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Email Best Practices

Emails should be used to communicate, educate, and build a community around your brand, not solely to push your products and services on your subscribers. Instead of solely thinking of your company’s ROI and their benefits, focus more directly on your customers, on your subscribers. Think about their needs, wants, and expectations. Be relatable. Be helpful. Be human.

Here are some general best practices when it comes to creating and delivering emails:


1) Limit word count; be very concise
- 50-125 words is the general “sweet spot” that marketers stick too.
2) Have short subject lines (5-6 words, 30 characters max)
- Recommend using subject lines that are not personalized (do not include the recipient’s name), use an exclamation point, are title case and have less than seven words.
3) Design for mobile readers (shorter copy and shorter paragraphs are easier to read on mobile)
- more than 50% of emails are opened on mobile devices (Delivera page 20)
4) Segment audience lists to relate to each specific audience
5) Break up copy with visuals; be very visually engaging
6) Have 1 call to action
7) Provide an offer
8) Recommended to always use a call to action (CTA) button
9) Don’t send too many emails to prevent email fatigue
- Best times to send/post: Fridays, Mondays and Wednesdays at 3pm, 6pm and 1pm.
- Average open rate:
    • Best Days of Week Friday: 44.0% | Monday: 43.0% | Wednesday: 42.0%
    • Best Times of Day 3pm: 55.6% | 6pm: 53.5% | 1pm: 53.3% | 5pm: 50.4% | 4pm: 48.8%
Creation date: 4/3/2018 9:06 AM ()      Updated: 1/15/2020 4:38 PM (Reg)