Mastering Email Best Practices in 2022: Boost Engagement & Drive Results

November 18, 2023
By Magee Clegg

Welcome to the ever-changing world of email marketing where the only constant is change. In this fast-paced digital landscape, staying on top of email best practices in 2024 can feel like navigating a labyrinth. You’re not alone—we all grapple with fluctuating customer behaviors, evolving privacy regulations, and emerging technology trends.

Striking a balance between reaching your customer base and not overwhelming them can seem elusive. But fret not, as a trusted digital marketing agency, we at Cleartail Marketing are here to shine a light on those murky waters and guide you through this complex maze.

Let’s take a quick glimpse at the landscape of email marketing in 2024. Privacy-focused strategies reign supreme, with a deep emphasis on sustainable and hyper-personalized email marketing. Artificial Intelligence (AI) and automation technologies work hand in hand to provide targeted, meaningful communication. We’re witnessing an unprecedented rise in mobile-first designs, interactive emails, and accessible content.

Given these trends, mastering email best practices is equivalent to hitting the sweet spot between customer engagement and business growth. Are you geared up to dive into this exciting world of email marketing and explore the latest best practices that could define 2024?

The following facts set the stage for our comprehensive guide on mastering email best practices to boost engagement and drive results:

  • Email marketing remains relevant because of its stability, control, and affordability.
  • The average open rate for email marketing across all industries fluctuates between 15% and 25%.
  • The ideal email length ranges from 50 to 125 words — short, sweet, and to the point for the best response.
  • Acknowledging the ascendance of mobile devices, mobile-responsive emails and landing pages have become a mandatory aspect of email marketing.

Email Marketing Infographic 2024 - email best practices 2024 infographic 3_stage_pyramid

With the stage set, let’s crack open the world of email marketing in 2024 and delve into the latest best practices to supercharge your marketing game!

The Relevance of Email Marketing in 2024

Remember when we thought that by 2024, email marketing might be obsolete, replaced by snazzy new technologies? Well, that prediction couldn’t have been more wrong. Email marketing is not only alive and kicking, but it’s also more relevant than ever! Why, you ask? Because email marketing continues to offer businesses stability, control, and affordability. It’s an owned media channel that gives us marketers complete control over our messaging and the scope of our reach.

According to Statista, the number of emails sent per day around the world is projected to reach a staggering 376.4 billion by 2025. It’s clear that, as a communication tool, email is here to stay. Moreover, 89% of marketers use email as their primary channel for generating leads. So, whether it’s nurturing new leads or keeping your loyal customers engaged, email marketing is a powerful tool in your marketing arsenal.

But here’s the thing: With the volume of emails flooding inboxes, it’s more important than ever to stand out. And how do we do that? By staying on top of email marketing trends and best practices.

In 2024, the focus is on privacy, sustainable email marketing, hyper-personalization, artificial intelligence, automation, mobile-first design, interactive emails, and accessibility. These trends are redefining the way we do email marketing, pushing us to innovate and elevate our strategies. But don’t worry, we at Cleartail Marketing have got you covered every step of the way.

In the following sections, we will dig deep into each of these trends and provide you with practical tips and strategies to master email marketing in 2024. From building a quality email list to crafting compelling subject lines and ensuring compliance with email marketing regulations, we will guide you in boosting engagement and driving results. So, let’s get started!

Building a Quality Email List: Why and How

Email marketing is far from being just a numbers game. The size of your email list is less important than the quality of your contacts. In this section, we’ll explain why buying mailing lists is a risky and ineffective strategy, and we’ll provide practical tips to help you build your own high-quality contact list.

Why You Should Never Buy Mailing Lists

Purchasing mailing lists may seem like a quick shortcut to reach a large number of potential customers. However, this approach is littered with pitfalls. First and foremost, sending emails to contacts who haven’t actively opted into your communications is a surefire way to damage your brand’s reputation.

