{"id":22719,"date":"2019-02-20T15:58:27","date_gmt":"2019-02-20T15:58:27","guid":{"rendered":"https:\/\/elementor.com\/blog\/?p=22719"},"modified":"2025-12-05T13:02:57","modified_gmt":"2025-12-05T11:02:57","slug":"email-marketing-best-practices-2019","status":"publish","type":"post","link":"https:\/\/elementor.com\/blog\/email-marketing-best-practices-2019\/","title":{"rendered":"Email Marketing Best Practices for 2019"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22719\" class=\"elementor elementor-22719\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c13024b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c13024b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1235759\" data-id=\"1235759\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-57a3bf0 elementor-widget elementor-widget-text-editor\" data-id=\"57a3bf0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The email marketing landscape is evolving at a rapid pace \u2013 and with it comes challenges like differentiating yourself, scaling gracefully, maintaining trust, and achieving a positive ROI.<\/p><p>While businesses of all sizes are doing a better job of measuring what works and what doesn&#8217;t, every year brings new difficulties \u2013 and new opportunities. If you don\u2019t want to get left behind as the email marketing landscape shifts, you&#8217;ll need to allocate the proper amount of attention and resources to making sure you&#8217;re fully equipped to manage these changes as they happen.<\/p><p>Here\u2019s what you need to know about email marketing best practices for 2019.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2ed8635 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2ed8635\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-42bea01\" data-id=\"42bea01\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f75ab9 elementor-widget elementor-widget-heading\" data-id=\"9f75ab9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Personalization Still Reigns Supreme<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b0fa43 elementor-widget elementor-widget-text-editor\" data-id=\"0b0fa43\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Personalization is no longer an option \u2013 it\u2019s a must. While those sending a lower volume of emails have the luxury of personally tailoring each one, many marketers must incorporate personalization in other ways, such as segmentation. Just over <a href=\"https:\/\/www.voilanorbert.com\/blog\/email-statistics-strategy\/\">half of marketers (51%)<\/a> cite segmentation as the most effective email personalization strategy, topping all other tactics. So how can you take advantage of it?<\/p><p>Before you do anything else, decide how you\u2019ll segment your audience. For example, you could segment by:<\/p><ul><li><strong>Demographics,<\/strong> such as age, gender, income, marital status, income, and ethnicity.<\/li><li><strong>Geographics, such as local, regional, national, and international.<\/strong><\/li><li><strong>Psychographics,<\/strong> such as attitudes, personality traits, interests, values, and activities.<\/li><li><strong>Behaviors, such as usage rates, brand loyalty, buyer readiness, and benefits sought.<\/strong><\/li><\/ul><p>Once you have your audience segmented into specific buckets, you can then leverage email marketing to send more targeted messages that will greatly increase the odds recipients will click through and take the action you desire. Consider hyper-segmenting your emails by having your audience self-select what content they want to receive.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-96a0c6f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"96a0c6f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-905fd8c\" data-id=\"905fd8c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4eb2aa9 elementor-widget elementor-widget-heading\" data-id=\"4eb2aa9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Email Automation Will Continue to Rise<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eded9a5 elementor-widget elementor-widget-text-editor\" data-id=\"eded9a5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Sure, we all receive automated transactional emails like shipping and order confirmations, but with <a href=\"https:\/\/www.rightinbox.com\/blog\/automated-email-responses-examples\">email automation<\/a> being so affordable and easy to use, you\u2019ll start to see more and more emails that look and feel like a person is sending them directly to you. They&#8217;ll likely feel relevant and personally tailored.<\/p><p>How is that possible?<\/p><p>Tools such as <a href=\"https:\/\/mailshake.com\/\">Mailshake<\/a> can send out drip feed and automated email cadences based on your audience&#8217;s activity (or non-activity). These campaigns are meant to inform, nurture, and gather data about their preferences. You can even see if someone opens your emails and what they click on to give you more insight into what\u2019s working and what interests them.