11 Pro Email Marketing Tips


If you’re just starting out with your email marketing campaign, it can be helpful to have some tips from the pros that have been in the business awhile and really know what works.

Campaign Monitor recently shared tips provided by professionals to get you started on a truly effective email marketing campaign.

Unsubscribes can be a good thing

I’ve learned you can’t please everyone. Removing people who aren’t that interested in hearing from me feels like a good cleaning job – Henneke Duistermaat (Copywriting and Marketing Expert at Enchanting Marketing)

From name & subject line are extremely important

When I started email marketing, I completely neglected perhaps the two most important aspects of a successful email: the subject line and from name. It’s important subscribers recognise that the email is from your company and comes with a compelling subject line for maximum engagement – Kevan Lee (Director of Marketing at Buffer)

Send when you have something valuable to share

I’ve learned to email when I’ve got something relevant to share. If you’re adding value to your subscriber’s life – whether with a great new post or a must-have offer – send away. If you’re not adding value, don’t send the email.

Use email marketing in all customer acquisition channels

I wish I’d know that I should use email marketing in all my customer acquisition channels, not just in my marketing efforts. For example, identify email subscribers that have a higher chance of converting and creating more personalised, sales-focused journeys for them – Sujan Patel (Co-founder of WebProfits)

Co-founder of WebProfits

I wish I would’ve known to integrate my email marketing messages into different channels. This may seem obvious but it’s the biggest mistake I made in my early days – and that I still see marketers making today. You have to market with a purpose – Ali Rastiello (Senior Manager of Marketing Automation at BigCommerce)

Think about your audience and be as relevant as possible

I wish I’d known that email marketing isn’t about the channel or the sending technology; it’s about the individuals that are receiving the email. It’s about making the email/offer/content as relevant and valuable to them as possible. It’s about leading with marketing and letting technology bring it to life, not the other way around – Kath Pay (Founder of Holistic Email Marketing)

Optimise email efforts for subscriber lifetime value, not campaign activity

Each email to a person will influence the success of the next one that person receives. If we want to get better results from our subscribers, we need to optimise on subscriber lifetime value – not on campaigns – Jordie van Rijn (Email Marketing Consultant at eMailMonday)

Test, test and test some more

Testing is the name of the game. Your audience evolves, you evolve, and your list of subscribers evolves. You have to constantly test and measure the results to find out what works best – Val Geisler (B2C Email Expert)

Use preheaders to double the length of your subject line

I wish I’d known about the importance of preheaders. The fact that you can double the length of your visible subject line is so valuable – and often overlooked – Justin Khoo (Founder of FreshInbox)

Leverage segmentation for more personalised experiences

I wish I’d known more about segmentation. I always want to know more about who my audience is, so I can create a more personalised, targeted experience that will add value for the right people – Kayli Barth (Director of Email Marketing at MTL NewTech)

Understand the complexity of email rendering

I wish I’d understood from the beginning how inconsistent email client support for coding is, and therefore how complex email rendering is. Today’s marketers need to create ‘platform-perfect’ emails that deliver the best experiences for users of key email clients – Chad White (Research Director at Litmus)