1. Build your e-mail list organically

Building an email list organically ensures you reach people genuinely interested in your brand. Never purchase email lists – bought contacts tend to be unengaged or fake, hurting your open rates and sender reputation . Instead, attract subscribers through your website and campaigns so your list consists of real customers who opted in by choice, leading to better engagement and fewer spam complaints.

2. Provide a free offer to new subscribers

Give someone a reason to subscribe by providing value. Some popular offers are a discount on a first purchase, free shipping on a future purchase, or a free resource such as an e-book or style guide. A good sign-up offer incentivises a visitor to subscribe to your list and rewards them right away, establishing a favorable tone for your future messages.

3. Make it seamless to subscribe (basic forms & pop-ups)

Minimise friction in your sign-up procedure for your e-mail list. Include a prominent e-mail capture form at the top of your page or a timely pop-up that triggers when a visitor behaves as though they are exiting or scrolls through a predetermined distance. Make it brief – collect only e-mail (and possibly a given name) in order to keep effort to a minimum. The more convenient it is to subscribe, the more sign-ups you will receive out of your site traffic.

4. Verify new subscribers through double opt-in

Implement a double opt-in procedure that validates each new subscriber. That is, when someone enters in their e-mail, they receive a verification e-mail that contains a link to subscribe . Double opt-in validates that you receive a provable address and that the user wants your e-mails . It eliminates fake or invalid addresses that bulk up your list and guarantees that you are spam law compliant . The end result is a smaller but more responsive list that is anticipating receiving e-mails from you.

5. Set clear expectations at sign-up

Be clear about what subscribers will receive when they subscribe to your list. The sign-up form or confirmation page should give a brief overview of what you’ll be sending (product updates, offers, advice, etc.) and how often. Telling them upfront sets the tone and prevents them from being shocked by your messages. Give them a clear idea that they’ll be getting a weekly newsletter or a monthly deal summary – then those who subscribe are ready for your output and frequency.

6. Send a welcome email right away

Always greet new subscribers with a welcome email as soon as they join. A welcome message sent immediately after sign-up capitalises on their interest while it’s highest . Thank them for subscribing and, if you promised an incentive (like a discount code), deliver it right away. This prompt welcome not only provides any offer you promised but also sets a friendly tone and confirms that their subscription was successful.

7. Establish a welcome email sequence

Move beyond a generic welcome message and build a short welcome series. Your automatic sequence might last a series of a few emails during the first week or so. Introduce your brand and express appreciation for them subscribing in a first email. You can have follow-up emails tell your brand's history, showcase best sellers or customer favourites, and preview what kind of content or offers they are going to get. A longer welcome series primes new subscribers and establishes familiarity and desire over a series of touchpoints as opposed to a single touchpoint.

8. Deliver on any promises made in the sign-up

If your sign-up form offered something (a discount, free gift, or resource), ensure the welcome email provides it. For example, include the promised promo code or the download link to an e-book. Fulfilling your promise immediately shows you’re trustworthy and value your subscribers. It also encourages new subscribers to make their first purchase using that incentive, moving them from subscriber to customer quickly.

9. Introduce your brand and set the tone

Make use of your welcome message (or series) to tell who you are as a brand. Let a bit of your history, principles, or what is special about your products shine through. This is a place to establish the tone for future communications – whether it is playful, luxurious, or informative, make it apparent in the welcome note. By establishing that context, subscribers get to associate with your brand personality and know what type of content awaits them thereafter and thus be more open to receiving your mails.

10. Divide your email list based on customer attributes

Do not use generic emailing. Organize your subscribers into segments according to their behaviour or attributes so that you are able to send more relevant campaigns  . Typical e-commerce segments are first-time purchases vs. repeat buyers, premium spenders (VIPs) vs. discount buyers, or product-based segments (e.g. women’s clothing vs. men’s clothing, or skin care vs. cosmetics). By segmenting your list, you are able to customize your message and offer to be more relevant to each segment, and such often results in greater engagement and conversion rates.

11. Email customisation with customer information

Make your emails feel one-to-one by using personalisation. At a basic level, address subscribers by their first name in the greeting or subject line. More powerfully, leverage data like past purchases or browsing history to personalise product recommendations and content . For example, you might showcase items related to a customer’s last purchase or remind them of items they viewed. Personalisation makes emails more relevant to each recipient’s interests, increasing the likelihood they’ll click and buy. “Batch-and-blast” generic emails just aren’t as effective in driving conversions .

12. Recover abandoned carts through e-mail messages

Schedule an automatic email to contact when a shopper abandons items in their cart without finishing the checkout. The abandoned cart emails are a very important tool to win back potential lost sales . The best practice is to issue the first cart reminder soon – usually within an hour or so of the abandonment  – while the interest remains new. In the message, mention the product name, images, and a prominent link back to the cart. You may even customise the subject line with the product name or offer a special deal such as “Free shipping if you complete your order,” to entice them back and complete the transaction.

13. Send browse abandonment e-mails

Similar to cart reminders, set up “browse abandonment” emails for when a customer views products on your site but leaves without adding anything to the cart. If your email platform and site tracking allow, trigger an email showcasing the item(s) they looked at, perhaps with a message like “Still interested in this item?” or “You left something worth a second look.” Include product images and a direct link to the item page. These gentle reminders can pull shoppers back to your site, as they target those who showed interest but weren’t ready to buy on their first visit.

14. Thank customers via email after every buying experience

Don’t treat the order confirmation as the end of communication – follow up with a dedicated thank-you email to show appreciation for the customer’s purchase. This email is separate from the transactional receipt/shipping email (which is usually automated by your e-commerce platform). A personalised thank-you message helps reinforce the customer’s decision and makes them feel valued. It can be simple and heartfelt, and it’s an ideal place to express gratitude, perhaps from the founder or team, for choosing your brand.

15. Ask product reviews or feedback after purchase

After a customer receives their product, ask them via email to write a review or give feedback. Timing is of the essence – give them enough time to utilise the product (i.e., a week or so after it's been delivered) before asking for it. A post-sale feedback email shows you care about their level of satisfaction and lets you gather worthwhile reviews. You could offer a review incentive in a reduced amount off a future purchase or loyalty points as a means of encouraging them to participate . This not only builds social proof around your website but acts to re-activate the customer after a purchase and keep them in a relationship with them.

16. Relevant product cross-selling and upselling during follow-ups

Make use of post-sale emails to promote other products that the customer may like. According to what they purchased, offer them complementary products or upgrade options. For instance, if a person purchased a camera, a following email may contain add-ons such as lenses or a bag (cross-sell), or newer generations and protection plans (upsell). You can make these offers in a “Customers who bought X also liked Y” format or as a custom note. By showcasing relevant products, you invite happy customers to come back and buy again and thereby boost their lifetime value .

17. Make win-back offers to lost clients

Don’t abandon customers who have not bought or interacted in a while – rather, use re-engagement or “win-back” emails to win them back. A typical technique is an email with a note such as “We miss you – here’s 15% off to come back!” to give them a reason to come back . Promote new arrivals or bestsellers that they may be interested in, as sometimes a fresh new offering is enough to bring them back . If a customer is still unresponsive following a win-back series (e.g., 2-3 emails over several weeks), it might be time to drop or suppress them out of regular programs, but at least you’ll have a good faith effort to try and bring them back.

18. Reward loyal customers and VIPs

Identify your most loyal customers – for example, those who purchase frequently or spend the most – and treat them as VIPs in your email marketing. You can create a VIP segment and send exclusive perks such as early access to new products, invite-only sales, or extra loyalty points. Acknowledge their loyalty in your messaging (“As one of our top customers, you’re invited…”). By rewarding VIPs, you strengthen their bond with your brand and encourage them to keep advocating and purchasing . This special treatment not only retains your best customers but can also drive word-of-mouth as they feel appreciated.

