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Email… Isn’t that a little old school? Actually, email marketing is one of the best facets of marketing your company can invest in. It is one of the most effective ways to gain new customers, find out what your customers’ interests are, maintain a relationship with these customers and promote your business.

Here are some best practices for email marketing:

Subject Lines

Being the first thing the customer will see, effective subject lines are critical. An intriguing subject line can be the difference between someone opening your email or immediately deleting it without giving it a second thought.

Typically, your subject lines should be only 35 or fewer characters, so people who read emails via mobile do not get a cut off subject line. Another great practice with subject lines is to add dynamic content by including the individual’s first name. This will grab their attention because it feels more personal, which is why email with dynamic subject lines have higher open rates.

email inbox


After writing an amazing subject line for your email, you need to write a preheader to follow. A preheader is an extension of your subject line that includes specific information, which helps the customer understand what the email is about. The same 35-character rule should apply to the preheader: keep it short and simple.

Make sure not to add spam-triggered words to the preheader. Some examples of spam-triggered words are: sale, free, discount. It is alright to use these words once or twice throughout the entire email, but too many of these words could land your email in the recipient’s spam folder and never to be seen.


If your subject line and preheader are effective and the recipient opens the email, you need to have stellar content to match. It’s important to have a strong call to action in the content of your email. This call to action should stand out from the rest of the email content, so the reader knows exactly what the purpose of the email is. Keeping the email short will also help keep the reader focused, but adding dynamic content is encouraged to keep the reader interested. This can be anything from dynamic images to content based on the recipient’s location.

jet blue marketing email

B2B vs B2C Emails

Email strategy will vary based on whether the email is B2B or B2C. The best thing to remember is that the relationship with B2B recipients is much longer and should focus on facts. You want to sell the offer, not the product. Due to the longevity of these relationships, it is common to have a lead nurturing campaign for these types of emails. Take a look at some great examples of lead nurturing.

When sending to a B2C recipient, however, the relationship is much shorter and more direct with a personal feel instead of factual. This may include more than one call to action to help the reader move forward.

Email marketing has come a long way and sounds complex, but understanding how to create a great subject line, preheader and email content, and knowing the difference between B2B and B2C will give you award-winning emails. The ultimate goal is to maintain long-term relationships with recipients to keep your business growing.

InQuest Marketing

Author InQuest Marketing

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