15 Proven Email Marketing Best Practices That Maximize Impact

Published On: 15 Jun 2023


Discover the top 15 email marketing best practices that will supercharge your campaigns and maximize their impact. Increase engagement and conversions today!

According to marketing expert Jeff Bullas, "Email marketing is not dead, but if you're not doing it right, then it might as well be."Every entrepreneur in the ecommerce space should take this remark as a rallying point, as it makes it very clear that mastering email marketing is crucial to the company's success.

This blog post aims to guide you through the 15 best email marketing practices widely acknowledged in the ecommerce industry for their ability to significantly increase open rates, boost conversions, and create long-lasting relationships with customers. Discover the power of personalization and captivating visuals.

From A/B testing to maintaining email list hygiene, each tactic can be pivotal in your marketing strategy. So, let's deep dive into these proven email marketing best practices to help you transform your email marketing game.

1) Segmentation: Targeting the right audience

Segmentation is a vital aspect of email marketing that enables you to divide your audience into distinct groups based on specific criteria such as demographics, purchase behavior, engagement levels, and interests. By tailoring your messages to each segment's interests and preferences, you can deliver more relevant content and drive higher engagement and conversions.

Sephora is the undisputed leader in the beauty sector, and to cement its position, the company created a customer loyalty program that gives customers points based on their purchases. By tracking customer purchases and rewarding repeat buyers, Sephora is able to give its regulars a more tailored shopping experience. There are currently over 17 million dedicated participants in the Beauty Insider program.

Email Marketing Best Practices  - Segmentation

Lifesight Tip:Consistently review and refine your segments based on customer behavior and evolving market trends. Continuously analyze the performance of your segmented campaigns, such as open rates, click-through rates, and conversions, to measure their effectiveness and make data-driven improvements.

2) Personalization

Gone are the days of generic, one-size-fits-all emails. Customers now expect personalized content that caters to their unique needs and interests. By understanding your subscribers' preferences, you can send targeted emails that resonate with them on a personal level.

A notable D2C brand that excels in personalization is Stitch Fix.

Email Marketing Best Practices  - Personalization

They offer a personalized styling service where customers provide their style preferences, sizes, and budget. Based on this information, Stitch Fix's stylists curate personalized clothing selections and send them to customers via email. This approach creates a highly personalized and engaging experience, driving customer loyalty and repeat purchases.

Lifesight Tip:Crafting tailored content involves segmenting your email list based on various factors such as demographics, purchase history, and browsing behavior.

3) Creating engaging subject lines

In the crowded landscape of email inboxes, a strong and engaging subject line is your ticket to standing out and capturing your reader's attention. It's the first impression you make, and it determines whether your email gets opened or ignored.

A D2C brand that excels in creating strong subject lines is Warby Parker. They often use clever and witty subject lines that grab attention and entice recipients to open their emails.

Email Marketing Best Practices  - Catchy Subject Lines

For example, "Glasses that will make you do a double-take" or "Your perfect frames are waiting."

Lifesight Tip:To create compelling subject lines, it's essential to be concise, clear, and captivating. Use intriguing language, urgency, or curiosity to pique the recipient's interest.

4) Using email marketing tools

Harnessing the power of email automation tools can significantly enhance your email marketing strategy. By setting up email marketing automation flows triggered by customer behavior or essential milestones, you can deliver timely and relevant messages that resonate with your audience, improving engagement and customer loyalty

Glossier utilizes email automation to send a personalized follow-up email after a customer makes a purchase, expressing gratitude and offering recommendations for complementary products. This timely email strengthens the customer relationship and encourages repeat purchases.

Email Marketing Best Practices  - Use Email Marketing Tools

While automation can be radical, it's essential to strike the right balance in email frequency. Sending out excessive numbers of emails to your subscribers can cause exhaustion and unsubscribes. By analyzing data and understanding your audience's preferences, you can determine the optimal email frequency for your specific audience.

Lifesight Tip: Timing is crucial when it comes to email automation. Sending emails at the right moment can make a significant impact on open rates and click-through rates.