19. Encourage referrals via email

Make use of your email channel to drive referrals by requesting subscribers to tell their friends. If you have a referral program, periodically remind customers that they are due rewards (e.g., a discount or credit) when they send new consumers their way. Make it easy by offering a referral link or code that they can share around. Without so much as a formal program, simply request satisfied customers to forward an e-mail or to personally recommend your brand, perhaps following a successful purchase experience. People put stock in peer endorsements, so a timely request in your e-mail will draw superior-quality new customers while incentivizing your loyal customers.

20. Add value in every message, not only promotions

Ensure that every single e-mail you send has something of value to offer the reader, something more than always “buy now!” Value to your e-commerce brand could be many things: fashion advice or use manuals to your products, educational articles that are relevant to your niche, or inspirational lookbooks. By providing up content that educates or delights, you keep subscribers engaged even when they’re out of buying mode . This builds goodwill and keeps your open rates strong. When you are promoting, customers are more likely to listen because you have a track record of helpful e-mails rather than showing up only in subscribers’ e-mail boxes hoping to make a sale.

21. Engage through storytelling with your audience

Integrate storytelling techniques in your e-mails so that your brand is relatable and remembered. This might involve relating your company’s origin story, including a “behind the scenes” look at product manufacturing, or relating customers (with their permission) whose lives have been improved through your products. Story-based e-mails assist in humanising your company and establishing an emotional connection. For instance, a pet products company could e-mail a tale of the company's origin in that its founder rescued a pet and wanted to create pet products that were superior. These are types of stories that might be able to connect with readers more profoundly than a typical pitch to sell them a product.

22. Highlight social proof (ratings and reviews)

Include social proof in your promotional emails to add credibility. What that is is placing real customer testimonials out there – e.g., inserting a quote of a 5-star review or stating “Rated 4.8/5 by 1,000 customers.” You might alsoinclude user testimonials or even short case histories of customers’ successes with your product. E-commerce experts inform us that adding customer reviews and ratings as part of emails boosts credibility and conversion by getting readers to believe in your products . Subscribers or leads who have not purchased thus far might be convinced when they read that others like your products.

23. Include user-generated content in your campaign

Use user-generated content (UGC) such as customer photos, unboxing, or reviews in your e-mails. For example, insert a page with customers’ Instagram photos featuring your product (with a permission or branded tag). Seeing actual people with your products is a source of relatability and authenticity. UGC-based e-mails not only become a source of social proof but also inspire community engagement – subscribers might be eagerly anticipating a chance of being showcased. This displays your products in real-world contexts that, in turn, might inspire further subscribers to envision them using products .

24. Make only one clear call-to-action per e-mail

Each and every marketing email ought to have a single clear goal – and your call-to-action (CTA) should clearly make that goal obvious. Is it “Shop the Sale,” “New Arrivals – Browse Now,” or “Redeem Your Discount?” Make it a single prominent CTA and message per email only. Utilising multiple different CTAs or offers all in a single message is going to dilute the reader’s focus and cause confusion or inactivity. Select what single action is most important for that given email (go to a given product page, make a purchase, read a blog post, etc.) and design the content around encouraging that single action.

25. Display your CTA button prominently and effectively

Make your call-to-action button prominent so it catches the eye of your subscriber. Select a button colour that contrasts against your background and text colors of your email. Keep your button text short and action-oriented – e.g., “Buy Now,” “20% Off,” or “View Collection.” Make font on your button legible and large so it's easily tappable, especially on a phone. By setting your CTA extremely prominent and irresistible, you have a good chance of getting readers to click through to your site.

26. Keep subject lines short and relevant

When you write marketing emails, it's frequently better to be brief. Short sentences and short paragraphs make it easier to get your point across without blasting the reader. Try to narrow down a single subject or offer per email instead of hitting too many different points. A short message is quicker and easier for subscribers to consume, which is desirable considering inbox crowding. Ideally, your main argument and value proposition should be clear even if a person only scans the message. By staying to the point and cutting extraneous filler, you're showing your readers respect by not wasting their time and keeping them interested.

27. Write in a conversational, friendly tone

Be casual in your e-mails so that it's like you're writing person-to-person. You're still professional but sound friendly and approachable. Write in everyday language as if you're chatting with the customer, not formal corporate jargon. You might want to use contractions (e.g., “we're” instead of “we are”) and possibly a bit of humour or personality if it's right for your company. Your tone is then casual so that there's a feeling of familiarity that a person has with a brand. Your e-mails are then more likely to be interesting because they're seen as genuine correspondence and not canned commercials .

28. Proofread every email before sending

Always double-check your email content for spelling mistakes, typos, and grammatical errors. Sloppy emails can look unprofessional and erode trust. Read your copy out loud or have a colleague review it – you’d be surprised how many small errors a fresh set of eyes can catch. Also verify that any personalization tags (like customer names) are working correctly by testing the email. A polished, error-free email shows attention to detail and care, which reflects well on your brand and ensures nothing distracts your audience from your message.

29. Avoid jargon and technical language

Write simple, everyday English in your emails that everyone in your customer base will understand. Unless you know that your readers are fond of technical phrases used in a given industry, it is always better not to use acronyms or specialized vocabulary that might be misunderstood. If it is absolutely necessary to use a rare term, give a short explanation. Your purpose is to express your offer or your message as clearly as possible so nothing is misinterpreted along the way. By writing at a level that is not difficult to understand, you are sure that subscribers of every background understand what you are saying and what benefit you are providing.

30. Ensure a single brand voice (but adjust tone as appropriate)

Keep your brand’s voice uniform across all your emails. If your brand voice is upbeat and casual on social media and your website, your emails should match that style so customers get a coherent experience. Consistency in voice and visual style (logos, colours, etc.) reinforces brand recognition . That said, be mindful of context – if a serious issue arises (like a product recall or apology email), it’s okay to adjust your tone appropriately . In general, though, establish guidelines for your brand’s personality and stick to them, so every email feels authentically “you” and builds a stronger brand identity.

31. Craft persuasive, brief subject lines

Your subject line is literally the very first (and oftentimes only) part that recipients see, so it better be good! Go for a brief, eye-catching subject that offers a taste of what’s inside and compels the open. According to many experts, keep it under 50 characters so it won’t get truncated, particularly on smartphone . You can create a sense of urgency (“Sale ends tonight”), pique curiosity, or emphasize a definitive benefit (“New arrivals in your size”). Do not use spammy all-caps or over-exclamation!!! instead try and make it interesting or informative. A good subject line can dramatically increase open rates because it leads subscribers to believe that your email is worth their time!

32. Use the preview text to support your subject line

The preview text (also pre-header text) is that bit that shows next to or underneath your subject in most inboxes. Think of it as a subtitle to your subject. Instead of leaving it up to fate (which may grab arbitrary text from your email), intentionally create a preview text that runs with the subject and adds a bit more information or teaser. For instance, if a subject is “Last Call for 20% Off!”, a preview might be “Ends at midnight – grab your faves now.” Make it quite short (about 35–50 characters) to be optimally displayed . A good preview text is that tipping-point bit that might get someone to click and open your email, and which collaborates with a subject to create curiosity.

33. A/B test various components to enhance performance

Continuously split-test your emails to learn what works best. You can A/B test subject lines, send times, email layouts, CTA text, images – virtually any element. Test only one variable at a time (e.g., one version with emoji in the subject vs. one without) so you can clearly attribute any difference in open or click rates to that change . Ensure you have a large enough sample size for meaningful results and give the test enough time to gather data. Over time, these incremental tests will inform your strategy – you might discover certain phrasing yields higher clicks, or that your audience prefers a particular type of imagery. A good email marketer is never truly done testing and optimising , and that mindset will help keep your campaigns effective.

34. Test your email on several devices and clients

Always preview and test your email in different environments before sending to your full list. An email that looks great in Gmail on desktop might display awkwardly in Outlook or on a small iPhone screen. Use your email service provider’s preview tool or send test emails to yourself and colleagues to check formatting. Pay special attention to mobile rendering – ensure text is readable without zooming, buttons are tappable, and images scale correctly. Also test any dynamic content or personalisation fields to confirm they work. Catching and fixing rendering issues beforehand ensures that all subscribers, regardless of device or email client, see a polished, professional-looking email as you intended .

