How to Get Started With Email Marketing – A Comprehensive Checklist

Reading Time: 20 minutes

It is widely believed that social media is taking over the marketing game, but this isn’t entirely correct. According to the numbers by CampaignMonitor Emails give a click-through rate of roughly 2.5% while it is a measly 0.07% for Facebook.

Surprised? You absolutely should not be.

People are more inclined to accept promotional content from a brand to which they have already subscribed than they are to see a slew of fresh advertising on their social feed that they are uninterested in.

Email marketing is popular for a reason, especially when the goal of marketing is to make a bigger effect with less marketing dollars spent. Again, CampaignMonitor estimates, Email marketing has an ROI of 3800%, or around $38 for every $1 spent. It’s also an excellent technique to attract new clients or sell to existing ones.

Email is quickly becoming imperative for B2B firms looking to engage with new clients, offer new solutions, and ultimately increase ROI. Let’s start by reviewing our Best Practice Checklist so you can build excellent email campaigns!

Email ListsCurrent Customer

Begin by building an email list. Your existing customers are a great source to begin with as they have already expressed a strong interest in your products/services and are familiar with your company. Your existing clients will trust you most and will be more open to promotional email content and new products. You can segment your list based on the stages of the funnel they are in.

Building New Subscriber List

Creating lists from existing customers is easy; the next step is acquiring new consumers. It entails creating a new list of clients you wish to reach out to. To accomplish this, you must:

– Provide value
– Have a simple sign-up/subscription process.
– Have a compelling call to action.

Running a creative campaign offering a sign-up discount, free content guides, free shipping, and other incentives are all good tactics to build an email list of the target audiences.

Subject Lines

Subject lines serve as a portal to your content. It’s all about balance; you want to pique people’s interest while avoiding being clickbait. Remember that people can recognize click-bait subject lines that are far too good to be true—and your open rate will suffer as a result.

You never want to mislead your readers, but you also don’t want to give away all of the content’s value in the subject line. Keep a watch on your open and click-through rates—these are indicators of how well your subject lines are doing. 

If you’re not sure how to write great subject lines, we recommend A/B testing. A/B testing allows you to send two versions of the same campaign by modifying one of your emails. You may, for example, compare two distinct topic lines. It enables you to send version A to one sample group and version B to another, then tracks which email works the best. A/B testing can assist you in determining which aspects of your campaign are creating poor open or click-through rates.

If you still can’t find a suitable subject line, check previous subject lines with high open rates—they’ll help you write your own.

Linguistic and Language

Your customers are smart, and their email spam filters are even smarter. Both can detect when an email is attempting to sell them something, and the simplest way to avoid this is to change your phrasing. It would help if you designed emails that provide value to your potential clients.

At the end of the day, Email is personal. Use easy direct language that your audience will comprehend while avoiding rigidly formal terminologies and technical jargon that is very “sales-y”.


Remember that most people dislike reading emails; keeping them short and simple will help you get your point through.

You’ve heard the expression “less is more”? That is correct. It’s recommended to keep your emails under 200 words—usually between 50 and 125, or about 20 lines of text.

Remember that a majority of your audience will open and respond to your emails on their smartphones. Even though your emails look short on your desktop, they can appear rather long when viewed on a mobile device.

Include a Call-to-Action

Your call-to-action can range from simple subscription offers to a value-added approach. Analyze your target audience and determine your call-to-action based on what they value. Think about free first-time consultations, product upgrades, new items, new offers, or free content guides as alternatives.

TIP: Make it as simple as possible for them to convert. Making your emails mobile-friendly is important, as many clients open your emails on their phones.


Including visuals is an effective method to break up long sections of text.

According to research, three days after viewing a piece of material, a person remembers 65% of the visual content but just 10% of the words. Images help to explain what you’re trying to say in words and build a visual in your audience’s imaginations. As a rule of thumb, use a text-to-image ratio of 60/40.


Personalization will capture your audience’s attention when traditional promotional ads may not. Knowing that 75% of consumers are more likely to buy from a company that knows their purchasing history or recognizes them by name is a huge indicator that you should be sending personalized emails.

Personalization will make your clients feel valued. You can show this by including content based on bestsellers, abandoned cart, products in wishlist, etc, or recommending based on interests.

Frequency and Quantity

You’re doing something wrong if you’re sending 80,000 emails at once. According to studies, 57% of respondents agree that receiving too many emails from a sender will drive them to classify the content as spam.

Don’t want to swamp your audience’s inbox with too many emails in a short period, or they may unsubscribe. Strategize your sends sharing emails that will interest them.

As a rule of thumb, never do more than three emails every week with the ideal frequency being once a week.

Avoid Being Spammy

If your emails are constantly going to spam, it could be a variety of issues. Spam usually falls into one of two categories:

either the email domains recognize you as spam, or your audience sends your emails to their spam folder. There are a few principles for email content that will lower your chances of getting identified as spam.

  • Wording for the subject line: When your audience reads your subject line, they form an impression of what the email’s content will be like. The problem emerges when your content does not match what the audience expected. Your readers will see that as a false subject line and will most likely mark you as spam or unsubscribe if they are irritated.
  • Excessive use of colored text: Avoid using too much-colored text since it signals potential spam to spam filters.
  • Excessive use of caps locks: Caps lock is similar to colorful text in that it is frequently used to make the material stand out and capture the audience’s attention, perhaps enticing them to open it. If you offer great information, you won’t need to employ caps lock to get their attention.
  • Exclamation marks: Exclamation points should be used sparingly, especially in subject lines. Create a distinctive and eye-catching subject line, and you won’t need to compensate with extras.
  • Email Attachments: When you include attachments in your emails, spam filters feel you are spamming your recipients. Instead, consider using links as a substitute!
  • Open rates are low: When consumers do not open your emails, receiving email domains can identify them. If your open rates are low, you risk spamming people. A successful email campaign will have an open rate of 15-25% (attempt to aim for around 18% to be successful). Monitor your open rates regularly, and if they are low, change your content.
  • Overly promotional: Being overly promotional will quickly get you tagged as spam. Don’t email individuals informing them your products are 90% off right now because, first and foremost, they probably aren’t, and second, you’ll rapidly be flagged as spam. Try to be more informal and conversational, as if you were speaking to them in person.
  • Don’t worry; we’re going to get technical: Spam is more than just colorful text and caps lock. The domain must support your email address via SPF and DKIM records.

    Track Your Performance

    Accountability is key. Analyzing your data will aid in determining the success of your marketing. Your open rate depends a lot on the success of your subject line, and your click-through rate will assess the effectiveness of your content.
  • Open-rate: The percentage of persons who opened the email out of the total number of recipients.
  • Click-through rate: The percentage of email recipients that clicked on a link in the email.

    Would you like to run an email campaign that delivers results? Let’s connect over a call and discuss how we can draft a high-impact, customized email campaign starting today!