Email marketing remains one of the most cost-effective and powerful tools for engaging your audience and driving conversions. Far from being “dead,” it continues to outperform many other channels in terms of R.O.I.
In fact, email marketing delivers an average return of €33–€36 (about $36–$40) for every €1 spent, according to recent studies (Shopify, 2024; EmailToolTester, 2023). Average open rates have climbed to 42.35% across industries in 2025 (HubSpot), with click-through rates (CTR) between 2% and 5%. For brands looking to build stronger customer relationships, this is a channel that cannot be ignored.
In this guide, we’ll share actionable email marketing tips and email marketing best practices to help you craft emails that not only get opened but also drive measurable results.
1. Start With a Strong Strategy
Before you write a single line of copy, define the goal of your campaign. Are you trying to:
- Generate leads?
- Nurture existing customers?
- Promote a new product or service?
- Share valuable content from your blog or resources?
Knowing your objective will guide everything else: tone, structure, design, and calls-to-action (CTAs).
2. Craft a Click-Worthy Subject Line
Your subject line is your first (and sometimes only) chance to grab attention. On average, people decide in 3 or 4 seconds whether to open an email.
Best practices for subject lines:
- Be concise and clear: Aim for 6–10 words, as these achieve the highest open rates (~21%).
- Avoid spam triggers: Words like “urgent,” “free,” and “win” can send you straight to the spam folder.
- Test with A/B experiments: Modern platforms like Mailchimp, Klaviyo, or HubSpot allow automated subject line testing.
- Use action verbs and urgency: For example, “Claim Your 48-Hour Exclusive Offer”.
- Personalize when possible: Subject lines with a recipient’s name can boost open rates by up to 26% (Campaign Monitor, 2024).
Pro tip:
Test emotional vs. benefit-driven subject lines to see which resonates most with your audience.
3. Optimize Your Preheader Text
Your preheader is the short preview that appears after your subject line in inboxes. It’s valuable real estate to reinforce your message.
Do:
- Complement (not repeat) the subject line.
- Include a secondary hook or CTA.
- Keep it between 100–140 characters for optimal display.
Example for a drink brand product launch:
Subject: Introducing our new sparkling drink – PureFizz
Preheader: Taste the freshness before anyone else—limited launch this week only!
4. Focus on a Single, Clear Message
Trying to communicate too much in one email dilutes your impact. Every campaign should have one primary goal: drive a click, promote an event, or encourage a download.
If your goal is to nurture:
- Share informative content like blog posts, guides, or updates.
- Offer interactive elements like polls or quizzes to keep engagement high.
If your goal is to promote:
- Highlight your most attractive offer.
- Use compelling CTAs and strong visuals to guide the reader toward conversion.
Personalization plays a big role here: segmentation by behavior, demographics, or past purchases can improve CTR by up to 50% (Litmus, 2024).
5. Use an Eye-Catching, Brand-Aligned Banner
Your header image is the first visual element your audience will see. It should:
- Reflect your brand identity.
- Be adaptable to different campaigns.
- Remain consistent in style for recognition.
Avoid overcrowding the banner; keep it clean, with a single visual message. If possible, use responsive images that display well across devices.
6. Structure Your Email for Readability
People scan emails, they do not read them word-for-word. The structure you choose impacts whether they stay engaged.
Best practices for structure:
- Visual hierarchy: Place the most important information at the top, followed by supporting details, then a closing CTA.
- 3–4 content blocks max after your intro.
- Mix text and visuals: Images, icons, and graphics break up text and improve retention.
- Consistent design: Fonts, colors, and style should match your brand’s look.
A helpful mental model: the hourglass—start broad, go into specifics, then broaden again with a closing summary or offer.
7. Design for Light and Dark Mode
With over 90% of users preferring dark mode on their devices (Polar, 2024), design with both light and dark themes in mind:
- Test your logo and text colors for visibility.
- Use high-contrast elements that remain readable in both modes.
- Consider alternate logo versions for dark backgrounds.
8. Add Clear, Action-Oriented CTAs
A good CTA is specific, visible, and placed strategically. Position them:
- Near the top (for quick action takers).
- In the middle (for those reading more details).
- At the end (for decision-makers who read everything).
Examples:
- “Get My Free Guide”
- “Book Your Demo”
- “Shop the Collection”
Pro tip:
Test button color and wording: small tweaks can lead to big CTR improvements.
9. Provide Multiple Click Opportunities
Not everyone clicks buttons. Hyperlinking text, images, and banners increases click chances.
For example:
- Link your header image to your website.
- Hyperlink relevant keywords inside the copy.
- Make sure all links are trackable for analytics
10. Don’t Forget the Footer
Your footer is an opportunity to:
- Reinforce brand identity with logo and contact details.
- Include links to your main website and social media.
- Offer subscription preferences and a clear unsubscribe option.
A clean footer improves trust and ensures GDPR compliance.
11. Leverage Automation and AI
Modern email marketing is about sending the right message, to the right person, at the right time. Tools like Klaviyo, HubSpot, and Mailchimp now use AI to:
- Predict send times for higher open rates.
- Recommend products or content dynamically.
- Automate A/B testing for continuous improvement.
Behavior-based triggers (abandoned cart, post-purchase follow-up, re-engagement campaigns) consistently outperform generic newsletters in both open and conversion rates.
Download or free white paper “Boost your e-commerce sales with 7 tools” if you want to learn more about tools, automation and AI to boost your marketing strategy.
12. Test, Measure, and Improve
Every campaign should be an experiment. Monitor:
- Open Rate: Indicates subject line effectiveness.
- CTR: Measures engagement with content.
- Conversion Rate: Shows if the email met its goal.
- Bounce Rate & Unsubscribes: Flags deliverability or content issues.
Use these insights to refine your segmentation, content, and design. Over time, this iterative process is what will truly improve email open rate growth marketing results.
Conclusion:
Email Marketing is Here to Stay! When done strategically, email marketing is a way to nurture long-term relationships and drive measurable R.O.I.
Need Some Help in Your Email Strategy?
We bring deep expertise in digital marketing and a proven track record in emailing strategies that deliver measurable results. Our approach is data-driven. We analyze and act on insights to help our clients achieve high-quality, scalable outcomes.
Whether working within your existing ecosystem of tools or helping you choose, implement, and master new ones, our teams ensure you get the most value from your marketing technology. We have partnered with brands worldwide to drive growth and performance.
Read some of these success stories here, or learn more about our performance marketing services here.
Do you have specific questions about your business or a current challenge? Feel free to send us a message. We will get back to you and find a solution together.