35. Optimise your email design for mobile users

Design your emails with a mobile-first approach, since a large portion of e-commerce emails are opened on phones (often over half of all opens) . Use a responsive email template that automatically adjusts layout for smaller screens. Keep your email width and images mobile-friendly, and use a single-column design if possible. Make fonts large enough to read easily on a phone and buttons big enough to tap without zooming. A short subject line (under about 9 words or ~60 characters) prevents it from truncating on mobile inboxes . By ensuring your emails look great and function well on mobile devices, you cater to the majority of on-the-go shoppers and avoid losing their attention due to a poor mobile experience.

36. Ensure that your mails are readable to everyone

Design and create emails with accessibility such that anyone – and everyone – is able to interact with your content. Use color schemes that have good text-to- background contrast to aid readability (e.g., black text with a white background or vice versa). Use clear, readable font and don’t use text that is too small – readers shouldn’t have to squint or zoom in in order to be able to read it. If you use images, add descriptive alt text that follows each picture so that those who use screen readers or have images turned off still understand the important details. And code your HTML consistently (use semantic headings and lists) so that assistive technologies understand the intent of the email correctly. Accessible emails are not only good for those with a broader audience but have neater design and more readable communication that is a win for everyone overall.

37. Adopt a clean, scanable design

Most subscribers will scan your mailshots rather than reading every sentence. Make your info skimmable: use headings or subheadings, bullet points, and short paragraphs to break up info. Leave enough white space between elements so that the email isn’t a massive block of text. A simple design with a single dominant column is often best for readability. Your offer or key message should be located somewhere prominent “above the fold” so that it’s not missed if they don’t have to scroll . If it’s skimmable, subscribers will be able to pick out the highlights at a glance and are more likely to read your call-to-action.

38. Maintain consistency in design and branding

Your email should instantly be recognisable as coming from your company. Use consistent branding elements such as your logo, brand colours, and typography that match your website and other marketing materials . This consistency builds brand recognition and trust – when a subscriber opens your email, they should feel it’s from the same brand they signed up for. Additionally, maintain consistency in design structure for similar types of emails (for example, all your weekly newsletters might follow a familiar format). While you can certainly refresh templates over time, any changes should still align with your overall brand style guide. A cohesive brand presentation in email reinforces professionalism and credibility.

39. Balance images and text in your emails

Use a good mix of text and images in your email content. While images (product photos, banners) are great for visual appeal and showcasing items, don’t rely on images alone to convey your message. Always include descriptive text so that if images don’t load (a common occurrence in some email clients by default), the subscriber still knows what the email is about. A rough guideline is to aim for a healthy text-to-image ratio – for example, at least 50% of the email as text. This balance not only improves accessibility but also can help with deliverability, as emails that are one giant image with little text can be flagged by spam filters. By combining clear text with supporting images, you ensure your message gets through under various conditions and to all recipients.

40. Make image files smaller to load quickly

Make sure that your email images are optimised for web viewing. Large, uncompressed images will hinder the loading speed of your email, particularly over a slow or phone-based connection, and may irritate readers. Compress images to a manageable file size (without compromising acceptable image quality) and save them in a suitable format (JPEG or PNG). Resize images to maximum dimensions that they will actually be viewed at (you don’t need to add a 2000px wide image if it is only ever displayed at 600px width in the email). Many email clients have file size allowances too, so keeping images slim is a priority. Quickly loading emails are a better user experience – subscribers will get a quick look at your lovely product imagery without delayed impatient moments!

41. Do not use spam-provoking words and overpuntuaction

Be careful with your language and format, too, as some words or formatting may set off spam filters. Words such as “FREE!!!”, “Act Now!!!”, “Earn $$”, and other such highly promotional terms are suspicious. You can tout a deal or offer, but be sure to not make it sound like traditional spam. Likewise, refrain from USING ALL CAPS THROUGHOUT or FISHING OUT EXCLAMATIONMARKS AND SYMBOLS!!!!! These methods not only risk spam programs but are also perceived as unprofessional and desperate sounding to readers. Keep your subject lines and body copy written naturally and steer clear of gimmicky trigger words. This is more likely to get your e-mail delivered to the inbox and better received by your audience.

42. Adopt a known sender's name and email address

Send your campaigns from an email address that clearly reveals your brand (and never use “no-reply” addresses). Subscribers are more likely to open messages when they know who is sending them. Choose either your brand name alone or a combination type like a person’s name at your brand (e.g., “Sarah from XYZ Store”). The “From” name should clearly reveal who is sending it at a glance. Never use a no-reply sender address (e.g., no-reply@yourcompany.com) – it discourages response and hurts deliverability, as it implies a one-way communication message. A branded sender name that is friendly establishes credibility and makes your messages more intimate and less mechanical .

43. Make it simple to unsubscribe

Always include an unsubscribe link that is easy to find and requires at most a click or two to complete. This is not only a legal requirement in most jurisdictions, but also a best practice to maintain goodwill. If a subscriber wants to leave, you should let them do so without hassle. Place a clear “Unsubscribe” link in the footer (and ensure it’s working!). A one-click unsubscribe is ideal  – do not force people to log in or navigate through a maze to opt out. While you never want to lose subscribers, it’s far better for uninterested recipients to unsubscribe than to remain on your list and mark your emails as spam out of frustration .

44. Offer an email preference centre

Consider providing a link (usually in the footer or header) to a preferences centre where subscribers can manage their email settings. This page can allow them to choose what types of emails they receive (e.g. product updates, sales only, newsletters) or adjust frequency (maybe they prefer monthly digests over weekly emails). During heavy mailing seasons like holidays, you might even let subscribers opt in or out of increased holiday promotional emails . By giving options, you empower subscribers to tailor their experience rather than leaving outright. Some who might have otherwise unsubscribed completely might opt to receive fewer emails or only specific content, which keeps them on your list in a form that suits them best.

45. Add your company information and adhere to laws

Make sure that every marketing email contains the identification information that's needed – usually, it's your company's physical mailing address (often located in the footer) and a clear statement of who is sending it. It's not optional to be in compliance with laws such as CAN-SPAM (in the US) and GDPR (in the EU); you should only be mailing those who have given permission and give them a method to opt out of that permission. GDPR, as an example, mandates that if you have EU subscribers, you have explicit permission to mail them and honour requests pertaining to their data . Displaying your business name and physical address in your mails not only keeps you out of trouble but lends credibility as well, reminding subscribers that you're a real, registered company.

46. Regularly clean your email list

Periodically remove or segment out subscribers who are no longer engaging with your emails. If someone hasn’t opened or clicked any emails for many months, keeping them on your main list can drag down your engagement metrics and potentially harm deliverability (ISPs notice if you keep sending to people who never respond). A good practice is to review your list quarterly and prune out the chronically inactive contacts . You can attempt a re-engagement email (a “Are we breaking up?” style message) before removal, but if there’s no response, it’s healthy to stop emailing them. By keeping your list trimmed to those who want to hear from you, you improve your open rates and reduce the chance of emails being flagged as unwanted.

47. Send re-engagement mails and win back inactive subscribers

Before saying goodbye to inactive subscribers, try a re-engagement campaign. This could be a series of one to three emails targeted at those who haven’t opened or clicked in a long time (say, 6+ months). Use a subject line that grabs attention – for example, “We Miss You – Here’s 20% Off to Come Back!” or a simple “Still want to hear from us?”. In the content, ask if they’d like to continue receiving emails and remind them of what you offer, possibly throwing in an incentive or highlighting new products they might like . Those who interact with these emails can be kept on your active list. Those who don’t respond at all can be safely removed, knowing you gave them a chance. Re-engagement campaigns help ensure you’re only emailing people who genuinely want to be on your list.