Moreover, it’s a clear violation of GDPR and other email marketing regulations. These regulations stipulate that you need explicit consent from each contact before sending marketing emails. Violating these regulations could lead to hefty fines, not to mention the damage it can do to your brand’s reputation.

Furthermore, contacts on purchased lists are unlikely to be engaged or interested in your products or services. This can lead to low open and click-through rates and even increase the chances of your emails being marked as spam.

How to Build Your Own Contact Lists

In contrast to buying mailing lists, building your own contact list allows you to cultivate a database of potential customers who are genuinely interested in your products or services. One effective way to do this is by using sign-up forms on your website.

Sign-up forms allow visitors to your website to voluntarily provide their email addresses. This means they’re interested enough in your brand to want to hear more about your products, services, or content. You can also incentivize sign-ups by offering gated content – valuable resources such as ebooks, whitepapers, or webinars – in exchange for their email address.

Another effective strategy is list segmentation. This involves dividing your email list into smaller, more targeted groups based on specific criteria like age, location, or purchase history. By sending tailored content to each segment, you can significantly boost your email engagement rates.

Managing your contact database effectively is equally crucial. Our experts here at Cleartail Marketing suggest keeping track of how people are subscribing to your newsletters, maintaining up-to-date contact information, and ensuring that people who unsubscribe are removed from your list promptly.

Remember, building a quality email list takes time and effort, but it’s an investment that can yield significant returns in the long term. By following these best practices, you’ll be well on your way to mastering email marketing in 2024.

Personalizing Your Email Campaigns: The Key to Customer Engagement

In the digital marketing world of 2024, personalized emails aren’t just a “nice-to-have” – they’re a necessity. In an age where customers crave relevancy and personal touch, generic emails are likely to be ignored or, worse, marked as spam. Personalizing your emails shows your subscribers that you understand them and value their time and attention. It’s a powerful way to drive engagement and foster loyalty among your audience.

The Importance of Personalization in Email Marketing

At Cleartail Marketing, we understand the power of personalization. When you personalize your emails, you’re not just addressing the recipient by their name; you’re delivering content that resonates with their specific interests and needs. According to email marketing statistics, personalized emails can deliver a whopping 3800% ROI and a 40% higher conversion rate compared to non-personalized emails.

But it’s not just about the numbers; it’s about building relationships with your audience. When your subscribers feel understood and valued, they’re more likely to engage with your content, share it with others, and ultimately, convert.

How to Personalize Emails Based on Demographics and Interests

Effective personalization begins with understanding your audience. At Cleartail Marketing, we recommend segmenting your email list based on various factors such as age, gender, location, income level, and job title. This allows you to tailor your content to suit the specific needs and interests of different groups within your audience.

For instance, if you’re a clothing retailer, you might send different emails to your male and female subscribers. Or, if you’re a software company, you might send different emails to your subscribers based on their job roles.

But personalization doesn’t stop at demographics. You can also personalize your emails based on a subscriber’s interaction with your brand. For example, if a subscriber has been browsing your website for island destinations, like Air New Zealand did, you could send them an email about your latest island packages.

You can also personalize your emails based on a subscriber’s purchase history. If they regularly buy a certain product, you could send them emails when that product is on sale or when new versions are released.

To sum up, personalization is a crucial aspect of email marketing in 2024. It’s about delivering the right message to the right people at the right time. It’s about showing your subscribers that you understand them and value their time. And most importantly, it’s about building genuine relationships with your audience that result in long-term loyalty and increased conversions.

In the next section, we’ll dive into the art and science of crafting compelling subject lines that grab your subscribers’ attention and entice them to open your emails. Stay tuned!

Crafting Compelling Subject Lines: The Art and Science

Nothing makes or breaks an email campaign quite like the subject line. It’s the first thing your subscribers see and it’s what determines whether they click to open, or swipe to delete. Let’s delve into why subject lines matter so much and how you can master the art and science of crafting them.

