Email marketing is still one of the most powerful tools in digital marketing. Even with social media, instant messaging and other channels, email remains a reliable way to connect with customers. But sending emails alone is not enough. If people don’t open them or take action, your efforts won’t bring results.
In this article, we’ll explore the best email marketing practices to boost open rates and conversions. Whether you are new or experienced, these tips will help you improve your strategy and get the most out of your email marketing services.
1. Understand Your Audience First
Before you send any email, you need to know your audience. What are their needs? What problems do they face? What kind of content do they like?
When you understand your audience, you can send emails that feel personal and relevant. This makes people more likely to open and read your messages.
Create buyer personas based on data like:
- Age
- Location
- Job role
- Interests
- Pain points
With this knowledge, you can segment your email list and send the right message to the right people.
2. Use a Clear and Catchy Subject Line
Your subject line is the first thing people see. If it’s boring or unclear, your email may go straight to the bin. The best subject lines are:
- Short and simple
- Specific and benefit-driven
- Personalised (use their name or location)
- Curious or urgent
Examples:
- “John, your 10% discount is waiting!”
- “Struggling with low sales? Try this”
- “Only 3 spots left—Book now!”
Avoid spammy words like “FREE!!!” or “Buy Now” as they can hurt deliverability.
3. Personalise Every Email
Today, people expect more than just a generic message. Personalisation increases trust and engagement.
Use your email marketing platform to:
- Add the recipient’s name
- Mention past purchases
- Refer to their location
- Recommend products they may like
Even something as small as “Hi Sarah, we thought you’d like this” feels more human than “Dear customer”.
4. Optimise the Email Preview Text
The preview text (or pre-header) appears just below the subject line. It’s like a second chance to grab attention. Don’t waste it with “If this email doesn’t display correctly…”.
Instead, use it to give a sneak peek of what’s inside:
- “Get 3 simple tips to double your leads.”
- “Free checklist for better email campaigns.”
This small detail can increase your open rates in a big way.
5. Deliver Value in Every Email
Your emails should always offer value. That could be:
- A helpful guide
- A special offer
- A reminder or tip
- News or insights
Don’t just sell—serve your audience. The more helpful your emails are, the more people will open them in the future.
Make sure your message answers the question: “What’s in it for the reader?”
6. Have a Clear Call to Action (CTA)
Every email should have one main goal. Do you want the reader to click a link? Download a guide? Make a purchase?
Use strong, clear CTA buttons like:
- Download Now
- Claim Your Offer
- Book a Free Demo
- Read More
Don’t confuse readers with too many options. One focused message works best.
7. Use Mobile-Friendly Designs
Most people now check emails on their phones or tablets. If your email looks messy or hard to read on mobile, you’ll lose clicks.
Follow these mobile-friendly tips:
- Use a responsive template
- Keep text size readable (14–16px)
- Use large buttons
- Avoid large images that load slowly
Make sure to test your emails on mobile before you send them.
8. Send at the Right Time
Timing can make a big difference in whether your email is opened or ignored. The best time to send emails depends on your audience, but some general rules are:
- Weekdays usually perform better than weekends
- Mid-morning (10–11 AM) or early afternoon (1–2 PM) works well
- Avoid very early or very late hours
Experiment with A/B testing to find out what works best for your list.
9. Clean Your Email List Regularly
A clean list means better results. If your list is full of inactive or fake email addresses, your open rates and deliverability will drop.
Every few months, remove:
- Bounced emails
- Inactive subscribers (no opens in 6+ months)
- Duplicate contacts
Also, give users the option to update their preferences rather than unsubscribe completely. This helps reduce list shrinkage.
10. Analyse Your Results and Improve
Email marketing is not a one-time task. To keep improving, you must track your performance and adjust your strategy.
Important metrics to track:
- Open Rate (How many people open your email)
- Click-Through Rate (CTR) (How many people click your links)
- Conversion Rate (How many take the desired action)
- Bounce Rate
- Unsubscribes
Use these insights to test new subject lines, send times, CTA buttons and content styles. The more you learn and adjust, the better your emails will perform.
Why You Should Use Professional Email Marketing Services
While you can manage email campaigns yourself, working with a professional email marketing service can help you:
- Save time and effort
- Improve design and deliverability
- Segment your list better
- Automate campaigns
- Get in-depth reports
If you’re serious about growing your business, it’s worth investing in the right tools and experts.
Conclusion: Trust Leadtap for Better Email Results
If you’re ready to take your email marketing to the next level, Leadtap can help. As a trusted provider of email marketing services, Leadtap offers powerful tools and expert support to help you increase your open rates, boost conversions and grow your business.
With Leadtap, you get:
- Custom email templates
- Smart automation features
- Personalised campaigns
- Deep analytics
- Reliable support
Whether you’re just starting out or looking to improve results, Leadtap makes email marketing easier and more effective.
Start today with Leadtap and watch your emails work harder for you.
