15 email marketing tips to make your newsletter a success


As you may know, most people today spend more time reading their email than surfing the web. Email is one of the most powerful mediums you can use to speak to visitors, customers, and prospects.

In this article, I will discuss 15 best practices that you can apply to your email marketing efforts on a daily basis. If used wisely and consistently, you will no doubt see an increased response from your subscribers – be it for more feedback, more product/seminar registrations or even more orders.

1. Avoiding the spam filter

The majority of the major ISPs now use strict anti-spam mechanisms to intercept unwanted email before it reaches their customers’ inboxes. Spam filters generally “rank” each email based on a number of different criteria, and if that email exceeds a certain level (e.g. 10 spam points), it will be marked as spam and deleted.

To ensure your emails aren’t marked as spam and deleted before they even reach your subscribers, avoid using words like “free”, “$$$”, “save”, “discount”, etc. both subject line as well as the content of your email.

2. Maximizing click-through rates

Both web pages and emails can contain a lot of text and graphics, which sometimes makes it harder to get your subscribers to complete a specific task, such as B. Clicking on a link to view your special offers.

A lot of research tells us that the majority of internet users respond better to a simple, bold, blue text link – like this one – than to a banner or button. So if you include links in your emails, make sure they are bold, blue, and underlined. This means more subscribers will click through, which means more conversions/sales for you.

3. The power of personalization

If you were standing in a crowded mall, what would grab your attention: “HEY, YOU!” or “HEY JOHN” (assuming your name is John). The power of personalization can and should be harnessed in your emails. In fact, by simply ending your email with “Hello [subscriber_name]Instead of the boring “Hello,” you can increase both your read and click-through rates by up to 650%. Why? Simply put, because your subscribers feel like they already have a relationship with you the way you addressed them with her first name.

4. One-click opt-out

If you’re looking to grow your mailing list, there are two things you absolutely must have: a double opt-in process and a quick way to unsubscribe. In some countries it is even a legal requirement that every email contains an unsubscribe link. The unsubscribe link should take the recipient directly to a page where they will then – politely – be removed from your mailing list.

5. Registration Confirmation

Don’t be accused of spamming – always, and I mean always use a double opt-in verification process. Double opt-in means that after your visitor enters their email address to subscribe to your list, you should send them a “confirmation” email. This email should contain a special link back to your email marketing program, which will then verify that this visitor has actually subscribed to your mailing list.

6. Tuesday/Wednesday = Increased resonance

Studies conducted by online research analysts have shown that Tuesdays and Wednesdays are the best days to mail out to your list as people are more receptive to communication on these days. This means they are more likely to read your content and click on links, leading to more sales.

On Mondays, everyone is still recovering from a hectic weekend. On Thursday and Friday you are already looking forward to the weekend too much. We actually experimented with this and got the best results by sending emails on a Wednesday around 2pm to 3pm (American Pacific Time).

7. Retry email communication

An autoresponder is an email that is sent at a specified time interval after someone subscribes to your mailing list. Autoresponders are a great way to automatically contact your subscribers or provide them with more information about your products/services.

For example, if you offer a free newsletter, you could set up 3 autoresponders for new subscribers: The first one will be sent 1 hour after signing up. It includes a thank you message and a link to get 10% off your newly published eBook.

The second is sent 24 hours after they sign up and lets them know on your community message boards and the third is sent 72 hours after they sign up where you can give them a special offer if they become a paid member of your site.

Autoresponders help your subscribers build trust in both your company and your brand, and this can help make future sales easier.

8. Consistency is key

If you publish a newsletter or frequent email publications, make sure the look and feel stays consistent from issue to issue. By keeping the look and feel consistent, you help maintain and strengthen your brand and image towards your subscribers, which in turn makes it easier to close sales when needed.

Create a template for your newsletter, and whenever you need to create a new issue, use that template as the basis for each issue.

9. On time, every time

If you send a regular email to your subscribers, always make sure it’s sent on the same day at the same time. For example, every Wednesday at 3 p.m. Your subscribers “expect” your email to arrive in their inbox at the same time on the same day every week, which means they want to read your content and are generally more receptive to any special offers or promotions you may include.

10. The subject line of half a second

When your email arrives in your subscriber’s inbox, you typically have about half a second to grab their attention with your email’s subject line. After that, they will either delete or ignore your email. In your subject line, try to provide a benefit that the subscriber can expect from reading your email. For example, instead of “OurSite Newsletter Issue #1,” use “OurSite Newsletter: 10 Tips for Financial Freedom.”

11. The free bonus hook-in

Free is overused these days, especially on the internet. However, if you want to grow your subscriber list, create or source a product that will be of value to your visitors (like an eBook or discount coupon) and offer it to them for free when they sign up for your newsletter.

To make sure they don’t just type any email address into your signup form, set up an auto-responder that sends them the free bonus 1 hour after they sign up for your newsletter.

12. The preview window

Popular email clients like MS Outlook show a preview of an email when it is selected in your inbox. Always have some interesting content at the top of your email, as this is the part that will appear in the preview pane of your subscriber’s email program. If it’s interesting enough, your subscriber will open your email and read on.

13. Link Click Tests

When creating marketing emails, try using different text for content and links. Also, try repositioning images like logos and buttons. After sending about 3 different emails, compare the click stats and see which worked best. If you need to send marketing emails in the future, know that you’re sending the right mix of content and images that will attract the most clicks and ultimately the most sales.

14. Email-Based Learning

Boost your website, build trust with your visitors, establish your credibility, and get more subscriptions to your mailing list by setting up an email-based learning course. To do this, simply create a series of autoresponders (e.g. 5) with unique content. Then schedule the first shipment after 24 hours, the second after 48 hours, etc.

15. Always sign on the dotted line

Always add a signature to the bottom of your emails as it is one of the easiest ways to drive more traffic to your website. This signature should contain your personal information, your company information and an unsubscribe link. You can use your signature to link to your website and even other products. Here is a sample signature:

  • Regards,
  • John Doe.
  • President – Company XYZ.
  • Visit our website at
  • Unsubscribe from this newsletter at [/unsubscribe..].


By implementing the 15 best practices outlined in this article, you can take your email marketing to a whole new level – attract more subscribers while building your brand equity and credibility.