6 Best Practices For Email Marketing

According to Hubspot, Inbound Marketing “attracts qualified prospects to your business and keeps them coming back for more.” Every business wants customers and repeat customers, right? Recently, we offered you 10 surprising facts about inbound marketing to introduce this growingly important topic. Then we talked about the best practices for Calls to Action, Landing Pages and Thank You Pages. Over the next several weeks, we will be diving deep into the topic by outlining the best practices for several different forms of inbound marketing. We will start with email marketing.

6 Email Marketing Best Practices:

1. Personalize Where Possible

It’s important that your emails be delivered in the most personal way possible. People don’t like spam, and you don’t want your email accidentally ending up in that folder. Send your emails from a recognizable email address, use names in subject lines, and include signatures at the conclusion to avoid the junk mail feel.

2. Define Actionable Goals

Because of our shrinking attention spans, being concise and consistent with your message delivery can be the main factor in deciding whether someone moves through your marketing funnel or not. Be specific and explain exactly what readers should do during and after the email experience.

3. Segment Into Lists

Content is king. But only when the right people are seeing that content. Your emails should be specifically targeted to individuals based on unique characteristics. Creating personas and keeping in mind where each individual will be in their buyer’s journey will help you segment your lists.

4. Be Engaging

As already stated, people have short attention spans and need actionable language to help them get from one section of content to the next. From your under 50 character subject line onward, concise information presented in a friendly way is the best way to keep consumers engaged. Emails that look good on mobile are a must have.

5. Be Valuable

With any form of inbound marketing, one of the most important factors is being informative and valuable to those who are consuming the information. Email is no different. We don’t want to nuisance, we want to be an asset. People are put off by a sales pitch nowadays. Instead, give out information that educates them, so they can make a decision on their own. This will build trust and develop a relationship where the customer feels like their needs are being met from the start.

6. Test and Analyze

The advantage for any form of inbound marketing over their outbound counterpart is their ability to be tracked. Email is no different. You should be tracking bounce rate, click through rate, delivery rate, unsubscriptions, which subject lines get the most opens and many more metrics. By keeping track of these details, you begin to understand what works best over time and what doesn’t work. Test small and keep your budget moderate. Expand your budget after you know what works best for your target market.


Outbound marketing strategies are intrusive. When a person signs up for your business’s email campaign or requests information, they willing give you the chance engage them with valuable content. We have to make the most of this opportunity by making emails personal, actionable, valuable and engaging. Then we have to make sure what we are doing is working. Nektur specializes in creating robust email campaigns. If you have questions or want to know more about how you can reach potential customers with a targeted emails, click the button below and a Nektur representative with contact you to set up a Free Inbound Consultation!