5) Mobile optimization

In the era of mobile commerce, optimizing your emails for various devices is essential to ensure a seamless user experience and maximize the impact of your email marketing efforts. With the growing number of people accessing emails on smartphones and tablets, it's crucial to design emails that render beautifully across all devices.

Beardbrand excels in mobile optimization.

Email Marketing Best Practices  - Mobile Optimization

Their email campaigns are meticulously crafted to be mobile-friendly, with layouts that adapt fluidly to different screen sizes. Whether recipients open the emails on their desktop, smartphone, or tablet, the content remains visually captivating and easy to interact with.

To achieve effective mobile optimization, consider utilizing responsive email templates that automatically adjust to different screen sizes. Keep your email content concise, engaging, and easy to read on smaller screens. Opt for a legible font size and incorporate clear, thumb-friendly call-to-action buttons.

Lifesight tip: Regularly test your email designs on various devices and email customers to ensure consistent rendering.

6) Using visual elements effectively

Visual elements have the power to captivate your audience and enhance the effectiveness of your email marketing campaigns. By incorporating visually appealing graphics, images, and videos, you can make your emails more engaging and memorable.

Artifact Uprising effectively utilizes visuals in its email marketing.

Email Marketing Best Practices  - Use Visual Elements

They specialize in high-quality photo products and their emails often showcase beautifully captured images of their products in real-life settings. The visuals not only highlight the quality and aesthetic appeal of their offerings but also evoke an emotional connection with the recipients.

When using visuals in your emails, ensure they are relevant to your message and align with your brand's aesthetic. Use high-resolution images that load quickly to provide a seamless user experience. Incorporate videos to showcase product demonstrations, customer testimonials, or storytelling elements.

Lifesight Tip: Remember to balance visuals with concise and compelling text to convey your message effectively. Including alt text for images is essential to ensure accessibility for visually impaired subscribers.

7) Implementing clear calls to action (CTA)

Clear and compelling calls to action (CTAs) are essential for driving customer engagement and achieving the goals of your email marketing campaigns. CTAs guide your recipients on the desired action you want them to take, whether it's making a purchase, signing up for a webinar, or downloading a resource.

Allbirds’s emails feature prominent and visually appealing CTAs that encourage recipients to explore their sustainable footwear collection or learn more about their environmental initiatives.

Email Marketing Best Practices  - Clear CTAs

To create effective CTAs, use action-oriented language that creates a sense of urgency or excitement. Keep them concise and clearly visible within your email design. Utilize contrasting colors to make them stand out and clickable.

Place your CTAs strategically within the email, such as above the fold or at the end of a compelling product description. A/B testing can help you determine the optimal placement, wording, and design of your CTAs.

Lifesight Tip: Make sure your landing pages align with the CTA's promise and provide a seamless transition from the email. Test your CTAs and landing pages constantly to ensure they are functioning properly and delivering the desired results.

8) Add social proof

Incorporating social proof into your email marketing can be a powerful way to build trust and credibility with your audience, influencing positive buying behavior. The social proof involves showcasing the actions and opinions of others to demonstrate that your brand is trusted and endorsed by real people.

BarkBox often features customer photos and testimonials showcasing their furry friends enjoying the products and experiences provided by BarkBox. In this example, the email states the number of happy customers for their product.

Email Marketing Best Practices - Add social proof

By sharing this authentic data and user-generated content, BarkBox creates a sense of community and trust among its audience, encouraging them to engage and make a purchase.

Lifesight Tip: Track the performance of your social proof-driven emails by monitoring metrics such as click-through rates, conversions, and customer feedback. This data will help you assess the effectiveness of different social proof elements and make any necessary adjustments to optimize your email campaigns.

9) Compliance with anti-spam laws

Ensuring compliance with anti-spam laws is essential for maintaining the legality of your email marketing practices and fostering a reputation of respect and trust among your subscribers.

One notable D2C brand that prioritizes compliance with anti-spam laws is Bonobos.

Email Marketing Best Practices  - Check the Anti-Spam Law

They strictly adhere to regulations such as the CAN-SPAM Act, which governs commercial email communications in the United States. By obtaining proper consent, providing clear opt-out mechanisms, and including accurate sender information, Bonobos maintains transparency and respects the privacy of their subscribers.

