main opportunity to entice recipients to open your email. And if they don’t want to open it, then that’s a failed email. 

Write a custom preheader that teases your email’s selling point, whether that’s an offer, an exclusive article or exciting news. Make sure your recipients know what they can get if they open that email.

Keep the Main Message and CTA Above the Fold

With people spending a mere 9 seconds looking at an email on average, it’s crucial to capture their attention as soon as possible. Keep your main message and call-to-action in clear view above the fold to ensure it’s seen without them needing to scroll down. 

Test On Multiple Platforms

Over half of all emails are opened on a mobile device, so why wouldn’t you optimise your emails for all devices? The best way to ensure your emails can be read clearly wherever they are is to send out test emails, making sure they fit across all devices. 

There are heaps of testing software out there to help you with this, such as Litmus and SendX, to help you give your recipients a seamless experience. 

Avoid Spam Triggers

The last thing you want is to spend hours perfecting your email for it to end up in someone’s spam folder.  So to prevent this, don’t use spammy phrases in your content or subject line. This includes any exaggerated claims or promises, unneeded jargon and legal terms or anything that looks generally shady. You can find endless lists of spam words and phrases all over the internet to help you avoid ending up in that dreaded folder.

Another key component to keep yourself from being flagged as spam – include an unsubscribe button. Maintaining your compliance with anti-spam regulations is important to make sure your emails keep reaching the right inbox. 

Email Lists

No one is going to read your emails if they don’t apply to them. This is why it’s important for you to segment your list for different target groups and send emails according to what they want and need.

You can do this easily via a tagging system with categories such as gender, age, career or location. You can also create behaviour tags through certain email marketing platforms. 

You’ll also want to make sure to clean your contact list regularly, to get rid of those contacts who never open your messages. You’ll be more likely to be flagged as spam if you have a low open rate.

By incorporating these practices into your marketing strategy, you can make the most out of your email campaigns, increasing your engagement and conversions and building a better relationship with your mailing list. 


Need help with your email marketing? We’re experienced partners of the leading email platforms and can help your email channel work harder for you. Get in touch with a member of our team today for guidance.

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Email Marketing: Best Practices in 2024

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