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Email Marketing

Email Marketing: 10 Basic Rules + Tips for a Perfect Email

Creating effective email marketing campaigns has become a complex task nowadays.

Every internet user receives a dozen emails everyday, and the number can grow to more active people.

According to a research, each web user is registered to an average of 6-7 newsletter, a factor which added to the chronic lack of time results in a reduction of the threshold of attention.

Many mails are trashed without even being opened, while others receive attention, but they are read casually.

Getting a high open/click-rate is not easy, but there are precautions that should never be underestimated when sending emails to your subscribers.


Let’s see, 10 tips to follow!

1. Personalize the Email

Sending personalized emails not only means adding just the name of the subscriber, but also making sure that he receives interesting information.

Today, both operations are possible and relatively simple thanks to software for CRM that are able to segment their audience and automate highly personalized newsletters, like for example GetResponse. They have more than 500 templates to choose from, to give your mailing list a fresh new look and make the customization with just few clicks. There is a great range of features, in particular the action based auto responder which increase the power of the platform. Also thinks like split testing are really easy to use and lets you improve your results.

2. Limit the Number

Companies and internet marketers whom are sending too many email communication will obtain as the sole result a very high rate of delisting, or, at best, that their mails are being ignored or deleted.

Depending on your niche, it is recommended a maximum of 2-3 mailings per month, which is a number of reports that will hardly disturb the receivers, but that will be enough to keep them informed.

3. Avoid Too Long Messages

Like mentioned above, the people nowadays have a limited time for reading the emails, so it is not worth to send too much information or long texts in a single message.

Rather, it is better to write a few but significant words organized in: title, subtitle, bulleted or numbered lists.

It is also possible to include links that make reference to a website.

4. Pay Attention to Design

The probability that an email will attract the attention of those who receive it, is increased if it is visually attractive, with pictures and colors.

But you should always consider not making the email too heavy, or the slow loading will deter the potential reader.

5. Know Your Target

The email is a tool to communicate, and each person, depending on their age, occupation, culture or level of education, are using different communication languages.

An email addressed to an audience of university professors will have a tone and a very different language than a message sent to housewives.

It is good to remember these variables when designing an email marketing campaign, or you run the risk of not being understood by your target.

6. Include Contacts

You should always add your contacts at the end of your emails (autoresponder software normally adds them automatically).

In fact, the receiver should have the option to contact the sender via email, Skype, phone or physical address.

This is not only useful for commercial purposes, but also serves to reassure the reader.

7. Show Unsubscribing Option

The only thing more annoying than a difficult cancellation procedure is not giving this possibility!

Each email should contain a link through which it is easy to unsubscribe from the newsletter or mailing list (again, autoresponder software adds this option).

Forcing your audience to receive your emails is pointless and counterproductive.

8. Consider the Right Timing

A great mail sent at the wrong time is useless. Every person has different habits.

For example, some people would not like to receive any communication on Monday or Friday, because in these days they could have several important emails to be answered at their job.

The middle days of the week may be the most suitable and it is best to make sure that recipients receive the message in the morning.

9. Analyze and Improve

The email marketing campaigns have the advantage of being able to be analyzed in a very precise way.

For this reason it is good to take full advantage of this opportunity, establishing metrics and monitoring them over time.

In this way, it will be possible to understand the impact of each campaign and analyze it in order to make improvements in the future.

10. Have Clear Objectives and Strategies

Do not ever forget that sending email is to be instrumental to the achievement of specific goals.

It is important that the campaigns are designed along the lines of your marketing plan or following a certain coherence with your objectives.

Email Marketing stats

Does The Perfect Email Exist?

At this point you are probably wondering, “But what are the elements that make a perfect email?”.

Here are some tips to be followed to write an effective message.

Shorten the Object

The emails with a concise object have a considerably high opening rate. It is not just a matter of reading speed, but also the completeness of the information. Since the display mode of the object in the email editor changes depending on the device used (desktop, mobile, tablet), it can be cut sometimes. It is therefore important to use just few words.

Ask Questions and Put Some Apprehension

Writing a question in the object is a very effective way to capture the reader’s interest and get him to open the email. Promotions with expiring date, countdowns and deadlines are strong incentives to action because they create in the reader the sense of being “in due course of time”.

Tell Engaging Stories

Everything makes more sense if it is accompanied by practical examples. In the email you can use case studies or you can draw up a behavior type, as well as telling a problem experienced firsthand. It is important to engage your recipient, he should well understand the context, the subject you are talking about and the reason why you write him.