48. Track your email deliverability rates

Monitor major deliverability metrics such as bounce rates, spam complaints, and open rates. An increased bounce rate may be a sign that you have a collection issue or that you should clean the file (invalidate addresses that are invalid). Spam complaints (when users click “Mark as spam”) are a bad sign – it may be that your message/content is unappealing or that you’re contacting people who have never opted in and don’t recall doing so. If you notice this, modify swiftly by re-optimising opt-ins or cutting send volume to these segments. Track inbox placement too if you’re able (some interfaces give you data if emails land in spam/promo tabs). Monitoring these metrics regularly allows you to spot issues early – e.g., if open rates tank, that could be a sign of deliverability issues that need fixing. Good deliverability is a building block: if your emails aren’t reaching inboxes, nothing else you’re doing is relevant.

49. Set a Regular Email Sending Frequency

Develop a regular rhythm to your marketing emails so subscribers will know when to expect them. As examples, you might produce a weekly newsletter every Tuesday and a product offer every Friday. Regularity builds a routine; customers might even grow to expect your messages at a given day and/or time. Regularity also avoids extreme behavior of over-mailing or going dark for extended periods. But “regular” doesn’t equal “frequent” – it’s preferable to be regular and predictable (e.g., weekly or every two weeks) rather than irregular. Staying regular also disciplines your planning for your marketing and might enhance engagement, as people grow accustomed to receiving a message from you at a comfortable interval regularly.

50. Don’t over-mail subscribers with too many messages

While staying in touch is important, you must balance frequency to avoid “email fatigue.” Bombarding subscribers with daily emails (unless they explicitly signed up for that, like daily deals) can lead to annoyance, higher unsubscribe rates, or people tuning out your messages. Quality over quantity is key – it’s often better to send fewer, more meaningful emails than to blast incessantly . Pay attention to signs of fatigue: if you notice open rates dropping or unsubscribes rising, you might be sending too often. Give your audience breathing room; for example, if you have a major campaign, you might skip the following usual send to avoid back-to-back blasts. Respecting your subscribers’ inboxes by not overwhelming them will help keep them receptive when you do reach out.

51. Email at peak times that suit your audience

Timing could be the deciding factor between your messages being read or ignored . Try different send times and find when your audience is most responsive . Reports often suggest mid-morning to early afternoon weekdays as a good time, but it is variable per audience . For instance, if your target is working professionals, they are likely to be active when it’s lunchtime or when they’re home . Some brands are successful in mailing at odd times (e.g., 7:07am or 10:13am instead of right on the hour) to avoid filling up inboxes . Also consider your product – if it’s coffee, early morning mail might be a good idea; if it’s de-stressing teas, evenings are better . With time, refer to your email analytics and find when opens and click-throughs are highest and program your mail according to your subscribers’ day-to-day activities .

52. Account for time zones and customer location

If you have subscribers across different time zones or countries, segment your sends by location so emails arrive at appropriate local times. For example, if you determine 10 AM is a good send time, schedule separate sends for 10 AM in each major time zone (many email services can do this automatically). This way, your New York subscribers and Los Angeles subscribers aren’t all getting the email at one of their off-hours. Likewise, consider local holidays and seasons – promote summer products to those in summer climates and adjust for regions in winter. By localising timing and sometimes content, you ensure higher relevance. Recipients are more likely to open and act on emails that arrive at convenient times and feel tailored to their context.

53. Plan your seasonal and holiday campaigns with care

Peak periods (like Black Friday, Christmas, or peak shopping seasons) of course mean increased volume through e-mail – but plan carefully in advance. The consumer is aware that they’ll receive more promotional e-mails in Q4, say, but they get overwhelmed just like you think they might! To stand out without irritating subscribers, start by planning a holiday e-mail calendar in advance. Maybe design an opt-in for a “holiday deals” series if you’re going to be e-mailing more heavily in that period  — that way, your most interested clients receive all of those deals and everyone else won’t be spammed out of the blue! Make your holiday e-mails with extra value (bigger discounts, gift guides, etc.) so that they’re worth it. And don’t overlook smaller seasons or events that are relevant to your brand (back-to-school, Valentine’s, etc.). Seasonal e-mails have the possibilities of generating huge sales if handled considerately; just please be sure to distribute at a reasonable rate and with e-mail that actually help customers during that season (like shipping deadlines, gift recommendations, or seasonal-only offers that are only available to e-mail subscribers).

54. Verify your sending domain to ensure improved deliverability

Establish proper authentication protocols like SPF and DKIM for your sending domain. This is typically managed in your domain's DNS settings with assistance from your email service provider. Authentication basically verifies to ISPs (such as Gmail, Yahoo, etc.) that your messages are actually coming from your brand and not those spammers who might be pretending to be using your address. Having SPF/DKIM (and preferably DMARC as well) in place will bolster your deliverability as it establishes your sender reputation as a good sender. Practically speaking, when your messages are authenticated, they are more likely to go to the inbox and not spam. This is a technical best practice many subscribers won’t even be aware of, but it is a backbone to a successful campaign as it ensures that your message reaches those who are supposed to get it.

55. Consider a dedicated IP address if you broadcast in lofty quantities

If your ecommerce email program is becoming large (typically, if you are sending hundreds of thousands or millions of messages a month), it is a good idea to use a dedicated IP address for your emails. A dedicated IP means not sharing sender reputation with other businesses (as is true when you are in a shared IP pool). With a dedicated IP, your deliverability is only tied back to your own sending practices – a good thing if you are practicing good habits. Keep in mind that a dedicated IP does require warming up (gradually increasing send volume) to build a good reputation. This is not a step that smaller senders have to take but larger brands use it as a tool to have more control. If you use it, continue to send regularly so that the IP reputation stays good.

56. Warming up new IPs or domains slowly

When you start sending from a new IP address or a new sending domain, never send your entire list at one time. ISPs distrusts sudden mass volume out of a new source. What you wish to perform is a slow warm-up of that IP/domain by mailing your subscribers who are most active (the ones who will open) and then gradually build volume over days or weeks. This slow ramp-up informs e-mail authorities that those receiving are active and that you are a careful sender . As a rough outline, send 5,000 e-mails the first day, 10,000 the next day, and so forth, doubling day over day until you are mailing your full-list size. Warming up keeps e-mails out of a new sender ID from being throttled or blacklisted based upon a simple hunch that it is spam.

57. Maintain transactional and marketing emails separate

Use different email sending domains or subdomains (or even different IPs) for your transactional emails versus your marketing campaigns. Transactional emails include order confirmations, shipping notifications, password resets – messages that are triggered by user actions and expected as part of service. These usually have very high open rates and are critical to deliver. By separating them from marketing mail, you ensure that any issues with marketing emails (like a spike in complaints or a lower engagement) don’t impact the deliverability of your receipts and confirmations . Many brands use a subdomain for marketing (e.g., news@ or offers@yourbrand.com) and keep the main domain for transactionals. This way, you protect your crucial operational emails from any fallout caused by the more promotional sends.

58. Keep up-to-date with trends and regulations in email marketing

Email is always evolving – new technologies, new regulations – so it’s a good idea to get in the continuous learning mode. Subscribe to email marketing newsletters or blogs, peruse industry reports, and tune in to changes in consumer email client usage (e.g., Apple’s Mail Privacy Protection’s impact on open rate measurement). Regulations and laws change or vary location-wise as well (GDPR, CCPA, anti-spam laws internationally), and you need to stay in compliance and up-to-date as to what is required . Keeping current with what are now best practices (AMPs for Email, interactive messaging, new developments related to privacy) is a source of competitiveness. And it keeps you out of trouble (liable for breaking a new privacy regulation and not even knowing it). The well- educated email marketer is better prepared to change course proactively and keep campaigns successful and compliant.

