Best practices on Email Marketing

Email Marketing

According to Hubspot, email marketing “is the practice of sending various types of content to a list of subscribers via email” (Kolowich, 2019). Moreover, email marketing is a powerful tool to gain loyalty customers and enhance your brand credibility.

Across this channel, marketers usually target potential buyers who already know your brand or have purchased your product before. In addition, Email Marketing is still considered among the most popular channels on 2020 (Gotter, 2020), with Pay Per Click, Social Media or Content Marketing and Search Engine Optimization (SEO). Email marketing helps a business to develop a one-to-one relationship with their customers and it is completely measurable.

There are several email marketing best practices that could be highlated, some of them are more specific than others. However, it is worth underlining a few generic practices which should be included on any email marketing strategy:

  • Personalization
  • Content Marketing
  • Remarketing
  • Marketing Automation

1. Personalization

One of the most important elements on an email marketing campaign is personalization. In this context, a personalized email “is an email sent by companies using subscribers’ data to provide them with more relevant offers and ensure a positive communication experience” (SendPulse, 2020). And why is personalization so important? “Personalized emails strengthen customer experiences by sending the right content to the right people at the right time” (Campaign Monitor, 2019).

Furthermore, personalization is not only about using your subscriber’s first name, there are more complex tactics which are included in personalized emails.

Some examples

1.Product recommendations:

Using customer insights, you can tailor an email recommending certain products related to the interest of your customers. In this case, it may be a product that a customer has added to its basket but has not purchased it yet or a product related to a customer purchase. This can be seen in several global ecommerce companies as Reebok or Zara.

Moreover, it is not only important to address your customers by their first names but to send the email from a personal approach. Likewise, emails from a bot or from the name of the company do not work as good as emails from a real person´s name which generally get a higher Click Through Ratio (CTR).

2. Greeting cards:

A birthday congratulation is a perfect way to feel empathy for your customers. Most companies take advantage of this personal day to simply be there and offer their customers a gift. Therefore, customer trust and loyalty is increased as they feel truly valued.

As an example, The Body Shop gives a treat to all it subscribers on their birthday and gives a £5 off. On the other hand, Kinepolis Cinema gives it subscribers a free entrance to watch a film on the day of their birthday.

3. Special offers:

In a similar way as the previous example, special offers tailored to your customers are another way to treat them. In fact, several companies show different offers depending on customer´s demographics.

For example, Adidas switched the products being promoted based on the subscriber’s gender. This also can be seen in airlines who tailor their offers according to the location of their customers.

2. Content Marketing

Content Marketing is about develop useful and valuable content for your audience. Accordingly, email marketing is a great channel to be included in your content marketing strategy. In addition, content marketing also target a specific audience. In fact, “both of these marketing strategies have something important in common: building loyalty and repeat business through sending and sharing content” (Landis, 2020).

As a consumer, it is great to receive offers and ocasional gifts but if a business only contacts it customers to directly sell a product, customers will get tired. In contrast, content marketing is just the opposite of selling a product. Content marketing could entertain or could answer customers questions: it is focus on valuable content target to the right person at the right time.


The newsletter is a really useful tool used by several content marketers. “A regular email newsletter is one of the best ways to consistently get your content in front of the right people” (Evers, 2018).

Several companies distribute a periodic newsletter to offer content that may interest their audience, such as free templates, guides, tips or news. This can be seen in Charuca, a stationary and personal growth brand which provides inspirational content on it newsletter as tips to organize your routine, daily templates, etc. On the other hand, Hubspot, a marketing platform, distribute free marketing content across it newsletter.

However, it is important to include a Call to Action in the newsletter. Despite of being a tool more focus on build a relationship based on trust, it can drives traffic as well.

3. Remarketing

According to Dynamic Yield glossary “remarketing (also known as retargeting) is the tactic of serving targeted ads to people who have already visited or taken action on your website” (Dynamic Yield, Unknown). Similar to personalization, remarketing tactics capture and use information about customers in order to achieve better results. 

Following this, remarketing really helps to complete the conversion funnel, if a user has left a product page, a remarketing ad can be targeted to this user and drive him to the same product page to complete the order. Remarketing ads can work pretty well on social media or search engines, but are also used on email marketing.

Moreover, remarketing on email marketing usually target users who have left their basket or have visited a product page on multiple occasions.

Remarketing usually gain a high conversion rate due to target users who are already interested in your service or product. Also, it is essential to personalize these emails and encourage the user to complete the order in a one-to-one conversation.

4. Marketing Automation

Remarketing tactics use Marketing Automation but email marketing also uses automation tools managing other type of emails. To begin with, “an automated email campaign is a series of emails that are sent automatically, triggered by the actions of your subscribers” (Santora, 2020). As an illustration, an email saying ‘Thank your’ after subscribing would be an automated email. That also would apply to receiving an email after completing a purchase or after leaving your basket. 

According to the same source, “automated emails get click rates 119% higher than broadcast emails” (Santora, 2020). For that reason, any email marketing campaign should includes automation tools. Moreover, automated emails should be personalized and segmented.

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