Why Subject Lines Matter

Email subject lines are the gatekeepers to your email content. They play a crucial role in influencing your open rates, which in turn impact your click-through rates, conversions, and overall ROI of your email campaigns.

A compelling subject line is what helps a user decide whether they want to open an email or not. According to our email marketing experts at Cleartail Marketing, an attention-grabbing subject line can significantly improve the open rates of your emails.

Remember, your subscribers’ inboxes are likely crowded with dozens of emails vying for their attention. Your subject line has to stand out amidst this sea of content to make them click.

Best Practices for Writing Effective Subject Lines

Creating stellar subject lines is both an art and a science. It’s an art because it requires creativity to craft a line that’s enticing and engaging. It’s a science because it calls for a methodical approach to testing and optimization. Here are some of our top tips for writing effective subject lines:

1. Keep it Short and Precise: Ensure your subject line is concise enough to be easily read on a mobile device. Many people check their emails on the go, so optimizing for mobile readability improves engagement.

2. Make it Relevant: Your subject line should give a clear idea of what your email contains. Misleading subject lines can lead to high unsubscribe rates and damage your brand’s reputation.

3. Avoid Spammy Words: Words like “marketing”, “offer”, and “sale” often trigger negative responses from users and may even land your emails in the spam folder.

4. Evoke Positive Emotion: Words that evoke a positive emotion can compel people to open your email. Try to create a sense of excitement, curiosity, or urgency.

5. Use Numbers: Just like in blog titles, numbers work well in subject lines. They grab attention and offer a tangible value to the reader.

6. Leverage A/B Testing: Create two versions of your subject line, each with a different element (like length, tone, or use of numbers), and send one to half of your subscribers and the other to the rest. Analyze which one performs better and use these insights to optimize future subject lines.

Remember, the best practices above are guidelines, not hard-and-fast rules. What works for one audience may not work for another. Therefore, it’s crucial to continually test different types of subject lines and analyze their performance to understand what resonates best with your audience. At Cleartail Marketing, we provide the tools and expertise you need to craft compelling subject lines and boost your email marketing efforts.

Designing Mobile-Responsive Emails: A Must in the Mobile-First Era

As we transition into an ever-increasing mobile-centric world, it’s imperative to adapt your email marketing strategy accordingly. More than 50% of internet traffic now comes from mobile devices, including email check-ins. The shift towards this mobile-first era introduces the necessity of mobile-responsive emails. If your emails aren’t optimized for mobile viewing, you could be missing out on reaching more than half of your target audience.

The Rise of Mobile Internet Traffic

The growth in mobile internet usage isn’t just a trend—it’s the new normal. With the convenience of accessing the internet at our fingertips, it’s no surprise that mobile devices have taken the lead in internet traffic. This reality extends to email consumption, with a significant number of users checking their email on their smartphones or tablets. Thus, ignoring the mobile platform in your email marketing strategy would be a significant oversight.

How to Design Mobile-Responsive Emails

Designing mobile-responsive emails ensures a seamless user experience regardless of the device used to view the email. A mobile-responsive email adapts to different screen sizes and layouts, displaying the information correctly, whether viewed on a desktop, tablet, or smartphone. No more distorted images, text spillages, or the need to rotate devices to view content. Here are some tips on how to design mobile-responsive emails:

  • Use a responsive email design template: These templates are already optimized for different screen sizes, so it’s a simple and effective way to get started.

  • Adopt a single-column layout: This layout is more adaptable on smaller screens and ensures that your content remains readable.

  • Choose readable fonts: Your font size should be at least 22 points for headlines and 14 points for the body to ensure readability across all devices.

  • Optimize images for mobile: An image resolution of 72 dots per inch is recommended to ensure clarity without unnecessarily consuming data.

  • Use big call-to-action buttons: The minimum recommended size is 44 px x 44 px. This size ensures easy clicking, even on smaller screens.

