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Email Marketing Top Tips
Marketing Insights

Read our email marketing top tips for help in creating successful and engaging email campaigns

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Apr 13, 2023

Email marketing is an essential tool for businesses that want to reach their target audience and convert prospects into customers.

However, creating effective email campaigns that drive engagement and sales isn’t as easy as it sounds.

To help, we have compiled a list of hints and tips that you can use to create engaging email campaigns.

Use a clear and compelling subject line

Your subject line is the first thing your subscribers will see. Making a good first impression with a clear and compelling subject line can grab their attention and encourage them to open your email.

Use short, direct, and benefit-driven subject lines that entice your audience to read on. Make sure to avoid using “spam trigger words”.

Examples of words in subject lines that can trigger spam filters include anything to do with:

  • marketing,
  • money
  • exclusivity, and
  • free or bonus.

Segment your email list

By segmenting your email list, you can deliver targeted and personalised content that resonates with each group.

Use data such as geographic location, industry, and contact types to create segments of your list that you can tailor your email content to.

Create personalised content

Use subscriber data to create personalised emails that address their needs and interests.

Personalisation can include using the subscriber's name, company, job title, or other relevant information to make the email more relevant and engaging.

Keep your email design simple and consistent

Your email design should be clean, simple, and consistent with your brand identity.

Use a clear and easy-to-read font, and include high-quality images that support your message.

Avoid using too many colours or fonts, which can make your email look cluttered and confusing.

Also, keep in mind that spam filters check for red flags in email content such as:

  • Links to unreputable websites
  • Messages in ALL CAPS
  • Colorful and different sized fonts
  • Broken HTML code
  • Emails without an unsubscribe button
More Than Words Note: The headline of an email should be just that. It’s the reason for the reader to continue. Don’t make the mistake of using your company name or logo at the top of an email design, instead add your logo with your contact information at the end of the email.

Make your email responsive

Over 50% of emails are opened on mobile devices, so it's essential to ensure that your email is responsive.

Use a responsive email design that adjusts to the size of the screen and make sure your email is easy to read and navigate.

Include a clear call-to-action

A call-to-action (CTA) is a critical element of your email campaign. Your CTA should be clear, concise, and encourage your subscribers to take action, such as clicking a link, getting in contact or making a purchase.

Use action-oriented language and make sure your CTA stands out in your email design.

Test and optimise your email campaigns

Testing and optimisation are one of the most important parts of the campaign.

Test different elements of your email campaigns, such as subject lines, email design, and CTAs, to identify what works best for your audience.

Run the campaign through spam testers to help identify any ‘spam triggers’ in your campaign.

Use data and analytics to measure your email campaign's success and make data-driven decisions to optimise your future campaigns.

More Than Words Note: Consider using email testing tools such as Litmus, Mail Tester or Mail Reach to check your email content for spam.

Email marketing platforms

To send out your email or newsletter many clients choose one of the many email marketing platforms such as Mailchimp, Constant Contact, or Send In Blue.

However, it is a common problem that we come across are clients who are unaware that they cannot use purchased data lists.

This is the case even when they are purchased from a reputable supplier and are GDPR compliant in these platforms.

You can however use these platforms for existing customer contacts or newsletter subscribers.

Always make sure your check the terms of use before signing up and using any email marketing software.

More Than Words Note: If you would prefer to outsource your email marketing, read some of our case studies from a typing & translation company and speech & language therapy business to find out how our managed email marketing worked for them.


Email marketing is an effective way to reach your target audience and drive engagement and sales.

By following these hints and tips, you can create personalised, relevant, and engaging email campaigns that resonate with your audience and drive results.

Remember to test and optimise your campaigns continuously to ensure that you are delivering the best possible results for your business.

You can find more information about email providers from our recent blog article.

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Article Author:

Corey Lillicrop, More Than Words Marketing

Our Campaign manager Corey Lillicrop has worked within the direct marketing industry for more than 10 years.

Clients find his combined knowledge of IT, data and email marketing a great asset.

If you would like Corey to be your email campaign manager contact us on 0330 010 8300 or click here to email.

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