Effective email marketing

Best practices for engaging your audience

Published: 07 May 2024

Last updated: 20 Mar 2024

Read time: minutes

Mastering the art of email marketing is essential for businesses looking to connect with their audience in meaningful ways. But amidst the influx of messages flooding inboxes, how can you ensure that your emails stand out and resonate with your subscribers? Join us as we delve into the realm of email marketing best practices, exploring strategies to craft compelling campaigns that captivate, convert, and cultivate lasting relationships with your audience.

Understanding the power of email marketing

Email marketing remains one of the most effective tools in a marketer's arsenal, offering unparalleled reach, customisation, and ROI (Return on Investment). At its core, email marketing is the process of sending targeted messages to a group of subscribers with the aim of driving engagement, nurturing leads, and ultimately, generating sales. With an estimated 4.6 billion email users worldwide, the potential reach and impact of email marketing are undeniable.

Crafting compelling content

At the heart of every successful email marketing campaign lies compelling content that resonates with your audience's needs, interests, and aspirations. Whether it's informative newsletters, exclusive promotions, or personalised recommendations, the key is to deliver value that prompts action. Focus on crafting attention-grabbing subject lines, concise yet compelling copy, and visually appealing designs that encourage recipients to open, read, and engage with your emails.

Building and segmenting your audience

Effective email marketing begins with building a quality subscriber list and segmenting it based on relevant criteria such as demographics, interests, and behaviours. By understanding your audience's preferences and tailoring your messages accordingly, you can deliver more personalised and targeted content that speaks directly to their needs. Use signup forms, lead magnets, and incentives to attract new subscribers, and regularly clean and update your list to ensure deliverability and engagement.

Optimising send times and frequency

It can take a business a bit of trialling to find the best time to send marketing emails for their audience, but sending emails at the right time can significantly impact open and click-through rates. While there's no one-size-fits-all approach, testing different send times and analysing engagement metrics can help you identify the optimal times to reach your audience. Similarly, striking the right balance between frequency and relevance is crucial – bombarding subscribers with too many emails can lead to fatigue and unsubscribes, while infrequent communication may result in disengagement.

Designing for mobile responsiveness

In an increasingly mobile-centric world, optimising your email campaigns for mobile devices is non-negotiable. With the majority of emails being opened on smartphones and tablets, ensuring that your emails are mobile-responsive is essential for delivering a seamless user experience. Use responsive design principles to adapt your emails to different screen sizes and devices, optimise font sizes and button sizes for touchscreens, and prioritise concise, scannable content that resonates with on-the-go users.

Measuring and analysing performance

The key to continuous improvement in email marketing lies in measuring and analysing the performance of your campaigns. Track key metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates to gauge the effectiveness of your emails. Use A/B testing to experiment with different subject lines, content, and calls to action, and leverage insights from analytics tools to optimise your campaigns for better results.

Ensuring compliance and deliverability

Compliance with email marketing regulations and best practices is paramount to maintaining trust and credibility with your subscribers and avoiding penalties. Familiarise yourself with regulations such as GDPR (General Data Protection Regulation) and CAN-SPAM Act, and ensure that your email marketing practices align with them. Additionally, monitor your sender reputation, use double opt-in confirmation for new subscribers, and regularly clean your email list to improve deliverability and avoid being flagged as spam.


Email marketing is a powerful tool for businesses seeking to connect with their audience, drive engagement, and achieve their marketing objectives. By understanding and implementing best practices such as crafting compelling content, building and segmenting your audience, optimising send times and frequency, designing for mobile responsiveness, measuring performance, and ensuring compliance, you can create email campaigns that resonate with your subscribers and deliver tangible results. So, harness the power of email marketing, and unlock new opportunities to engage and delight your audience.

Let's embark on this journey together, get in touch today and see how BuiltForYou can tailor email marketing campaigns for your needs.

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