By Lindsay Khan February 15, 2017

Email Best Practices for Today’s Leads

Email-Marketing Best Practices
image via According to the Email Statistics Report by the Radicati Group, there are 182.9 billion emails sent per day worldwide. That’s a lot of messages landing in peoples inboxes. How do you ensure that your messages break through the clutter and get read by recipients? Below you’ll find some key tips to help your email messages stand out from the crowd and generate more conversions.

Best Practices for Subject Lines:

Aside from the sender’s information, the subject line is one of the first things that someone reads. The ‘from’ name and email address must be recognizable to the recipient or they will dismiss the email right away. Subject lines need to be catchy, but also need to evoke that “I must read this email” feeling in the recipient. Some important tips to keep in mind when crafting subject lines include:

Best Practices for Email Body Copy:

Once you’ve got someone to open your email, you want them to keep reading, and hopefully convert. Emails don’t need to be lengthy – save the details for landing pages. If you want people to continue opening future emails from you, use personalization whenever possible to provide them with useful, relevant content. Some additional best practices to keep in mind for the body of your email include:

Email Must Haves:

Whether for compliance reasons or for the sake of creating a professional looking email, make sure that all emails include the following important details:


In 2017, your emails have to be responsive. Stats from the Pew Research Group show that 95% of Americans own a mobile device. In their Mobile Fact Sheet published in January 2017, Pew Research Group writes: “…a growing share of Americans now use smartphones as their primary means of online access at home. Today just over one-in-ten American adults are “smartphone-only” internet users – meaning they own a smartphone, but do not have traditional home broadband service.” With this information in mind, emails need to display properly on a wide range of devices. Emails need to be easy to read on smaller screens, which also means that you want your email copy to be to the point, and have the important information stand out. To create responsive emails: Do you have any additional tips to add? We invite you to share them with us in the comments section below.  

Lindsay Khan

Senior Consultant and Team Lead

Lindsay is a Marketo Certified Solutions Architect, with 5+ years of Marketo experience and a background in all things marketing. Away from work, Lindsay is an avid runner, and likely training for another marathon.

One response to “Email Best Practices for Today’s Leads”

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