Best Practices for Email Campaigns

Follow These Best Practices to Improve Your Email Campaigns

Tired of blasting emails that never get opened, let alone clicked? The difference between emails that convert and emails that go ignored comes down to execution. When you treat every campaign like a conversation—not a broadcast—you stop annoying your audience and start building real relationships that lead to revenue.

Let’s walk through the best practices that separate high-performing email campaigns from everything else clogging your inbox.

Start with Segmentation

Stop sending the same message to everyone. Your list isn’t one big group—it’s made up of people at different stages of the funnel, with different goals and interests. Segment your list based on behavior, downloads, purchases, location—anything that gives you a more specific view of the recipient. If someone grabbed your “Social Ads Checklist,” send follow-ups about paid strategies, not organic blog content. Marketers who segment their campaigns can see a 760% jump in revenue. Yes, that’s real.

Personalize Beyond the First Name

“Hi Sarah” isn’t enough. Real personalization means sending content that feels tailor-made for the reader. Recommend products based on past purchases. Highlight local events based on their city. Send onboarding tips based on the tools they’ve already integrated. Even something as basic as an abandoned cart email can recover up to 14% of lost sales. When your emails feel relevant, they get read—and acted on.

Write Subject Lines That Get Clicked

Your subject line is the gatekeeper. If it doesn’t grab attention, nothing else matters. Use curiosity, urgency, or a strong benefit to pull them in. Try something like:
“You forgot something (and we saved it for you)”
“Your competitors are already doing this…”
“3 new ways to cut your ad spend this quarter”
Test different styles—questions, emojis, short phrases—and keep a close eye on open rates to see what works.

Keep the Message Simple and Clear

Too much text, too many links, and too many visuals? That’s a fast track to the trash folder. One email = one message = one clear call to action. Whether promoting a webinar or offering a discount, make the next step obvious. Great email copy is short, focused, and skimmable. Think of your emails like a landing page—clean layout, strong headline, and one goal.

Clean Your List Regularly

An outdated list isn’t just useless—it’s expensive. If someone hasn’t opened your emails in 3 to 6 months, it’s time to either re-engage or remove them. Try a quick re-engagement campaign:
Subject: “Still want to hear from us?”
Body: “We noticed you haven’t opened our emails. If you still want updates, click below. If not, no hard feelings—we’ll unsubscribe you.”
If they don’t respond, remove them. Inactive subscribers drag down your open rates and can damage your deliverability. Don’t let that happen.

Stick to These Best Practices, and Watch the Results Improve

Segment intentionally. Personalize smartly. Write subject lines that earn attention. Keep your messages focused. Clean your list without hesitation. These aren’t just tips—they’re the foundations of effective email campaigns that drive engagement, leads, and revenue.