59. Integrate email with other marketing channels

Email works even better when it’s part of a broader, multi-channel strategy. Coordinate your email marketing with channels like SMS, social media, and paid ads for a cohesive customer journey. For example, you might email a promotion while also running a social campaign and sending an SMS reminder to loyalty program members. Consistency across channels reinforces the message. Also consider the strengths of each channel – maybe tease an upcoming email offer on Instagram, or follow up an email drop with a retargeting ad. By integrating channels, you can reach customers on their preferred medium and increase overall engagement. In fact, studies show customers often prefer email for promotions, but SMS for urgent updates, etc., so using both smartly can boost results .

60. Maintain consistency in your messaging throughout channels

When planning multi-channel campaigns, be sure that the content and tone are alike. If your e-mail offers a “50% Off Summer Sale,” then your website banner, Facebook posts, and any other comms should echo that deal (in terminology and imagery). Consistency prevents customer confusion and boosts awareness – they'll make the association that all these comms are components of a single campaign. Also, if you collect customer info through alternate channels (such as preferences through a Facebook poll or a product visited through your smartphone application), use that to help inform e-mail content. By being unified, a subscriber may see that sale touted on Facebook, then receive e-mail about it, then a reminder text, all supporting each other. But be careful not to just repeat and repeat but instead customize it to a channel while keeping a central message consistent.

61. Request subscribers’ views and preferences

Utilise email as a two-way channel of communication by regularly seeking feedback or preference from your subscribers. You might send out a short survey inquiring about what kind of things they'd like more of (product advice, behind-the-scenes, offers, etc.), or even a one-click poll in an email (e.g., “What types of deals are you interested in: A, B, or C?”). You may also ask them to respond personally via email if your list is small enough to handle individual responses. Besides keeping your audience active (people like to be heard), it also allows you to gain beneficial information that will help enhance your emails. As a consequence of many subscribers expressing that they're interested in educational pieces rather than offers, you're able to change your strategy and produce more informative pieces. Demonstrating that you're attentive to subscriber feedback can help build loyalty – customers like brands that are interested in what they think!

62. Focus on benefits to the customer in your copy

When composing email text, stress what’s in it for them. Rather than going through a litany of product features or your company, tell those in terms of benefit and value to the customer. Do not, therefore, write “Our jackets have insulated lining and waterproof material” – write “Keep warm and dry whatever the weather with insulated, waterproof jackets.” Make the message be that of solving the customer's issues or improving their life. If promoting a sale, emphasize what they get to save or what’s good for them (“Get great bargains on products you care about”). By keeping it customer benefit-orientated, you build more effective mail that appeals more to readers' desires and wants rather than sounding like a self-promotional sales pitch.

63. Use scarcity and urgency techniques ethically

Include real urgency or scarcity in your messages to inspire action – but be sparing and truthful with it. “Limited time offer” or “Only 2 days left” are good phrases to get customers to buy now instead of possibly procrastinating a purchase, particularly for offers and sales. If inventory is really going fast on a desirable product, you may say “Going fast: only a few left in stock!” to spark fear of missing out. Email countdown timers (displaying hours/mins before a sale expires) are a good device to illustrate urgency . Make sure, though, that any urgency is genuine – bogus alarms (“last chance” emails every other day) will undermine credibility. Used appropriately, urgency and scarcity result in a higher conversion by reminding subscribers to pounce on a deal before it’s gone.

64. Make product recommendations based on browse and buy history

Make use of the information you have available on customer behaviour and send more intelligent product suggestions in your emails. If a group of customers looked at a given category or product page on your site, send them an email showcasing those or similar items (“you looked at these chairs – you may also like these tables”). Similarly, use buying history: if they purchased a camera, they might want lenses; if they bought running shoes, they might want new sportswear. Recommendation emails or paragraphs in broader-based emails that are tailored and personalised significantly enhance click-through and sales because they are so clearly relevant to the recipient . As a lot of e-comm email programs have “products you might like” widgets that automatically populate depending on each user’s data, by showing people things that are of interest to them, you are making shopping more convenient and more likely to drive repeat purchases.

65. Add social media buttons or content

Encourage deeper brand engagement by incorporating social media elements into your emails. At minimum, include icons with links to your social profiles (Instagram, Facebook, TikTok, etc.) in your email footer or header, so subscribers can easily follow you on those platforms. You can also occasionally embed social content – for example, showcase an Instagram post of a new product being used, or feature a tweet from a happy customer. Another idea is to promote any social contests or community hashtags you have, directly in the email. This cross-promotion can convert email subscribers into social followers, giving you additional touchpoints to reach them. Plus, seeing an active social presence (with user interactions) can reinforce trust and brand affinity for the email reader.

66. Ask subscribers to forward or share your mailings

Reach further with your campaigns by asking readers to share good deals or content with others. You could include a “Share” button or link that lets them share the email offer to Facebook or Twitter (some e-mail clients have support for social share links in e-mails). Even a simple sentence such as “Love these finds? Forward this e-mail to a friend who’d enjoy them too!” sets the seed of sharing. Referral and loyalty programs aside, happy customers often like to be that person who informs his or her circle of a good product or offer. Make sure that if someone new sees the forwarded e-mail, there is a convenient way for them to subscribe or take action (consider including a “Subscribe” CTA or getting your website able to capture their interest).
Though not everyone will forward e-mails, those who do essentially become ambassadors, possibly bringing you new customers at zero additional cost.

67. Elicit responses and have it be a conversation

Distinguish yourself from a do-not-reply approach by greeting responses to your subscribers in your email. Add a monitored reply-to address and ask readers to reply with questions or comments. You could add a sentence like “Have a question? Just hit reply, we’re here to help” or, as a smaller brand, its founder signs off with “Reply to this email, I read every response.”

When subscribers reply, it strengthens engagement metrics and even boosts deliverability (since mailbox providers are witness to genuine conversations happening). Better still, it opens a hotline of comms – you have much to learn from individual customer responses and it strengthens relationships. Even when personally answering every message isn’t feasible when you get larger, noting that responses are encouraged is humanising your brand. Ensure that someone actually checks and attends to those inbound messages so that customer questions are always processed speedily.

68. Utilise a trustworthy email platform that is integrated with your store

Select an Email Service Provider (ESP) or marketing platform that is e-commerce friendly and has the capabilities you require. A good ESP will connect with your e-commerce site (Shopify, WooCommerce, etc.), so you can readily leverage purchase history and site behavior in your emails. It should offer automation (all those cart, welcome, and follow-up emails), segmentation, personalisation, and have in-depth analytics. Many new-school email tools also have AI for send time optimisation or subject line recommendations, which is a plus. A powerful platform ensures your messages not only look great but also get past SPAM filters and grow with you. It can help you save time with templates and workflow and help improve your email ROI over time with more advanced targeting and tracking. In a nutshell: the suitable tool will help you adopt all these best practices more efficiently.

69. Benchmark your performance against industry metrics

Keep an eye on how your email metrics compare to industry averages or direct competitors (if data is available). Metrics like open rate, click-through rate, conversion rate, and unsubscribe rate can be contextualised by knowing what’s typical for e-commerce or your product category. For instance, if you have a 20% open rate and the industry average is around that 20-25% mark, you’re on track; if it’s significantly lower, it might signal issues with your subject lines or list quality. Likewise, comparing click rates or revenue per email to benchmarks can highlight areas for improvement. Many email providers and marketing blogs publish annual statistics, and there are reports for DTC brands as well. Use these figures as a reference point, not a strict goal – every list is different – but they can inspire you to optimize if you see you’re lagging behind typical performance in your niche.

70. Regularly audit and refine your email strategy

Every few months, take a step back and review how your email campaigns are doing and what could be improved. Look at engagement trends over time: Are open or click rates declining or improving? Which campaigns had the best results, and why? You might identify that certain content (like product guides or customer stories) always gets higher clicks, indicating you should do more of that. Conversely, you might find some types of emails aren’t performing – perhaps a weekly “random products” email sees low engagement, suggesting it needs a revamp or to be cut. Also review your automated series (welcome, cart recovery, etc.) periodically to ensure they’re up to date and effective – tweak subject lines, update product selections, or refresh design as needed. An audit can also involve checking all your links, images, and dynamic content for any issues. Continuous improvement means not letting your email program go on autopilot for too long; regularly analyzing and adjusting keeps your strategy sharp and aligned with your business goals.