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-44bb726 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"44bb726\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b431505\" data-id=\"b431505\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f74d0e0 elementor-widget elementor-widget-heading\" data-id=\"f74d0e0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Increased Emphasis on Transparency and Authenticity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b79d77 elementor-widget elementor-widget-text-editor\" data-id=\"8b79d77\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>With all the noise in people&#8217;s inboxes these days, it can be hard to stand out with your marketing emails. Companies are being forced to get creative to break through that noise. One way to do this is through cross-collaboration, where you promote other companies&#8217; products and vice versa, which allows you to tap into other audiences. With the FTC updating its <a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/ftcs-endorsement-guides-what-people-are-asking\">endorsement guidelines<\/a> and cracking down on influencers, email marketers are taking notice and becoming more <a href=\"https:\/\/adespresso.com\/blog\/influencer-marketing-guidelines\/\">transparent about sponsored posts<\/a>.<\/p><p>Along with a greater emphasis on transparency is also a call for more authenticity and trust. One way to do this is by sending emails from <em>people<\/em> instead of<em> companies<\/em>. Seeing the smiling face of Ashley in Marketing instead of a logo or the CEO&#8217;s headshot gives an email more authenticity and makes it stand out in the inbox.<\/p><p>It&#8217;s also essential that your emails focus primarily on providing value instead of only selling or marketing products. <a href=\"https:\/\/www.forbes.com\/sites\/sujanpatel\/2016\/02\/10\/the-beginners-guide-to-10x-content\/#590a8d00429d\">Publish 10x content<\/a> that&#8217;s relevant and useful to the end reader. If you keep hitting them with value week after week and throw in the occasional pitch or sponsored post, you\u2019ll find a more engaged audience \u2013 and one subsequently more likely to convert.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8f5abe6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8f5abe6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6669652\" data-id=\"6669652\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6477a99 elementor-widget elementor-widget-image\" data-id=\"6477a99\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/elementor.com\/blog\/wp-content\/uploads\/elementor\/thumbs\/shutterstock_459506431-r4q715n6xmlfwyvdgeiseytdyqfl0gwwds444l0j2s.png\" title=\"shutterstock_459506431\" alt=\"shutterstock_459506431\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a154756 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a154756\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ab10b68\" data-id=\"ab10b68\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-099dee0 elementor-widget elementor-widget-heading\" data-id=\"099dee0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">An Even Greater Focus on Mobile<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35987b0 elementor-widget elementor-widget-text-editor\" data-id=\"35987b0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>You&#8217;ll also notice an increase in plain-text emails this year. HTML-fueled email templates, tons of images, and graphics-heavy, overly-designed emails are <a href=\"https:\/\/blog.hubspot.com\/marketing\/plain-text-vs-html-emails-data\">losing steam<\/a>, and old-school plain text emails are becoming the standard. This is partly because some email providers don\u2019t show images from unknown senders, and partly because filters set by email providers are diverting HTML and image-based emails from users&#8217; main inboxes into promotional folders.<\/p><p>One of the biggest reasons, though, is that plain-text emails are simply easier to read on mobile. In 2019, mobile phone users are expected to <a href=\"https:\/\/www.statista.com\/statistics\/330695\/number-of-smartphone-users-worldwide\/\">pass the five billion mark<\/a>, and more than half of all emails are opened on mobile devices. Yet somehow <a href=\"https:\/\/www.superoffice.com\/blog\/b2b-email-marketing-report\/\">1 in 5 email campaigns<\/a> are still not optimized for mobile. To ensure your emails don&#8217;t end up unread or in the trash, try following these mobile-friendly best practices:<\/p><ul><li><strong>Keep subject lines short and personal <\/strong>to increase open rates by 50% and attain a higher response rate.<\/li><li><strong>Utilize a single-column <a class=\"wpil_keyword_link\" href=\"https:\/\/elementor.com\/library\/all-categories\/\"   title=\"Alle categorie\u00ebn\" data-wpil-keyword-link=\"linked\"  data-wpil-monitor-id=\"26738\">template<\/a>.<\/strong> Multi-column formats on mobile devices appear condensed and can be confusing to navigate.<\/li><li><strong>Eliminate all but <\/strong><strong><em>one<\/em><\/strong><strong> call-to-action<\/strong> within an email to deliver an increase in clicks.<\/li><li><strong>Use a larger font size <\/strong>of at least 13 or 14 pixels to make your content more readable.<\/li><\/ul><p>Lastly, don\u2019t forget that each and every email provider handles their email display standards differently. An email might render in Gmail one way and in a completely different way in Yahoo or Outlook. Be sure to test it across multiple providers <em>and<\/em> devices before sending it out.