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The Top 7 Email Marketing Best Practices for 2023

Updated: 5 days ago

Two people looking at a cell phone with a marketing email with the words Top 7 Email Marketing Best Practices 2023

Email marketing is an excellent way to stay connected with your customers and prospects. It allows businesses of all sizes to reach out to a large audience, build strong relationships, and communicate promotional offers or other valuable information in just one click! Utilizing this digital strategy helps ensure that you're staying top-of-mind for those who matter most: Your loyal followers.

Importance of Email Marketing for Businesses

Email marketing is a powerful tool for businesses of all sizes, and it's only become more important over the years. Not only does it offer exceptional cost-efficiency with an average ROI of $36-40 per dollar spent, but also provides companies the opportunity to create better relationships with customers through highly personalized messages tailored to individual preferences. Additionally, email campaigns allow marketers to track customer behavior providing them vital information on their buying habits which can be leveraged in future campaigns.

Purpose of the Article

Are you ready to succeed in email marketing this coming year? Tap into the many benefits of effective campaigns and keep your business one step ahead with these top strategies for 2023. From maximizing customer engagement, driving sales, and more; there are a variety of tried-and-true techniques that will help take your emails from good to great! Read on as we review some key best practices everyone should be aware of when it comes to making their next email campaign stand out among the competition.

Best Practice #1: Personalization

Importance of Personalization in Email Marketing

Email marketing campaigns are a great way to reach customers, but without personalization they can fall flat. Personalized emails show you understand your audience and give them the information that is most relevant to them - creating deeper connections with customers while improving open rates, click-throughs and conversions! Investing in personalized content not only helps increase conversion but makes it easier for brands to build strong customer loyalty too; providing maximum return on investment over time.

How to Collect Data for Personalization

To make sure emails are tailored to customer interests, businesses need more than just an email address - they need data! Email sign-up forms that ask about customers' hobbies or needs can offer a great insight. Plus, you don't have to stop there; tracking website behavior with cookies and analyzing social media activity for trends all helps build up useful info about what makes your audience tick.

Examples of Personalized Emails

By sending personalized emails tailored to customers' individual needs, businesses can boost their sales and strengthen relationships with valued customers. Take the clothing store that recommends products based on past purchasing habits; or a fitness app offering personalised workout plans for its users – it's all about serving up content catered to each person. Special promotions and loyalty rewards also add value - showing your audience you appreciate them! Personalized emails are an invaluable tool in creating more meaningful connections between brands and their audiences, driving greater success through email marketing campaigns.

Best Practice #2: Segmentation

Importance of Segmentation in Email Marketing

If you want your email marketing campaigns to be as successful and effective as possible, dividing up your list into smaller groups based on criteria like age, interests or purchase history is key! Segmentation gives each subscriber a more tailored experience - meaning open rates will soar and conversion rates are likely to skyrocket too. Segmented emails show that you understand the people in your audience — which can only strengthen relationships with potential customers over time.

Types of Segmentation

There are many different ways to segment an email list, depending on the goals and needs of the business. Some common types of segmentation include:

  • Demographic Segmentation: dividing the list based on characteristics such as age, gender, location, and income.

  • Behavioral Segmentation: dividing the list based on previous interactions with the business, such as purchase history, website behavior, and email engagement.

  • Psychographic Segmentation: dividing the list based on personality traits, values, and interests.

  • Geographic Segmentation: dividing the list based on geographic location, such as country, state, or city.

How to Implement Segmentation

Utilizing segmentation helps businesses get more out of their emails! One approach is to let subscribers self-segment when they join the list by either filling out a preference center or answering questions about what interests them. Automating and analyzing behavior like purchase history can also help refine segments, as well as incorporating third party data sources if needed. Taking advantage of all this info leads to sending relevant content that resonates with customers - leading to higher engagement and conversions.

