17 Email Marketing Best Practices for 2021 Blog Post

October 1, 2021 | category: Email Marketing | tagged: email-campaigns | Author: Olivier Sartor

Are you having trouble with your company’s email campaigns? Email marketing can be difficult to manage at times but it is an excellent method to share and inform your audience. No matter your skill level, these email marketing best practices will improve your open rate, increase your ROI and leave your audience wanting more.

Here are 17 email marketing best practices for 2021.

  1. Create an Email Strategy: Who is your audience and what are your goals with your email campaigns? It is fine to have multiple audiences and goals but is important that each is defined and aligned correctly.
  2. Best Not To Buy Email Addresses: If you have email addresses already, that is great but if you need to build up your email list it is usually best not to buy email addresses since the users have not opted-in. If you do buy email addresses, it is beneficial to send your recipients a welcome email.
  3. Use Welcome Emails: Welcome emails are fantastic since they inform the audience about the value of being a member of your email list.
  4. Adhere To Government Regulations: There are restrictions both in the U.S. and in Europe with the CAN-SPAM Act and the GDPR, respectively. The European restrictions are very strong with large penalties for violations.
  5. No To No-Reply: The CAN-SPAM act forbids email campaigns from using no-reply as the return address. While this regulation is violated often, it is a good policy for the company as a bonus it actually increases open rates if you send the emails with an actual human email address as the sender.
  6. Add Email Signature: Add an email signature in your emails. It increases the personalization of the email and allows the recipient to easily contact someone at your company if they have any questions.
  7. Segment Your Audience Based On Activity: After a couple of months, move the subscribers who don’t open many emails into another group. Then reduce the email sending frequency and change up the messaging. Doing the same for recipients who open your emails frequently is another good idea. This will increase the open rate of all of your campaigns.
  8. Have Strong Call-To-Action (CTA): Most emails have a primary CTA. Make sure your primary CTA is above the fold and repeated a couple more times.
  9. Please Personalize: Use the recipient’s name and/or company name in the subject line or in the body of the email. This increases the open rate.
17 Email Marketing Best Practices for 2021
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10. Use A/B Tests: Try out 2 different subject lines by sending 5% of the email list using each one. The subject line that has the best open rate is used for the remaining 90% of email addresses.

11. Don’t Forget Your Logo: Using your logo at the top of the email reinforces your brand and increases the recipient’s trust.

12. Add A Subscribe Button: Your email might be forwarded to others, so make sure it is easy for these new readers to subscribe also. Make sure there is subscribe button on your website too.

13. Keep Subject Lines Short: We recommend 30-50 characters for subject lines to achieve the best open rates. Other companies, especially retail companies have subject lines that skew longer. Best to track subject line length over time and see if you spot differences.

14. Pick The Right Time: A few email software providers offer the ability to send emails based on the recipient’s time zone or the typical time they open emails. This is especially helpful with a global audience. If this feature is not available, we usually recommend sending emails in the morning, preferably first thing in the morning.

15. Resend to Non-Opens: Resending an email to non-opens 48 hours later with a revised subject line can increase your open rate by 10-40+%.

16. Make Sure Your Footer is Full of Fantastic Content: An email footer is a great place to add links to your social media, website, landing pages and to reiterate your CTAs. Just don’t forget the unsubscribe button.

17. Have Fun: Emails don’t have to be all serious. Have some fun with your content and your audience will keep coming back for more!


Thanks for reading and let us know if these best practices helped at all. If you would like help with your email marketing, visit our website to learn more or reach out to contact us.

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