Email Marketing Best Practices to Double Your Response Rate and Profits

21 September 2016 - Sharon Beilis

In case any part of you (or your team) thinks that email marketing is dead, consider these statistics:

  • Everybody does it: 92% of US adults use email daily
  • All the cool kids do it: Millennials are the largest living generation and they check their email from bed (70%), from the bathroom (57%), or while driving (27%)
  • Better than social media: For acquiring new customers, research found email marketing to be nearly 40 times as effective as Facebook & Twitter combined
  • Better than Google: Email marketing as a whole has an average click-through rate of about 6%. By comparison, Google display ads benchmark tool reveals only a 0.06% average click through rate across all ad formats

By leveraging email marketing at all, you are already on the path to success, by following these 7 best practices, you can double your returns:

1. Keep subject lines short

Aim for 1-2 words, according to Hubspot, and less than 50 characters, according to Marketing Sherpa. Remember that 40% of emails are opened on mobile first – where the average mobile screen can fit fewer words.



2. Send from known senders

In a recent AB test conducted by Hubspot, CTR went from .73% to .96% by using a real person’s name in the “from” field. This is an increase of over 31%!


3. Personalize

Nearly every article on email marketing best practices will tell you to add a personalization token like a first name or location to your email subject lines (except this one). It is true – email personalization can lift transaction rates and revenue per email six times higher than non-personalized emails, according to MarketingLand. The higher level of personalization you use, the higher the lift!

4. Segment

Every email campaign you send should hit only those for whom it will be valuable. By segmenting your list and sending only relevant messages to each segment, you will notice an immediate improvement in open rates and revenue.


5. Clean your list

In addition to unsubscribe requests, remove inactive subscribers and hard bounces and validate all addresses in your email list. Eliminate any fake, harmful, or invalid email addresses like admin@, root@,, etc.

6. Provide value

Stop thinking of email marketing as a sales channel and instead view it as a value channel – not the value you get but rather the value you give. By focusing on delivering real value to your users, they will start to trust you and will naturally convert at a higher rate. Read more about it in this post.

7. Become agile

By automating processes, sending relevant and dynamic content to your segmented subscribers, your email marketing will require less time and yield quicker (and better!) results. Agile email marketing will set you up for success in doubling your response rate and profits!