Use 4 Paragraphs and Only One Topic of Discussion

It is essential to keep the email in a limit of 4, maximum 5 paragraphs. This allows you to focus on the critical point or the problem you are dealing with. And the reader will give you more attention.

Be Receptive and Reflective

When writing an email you can also take a cue from the way others handle the communication, trying to find a “middle way” to be applied to your messages, also based on the style adopted by the recipient. For example, someone sends you an email shortly with a formal language? Respond with the same style.

Do Not Say What It Is, But How and Why

The functions describe and benefits sell. To snap the emotional spring that leads to the purchase, you should not say “what” is a product, but “how” it is and “why“. In other words, you must go beyond the simple description of the characteristics and explain the benefits. Check this example : the case of the sale of an onion. If you start to describe its characteristics – texture, taste, etc. – you will not get much. If you begin to illuminate the benefits – for example the fact that it has a low caloric content in front of the ability to give much flavor – you will tickle the desire and reduce the mistrust in your audience.

Write a Clear Call to Action

Use a good call to action, well centered on benefits. Avoid using generic formulas and stereotyped words like “click here“.


I hope these tips and suggestions will help you out with your next email marketing campaign.

With practice and perseverance, you can improve a lot.

And remember to seek the advice of your audience!

Do you manage an email list? Do you have some tips to add to this post? Please share your thoughts in the comments below, thanks!

About the author

Erik Emanuelli

This post is brought to you by Erik Emanuelli who is an entrepreneur, traveler and blogger. He is the founder of Nopassiveincome.


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  • Great post Erik. Email marketing is indeed the best things to do to sell products. Loved reading the post! Writing the best CTAs is one of the good things to do. Keep sharing such stuff.

    • Hi Sarah,
      glad you enjoyed the content.

      Having an engaged and active mailing list is not just a source of traffic,
      but your chance to offer them your products and services.

      Thanks for commenting!

      • Hey Erik,

        Email marketing is not easy as it looks, one had to do hard work, you mentioned right that one had to make email small as in today busy schedule no one has enough time to read. So we need to convey directly the whole point in short.
        By personalizing email we can attract readers and increase CTR.

        Thanks for sharing

        • Hello Suprabhat!
          You’re correct!

          Email marketing is not easy at all!
          There is a big difference from doing it the right or just flooding your subscribers with tons of email just for the sake of selling something!

          I hope these points will help bloggers starting a newsletter the right way.

          Thanks for commenting.
          Have a great day!

    • Hello Rajaraman,
      happy to know you liked the article.

      Email marketing seems easy, but in order to succeed,
      you need to consider your subscribers as real people, not just people to make money from.

      Thanks for your comment!

  • Hi Erik,

    Great Share! Email marketing is one of the best ways to get the word about your products and services out in the market. In addition to this, it is also the cheapest way of marketing. So for a company that has budget constraints, this is the best method of online marketing.

    • Hi Worli,
      that’s right!
      Your email subscribers are your fans!
      You can offer them your products, or services, and ask them their feedback.

      Email marketing is still one of the best ways to do effective promotion.

      Thanks for leaving your thoughts!

  • Hey Erik,

    I must say you haven’t missed anything. It is very informative post and you have described everything that we need to start Email marketing. Today scenario of online business is changing day by day. People are getting more curious for generating money through list and that is EMAIL MARKETING.
    You have perfectly described it and beautifully presented the theme of Email marketing. Loved this post a lot.

    Keep sharing.

    ~Avinash Mishra

  • Hi Erik,

    You have given those golden rules of email marketing! As I read through, I kept nodding my head saying yes, yes, yes!

    Anyone who follows this technique will surely have an effective email marketing campaign. Each point is right on target!

    I’ve done so myself and sure know it works well!


    • Hi Donna,
      glad to see you here!
      And happy to know you confirm the points listed in this post.

      That’s right, email marketing can be an effective way to keep your audience engaged.

      Thanks for taking the time to read and comment.
      Have a great beginning of this week! 🙂

  • DO you really think that sending less will get a ore desired outcome? When or how can you determine what the best time is?

    • Well, April,
      it really depends on your niche and on what you are selling.

      Generally, I think that less is better in email marketing.
      You don’t want to flood your subscribers with several emails each week! (Or even worse, each day!).

      You need to understand where from your audience is (I mean, which country), and depending on that, you can decide at what time sending your messages (generally I prefer in the morning, as I am more receptive).

      As a final reminder, be sure to make A/B testing.
      That’s the best way to improve your campaign results.

  • Hi Erik

    You have some nice tips here. I struggle to do email marketing and people often mark it as spam. I’ll try your tips and see how it goes.