At Cleartail Marketing, we understand the importance of mobile-responsive design in email marketing. We’re here to assist you in adapting your emails to the mobile-first era, ensuring your message is accessible to as many potential customers as possible. Our Email Marketing Services are tailored to help you design mobile-responsive emails, among other best practices, enabling you to boost engagement and drive results effectively.

While the rise of mobile internet traffic has necessitated this change, the benefits of mobile-responsive emails extend beyond just accessibility. They contribute to a seamless and positive user experience, which is crucial in building and maintaining a loyal customer base. In the evolving landscape of email marketing in 2024, a mobile-first approach is no longer optional—it’s a must.

Quality Over Quantity: The Importance of Relevant and Valuable Content

Email marketing is not just about the frequency of your emails, but more importantly, the value they bring to your audience. As we navigate the world of email marketing in 2024, it becomes increasingly clear that quality trumps quantity every time.

Why Quality Content Matters in Email Marketing

The golden rule of content marketing applies to email as well: Content is king. The quality of your email content directly impacts how your audience perceives your brand. High-quality, relevant, and valuable content not only keeps your readers engaged but also builds trust, strengthens your brand image, and encourages positive customer actions.

Emails that are packed with valuable, relevant content set you apart from the sea of promotional emails that your audience receives daily. This encourages them to open your emails, engage with them, and look forward to your future communications.

Moreover, quality content significantly improves your email marketing metrics. It increases your open rates, click-through rates, and ultimately, your conversion rates. In contrast, sending out poorly crafted, irrelevant emails can lead to higher unsubscribe rates and damage your brand’s reputation.

How to Create Quality Content for Your Emails

Creating quality content for your emails starts with understanding your audience. At Cleartail Marketing, we emphasize the importance of knowing your audience’s needs, interests, concerns, and how your products or services can solve their problems. This insight allows us to create personalized content that resonates with our audience and drives engagement.

One strategy we recommend is segmenting your email list. By categorizing your subscribers based on their demographics, interests, or past interactions with your brand, you can tailor your content to meet their specific needs. We’ve found this to be effective for increasing engagement and driving conversions.

When crafting your email content, be concise and to the point. As our research shows, the ideal email copy length is between 50 to 125 words. This doesn’t mean that longer emails are ineffective, but it’s crucial to ensure that every word counts and contributes value to your readers.

Also, consider incorporating dynamic content like videos, which can increase customer engagement rates by up to 300%. Polls and surveys can also be embedded in your emails to boost feedback completion rates, providing valuable insights for your future email campaigns.

Furthermore, it’s essential to maintain a consistent tone and style in your emails that reflect your brand’s personality. This contributes to brand recognition and helps build a strong relationship with your audience.

At Cleartail Marketing, we’re committed to helping businesses master the art of email marketing. We understand that creating quality content requires significant time and effort, but the results are worth it. As we move forward into 2024, let’s focus on providing value to our audience and building meaningful connections through our emails.

Testing and Analyzing Your Email Campaigns: The Path to Improvement

Are you ready to take your email marketing to the next level? It’s time to dive into one of the most critical aspects of successful email campaigns: Testing and analyzing. By applying these practices, you can understand what works, what doesn’t, and how to optimize your efforts for better results.

The Role of A/B Testing in Email Marketing

If you’re not A/B testing your emails, you’re essentially leaving your email performance to chance. A/B testing is a method that involves creating two versions of an email and sending one version to half of your subscribers and the other version to the remaining half. This allows you to evaluate and determine which version yields better results.

From subject lines to call-to-action placements, every aspect of your email can be tested. As we often say at Cleartail Marketing, “Test, learn, and optimize.” It’s a tried-and-tested approach that almost every successful marketer uses.

And here’s the good news: most email marketing tools today come equipped with A/B testing features. This means you can easily set up, run, and analyze tests to continually improve your email campaigns.

Key Performance Indicators to Monitor in Your Email Campaigns

In our quest to achieve email marketing success, we have to keep our eyes on the right metrics. But what are the key performance indicators (KPIs) that truly matter in determining the success of your email campaigns?

