Email marketing is one of the most used and prospect pitching tools that marketers have used since email became a rage. Interestingly, the reach and the impact of email marketing still is considered the best. Boosted by the fact that email usage has evolved, along with our dependence on it, emails are inevitably accessed every day.  

Here is a quick run-down on some email marketing best practices.

Time Your Emails To Optimize Accurate Email Sending Time:

So what really is the right time for emails to be sent? Here, time literally means time by the watch. It was believed that Tuesday mornings at 10.00 am is the ideal time to send emails. This is now a myth.

Research, carried out two years back, states two timeslots that show the best email impact in terms of the CTRs and the average email open rates. The timings are found to be 9-11am and 3-5pm. This research does not pinpoint to be a particular day. Yet some, say it is Thursday.  

However, Tuesday is not a completely negated option. It is still considered still a close second at the moment.


As a marketer whose work revolves around breaking grounds to make a connection to the businesses’ relevant audience, the essence of a relevant email Id list or a mailing list is already well perceived.

Hence avoid sourcing your email addresses from friends and websites. The reason for this is simple: An irrelevant mailing list is a wastage of time, not to mention spoiling relationships with any potential prospects. Moreover bombarding the wrong audience with email providers a corporate to block out your IP address which will be fatal for future business prospects.

Maybe it is time to relook at your customer database and update it. Begin with an overhaul and add a mail list subscription form, to your website for lead generation. Over time you can build your mailing list.

The focus here should be on active prospects who need the offered product or the services and hence will find or make time to check and open emails or follow links provides in the emails and when needed they will opt to reply too.

You can make it easier for yourself to track the reactions to your emails by the receivers if you opt for email services provided by major email services like Gmail or Hotmail since these email platforms monitor the recipient’s interactions with your emails.

Moreover, do not overlook the essence of social media when it comes to connecting with your target audience. While running lead generation campaigns on social media, focus on collecting as much information as possible.

Keep Your Audience Engaged And Interested:

I am taking this point off the preceding one. In the context of email marketing best practices, the point here is to know your audience so that you are able to hit them with the relevant information and emails. An uninterested audience will either ignore the emails or will opt out of receiving the same.

Your email should have these elements for the receiver to be interested in reading what you have sent them:

  • Your name
  • Your address
  • An option to reply
  • A Concise and suggestive subject line
  • Preview text

Being relevant translates to conversions due to open rates and link following. A relevant email will also make your target audience open emails and reading it, and replying to the same.

On the other hand, irrelevant email bombarding leads the receiver to feel irritable and this results in unsubscription, spams and archiving of emails.

Many marketers, most commonly and especially those from the banks send email from @noreply, @ support or such other is email ids wherein they make it impossible to reply back. Unless absolutely needed, avoid using this kind of email ids as replies are a positive sign of engagement and interest.

Device Compatible Emails

Smartphone users are on the rise and the user base is expanding rapidly. Smartphones have become a part and parcel, of our lives today. Everyone is checking information, or shopping or carrying out transactions on a smartphone while on the go.

This includes people traveling for work or leisure, who are constantly on email via their phones. Millions of these people could be your target audience. When you run an email campaign you want to target and reach out to each one of these through their mobile phones.

Hence it is obvious that now while sending emails and running email campaigns, you will have to ensure the mobile compatibility of your emails. Hence it is best for you to know to understand a little bit of the technicality of how these emails can be tested.

The catch here is to use email services that allow an easy-to-use email builder. Fortunately, there are tools available to test the mobile compatibility of your emails. Some of the most used ones are:  

Keep The Email Frequency Well-Spaced Out And Sanely Frequent

How do you react when you see probably ten emails from a sender who is a B2B provider, flood your inbox in a week? It is an absolute put off.  Moreover, you end up either deleting the emails, moving them to the spam bin or just ignore the lot.

This not was a complete wastage of the marketer’s efforts but also led to his subscription to plummet through the roof.

In email marketing best practices, the rule is simple. Email when you have relevant content. If it has been a while since you emailed would like to touch base with your customer, just to jog his memory about your band, you may email. However ensure that you have something to offer, like a discount, a shopping voucher, an invite to a webinar, etc.

Email marketing best practices are guidelines that help in streamlining your email campaigns to take off flawlessly. The ultimate goal is to be able to connect with the customer base and prospects for an equally glitch-free execution and outcome.

Vikas Bhatt

Author Vikas Bhatt

Vikas is the co-founder of OnlyB2B ITES Pvt Ltd and a Demand Generation cum Data Cleansing Expert. He has 10+ years of experience in B2B Lead Generation, Data Mining, and Content Syndication. Say hi on

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