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7b4ed71 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7b4ed71\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d8c5e31\" data-id=\"d8c5e31\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d58517 elementor-widget elementor-widget-heading\" data-id=\"1d58517\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Growing a Clean and Engaged Email List as a Top Priority<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8509153 elementor-widget elementor-widget-text-editor\" data-id=\"8509153\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In life, your reputation is everything \u2013 and email marketing is no different. Whether you know it or not, your emails are being judged by your behavior, i.e. your <a href=\"https:\/\/www.senderscore.org\/\">sender score<\/a>. Your sender score is a gauge of how email providers view your IP address. Factors like spam complaints, emailing to unknown users, and excessive bouncing can put you in hot water and lower your score.<\/p><p>Therefore, it\u2019s best to not focus on growth for growth\u2019s sake. Instead, focus on growing real subscribers who are invested in receiving your content. A best practice here is to deploy a double opt-in to increase security and grow your list the smart way. The single opt-in option ends up leaving your website vulnerable to hackers or competitors who can easily infiltrate your subscriber list with invalid emails or spam traps.<\/p><p>It\u2019s also a good practice to regularly clean up your email list. A tool like Voila Norbert can help combat email list decay and prevent bounces by <a href=\"https:\/\/www.voilanorbert.com\/verify\/\">verifying the email addresses<\/a> you&#8217;re sending to are correct and up to date.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-07dee52 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"07dee52\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f598aa8\" data-id=\"f598aa8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e9c4b63 elementor-widget elementor-widget-heading\" data-id=\"e9c4b63\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Artificial Intelligence (AI) Will Become More Accessible<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7676a47 elementor-widget elementor-widget-text-editor\" data-id=\"7676a47\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Email marketing is yet another industry that will be disrupted by machine learning. Artificial intelligence suggesting ways to better segment your email list, sprinkling in specific product recommendations, and even designing a more personal experience when targeting a specific segment of customers are all in the realm of possibility.<\/p><p>Sound too good to be true?<\/p><p>It&#8217;s not \u2013 and there are several tools at your disposal right now that can leverage AI to enhance your email marketing results:<\/p><p><a href=\"https:\/\/phrasee.co\/\">Phrasee<\/a>, an AI tool that specializes in language generation for marketing copy, uses complex algorithms to create subject lines, email body copy, and calls-to-action that facilitate more engagement and higher click-through rates. The app doesn\u2019t just follow best practices either. It also uses language found by analyzing your company\u2019s content and determining what your audience responds to so it can deploy more of it.<\/p><p><a href=\"https:\/\/www.persado.com\/products\/pro-email\">Persado Pro Email<\/a> takes the guesswork out of email marketing by analyzing emails through its machine learning and natural language processing tools to maximize responses. It does this by using intuitive style filters to change the tone of your emails to better match your message or brand voice. Like Phrasee, it also leverages powerful algorithms to generate better-performing subject lines, body copy, and calls-to-action.<\/p><p>Some best practices stay consistent year to year, such as personalizing emails and ensuring your content is mobile-friendly. Others are coming to the forefront, such as advancements in artificial intelligence that are becoming more mainstream day by day. Challenges over transparency with sponsorships and ads are shifting the landscape, and the increasing need to ward off email list decay is more important than ever.<\/p><p>A new year is upon us, and with it, a new sea of possibilities. Make sure you stay on top of all the changes, challenges, and opportunities, now and into the future.<\/p><p><strong>What\u2019s consistent and what\u2019s new about your 2019 email marketing strategy? Tell us in the comments below!<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>If you don\u2019t want to get left behind as the email marketing landscape shifts, you need to read this article. Sujan Patel, co-founder of Mailshake &amp; Ramp Ventures, shares his essential tips for email marketing in 2019.<\/p>\n","protected":false},"author":130436,"featured_media":22742,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17,36,28],"tags":[79],"marketing_persona":[],"marketing_intent":[],"class_list":["post-22719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration","category-marketing","category-tips-tricks","tag-build"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Marketing Best Practices for 2019<\/title>\n<meta name=\"description\" content=\"If you don\u2019t want to get left behind as the email marketing landscape shifts, you need to read this article. Sujan Patel, co-founder of Mailshake &amp; Ramp Ventures, shares his essential tips for email marketing in 2019.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing Best Practices for 2019\" \/>\n<meta property=\"og:description\" content=\"If you don\u2019t want to get left behind as the email marketing landscape shifts, you need to read this article. 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