    • Hello Jesse,
      the difference between being labeled as a spammer or as an informative message is small, if you don’t follow some rules.
      Be sure to consider your recipients as Real People, not just another easy sale.

      Thanks for commenting!

  • Hello Erik,

    Awesome stuff! Email marketing strategy is one of the most cost effective ways to reach your qualified prospects and customers.I like the valuable information you provide in this article 🙂

    Thanks for sharing your knowledge with us.

    Have a great day!

    Minakshi Srivatsava

  • Unexpected stunning post from you Erik sir 🙂

    Truly speaking, I’m taking much efforts in email marketing and thus missing great exposure for my blog.

    Will try to implement your suggestions while send emails for my subscribers.

    Good to see you in TTW, thanks for writing this helpful post for us.

    • Hi Nirmala,
      happy to see you here! 🙂

      I am glad you enjoyed my contribution to TTW blog.
      And good luck with your email marketing!

      Thanks for taking the time to read and comment.
      I wish you a great and productive week!

  • Hi Erik,
    Email Marketing has always been a tough task for marketers to get a good response from customers whether they are new or old. They have to be sure that they are targeting the right audience at right time. People do often treat such marketing emails as spam so one has to be very clear about how they will represent themselves and market well.

    You have highlighted very correct points to make the email marketing campaign for better ROI.

  • Hi Erik!

    Its indeed a great post! 🙂
    & 1 point that I actually consider while emailing is the “Right Time” — Its soo very effective. May not be for marketing, but during my office hours, I have found several times that, when I email during late evenings, and in the other times, when I email during morning times; the probability of receiving a faster response is for the emails sent during the morning!!! 😀
    Hence I usually consider to send the reminder emails during the start of the day than at the end of the day! 🙂

    • That’s right, Zainil.

      I think most of the people is far more productive in the morning, than in evening.
      I find myself waking up at early morning, to be able to do a lot of work, instead of leaving the duties for the afternoon.

      Glad you enjoyed my post,
      thanks for your comment!

      And have a great week! 🙂

  • Hey erik,
    Nice post and Yes, Email marketing plays very important role these days. Right time and knowing target is very important factor. Thanks for sharing these tips with us. This post really gonna help many newbies.

    • Hello Sudipto,
      Knowing the right time to send your messages, together with understanding your audience are two keys for success on email marketing.

      Thanks for leaving your thoughts here!

  • Email marketing seems to be the best way to sell products. I get a lot of newsletters from amazon, ebay, snapdeal, flipkarts and they do a good job. Their newsletters look appealing and I think that is what required. Good offers with good headlines as well.

    Great post Erik. Loved it.

    • Hello Shaily,
      that’s the way to go.
      Being professional, nice design, good offers, great headlines!
      An effective mailing list, in a few words.

      Thanks for leaving your thoughts here!

  • Glad you wrote the post. I needed a post like this to understand email marketing even better and this post has done a fantastic job for me. Now most of the things are clearer to me. Thanks Erik for writing this detailed article.

  • Hello Erik,

    Nice To know more about email marketing i never use it but i kept these useful points in mind may be in future i need it. Thanks for writing this post for us it’s really helpful.

  • Erik,

    You have listed down some awesome points here! That’s pretty interesting stuff! And those are things that are very important in email marketing. For instance, little things like adding contact information and the option to unsubscribe at the end of the email do matter a LOT.

    It is a good thing that most standard email autoresponders take care of these things automatically these days. I use GetResponse and they have lots of great templates (but I don’t use any of them; I only send a plain email lol).

    Subject lines are the key. It doesn’t matter how important or how great your email is, if the subject line doesn’t convince your subscriber to open your email, they are never going to “get” your message (Even though you managed to land in their inbox).

    Thanks for the wonderful tips Erik. And thanks Atish for publishign Erik’s awesome post 🙂

    • Hi Jane,
      glad to see you here! 🙂

      So you are using GetResponse too, good to know that!
      You mentioned you are sending plain text : sometimes the simpler the better.

      I agree with you that the subject is the first and most important thing to take care of in email marketing.
      You need to catch the subscriber’s attention if you want your message to get open.

      Thanks for taking the time to review the post and leave your views, Jane.
      Have an awesome week!

  • The best way to sell your product and services is email marketing. More reliable than search or social traffic. Thanks Erik for writing such a detailed post on this particular subject. It has cleared many doubts of mine.

  • If email-marketing works depends on your target audience, it does not work really well with some audiences. But thank you for the article!