71. Vary send frequency according to engagement

One sophisticated strategy is to vary how often you send different groups of subscribers depending on how active they are. You might have a very active group (opens nearly every email) – these enthusiasts may enjoy more frequent updates or updates in real-time. Meanwhile, those who barely open may be more responsive to being sent more rarely (so as not to annoy them) or only receiving impact-heavy campaigns. Some brands use a scoring system and reduce frequency for “cool” subs but sustain/more for “warm/hot” subs. You may also use engagement as a trigger – e.g., if someone has not opened last 5 emails, automatically slow down or hold back sends to them, and instead enroll them in a re-engagement workflow. By matching sender frequency with user interest, you maximize deliverability and user experience, mailing more to those who are interested and less to those who are not, which may help extend subscriber relationship.

72. Try out interactive and innovative email content

Keep your emails fresh by experimenting with newer interactive elements as appropriate. This could include embedding a poll or survey directly in an email (allowing a click on a choice that counts as a vote), using animated GIFs to showcase multiple products or add motion, or even trying out AMP for Email for advanced interactivity (like carousel of images or add-to-cart within the email). Some brands include live content like a countdown timer or dynamic updates (e.g., live inventory or location-based maps). These features, when used judiciously, can make your emails more engaging and fun for subscribers . For instance, an apparel retailer might use a GIF to cycle through outfits, grabbing attention in a way static images might not. Always test these across email clients, as not all support fancy features (have fallbacks for those that don’t). Standing out with interactive content can increase engagement, but ensure it still serves a purpose and isn’t just for show.

73. Email birthday or special day messages

If you collect birth dates or other personal milestones from your customers (like sign-up anniversary), use that data to surprise and delight them. A common practice is the birthday email: send subscribers a birthday message with a special gift, such as a discount or free item, during their birthday month. These emails often get high engagement because they’re personal and celebratory. Similarly, you could mark the anniversary of when someone joined your list or made their first purchase (“It’s been one year since you joined our community – here’s something to celebrate!”). These occasion-based emails show customers you remember them individually and not just as part of a mass audience. They help strengthen the customer relationship and can drive sales by giving a reason to shop at a time that feels special to the customer.

74. Offer rewards and promote your loyalty program

If your e-commerce brand has a loyalty or rewards program, integrate it into your email marketing. Send emails encouraging sign-ups for the program if customers haven’t joined yet, highlighting the benefits (points, VIP perks, exclusive discounts). For those in the program, use email to update them on their points balance, what rewards they’ve unlocked, or how close they are to the next reward tier . For example, a “You’re 50 points away from a $10 reward” email can motivate an additional purchase. You can also send early access or extra discount emails exclusively to loyalty members as a perk. By keeping the loyalty program visible in your email communications, you remind customers of the value of sticking with your brand. It gamifies their shopping experience and encourages repeat business, as they’ll want to earn and redeem those rewards.

75. Tailor offers based on customer lifetime value

Not all customers are equal – some spend significantly more or shop more frequently. Consider segmenting your audience by customer lifetime value (LTV) or RFM (Recency, Frequency, Monetary value) scores and tailoring your offers accordingly. For high-LTV customers, you might provide higher-tier incentives or invitations to exclusive events (since they’re your VIPs). For customers with lower spend or infrequent purchases, you could send budget-friendly deals or more aggressive discounts to entice them to buy more. Similarly, lapsing high-value customers might get a richer win-back offer than lapsing low-value ones. The idea is to invest more in retaining and rewarding your best customers, and to nudge lower segments in ways that make sense for their potential. This targeted approach can maximise ROI – you’re allocating promotions strategically rather than giving everyone the exact same treatment.

76. Include a plain-text version for every email

When you create HTML e-mails (with images, color, styling), always include a plain-text version as a fall-back. Most e-mail marketing programs automatically include a plain-text version if you fill it out or have them create it. The plain-text version is used by some e-mail clients or in cases where images/HTML cannot be displayed. A well-crafted plain-text e-mail ensures that even if someone’s e-mail client prohibits your fancy HTML, there’s still a readable message that they can read. This also prevents spam filtering, as a plain-text part is a good indication that it’s a real e-mail. Additionally, every now and again, it’s a good practice to provide a simple plain-text styled e-mail (even if it’s technically HTML) for certain e-mail messages – these are frequently more intimate, like a status update from a friend, which can be an interesting differentiator in a sea of promotional imagery. Generally, the plain-text version is both a practical fall-back and when used intentionally, a design tool to convey veracity.

77. Ensure your emails display well in dark mode

As many email programs and devices have “dark mode” (white text, dark background), you must ensure that your emails still display well under that condition. Some email programs automatically reverse colours, which may render certain images or text difficult to read. Test your emails under dark mode: should you have a logo or icons that are dark and assume a light background, you might want to upload versions that are suitable for dark mode or use PNGs with alpha backgrounds that adjust. Don’t use images of text (as the background of the image won’t change), or if you must use them, make sure that it’s still legible in a dark mode environment. You may need to adjust CSS or design options (such as a slight outline around dark text) to ensure it remains legible. As more and more users use dark mode due to readability and eye comfort considerations, supporting it in your email design is increasingly a best practice.

78. Include contact details or support links

Add a mechanism to allow customers to contact support or receive help straight out of your email. Sometimes, that's as easy as putting a sentence in the footer: “Questions? Contact our support at [support email] or [phone number].” You might also connect to your FAQ or a support center article if the email's subject matter may create questions (e.g., linking “Learn about our return policy” when you're emailing to tell them about a sale). By putting help in reach, you're indicating to customers that you're interested in them and not just the sale afterward. If a person's got a problem (such as a coupon code not working, or a question about a product) and they notice a support link literally in the email, they're far more likely to contact you rather than get upset or leave the cart behind. It establishes trust that your brand is customer-centric and friendly to interact with.

79. Resend to non-openers with a variation

This is judiciously a tactic to increase reach is to resend the same email to those who didn’t open it the first time, typically 1-3 days later.

When doing this, change the subject line (and possibly adjust the content slightly) so it doesn’t look completely identical. This gives subscribers a second chance to see the email in case they missed it or it arrived at a bad time. Use this sparingly – you might do it for your most important campaigns (like major sales or announcements) rather than every single email, otherwise people may feel you’re spamming. Also, watch that you don’t resend to those who opened, clicked, or already converted from the first email. Many email tools can automate this “resend to unopens” logic. Done right, it can significantly bump up overall open rates and conversions, as a portion of your audience simply needed that second nudge or a more compelling subject line to take action.

80. Do not attach files to market­ing emails

Do not put file attachments (such as Word documents, PDFs, etc.) in your promotional e-mails. Attachments have a tendency to trigger spam filters because malware tends to spread via attachments. Attachments also make the e-mail bulkier and slower, or in extreme cases get the e-mail truncated. Instead of an attachment, put the file online or as a file-sharing site and provide a prominent link or button to download it. For example, if you want to give out a catalogue or a book, link to a PDF file online but don’t attach it. This lets interested customers click and look at it or download at will, but those that are not interested are not stuck with a bulk e-mail. Second, attachments are not seamless with all devices and won’t always operate, but a web link will always be seamless and smooth. Making your promotional e-mails attachment-free keeps them more useable and deliverable as well.

81. Set up automatic anniversary mails to special clients

Delight customers by recalling individual milestones in their relationship with your brand. Beyond birthdays, think of automating an email for the anniversary of when they originally became a customer or subscriber. e.g., “Happy 1 year with [Brand Name]!” on the anniversary of their first purchase or sign-up. These anniversary celebration emails can thank them for being part of your community for that period and possibly offer a tiny bit of appreciation such as a discount code or free gift. Another suggestion is a milestone such as “You’ve made 5 purchases – you’re a VIP to us!” and offer a reward. Automation makes these a cinch to set and forget, and they have a personal touch that demonstrates that you place a premium value on your long-term relationship. Customers often respond positively to being recognized in this fashion, and it can spark engagement again, making a routine date a date to go and shop again.