Lifesight Tip: To comply with anti-spam laws, it is crucial to obtain explicit permission from recipients before sending them marketing emails.

10) Leveraging A/B testing

Utilizing A/B testing in your email campaigns is a powerful tool that allows you to optimize and refine your strategies by identifying what truly resonates with your specific audience.

Everlane conducts regular experiments with different email elements such as subject lines, call-to-action buttons, and email layouts to determine which variations generate higher engagement and conversion rates.

Email Marketing Best Practices  - AB Testing

When implementing A/B testing, it's essential to test one element at a time to measure its impact accurately. Elements that can be tested include subject lines, email content, visuals, CTAs, and sending times.

Lifesight Tip:Create two or more versions of an email and randomly split your audience into segments, you can compare the performance and effectiveness of each variation.

11) Encouraging referrals

Encouraging referrals is a powerful way to grow your customer base and increase brand visibility. By incorporating a compelling referral program within your emails, you can incentivize your existing customers to recommend your D2C brand to their friends and family, resulting in new sales and extended brand reach.

Casper includes a referral program in their emails, allowing customers to earn discounts or store credits for each successful referral.

Email Marketing Best Practices  - Encourage Referrals

Lifesight Tip:To encourage referrals, ensure your emails highlight the benefits of the referral program, provide easy-to-use referral links, and offer attractive rewards that resonate with your target audience.

12) Offering value through content

Delivering valuable content is essential for the success of your email marketing campaigns. By providing high-quality, relevant, and informative content to your subscribers, you can establish trust, build relationships, and keep your audience engaged.

Lumin, a skincare brand dedicated to men's grooming shares expert skincare tips, grooming routines, and product recommendations that cater to the needs and interests of their subscribers.

Email Marketing Best Practices  - Amazing Content

By consistently delivering valuable content, you can position yourself as a trusted source of information, help your subscribers achieve their skincare goals, and maximize the impact of your email marketing efforts.

Lifesight Tip: To offer value through content in your emails, consider your audience's preferences and interests. Create informative articles, practical guides, step-by-step tutorials, or exclusive insights that align with their grooming needs and aspirations.

13) Building a double opt-in email list

Building a double opt-in email list is a valuable practice to ensure a highly engaged audience of subscribers who are genuinely interested in your offerings and content. With a double opt-in process, subscribers must confirm their email address and express explicit consent to receive your emails. This step ensures that only interested subscribers join your list, improving the quality of your audience and increasing engagement with your email marketing efforts.

When customers sign up for Jack Wills' email list, they receive a confirmation email that includes a clear call-to-action to verify their subscription. This process helps Jack Wills cultivate a list of engaged subscribers who are eager to receive updates about new arrivals, promotions, and the latest trends in fashion.

Email Marketing Best Practices  - Double Opt-in

Lifesight Tip:To implement a double opt-in process, incorporate a confirmation step in your email subscription process. After users provide their email addresses, send them a confirmation email with a straightforward request to confirm their subscription.

14) Maintaining email list hygiene

Frequently auditing the health of your email list is vital for achieving high deliverability rates and keeping your engagement metrics strong. By removing inactive and non-responsive email addresses from their list, Rothy's ensures that their messages reach a receptive audience.

Lifesight Tip: Using email verification services and conducting re-engagement campaigns can help identify and weed out unengaged recipients.

15) Tracking and analyzing performance

Tracking and analyzing the performance of your email campaigns is crucial for gaining insights, improving your strategies, and achieving better results in email marketing.

Lifesight Tip:To track and analyze the performance of your own email campaigns, you can leverage email marketing platforms that provide robust analytics and reporting features, allowing you to measure key metrics and make data-backed improvements to your email marketing efforts.


Incorporating best practices for email marketing is crucial for maximizing the impact of your campaigns and achieving desired results. By following these proven strategies, you can enhance engagement, build stronger relationships with your audience, and drive meaningful conversions.

Effective email marketing goes beyond simply sending messages; it requires understanding your audience, delivering relevant and valuable content, and building trust over time. By implementing these best email practices, you can establish a solid foundation for effective email marketing campaigns that resonate with your subscribers and generate positive outcomes for your business.

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