7 Best Email Practices that Drive Email Program Growth

Find out how to grow your email program with these simple yet effective email best practices

Email Marketing is a highly effective digital marketing channel. It involves sending emails to prospects and existing customers who signed up to an email list. It helps companies connect to customers and promote their brands to increase sales.

Even though it is underrated compared to other marketing channels such as paid advertisements and word of mouth, it is definitely not underperforming. According to Netcore Email Benchmark Report in 2020, 77% of users preferred brands to communicate with them through email. The data was gathered during the pandemic outbreak, and good content significantly impacted emails during this time.

When you aim for email program growth, you must look at the right place and look at things differently. However, you should not forget that every element in the email is essential because each of them plays a role in the success of your email program.

Here are best email practices that marketing experts follow to grow their email program:

#1 Consider cognitive bias when making your email template.

Cognitive bias influences and affects the way people behave as well as how they decide. Anchoring bias is one example that people can exhibit where they remember the first and last thing they see. In email marketing, you can use it to your advantage by starting with the most important message and ending it with a deal they cannot refuse, such as your products and offers.

#2 Put enough thought into your subject line.

Well-made content is a big part of email marketing, but subject lines convince your readers to open the email. Mental costs can also be a hindrance. People may feel they have to do so much to open the email or even sign up for your newsletter. Value, however, can hook your audience by incentivizing them, giving them a reason to open your email. You must eliminate mental cost by adding equal or more value to your offer. Figure out what your mental costs are and address each of them.

#3 Make an effective Call-to-Action (CTA) button.

CTA is a key element in an email that guides users towards your goal conversion. An effective CTA is what makes your email program grow – it prevents customers from leaving without accomplishing anything, which can affect conversion rates. The combination of an icon and text relevant to the product or service offered can capture the attention of your leads and make them click through and learn more.

Read also: Understanding Deliverability Metrics

#4 Put every “unsubscribe” data to good use.

Adding an unsubscribe link to your letter is not just an email best practice, but also a legal requirement. People who are not interested will unsubscribe from your newsletter. It may be unfortunate, but you can regain loyal customers if you put it to good use. Analyze your data. Evaluate how valuable each user is and try to ask why they have unsubscribed.

There might be some customers that you can win back by making them feel valued. For example, giving them a gift, exclusive vouchers, or a handwritten letter from the CEO. Note, that if you are creating an unsubscribe poll to find out the reason, never make it obligatory for a person to unsubscribe. Provide options but let the person stop receiving your emails without having to answer all of your questions. Make it their choice.

#5 Look at Email IDs as customers.

Create your email program for people. Because there are people behind every email ID, existing or potential buyers. They are the audiences for whom you design your emails. Look at each email ID as people and build a relationship with them. Understand what they want, show them what you can offer, give suggestions such as the right product for their need, and build confidence. People who bought from you can eventually refer you to others.

#6 Experiment with emails (A/B testing).

Starting A/B testing with your campaigns is an excellent strategy to improve your email’s open and click-through rates. In the context of email, it is the process of sending different variations of emails to different subsets of subscribers to work out which variation of the campaign gets the best result. With the help of email marketing tools, it is now easier to test almost any aspect of your email marketing campaigns, such as the subject lines, content, personalization, visuals, tone, and call-to-action.

Beyond A/B testing, you can also experiment with emails regarding but not limited to cart abandonment, for instance. Usually, emails are being sent 24 hours after the cart has been abandoned. On the other hand, it has been observed that 90% of shoppers who intend to buy – buy the products on the same day within two hours. With this, you can do an experiment where you trigger sending an email within two hours after cart abandonment.

#7 Test emails before sending.

Creating a great subject line and content is important, but, as the email best practice, you also want to make sure that your email gets to the recipient’s inbox, so they could see it. With the evolving filtering systems, it is highly recommended to test email deliverability. You can use tools like Inbox Email Tester – it shows where your email will land with different mailbox providers, show if your IP is on any of the blacklists, and provide information on your email authentication.


Email may be considered “old school” by most, but it is here to stay because it works and shows great results. While it cannot be compared to how social media gets more press, email marketing campaigns still reach and engage billions of people worldwide. It is being used by almost every company, and they have more confidence in email marketing than any other channel.

Email marketing is suitable for starting businesses with its advantages: cheaper than most marketing tactics, direct to the target audience, can be personalized. But whatever the size of a company is, if you depend on email marketing, following the above email best practices will help you make the most of your campaign and eventually increase your revenue.

And, most importantly, remember that your email program is created for people, not just their email IDs. Be personal, engage them with the subject line, provide CTA they can act on, and ultimately build a relationship.

Learn More: How to Grow Your Email List – 27 List Building Strategies


Julia Gulevich is an email marketing expert and customer support professional at GlockSoft LLC with more than 15 years of experience. Author of numerous blog posts, publications, and articles about email marketing and deliverability.