email marketing tips and best practice

Email Marketing tips and best practice

In need of some email marketing expertise?  Take a look at our email marketing best practice articles to help you on the way to email marketing excellence.

  • 3 steps to testing your email campaigns
    We all know that testing can help improve our marketing campaigns. However, sometimes it's hard to know where to start. So we've come up with three simple tests you can try. In this article we look at some tests you can perform on your subject line, email length and image vs. text links to improve your email campaigns. 
  • 3 principles that can help improve your email marketing campaigns
    Every company has the potential to achieve fantastic results using simple principles in their email campaigns. In this article we look at three principles that could help you achieve your email marketing potential.
  • The 3 R's of Email Marketing
    In this article we go back to basics and take a quick look at the 3 R's of email marketing: reading, reports and return-on-investment.
  • 10 top email marketing tips
    We’ve written dozens of articles on email marketing best practice over the years. In this presentation we’ve collated some of our top email marketing tips - from managing your database to evaluating your results - to help you make the most of your email marketing.
  • A few tips to get you started
    New to email marketing? To make sure your emails are going to look great every time and you get the best results possible, in this article we look at some best practice tips to get you started.
  • Boost your email marketing with topical content
    In order to achieve the best results, it's good practice to plan your email campaigns in advance.  However, one of the many advantages of email marketing is it enables you to quickly react to marketing opportunities when they occur.  In particular, it allows you to take advantage of topical news and events to boost your marketing. In this article we look at the things you should consider when writing about topical content.
  • Don't save the best until last
    After reading Seth Godin's 'I'm sorry, we're out of time' we concluded that sometimes it isn't best to save the best until last. It may seem like a good idea to have your exciting message as the final flourish to your email but what if your recipient doesn't have time to read the whole thing? In this article we identify a few things you should consider when planning your email campaigns.
  • Email marketing checklist
    It's important to check your email before clicking send. For this reason we suggest you create an email checklist, which you can refer to before sending your campaigns. To help you get this started we've identified a number of questions you should answer before sending your campaign. 
  • Email provides benefits for both sender and recipient
    Email is one of the most personal, dynamic, interactive and cost-effective communication tools for marketing.  Few marketers recognise how beneficial email can be for the recipient. In this article we'll look at both sides, benefits for the sender and for the recipient.
  • Emails with personality make all the difference - using your email copy (part one)
    How many emails do you receive in a day? How many of the look interesting enough for you to take the time to read them? It can be difficult to make your email look appealing and valuable enough for your recipients to read. In this article we highlight how you can use personality to get your subscribers reading your emails whilst remaining professional.
  • The good, the bad and the ugly of email personalisation
    Personalisation is far from new. We all use it in some form every day. We personalise our one-to-one communications as a matter of course. However, how many of us strive to personalise our mass communication? When was the last time you used what you know about your recipients to help personalise your message? In this article we examine what's good, bad and ugly when it comes to personalising your email marketing campaigns. 
  • How to get your emails into the inbox
    There's no question the most important part of any email campaign is ensuring your email makes it into the inbox. Sadly there's no guarantee you'll be able to deliver one hundred percent of your emails. However, it is achievable and in this article we look at some techniques you can use to avoid being caught in filters.
  • How to sell on your email newsletter
    Newsletters can include sales information without alienating your recipient. There are no hard and fast rules when it comes to selling in this way. In this article we outline our top tips for successfully selling on an email newsletters.
  • How simple can be the most effective email marketing strategy
    It may sound strange for a company that spends the majority of its time creating eye catching emails to say that sometimes the very simplest email can be the most effective strategy. However, a major part of our advice is focused on how you can achieve your email marketing goals so in this article we look at how you can create simple but effective emails. 
  • In with the inbox crowd
    If your business is already marketing via email you're amongst the ever growing inbox crowd. If not then there's still plenty of time to get your email marketing up and running. Email offers return-on-investment and in this article we give you are top tips on how you can maximise it.
  • Integrating direct mail techniques into your email marketing
    In this article we look at how a Johnson Box could help improve the performance of your email marketing campaigns. The Johnson Box was popularised by direct marketer Frank Johnson who famously used this technique to lift response for American Heritage Magazine. Since it's conception the Johnson Box has been used in a variety of marketing media including direct mail, websites and email campaigns. We've created a short guide to using a Johnson Box in your email campaigns.
  • Inspiration for writing email newsletters
    Sometimes the hardest part of publishing an email newsletter is knowing what to write. There's no question that fresh content is important. However, we all suffer from writers block from time-to-time. In this article we look at 5 techniques you can use to create fresh and engaging content for your email newsletters. 
  • It's the personal touch that can maximise success
    Personalisation can be a really great way to grab your readers attention and engage them.  In this article we outline our top do's and don'ts for personalising your email campaigns.
  • Making the most of email marketing
    Want to know how to make the most of your email marketing? Take a look at this acclaimed presentation covering everything from data to avoiding filters and gives you pointers on how you can create successful email campaigns.
  • Making the most of email newsletters
    E-Newsletters are back and better than ever. Many of you may ask, when were newsletters ever out of fashion? In our experience they've always had their place in the modern marketing mix. However, many marketers have neglected newsletters in search of instant riches. The truth is newsletters are experiencing rapid growth thanks to their ability to deliver on the main requirements of the modern marketer and consumer.  In this article we look at how you can make the most of your email newsletter.
  • Managing the gap between expectation and experience
    The gap between expectation and experience can make the difference between success and failure. Large gaps often result in lower conversion and higher unsubscribe rates. In this article we look at how you can manage this gap in order to maximise the success of your email marketing.
  • Open or delete? How to improve your open rates
    With email volumes constantly increasing, subscribers will not always have time to open every email they receive.  With each email that hits their inbox they must make the decision, open or delete? In this article we take a closer look at your From Name, Subject Line and Preview Pane to see how improving these areas can help improve your open rate.
  • Perfect your email marketing call to action
    Ever wondered why your subscribers have not responded to your email as you expected them to?  If so, it may be time to take a closer look at your call to action. In this article we take a look at how you can strengthen your call to action and achieve your email marketing goals.
  • Top 5 things to avoid when creating emails
    It's so frustrating when your gets stuck in the junk folder or worse, doesn't even get delivered. In this article we look at the top 5 things you should avoid to ensure that you email will look good and reach your recipients inbox.
  • What does this remind you of?
    Comparison forms the foundation for decision making and aids our ability to interact with new things. The first time we see an email newsletter we'll ask ourselves "what does this remind me of?" In this article we look at how you can be associated with the good and to use association and recognition to achieve your email marketing goals.
  • What to do when it goes wrong
    We’ve all been there. You’re very busy and you have to get your email out today. You write it, proof it, everyone’s happy and you send it. Then you spot the mistake. In this article we'll cover a few typical situations where things go wrong and how to react to them to give you the best possible outcome.
  • Why email returns the highest ROI
    A recent study by MarketingProfs survey identified that 40% of marketers said email returns the highest return-on-investment (ROI). In this article we look at how email marketing can produce a good ROI and identify some resources for how to market on a low budget.

Can't find what you're looking for? Search the resource hub here or take a look at our additional resources.