EMail Marketing Best Practices Concept. E-Mail Marketing Drawn on White Brick Wall. E-Mail Marketing in Multicolor. Modern Style Illustration. Doodle Design Style of E-Mail Marketing. Line Style Illustration.Adopting Email Marketing Best Practices 

If you’re an independent author, an email subscriber list is an essential part of your business model, particularly if you write non-fiction books. Successfully building a list of email subscribers will help you sell more books.

You should be able to run your email marketing campaigns from your CMS. Most shopping carts have an autoresponder to create your opt-in form. Also, MailChimp is the most popular platform for automating email campaigns. However, MailChimp is not free.

91% of people check their email daily. With a strong subject line, you have the potential to increase your conversions. In fact, email marketing has 3 times more conversions that social media marketing.

Use no more than 20 lines of text in your campaign, a call to action button and one graphic. Place all your important information at the top of the email so that it shows in the preview pane.  Do not include videos that are more than 90 seconds long and add hyperlinks to your images. Do not use a lot of text, multiple columns or small fonts.

Send out emails once a week. Send them out too frequently, and your emails will be classed as spam.


This survey taken from a sample of 275 marketing professionals, in 2016, proved that the most successful digital marketing strategy was email. Website content marketing fell slightly below. Social Media hit the 50% above mark. The lowest digital marketing strategy were display ads, which proved three times less successful than paid search campaigns. The most difficult social media campaigns to implement were Social Media and SEO.

More Email Marketing best practices:-

  • Segment your list of contacts to target specific customers, e.g. their purchase history or age.
  • Offer a free product or service with your sign up.
  • Set up autoresponder messages.
  • Use the same email with different subject lines.
  • Study your performance metrics so that you can build on what’s working by tracking your clicks, open, bounce and spam complaint rates.
  • Emails should be mobile responsive.
  • Pitch your business in no more than 20% of your posts.
  • Test your content before sending out your campaign.
  • Make use of seasonal/event email marketing opportunities.
  • Avoid JavaScript and CSS elements because email providers will block these.
  • Avoid spam trigger words.
  • Avoid strange formats and symbols.
  • Check your unsubscribe rates.
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