  1. Open Rate: This shows the percentage of subscribers who open your email. A low open rate could indicate problems with your subject lines or overall email deliverability.

  2. Click-Through Rate (CTR): This measures the percentage of people who clicked on at least one link in your email. A low CTR may suggest that your email content isn’t compelling enough, or your call-to-action isn’t clear.

  3. Bounce Rate: This is the percentage of emails that couldn’t be delivered to the recipient’s inbox. A high bounce rate might be a sign of an outdated email list.

  4. Conversion Rate: This is the percentage of email recipients who completed the desired action, such as making a purchase or filling out a form. This metric is directly tied to the effectiveness of your email in driving action.

  5. Unsubscribe Rate: This shows the percentage of recipients who opted out of receiving your emails. If your unsubscribe rate is high, it might be time to reassess the relevance and value of your content.

At Cleartail Marketing, we use these KPIs and more to gain a holistic view of our email performance. We also emphasize the importance of multi-touch attribution to understand which emails are most effective at different stages of the customer journey.

Remember, the goal of tracking these metrics is not just to gather data but to gain insights that can guide your email marketing strategy. By continually testing and analyzing your email campaigns, you can make data-informed decisions, optimize your efforts, and ultimately, drive better results in 2024 and beyond.

Complying with Email Marketing Regulations: Building Trust and Avoiding Fines

In a world increasingly concerned about privacy and data protection, your email marketing strategy must prioritize compliance with regulations. For us at Cleartail Marketing, this is a non-negotiable aspect of our approach to email marketing. Not only does respecting these laws protect your business from hefty fines, but it also builds trust with your customers, a crucial factor in nurturing long-term relationships.

Understanding the GDPR and Other Email Marketing Regulations

The General Data Protection Regulation (GDPR) is an EU legislation that governs how businesses collect and process personally identifiable information (PII), such as names, email addresses, and locations. If you’re thinking that GDPR doesn’t apply to you because you’re not based in the EU, think again. This regulation applies to every organization that attracts European web customers.

In addition to the GDPR, the US has its own set of laws for commercial emails, notably the CAN-SPAM Act. This law sets rules for commercial messages, gives recipients the right to stop emails, and spells out severe penalties for violations.

How to Ensure Compliance with Email Marketing Regulations

Ensuring compliance with these regulations is not as daunting as it might seem. Here are some steps to help you stay on the right side of the law:

Use reliable email service providers: At Cleartail Marketing, we ensure the use of reputable providers, as they have measures in place to help you comply with regulations.

Ask for explicit consent: When capturing leads, ask for consent explicitly. This can be done through a check box or similar mechanism at the point of data collection.

Be transparent about data collection and usage: Explain clearly to your subscribers what data you collect, why you collect it, and how you use it. A clear and detailed privacy policy can accomplish this.

Use double opt-in: This requires customers to confirm their email address, further confirming their consent to receive emails from you.

Provide easy unsubscribe options: Every email you send should include a clear and easy way for recipients to opt out of future emails.

Avoid deceptive practices: Use honest subject lines, truthful header information, and don’t harvest email addresses from unauthorized sources.

At Cleartail Marketing, we prioritize these best practices and integrate them into our overall email marketing strategy. We understand that compliance is not just about avoiding penalties, but also about demonstrating respect for our customers and their privacy.

In 2024, as privacy continues to dominate digital discussions, staying compliant with email marketing regulations will be more critical than ever. By embracing these best practices, not only do you safeguard your business, but you also build a foundation of trust with your subscribers, paving the way for more meaningful and fruitful interactions in the future.

Staying Updated with Email Marketing Trends: Adapting to Changes

As the digital landscape evolves, so do email marketing trends. As we move into 2024, it’s crucial to stay updated and adapt to these changes. This not only ensures the relevance and efficacy of your email marketing campaigns, but also helps you stay ahead of the competition.

