Best Practices For Email Marketing In 2020

Best Practices For Email Marketing In 2020
January 13, 2020 Marketing Sales

What’s been written about email marketing yet? Maybe we all understand the basics. But the problem is that sometimes we get too confident and start overlooking them. But we’ve covered you!

You need to develop a comprehensive check series that will help you stay top. And although the term “sequence of extensive checks” sounds like something you definitely have no time for, it’s all fairly simple.

Don’t like us? See yourself. Here’s our own email best practices for 2020.

  1. Knowing your audience

The first thing you need is your target audience. No general descriptions and “maybe” –you must know exactly what your audience needs.

Shots in the dark are inappropriate if this isn’t your business’ first year. They’re particularly unacceptable. If you end up spending your time and money offering random products to random people, you’ll quickly burn your marketing budget without yielding results.

When you know every detail about your customers, who converts best and who has the highest LTV, you can evaluate them, assess the issues and pain points of this market and, more importantly, overcome the difficulties that might stop them from purchasing your product.

  1. Staying Complaint

Treat CAN-SPAM Act, GDPR, and similar regulations seriously – make sure you just send people who want to hear about your offer. Not only is bad marketing incompliance, it is also illegal, and you will be fined for using and storing data that users have not consented to collect.

  1. Being Relevant

Similar to the first level, segmentation shouldn’t be ignored. Even if you’ve collected exactly the leads you need based on your perfect buyer persona (as in, you won’t be offering logistics experts software designing), segmenting can make your offers even more relevant.

If your targeting is accurate and your leads are enhanced, consider segmenting by narrower criteria such as experience, previous purchase history and, of course, precise location.

  1. Email Verification

One of the basic cruxes of email marketing works on the basis of find business email address of potential prospects. Remember to check your list, this is a must for both small and massive email campaigns. Keeping your list clean will ensure low bounce rates, high deliverability and open rate, and good reputation for sending. Plus, sending invalid emails saves you money.

Verify your email lists not only when you build them, but right before sending your campaign–situations change and emails are banned over time.

  1. Growing your business email list

Generation leader never stops. If you want to increase your profits, grow your list. You can do this with an email finder extension or automate the process through an API.

Create new buyers and explore audiences for maximum growth.

It’s best to have a specific person on the team dedicated solely to lead generation, but if you can’t afford that yet, just spend a few hours a week growing your list with the help of finder tools.

  1. Creating Templates

Pre-made email templates are wildly popular right now, and assuming they’ll be for a while is safe. Every email marketing blog offers its readers free email templates. And what might seem like a collection of tried and tested email models is actually a collection of emails being used by hundreds of other email marketers worldwide. And what this means to you is that you immediately lose your chance to stand out.

We recommend a custom email template for your company or campaign. If you can’t afford that, there are plenty of resources on the market that can help you create yourself without writing, designing or coding experience.

  1. Be Brief

You’re writing an email, not a philosophical tractate. Your email shouldn’t drag on forever— make it short, clear, and point-to-point. The recipient is likely to spend about half a second looking at your email deciding to read it. Make sure it’s easy.

According to study, the email length is about 50-125 characters. Emails show the highest open and answer rates for 200-250 terms. I’d suggest you don’t go over 200 characters, though.

  1. Personalize your emails

The more polite and human we seem, the easier to make deals. People appreciate personal approach–it creates a sense of an email specifically designed for them that doesn’t like feeling special. And for that’s the personalization.

Even if you create an automated email drip campaign, you can still use data such as the recipient’s name, company position, achievements, etc. Make sure you don’t overdo it. Write as if you’re talking to a person in real life–don’t write a simple “Hi! “Try,” Natalie!” But instead.

  1. Go Easy on the attachments though

Using multiple attachments, videos, pictures, and links increases your ESP’s chances of being blocked, which is why it is recommended to use them in moderation: stick to the 70-30 ratio (text to image), insert one link. If you must send several attachments–use Google Docs, the software checks virus files and people trust it.

If you’ve wanted to use pictures in your email instead of plain-text, don’t forget about a picture’s fallback text (that will be shown if the image is not shown by the ESP).

  1. Include an unsubscribe button

We know it’s obvious, but important. And don’t forget, given the GDPR, all your emails should offer the recipient a way to refuse to receive further emails. The easiest way is to include a unsubscribe link. Neither try tricks–the subscription process should be clear and simple according to the regulations.

  1. Optimize your emails

According to Email Monday’s Mobile Email Statistics Review, “mobile opens accounted for 46% of all email opens in 2018” and “71.6% of users would delete emails if they don’t look good on mobile.” What this means for you is that you need to ensure that your email campaign is displayed correctly on all devices, especially mobile.

  1. Use Email Automation

Automation is a key 21st-century element. You can save your time and money, while the software does the monotonous, time-consuming job for you.

Nearly every part of email marketing can be automated: email list building, email list checking, email sending, follow-up, and email tracking. Platforms like offer all these tools to free up hours!) (a day and streamline email marketing.

  1. Don’t overuse it

You can send as many emails as you want. But we can guarantee recipients won’t receive dozens of emails every week. 69% Recipients unsubscribe from too many emails. Only 15% are happy to receive emails every day.

All depends on your company and target market. That’s why you should experiment, test and discover what’s the best email frequency for your audience.

  1. Use A/B testing measures

To get the most out of your email campaign, you should be checking A / B. Check every aspect of your email campaign to better know your audience: colors, CTAs, subject lines, formatting, greetings, signatures, and frequency. You should try something.

Knowing what performs better will lead to higher conversion, click-through, and open rates, as well as allowing you to develop your own unique format and design that you can stick to in the future.


These are just a few tips that can help you stand out in the receiver inbox and boost your email campaign results. Treat it as a good email campaign checklist. If you want us to add something, share the best practices in the section. This article is part of our new show, covering everything from fundamentals and terminology to best email marketing techniques and literature. Stay tuned for new series updates by subscribing in the right box.

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