Even in the era of social media, email marketing remains one of the highest ROI channels in digital marketing. In fact, according to industry studies, the average return for every $1 spent on email is $36—and in some cases, even higher.
That said, email marketing can be tricky. You want to make sure that you are getting your message across, but not being overly annoying or getting caught up in spam.
Most importantly, great email marketing practices keep your sender reputation (a score of your audience’s engagement with your emails) in good standing.
For this blog, we consulted our long-time colleague and Email Marketing Specialist, Domenic Savaglio, for the best tips on email marketing.
Whether you’re starting from scratch or looking to refine your approach, these best practices will help you get the most out of your email marketing strategy.
Best Practices for Email Marketing
Dom mentions an important setback that will make or break your email strategy:
“Many business owners don’t understand why they need email if they have social media. It’s not one or the other; they usually work in tandem. Social media is more “top of funnel,” and email is more direct and personalized.”
Email marketing is still important. And it plays a role in helping customers (and your business) in the Social Media Ecosystem. Let’s dive into it.
1. Get Permission to Send Emails
Email Opt-Ins
Don’t add someone to your email list just because you think that they might be interested in what you have to offer. Adding people to your list without their consent isn’t just bad etiquette—it’s illegal.
If you think you know someone who would be interested, get them to your website where they can sign up or “opt-in” so you can begin to send them emails. Even better, have them “double opt-in,” which requires the user to open the first opt-in email and click a button that says “yes, I would like to sign up for these emails.”
This not only ensures compliance but also improves list quality.
Never Buy Your Email List!
We can’t stress this enough–never buy an email list! Sending to an email contact you purchased is very risky unless you have explicit legal advice that says it is acceptable to purchase and send to that database.
It’s tempting to think that more emails = more sales, but purchased lists are a fast track to low engagement, spam complaints, and a damaged sender reputation. Most of the time, you will just end up with an empty wallet and a bunch of email opt-outs to show for your efforts.
Instead, focus on growing your list organically. Use lead magnets like free guides, checklists, or exclusive discounts to attract the right subscribers.
Dom’s Tip: Quantity is not better than quality. It is more beneficial to send an email to 100 people you know are interested in your product or service than it is to send 1,000 emails to a general list.
2. Prioritize Email Deliverability
Email deliverability is exactly what it sounds like – the ability of your email to be delivered to your customer’s inbox successfully (without landing in spam or filters).
If your open rates are declining consistently, it can be a sign that you have deliverability issues. But, there’s good news–there are steps you can take to improve your email deliverability! Consider an audit of your email list and sending practices.
Some quick fixes to consider:
Make Unsubscribing Easy
It seems contradictory, but you want people who don’t open your emails to unsubscribe. It improves your open rate and deliverability, which signals to Google that you are a trustworthy source and not spam.
By law, you have to clearly display how a user can unsubscribe from your list, right on your email. Thankfully, most email service providers already integrate this into their templates.
Don’t Over-Send Emails
Set a schedule to deliver emails. Not only will it set an expectation for when they can hear from you, but it will also prevent your emails from going to spam. We recommend sending an email to your list once or twice a week at a regular cadence (or bi-weekly, depending on the business).
Be Careful with Resending to Unopened Emails
Some businesses use “resend to unopens” as a quick way to try to boost reach. While it can occasionally recover missed opens, doing it too often can actually harm your sender reputation. Email providers track engagement signals, such as opens and clicks, to determine whether your messages should be delivered to the inbox or marked as spam.
If you keep sending the same email to people who didn’t open it the first time, you’re telling those providers that your emails aren’t engaging, which can push future emails straight to the spam folder.
Avoid Spam Words
Using common spam words like “free,” “buy,” and “cheap” is are great way for your emails to end up in spam folders before your subscribers even get to see the email. Using all caps can also put you in spam. You should be referring to “how to avoid spam filter” guides when you are new to writing emails and subject lines.
3. Before You Hit Send
Now that you know how to get permission to send an email and how to make sure your emails get delivered, here are some things to keep in mind before you send an email to your list.
One of the fastest ways to lose a reader’s attention? Sound like a corporate robot.
Dom explains:
“Like social media, people can and should write emails in a conversational way. Storytelling will always be a winning strategy!”
Share behind-the-scenes moments, customer success stories, or quick tips—make subscribers feel like they’re hearing from a real person, not a marketing machine.
4. Keep Email Content Relevant
This seems like a no-brainer, but always keep your subscribers and what they want at the forefront. Every email should have a clear purpose. Stay focused on your subscribers’ interests, and resist the urge to cram in too many messages at once.
Email can also be a powerful tool for SEO. As Dom notes:
“Email marketing is a great addition to SEO. It helps send people to blogs and webpages that could convert people into buyers.”
That said, regularly link to your latest blog posts, product pages, social media posts, or landing pages to drive traffic and conversions across all platforms.
Add Some Personality
As mentioned before, you don’t want to sound like a robot. Add some life and fun to your emails. Keep the readers interested, and you will be on the right track to email marketing success!
5. Proofread & Send a Test Email
We’ve all received an email with an embarrassing typo in the copy or an image that just won’t load. Don’t be that person. Always send yourself a test email to double-check formatting, links, and images. It’s a simple step that can save you from a lot of stress (and unsubscribes).
6. Use the Right Email Marketing Tools
A good email service provider makes all the difference. Not sure which email marketing platform to get started with? Dom recommends a few great ones:
- MailChimp (most popular & easy to use)
- Klaviyo (best for e-commerce)
- Constant Contact (good for small businesses)
- Kit (formerly ConvertKit–great for “email first” content creation)
Implement these best practices into your email marketing strategy, and you’ll see the difference.
Happy Emailing!
Move Your Email Marketing Strategy Forward
Email marketing isn’t just “old-school marketing.” Done right, it’s one of the most effective ways to build relationships, nurture leads, and drive sales–especially when paired with a social media strategy.
At SocialSurge, we’ve seen firsthand how email can transform a brand’s customer engagement. Check out our case studies, or book your free consultation to jump-start your email marketing strategy.
Connect with Dom on LinkedIn!
We appreciate Dom for sharing his Email Marketing expertise. On LinkedIn, he shares tips on email strategy, copywriting, and how to blend social and email for better results.
Email Marketing FAQs
1. How often should I send marketing emails?
Most businesses see the best results sending 1–2 emails per week. The key is balance—set a schedule your audience can expect and stick to it.
2. What is a good email open rate?
Across industries, the average open rate is around 20–25%. Your results may vary depending on your audience, subject lines, and list quality.
3. How do I avoid the spam folder?
Avoid using spam trigger words (like free, buy now, or cheap), don’t send too frequently, and always send to people who have opted in. Also, authenticate your domain with SPF, DKIM, and DMARC settings.
4. Should I buy an email list to grow faster?
No—purchased lists often lead to low engagement, spam complaints, damage to your sender reputation, and sometimes, lead to legal issues. Build your list organically with opt-in forms and lead magnets.
5. What’s the best time to send marketing emails?
Research shows that mid-week mornings (Tuesday–Thursday, between 9 a.m.–1 p.m.) often have higher engagement, but the best time depends on your audience—test and track your results through your email service platform.