SocialEmail marketing isn’t just about newsletters and offers—it’s a strategic tool that, when done right, can become your business’s top-performing channel. Whether you’re just getting started or looking to sharpen your existing efforts, these expert-backed tips will help you create smarter campaigns that actually drive results.
We’ve gathered 13 tried-and-true insights from experienced marketers, consultants, and business owners—each one packed with actionable steps you can implement right away.
1. Research Your Audience
To create emails that resonate, start by understanding who you’re talking to. Knowing your audience’s interests and pain points helps you deliver content they care about.
- Run email surveys to collect insights
- Segment your list by interests or behaviors
- Track clicks to see which topics get the most engagement
Shuni Lim from Privyr shared that after testing different types of content, their audience responded best to actual scripts over general strategy tips.
2. Use Reusable Email Templates
Templates save time and ensure consistency. Build blocks—like headers or product showcases—that you can tweak and reuse.
Gregory John from Buildcamp noted that evolving templates based on user data helps create emails that resonate more over time.
3. Get Onboarding Emails Right
The moment someone joins your list is when they’re most engaged. Use that opportunity to onboard them with an automated welcome sequence.
Velentin Dupont suggests using onboarding to move subscribers from unaware to fully product-aware. Tailor your onboarding depth based on product complexity.
4. Find the Right Sending Cadence
Worried about emailing too often? Don’t be. Data shows the difference in open rates between frequent and infrequent senders is minimal.
Sarah Stiffin recommends experimenting to find the right balance—don’t hesitate to send more regularly, as long as your emails offer value.
5. Master Your Subject Lines
Your subject line is the gateway to your content. A weak one means your message may never be seen.
- Use split testing to compare options
- Study what your audience clicks on
- Keep it short, relevant, and clear
Jo Ebisujima emphasizes that if your subject line doesn’t entice a click, your entire email goes unread.
6. Guide Readers Down the Funnel
Every email should move your subscribers one step closer to conversion. Don’t give everything away—use links to drive action.
Rayhan Arif from TutorLMS says it’s important to have something for subscribers to click on, whether that’s a product, video, or offer.
7. Build a Real Connection
Your email list isn’t just a channel; it’s a relationship. Be personal, share stories, and offer content that feels human.
Gisele Grenier advises combining relatability with actionable steps. Use personalization tools and include both emotional and practical content.
8. Test Everything
A/B and multivariate tests help you refine every element of your email—from subject lines to photos.
Collin Thomas from KC Tool says they test everything from sender names to images. Start small and scale the version that performs best.
9. Resend to Boost Opens
Many people miss your email the first time. That’s okay. Resend it—with a different subject line or time.
Eric Viard from Biovie gets an additional 15% open rate with resends. Just leave time between sends and focus on your most important messages.
10. Clean Your Email List Regularly
Inactive or fake addresses hurt your sender reputation. Remove them regularly.
Sarah Stiffin recommends cleaning your list quarterly or at least twice a year. Use cleaning tools to remove bad emails and keep deliverability high.
11. Remove Inactive Subscribers
Set up filters or segments that automatically exclude people who haven’t engaged in a while.
Andrew Beeston advises dynamically excluding inactive subscribers from every campaign. Before removal, send a re-engagement campaign to try winning them back.
12. Promote Your Lead Magnets Everywhere
Lead magnets only work when people see them. Promote them across every platform your audience uses.
Modest Mitkus of Pathpages says to share them on social media, blog posts, communities, and even Reddit. Wider reach equals faster list growth.
13. Track Performance Metrics
Monitor what matters. The metrics you track should align with your business goals.
Rayhan Arif tracks subscriber growth and open rates. Sarah Stiffin adds that clicks and sales show what truly drives engagement and revenue.
All of these stats are available inside your email platform. They help you make better decisions with every campaign you send.
Final Thoughts
Email marketing continues to offer one of the highest ROIs of any channel—if you approach it with the right strategy. Whether you’re testing a subject line or crafting a re-engagement series, the key is to keep learning, keep optimizing, and stay focused on delivering value to your audience.