  • Hey Erik Bro I never read such an informative blog post about email-marketing before this. Nice to see your guest post at Atish’s blog. I’m a regular follower of this blog. 3rd point which mentions to avoid long messages is the most important one as many people make the mistake of sending very long emails for marketing their products..

  • Hi Erik,

    Thanks for a great informative Post about Email Marketing and the tips you suggested are spot on.

    Indeed, Email Marketing is very important in communicating with your audience and building relationships and trust is much easier via emails as well.

    I am in the process of updating and tweaking my email marketing campaign and these tips come in handy for me at this time.

    Thanks Erik for a great share and thanks Atish for this opportunity of having Erik to write about such an important topic in marketing.

    Have a great week ahead both of you.

    Be Blessed,


    • Hello Neamat,
      what a timing!

      If you are in the process of renewing your newsletter, then I really hope these tips may help you!

      Thanks for taking the time to read and comment here,
      appreciate your comment.

      Have a great rest of this week! 🙂

  • E-mail is the best thing to sell your products. this is very great post. fruitful information. i will follow these rules to promote my products.

    Thanks Eric for sharing this information.

  • Hi Atish,

    You have shared some of the fantastic tips in this article. You are right when you gave an emphasis on to limit the number of email that one sends to an email subsrciber. One should not litter someone’s mailbox.

    When we send less emails they get noticed and if the email contains personalized taste than that becomes fantastic. Moreover, I believe that one should send a welcome email to his new subsriber so that he can give him more personal touch and assure him that he will be receiving emails from a fellow on earth and not from a robot.


  • An effective email marketing campaign can help your products and services gain maximum visibility and recognition all over the world. Here are some tips to keep in mind for delivering a successful email marketing campaign- Create attractive & relevant subject line, Your email must contain call to action, make your email personal, email must contain social media channels, send relevant & useful content in your message etc.

    • Your mailing list is your base of fans, Pawan.
      You can offer them products or services, but without just thinking to sell and that’s all.
      Be sure to consider your subscribers as who they are, real people! 🙂

      Thanks for your comment here.

  • That’s an awesome post Erik. Writing emails is an art which you should know in order to make most out of it. The points are very clearly stated.

    I think the email send time should also be set as I think few hours of day have most open rate. Isn’t it?

  • Hi Erik

    It is good to see you here as guest author while I am regular visitor of your blog also.

    Awesome tips and one can follow them without any doubt because all of them are tested one and also being recommended by a pro blogger like you.

    Selection of best email marketing service is also an important step to make your email marketing effective as you also pointed out and one needs to be so choosy and just don’t pick the one on the basis of rates only. A few companies offering alluring rates with free tiral for a longer period of time but their service level is not supportive to make your campaign a big success.

    Also email list building has equally a big role how narrowly targetted list you have where you need not to be much general while communicating and most of the list members have same type of problems, objectives and ambitions.

    Thanks a lot for this complete tutorial that worth bookmarking for regular reference to continue email marketing campaign.

    • Thanks for coming by Mi,

      Glad to find you agree with Erik’s tips. I agree that your list plays an important role because it won’t work until your email goes to the right audiences. Thanks for your kind visit.

    • Hello Mi,
      so glad to see you here!

      As you said, choosing a email marketing platform with solid reputation is really vital for your success.
      As well, as taking all the steps mentioned in this post.

      I am glad you enjoyed the content,
      and I appreciate your comment here!

      Have a great day!

  • Hello Erik,

    Email marketing is play an important roll in success of every site specially in e-commerce case and according to that your every point is very useful to get success in it. Thanks for share your points with us.

    • Hello Akash,
      email marketing is important also with blogs that teach “how to blog”, or “social media” or generally internet marketing.

      Thanks for your comment,
      glad you liked the post!

  • Hi Atish,
    Email marketing is crucial for online success. At least, it can serve as an alternative to search engine traffic.

    It becomes necessary that every Internet marketer is able to leverage on the pros of this system to increase revenue.

    The basic rules and tips shared in this post are very on track! Indeed, it would be ideal for newbies to bookmark these ideas for successful email marketing campaign.

    I must add that segmenting email audience is another important rule that must be followed!

    I have shared this comment in kingged.com where this post was found.

    • Hello Sunday,
      you’re right.
      Every blogger should use it and pay attention to email marketing.

      I hope these basic rules will help new people starting from scratch their mailing list.

      Thanks for commenting,
      have a good day.

      P.S. : I’ve written this post, Sunday. 😉

  • Hi Erik Emanuelli
    Very informative. Very nice tips.I have bookmarked this page for future. I will also follow this tips for double my income. Thank you so much for this article. Keep posting informative articles like this in the future. Thanks for sharing it.

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