82. Make a distinction between new and repeat customers

One size won’t fit all when it comes to customer relationships. Keep dedicated e-mail strategies in place for new customers vs. longtime customers. New customers (or subscribers who are not yet buyers) might need more introduction to your company – e-mails for them could be product education, social proof, or maximizing benefit out of that very-first buy. Repeat customers, meanwhile, know your basics – e-mails for them can omit those introductions and instead give them loyalty rewards, inside scoop on new releases, or early access to specials as a thank you. Really, give a nod to where the customer is in his or her journey. A very-first buyer might receive a “welcome to the family” series following a buy to make sure that customer is satisfied and to cross-sell subtly, while a frequent buyer receives a “we appreciate you” e-mail with a VIP coupon as a thank you gift. Customisation like that makes your e-mail more relevant and more effective.

83. Highlight new arrivals or back-in-stock products

Keep your customers in the know about product updates by notifying via email when you have new arrivals, new collections, or bestsellers that are back in stock. Brand fans will be eager to know what’s new and may buy if they see something that catches their eye or something they were anticipating. For back-in-stock, particularly if you offer waitlist sign-ups, a member-of-counsel-only (okay, slight exaggeration) but seriously, a tactical email to those who opted to be notified is extremely important (“Good news – the product you wanted is back!”) . Even a generic issue of a newsletter can feature top new products of the month. Touting new arrivals as “just for you” or “be the first to know” makes it sound like a special treat. These get you to drive traffic to your site's new products page and get new inventory turning over. But they also remind everyone that your brand is active and always has new things to offer, and that can keep them interested over the long haul.

84. Write an engaging pre-header (and consider emojis)

We talked about preview text; ensure yours isn't an afterthought. Utilize the preheader as a continuation of your subject line to pique the open's curiosity. Here's an example: Subject: “Spring Sale is here!” and Preheader: “Refresh your wardrobe with 30% off new arrivals, this week only.”
This one-two punch alone can dramatically spike interest. Try thoughtful use of emojis in your subject or preheader if it's part of your brand voice. Emojis can attract the eye and express a great deal of meaning in a single character (???? for celebration, ???? for red-hot deals, etc.) . But be careful and use them sparringly – a single emoji that supports your message is sufficient; too many will be gimmicky or may not be rendered properly by all users.
Also be careful who your audience is; emojis may be a good call with a younger, casual crowd but not so much with a more formal crowd. When executed well, these tiny details in your subject and preheader can enhance open rates by differentiating your email in a crowded inbox.

85. Handle humour and pop-culture references with caution

While a humorous, playful tone or pop-culture allusion can be fun and entertaining, be sure it’s brand-appropriate and sensitive to your audience as well. If your brand’s tone is typically witty and your clients enjoy it, a humorous meme or a subject line that’s a play on words is a great engagement-booster. But be ever mindful of sensitive issues or humour that might be taken incorrectly. In serious contexts (such as when you’re handling a customer issue or a larger crisis), it’s best to put aside the humor and be genuine . In short, read the room: employ humour when it lends sparkle and fits with the atmosphere, and reserve it when a straight and narrow approach is called for. Don’t be inconsistent – don’t attempt a hip reference or slang and then sound fake when it’s not in your brand’s vocabulary. When you use humour or cultural allusions, be sure that a majority of your audience will “get it” so that no one is left feeling alienated or bewildered.

86. Personalise subject lines when applicable

For an extra touch of personalisation, consider using the subscriber’s first name or other personal detail in the subject line. For example, “John, your summer picks are here!” can grab attention because it feels tailor-made . Many email platforms make it easy to insert name fields, but use this tactic wisely. It can be very effective for certain emails like birthdays or special offers (“Emma, a gift for you on your birthday!”). However, don’t overdo it on every send, as it might lose impact or feel gimmicky if not used naturally. Another way to personalise the subject is by referencing something relevant to that subscriber’s behaviour: “Still thinking about those boots?” (if they browsed boots) or “We picked these just for you!” (if it includes personalized recommendations). When subscribers see their name or an obviously targeted message in the subject, it can pique their curiosity and increase open rates – as long as the content inside lives up to the personal touch promised.

87. Check and eliminate invalid e-mail addresses

Keep your mailing list clean by actively dealing with invalid addresses immediately. If a few addresses in your list keep bouncing (i.e., mail to them is not deliverable), eliminate them or at least stop mailing to them. High bounce rates are bad for your sender reputation. Many invalids are caused by typos in the sign-up (e.g., john@@gmail.com) or obsolete addresses that are invalid anymore. Your mail service may automatically suppress hard bounces (irreversible failures), but it’s a good idea to check bounce reports regularly. If you gather addresses offline (at events or stores), double-enter or use verification tools to be sure before uploading them to your list. Set up real-time email validation in your sign-up forms too to spot typos before they are collected. Using a valid mailing list improves deliverability and accuracy in metrics – you’re mailing to real subscribers, not invalid addresses.

88. Add descriptive alt text to images

For every image in your email, include alt text – a textual description that displays if the image doesn’t load or for screen reader users. This is crucial because a significant portion of email clients block images by default until the user clicks “display images.” If that happens, a subscriber might only see blank boxes unless you have alt text to tell them what they’re missing (e.g., an alt text that says “50% off summer sale banner” or “Blue summer dress product image”). Make the alt text clear and concise, describing the image or the action (“Shop Now button”). Good alt text not only aids accessibility for visually impaired readers but also ensures that your message gets across in cases where images don’t render. It’s a small step that many email marketers overlook, but it can make a big difference in how your email is understood when images aren’t visible.

89. Promote transparency in promotion details

When you send promotional emails, clearly communicate the terms of the deal to avoid customer frustration. If it’s a sale, state the discount amount or range upfront (“20% off all shoes” or “Up to 50% off selected items”) and mention any key conditions (like “free shipping on orders over £50” or sale end dates). If exclusions apply (common with site-wide sales or coupons), include a note like “*Excludes clearance items and gift cards” in the email. Also, make expiration dates obvious – e.g., “Sale ends Sunday night” or include the exact date and time. Transparency builds trust; shoppers are more likely to convert when they know exactly what the offer is and how to use it. It also reduces the load on your customer support, since clear promo details mean fewer people will write in with questions like “Does this code work on item X?” In short, no one likes fine-print surprises, so put the important info right where customers can see it.

90. Watch competitors’ emails for inspiration

Keep up with what other e-commerce brands (particularly those in your niche) are doing with their email marketing. Sign up for your competitors’ e-mail lists or promotional lists. Observe subject lines, design, content strategies, and frequency. This isn’t to replicate them directly, but rather see what trends are happening in your industry and get inspired. You might observe, e.g., a lot of competitors are promoting a kind of bundle or content theme in e-mails – might be worth considering if applicable. Or spot a great design element or snappy copy technique that gives you inspiration for your e-mail campaigns. Furthermore, paying attention to others may give you insight into areas where you can differentiate; if all competitors are doing things one way, doing it a different way might help you be more distinctive. Beyond competitors, examine e-mails by top brands that are known to have great marketing (even beyond your industry) – there’s always a bit you can learn when it comes to telling great stories or thinking creatively about layout and design. Always keep in mind the unique voice of your own brand, but have the best practices throughout the industry inform and improve your implementation.