Best Practice #3: Mobile Optimization

Importance of Mobile Optimization in Email Marketing

With over 60% of emails now opened on mobile devices, email marketers need to stay ahead of the curve and make sure their messages are looking great no matter what device they're being viewed from. Massaging content for a seamless transition across any platform is key in creating an enjoyable user experience - nobody wants squinting eyes or misplaced links! Responsive design techniques guarantee that your subscribers can read your message with ease whilst keeping all clicks just one tap away ensuring maximum engagement.

How to Optimize Emails for Mobile

Optimizing emails for mobile can be done through a variety of methods, including:

  • Using a responsive email design that adjusts to different screen sizes.

  • Keeping the email layout simple and easy to navigate.

  • Using a font size of at least 14px for body text.

  • Making the call-to-action prominent and easy to click.

  • Using a single column layout to avoid horizontal scrolling.

  • Keeping the email file size small to ensure faster loading times.

Cell phone showing a email campaign for a presidents day sale

Examples of Mobile-Optimized Emails

Mobile optimization is a must-have for any email marketing strategy. Companies like H&M and Expedia have embraced this trend, crafting emails that look great on all devices no matter the size of your screen. With clear calls to action, simple designs & adaptive images, these companies are ensuring their customers always get an optimal user experience.

Best Practice #4: Automation

Importance of Automation in Email Marketing

Email automation is the perfect way to make your business efficient, effective and profitable. By sending targeted messages tailored to individual subscribers' behaviors and preferences you can boost open rates, click-throughs, conversions all leading to greater success. Automation also helps foster leads into loyal customers that are eager for engagement with your brand. Make sure email automation works in favor of your bottom line today.

Automation Infographic with arrows to Target Lists, Nurture Cycle, Segments, Leads to CRM

Types of Automated Emails

There are several types of automated emails that businesses can use to improve their email marketing efforts. These include:

  • Welcome emails: These are sent to new subscribers to introduce them to the brand and provide them with a welcome offer or incentive.

  • Abandoned cart emails: These are sent to customers who have added items to their cart but have not completed their purchase, with the aim of encouraging them to return and complete their purchase.

  • Follow-up emails: These are sent to subscribers who have opened or clicked on a previous email, with the aim of encouraging them to take further action, such as making a purchase or signing up for a service.

  • Birthday or anniversary emails: These are sent to subscribers on their birthday or anniversary, with the aim of making them feel valued and appreciated.

How to Implement Email Automation

Implementing email automation involves several steps, including:

  • Identifying the types of automated emails that will be most effective for your business.

  • Defining the triggers and actions that will trigger automated emails, such as a subscriber joining your list or abandoning their cart.

  • Creating the content and design for each automated email.

  • Testing and optimizing the automated emails to ensure they are effective and achieve the desired results.

Automating your email marketing can be a huge time-saver, allowing businesses to spend more energy on creative projects that will have positive effects beyond driving clicks. Popular tools like Mailchimp, HubSpot and Campaign Monitor make it easy to customize emails for maximum impact with minimal effort all while potentially increasing revenue and improving subscriber engagement!

Best Practice #5: A/B Testing

Importance of A/B Testing in Email Marketing

A/B testing is the secret weapon of email marketing - it allows businesses to experiment with different elements in emails and measure which works better for their readers. This helps them make smarter decisions, resulting in improved engagement and a higher return on investment.

Types of A/B Tests

There are several types of A/B tests that businesses can conduct to improve their email marketing efforts, including:

  • Subject line tests: Testing different subject lines to see which one leads to higher open rates.

  • Call-to-action tests: Testing different calls-to-action to see which one leads to higher click-through rates.

  • Sender name and email address tests: Testing different sender names and email addresses to see which one leads to higher open and click-through rates.

  • Content tests: Testing different content elements, such as images, headlines, and body copy, to see which one leads to higher engagement and conversions.

How to Conduct A/B Tests

Conducting A/B tests involves several steps, including:

  • Identifying the element or elements to be tested.

  • Creating two versions of the email, each with a different element being tested.

  • Sending each version to a segment of the email list.

  • Analyzing the results to determine which version performed better.

