Do you want your email marketing campaigns to drive even more results and revenue? Then follow these best practices jotted down to be sure you’re on the right track.


Various brands are using email personalisation as a strategy to generate more engaging email experiences. According to Capterra, personalised emails have a click-through rate of 8%, as opposed to just 3% for non-targeted emails.


The head of an email is where you should include your company logo. Always make sure the logo is linked back to your website as this is a common mistake most people forget or don’t do.

Primary Content

A graphic, GIF or video can often communicate a message quicker than its text counterpart as email readers have short attention spans. With that said, brief and concise copy is the key to success.

Call-to-action (CTA)

A clear CTA, whether a button or link, is king. It must be obvious for your reader what next steps you want them to make. Limit your email with two to three CTAs as more might confuse the reader.

Secondary Content

When you have additional content that is less important, try using smaller thumbnail images or laying out the content in two colums below. This way you will still place emphasis on the primary content.


Try to carry through the same design styles you use in other marketing materials so your reader knows it’s from you without having to think too hard. This will help you avoid being flagged as a spammer if they don’t recognise you.

Live text

Most email service providers now convert HTML emails to live text versions as not all fonts render in all inboxes and on all devices. There are a handful of fonts that will render correctly virtually anywhere, regardless of where the email is read.

Here is a list of “web-safe” fonts that are best practice:

  • Arial
  • Courier
  • Georgia
  • Helvetica
  • Lucida Sans
  • Tahoma
  • Times New Roman
  • Trebuchet MS
  • Verdana


Your email footer needs to contain a list of the following:

  1. Unsubscribe link
  2. Terms and conditions
  3. Copyright and business name
  4. Social media icons


As you work through crafting the rest of your emails to make them highly relevant and engaging, use the tips above to ensure you drive the revenue your company deserves. They’ll help you take those necessary communications from average to outstanding in no time.