91. Celebrate customer milestones and achievements

If possible with your business model, recognise and celebrate important milestones that your customers achieve with your brand. For example, send out a note when a customer achieves 100 orders, reaches a lifetime total spent of a certain amount, or is a subscriber to a given anniversary (e.g., 5 years). This is a simple thank-you note: “You’re with us 3 years – we’re grateful!” or a more tangible reward such as “When you make your 10th purchase, you get a special offer discounted just for you.” Some brands offer “anniversary” credits or presents (e.g., credit to a store anniversary of a person’s first purchase every year). These acts make customers feel appreciated and recognized as a person, not as a member of a crowd. These are delights that build loyalty, despite possibly a minimal incremental effort (e.g., a simple heartfelt “thank you” via email without offer). To take time and acknowledge their milestone alone leaves a good impression that fosters long-term retention.

92. Preview and spam-check tools before you send

Take advantage of available tools to ensure that your email will get through filters and display as intended. Most email service providers have a “spam check” that scans your email content for red flags and reports a spam score or recommends improvements. These programs will sometimes catch issues such as too many spammy terms, incomplete authentication, or incorrect formatting that might get filters to kick in. Adjust your content if something is flagged (e.g., perhaps “100% FREE!!!” slipped in accidentally and might be flagged as spam). As a further check, use email preview programs or your ESP preview tool to test out how the email displays in different clients (Gmail, Outlook, Apple Mail, devices, etc.) and both standard and dark mode displays. This catches any strangeness like garbled layouts or illegible text. By double-checking with these resources, you'll be able to send with confidence that your email actually will get through and look right, safeguarding sender reputation and delivering a good user experience.

93. Check all links and coupon codes

It sounds obvious, but always verify that every link and button in your email goes to the correct destination before you send. Nothing is more frustrating to a customer than clicking a link in an email and getting a 404 error or being taken to the wrong product. The same goes for any promo codes mentioned – test them on your site to ensure they apply the promised discount and haven’t expired or been configured incorrectly. Create a little checklist: click every product image, every “Shop Now” or CTA button, the logo (if it’s linked to your homepage), social media icons, unsubscribe link – everything. Also, if your email references a price or discount, confirm it matches what’s on the site. Attention to these details prevents embarrassing mistakes and customer dissatisfaction. If you do slip up (it happens even to big brands occasionally), have a plan to quickly send a correction email or otherwise make it right. But ideally, thorough testing avoids the need for that.

94. Avoid misleading subject lines or content

Honesty is key to long-term email success, so never use manipulative ploys to get opens or clicks. Your subject shouldn’t falsely promise what’s in the email. Don’t write “Your order has shipped” if it’s actually a sales pitch – it’ll anger and erode trust. Ditto, in the email, using false imagery or text that might dupe a person (like a phony “Re:” in the subject to make it look like a followup, unless it’s part of a Sunnyville-type re-engagement program used openly). Beyond questions of principle, manipulative emails are illegal – CAN-SPAM flat-out, outlaws false subject lines. Besides, they escalate unsubscribe or spam complaint rates. Always have your subject, preview text, and email body center around a single, obvious message that fulfills that promise. If you promise a “deal” in the subject, there should be a deal in the body. In short, promise honestly and deliver – subscribers will richly reward that sincerity with additional engagement.

95. Match your landing page to your email content

Make sure that when a user clicks a link or CTA button in your email, they go to a page that matches what you promised them. If your email is promoting a single product or a category sale, don’t leave them staring at the generic homepage and expecting them to search – take them to that product page or a pre-filtered page of sales . Consistency through email to site is the secret to conversion: the more steps a user must navigate before reaching relevant content, the more unlikely they are to perform that desired behaviour. For instance, “Shop the Summer Dress Collection” in your email should go to your summer dresses category, not your dresses category or all new arrivals. If you promise a promo code in the email, think about applying it automatically via the link. And be sure to keep your landing pages as uniform in design and message as your email (repeat that headline or image) so subscribers know they are in the right place (it should give them a sense of familiarity and relief). This seamless transition through inbox click through to website boosts user satisfaction and conversion dramatically .

96. Relationships rather than sales alone matter

Keep in mind that email is not only a sales channel but also a tool to build relationships. Refrain from considering subscribers as wallets or mere numbers; consider them as members of your brand community who are worth your appreciation and care. This involves sometimes sending out emails that are not offering a deal but reaching out on a human level – a holiday greeting card, a thank-you note, or helpful content with none of a timely sales pitch to offer. Display empathy and genuineness in your correspondence. For example, if there is a common issue (such as a shipping holdup or more widespread events impacting your community), discuss it honestly as opposed to promoting a deal obliviously. By putting the customer relationship at the top and showing that you care about their experience (not only about their cash), you create goodwill and loyalty. Long term, those good relationships mean generation-long business. Subscribers will tune in and listen to your pitches if they have a feeling of affinity and trust with your company developed through a series of consistently good interactions .

97. Use exclusion segments to filter out unwanted e-mails

Be tactical about who not to send a given email to. For instance, if you’re offering a deal on a product that a few of your customers bought last week at full price, don’t send those recent buyers a message offering a deal (to engender bad vibes). If you have more than a single product line, don’t send every single mail to those who have expressed interest in just one category – tailor or filter out appropriately. Most e-commerce platforms allow you to create lists such as “bought product X in past Y days” or “already possesses that article” – utilize those to filter out people out of campaigns that are irrelevant to them. Similarly, if a customer is enrolled in a given program (e.g., they happen to be wholesale buyers or they are subscribed to a given offer that you’re promoting), don’t send them a generic pitch. By filtering out those whose inbox a given email is not relevant to, you demonstrate that you comprehend your clients’ states and you are saving them inbox clutter, thus saving your trust and focus when the message is relevant to be sent out.

98. Give special benefits to subscribers via e-mail

Give people the sense that being on your email list comes with special benefits not available elsewhere. This could be early access to sales for subscribers before the general public, exclusive coupon codes, free gift offers only announced via email, or content that non-subscribers don’t get to see. By treating your email audience as insiders, you increase the perceived value of staying subscribed. For instance, “Subscriber Exclusive: New Collection Preview” or “As a subscriber, enjoy 48-hour early access to our Black Friday deals.” Customers will remain on and engage with your list if they know they might miss out on cool perks by not being there . It also helps with acquisition – you can advertise that “Sign up for our newsletter and get exclusive deals” to attract new subscribers. Just be sure to consistently deliver these exclusives so it’s not an empty promise. Over time, this VIP treatment fosters loyalty and makes your subscribers feel like they’re part of a privileged club.

99. Utilise rich media such as GIFs or videos to capture attention

Incorporate visual interest through GIFs or short video clips (or animated elements) in your emails when appropriate. A well-placed animated GIF can showcase multiple products or features in one image, or demonstrate a product in action, making the email more engaging than static pictures. For example, a fashion retailer might use a GIF to cycle through different outfits in a collection, or a tech gadget email might have a GIF demo of the gadget working. Some email clients support embedded videos (via techniques like a static image with a play button overlay that clicks to a web video, since true video in email is limited) – you can use that to share a quick tutorial or a message from the founder. Rich media should be used judiciously; it needs to serve a purpose (highlighting product range, illustrating a point, etc.) and not be too large in file size. But when done right, it catches the eye and can convey information in a dynamic way that plain text or images might not. This can increase the time spent on your email and the click-through if the motion directs attention to your CTA.

100. Never stop testing and optimising email marketing is a continuous process – it's not “set it and forget it”

Continue to analyse your campaign results and seek out areas to improve. What worked last year might not work today, as subscriber tastes and email environments change. Always try new things, whether it's a new design, a humorous angle in a copy, a new segment to prospect, or incorporating a new technology. Ask your subscribers directly for feedback every now and then – what are they enjoying, what they'd like more of? Stay curious and be open to improvement. Also, pay attention to the overall changes: updates to email clients, new anti-spam technologies, and design trends. The best email marketers get better every time they send by learning from every send. Every email is a learning opportunity to understand more about your audience – use those lessons to inform the next one. In short, think of your email program as a living, breathing organism that improves and matures over time through care and maintenance . By working to improve every time you campaign, you'll keep your email marketing effective, engaging, and a top contributor to your e-commerce business.

‍