  • Implementing the changes in future email campaigns.

Best Practice #6: Clear CTAs

Importance of Clear CTAs in Email Marketing

Crafting the perfect call-to-action can be a make or break moment for your email campaigns. A great CTA will help guide readers to take action, whether it's buying something you offer, signing up for an event or downloading essential resources. Take some time extra care when creating one and watch how significantly that increases click throughs and conversions, trust us people love a good button prompt :)

Call to action written with a megaphone drawing

Examples of Effective CTAs

Effective CTAs are concise, action-oriented, and create a sense of urgency. Some examples of effective CTAs include:

  • "Shop now and save 20%"

  • "Register for our webinar today"

  • "Download our free e-book"

  • "Start your free trial now"

  • "Limited time offer - act fast"

How to Write Effective CTAs

To write an effective CTA, businesses should follow these tips:

  • Be clear and specific about the desired action.

  • Use action-oriented language, such as "buy," "register," or "download."

  • Create a sense of urgency by using words like "limited time" or "act now."

  • Use contrasting colors and font sizes to make the CTA stand out.

  • Place the CTA above the fold to ensure it is visible without scrolling.

By crafting clear and effective CTAs, businesses can encourage their subscribers to take action and achieve their email marketing goals.

Best Practice #7: Analyzing Metrics

Importance of Analyzing Metrics in Email Marketing

Staying on top of your email marketing metrics is key to increasing a business' success! Keeping tabs on performance can provide invaluable insight into what works and how strategies could be further optimized for even better results. A little monitoring goes a long way in achieving maximum effectiveness - so don't forget the importance of keeping an eye out for all those metrics!

Metrics to Analyze

There are several key metrics that businesses should track and analyze to evaluate the success of their email campaigns:

  • Open rates: the percentage of recipients who opened the email

  • Click-through rates (CTRs): the percentage of recipients who clicked on a link within the email

  • Conversion rates: the percentage of recipients who completed the desired action, such as making a purchase or filling out a form

  • Bounce rates: the percentage of emails that were undeliverable

  • Unsubscribe rates: the percentage of subscribers who opt-out of future emails

How to Use Metrics to Improve Email Marketing

By analyzing email marketing metrics, businesses can gain insights into what is working and what is not, and make data-driven decisions to improve their email campaigns. Here are some tips for using metrics to improve email marketing:

  • Identify trends and patterns: Look for patterns in your data to identify areas for improvement. For example, if your open rates are consistently low, it may be time to re-evaluate your subject lines.

  • Test and experiment: Use A/B testing to experiment with different elements of your email campaigns, such as subject lines, CTAs, and content, to see what resonates best with your audience.

  • Segment your audience: Use data to segment your audience based on their behavior and preferences, and tailor your messaging accordingly.

  • Continuously monitor and adjust: Regularly monitor your metrics and adjust your strategy based on the results. Email marketing is an ongoing process, and continuous improvement is key to achieving success.

By analyzing email marketing metrics and using the insights gained to continuously improve their strategies, businesses can maximize the effectiveness of their email campaigns and achieve their marketing goals.


No matter what your business does or who it serves, email marketing should be a pillar of your strategy. And with the right approach to this digital direct-marketing method in 2023 and beyond, you can drive engagement and conversions like never before! We've outlined some best practices that businesses are using for success - from personalizing emails to automating campaigns - so take these on board and make sure every one of your mailouts resonates with targeted audiences.

Future of Email Marketing:

Email may be an old-school method of communication, but it's still a key asset for businesses wanting to stay connected with their customers. And now, thanks to advances in technology and the ability to analyze data more effectively than ever before, email marketing is growing stronger by the day. Companies are learning how best maximize on this common practice, enabling them make better decisions that will increase not only reach, but overall success as well.

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As a market leader in email marketing, 20EVO offers comprehensive solutions to help businesses implement these best practices and achieve their marketing goals. If you want to take your email marketing to the next level and see real results, contact us today to learn more about our services and how we can help your business grow.

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