Email Marketing Trends to Watch Out for in 2024

As we look ahead, there are several email marketing trends shaping the future. Here are some key trends to watch out for in 2024:

  • Focus on Privacy: With privacy laws tightening around the world, respect for user data privacy will be more essential than ever. This means being transparent about how you handle and use customer data and ensuring your subscribers have easy ways to opt-out if they choose.

  • Sustainable Email Marketing: With the rise of conscious consumerism, businesses will need to demonstrate their commitment to sustainability, even in their email marketing. This could include everything from using eco-friendly design practices to promoting sustainable products or initiatives.

  • Hyper-Personalisation: Personalisation continues to be a significant trend, but in 2024, it will go beyond just including a customer’s name in the email. Advanced data analysis will allow for hyper-personalisation, tailoring content to individual customer preferences, behavior, and past interactions.

  • Artificial Intelligence: The use of AI in email marketing will become more prevalent, assisting in everything from content creation to predictive analytics. AI can help send emails at the optimal time for each recipient, personalise content, and even predict future trends.

  • Interactive Emails: To increase engagement, emails will become more interactive. This could include embedded videos, quizzes, or other interactive elements that encourage recipients to engage with the content.

To keep pace with these trends, we at Cleartail Marketing continually update our email marketing strategies. Our goal is to keep our clients’ email marketing efforts fresh, relevant, and effective.

How to Stay Updated with Email Marketing Trends

Staying updated with email marketing trends doesn’t have to be a daunting task. Here are some ways to stay informed:

  • Industry Guides: Regularly check out marketing blogs, newsletters, and podcasts. These resources often discuss the latest trends and provide practical tips for implementing them in your email marketing strategy.

  • Industry Conferences: Attend seminars and workshops. Not only do these events provide valuable insights from industry leaders, but they also offer networking opportunities.

  • Social Media: Platforms like LinkedIn or Slack communities can connect you with global peers and industry influencers. These platforms often have discussions on the latest trends in email marketing.

  • Google Alerts: Set an alert for specific marketing topics and receive notifications every time Google finds a news item related to the keyword.

At Cleartail Marketing, we keep our finger on the pulse of the latest email marketing trends. We continuously adapt our strategies to ensure our clients’ email marketing campaigns are effective, engaging, and compliant with current best practices.

Remember, the key to successful email marketing isn’t just about jumping onto the latest trend bandwagon. It’s about understanding your audience, delivering valuable content, and building authentic customer relationships. Staying updated with trends is just one piece of the puzzle.

In 2024 and beyond, mastering email best practices will be about blending timeless principles with the latest trends to deliver emails that captivate your audience, build trust, and ultimately, drive results.


In the fast-paced world of digital marketing, it’s clear that email is not just surviving, but thriving. As we look towards 2024, the potential of email marketing is more exciting than ever. The key to leveraging this potential lies in understanding and implementing email best practices, which are constantly evolving to adapt to new technologies and consumer behaviors.

Whether you’re a seasoned email marketer or just starting, the importance of mastering email best practices cannot be overstated. From building a quality email list, personalizing your campaigns, crafting compelling subject lines, designing mobile-responsive emails, delivering relevant and valuable content, testing and analyzing your campaigns, to ensuring compliance with email marketing regulations – every step contributes to the overall success of your email marketing strategy.

Remember, email marketing is not just about sending emails. It’s about creating meaningful connections with your customers, providing them with value, and ultimately driving business growth. As we move forward, let’s embrace the innovations of the future, while staying true to the timeless principles of customer-centric marketing.

At Cleartail Marketing, we’re excited to help you navigate the ever-evolving landscape of email marketing. With our expertise and commitment, we’re confident that together, we can create impactful and resonant email campaigns that drive results.

So, let’s embark on this journey together. Here’s to a successful 2024 filled with meaningful customer engagements, unparalleled growth, and exceptional results in the realm of email marketing! As always, we’re here to help you grow your business. So, whether you have questions about email marketing best practices or need assistance with your campaigns, don’t hesitate to contact us.

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