• By Diana Tavares

Email Marketing Best Practices: Tips For Email Copy And Design

Is email marketing still effective? Yes! Email is still one of the most effective digital marketing channels. 59% of consumers prefer email as a marketing channel ahead of any other. Moreover, email ROI has increased from £32 in 2018 to £42 in 2019. Email marketing return on investment is undeniable, £42 for every pound spent. (Marketer Email Tracker 2019, DMA).

In this article, we’ll talk you through the three key components of an email. As well as email marketing best practices to help ensure your campaigns are a success.

Also, don't forget to download a copy of our email marketing template!

Message & Email Structure

There are three key components when it comes to sending emails, the "from" or sender of the email, subject line and creativity or message.

All that is listed below regarding these three components are the premises that we have to take into account to avoid falling into the spam folder. Or worse than that, our communication from being blocked.


First of all, make sure you are only sending solicited emails.

Send consistently from the same address for each email category. For example, send promotional emails from your "newsletter@" address and transactional emails from your "info@" address.

Naming best practices:

  • Avoid punctuation marks.

  • Avoid the use of all caps.

  • Use a clear trustworthy name, such as "newsletter@", "emails@", "contact@".

Stick to a few verified and recognisable "from" names and work on building a good reputation for those email addresses by sending engaging emails.

Subject Line & Pre-Header

The subject line is one is the most important aspects of email marketing. You have to be able to have a message that will grab your subscribers attention so they'll open your email.

Subject line best practices:

  • Always have a subject line.

  • Avoid the use of all caps.

  • Avoid the excessive use of punctuation marks, such as exclamation points (!) and currency symbols (£).

  • Keep it short. Ideally, no more than 5 words (approximately 40 characters).

  • Personalised, include the user’s name. As more and more brands are personalising its subject lines, it is recommended to perform an A/B test, comparing personalised vs non-personalised subjects, analyse its results and make conclusions.

  • Use actionable language but avoid aggressive expressions, such as "buy now", "offer", "free".

  • Use emojis carefully.

Remember, the best way to find out what works better for your target audience is through A/B testing campaigns. Create several versions of your campaign that are equal in every way except the subject line, and send them to a sample of your subscribed audience, this will help you find out what has the highest impact on your campaign's performance.

In addition, include a pre-header. You can use it as an extension of the subject line and give your audience a glimpse of what's inside.

Email Body

Start by introducing yourself, the brand logo should appear at the top.

What is the email about? Include a clear unique selling proposition and avoid several offers in the same email. Don't forget to place a CTA (call to action) above the fold.

Less is more! Try to have a clean design (ensure it is mobile friendly) and avoid including to much text: keep it short, simple and easy to read.

Compress all your images, use TinyPNG it's easy to use and free! Make sure all your images are linked and have alt text (this is important in case your images don't display properly and for visually impaired users).


Include here all legal information, unsubscribe option and contact channels: email, phone number, social media, address.


When used well, email marketing is an extremely effective channel.

Follow best practices, run as many tests as you can to check what drives you the best results, avoid spam at any cost and never buy an email list.

Now, don't forget to get your copy of our one-page email template. Download it here: Email Marketing Template.

Did you find this article helpful? Share your thoughts in the comments!


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