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Email campaign best practices

When creating your email campaigns, your main goal is to make them as successful as possible. The more your email campaign is successful, the more traffic you’ll get, and the more subscribers you’ll have as well.

If you want to make your campaign as successful as possible, then this guide will show you all the best practices of email marketing and the general tips you need to follow in order to create a successful marketing campaign.

Subject line and preview text

If you want to create a successful marketing campaign, then you need to start by giving out a great first impression. The key to do that is through your subject line and preview text because they’re the first thing your subscriber will see. 

Here’s how you can create interesting subject lines and preview texts:

  • Be short: Don’t express your idea in a long way, be short and straight to the point.
  • Be specific: Don’t be too broad or too general, make sure you’re as specific as possible. 
  • Be clear: Don’t make your subscribers confused, make sure you’re clear in your message.
  • Be friendly: Use some emojis to lighten the weight of your email. 
  • Be accurate: Make sure everything you write is accurate and correct.
  • Be respectful: Make sure you follow legal requirements and regulations like CASL, PECR etc.
  • Be curious: Ask a question to get an answer back. 

Email content

Your email’s content plays a big role in how successful your email campaign is going to be.

Here’s our advice on how to create interesting content:

  • Have a voice: And that voice should be consistent with your branding in terms of the tone you’re using, the language, and even the vocabulary.
  • Make it short: No one likes to read very long emails unless they’re work-related, so, make sure you’re as short and straight to the point as possible.
  • Only one topic: Don’t divert from the topic you want to talk about. Your subscribers might get confused. 
  • A call-to-action: It’s important to include a call-to-action in your email, whether it’s for buying a product, checking a blog post, or making another similar action.
  • Include a link: It’s always important to divert your subscribers to your website for traffic and to keep them always interested.


Make sure to follow a style that will speak best to your subscribers and readers. The simpler it is, the better it will be.

Here are some tips on what to do:

  • Be consistent with your branding: Your style, even if it should be simple, should be consistent with your branding. Make sure to use the same colors as you usually do on your website. 
  • Brighter Call-to-action: Your call-to-action should bring and draw all the attention possible, so a brighter color with a subtle background is the way to go.
  • Light background: Light backgrounds make your texts more readable and make them more interesting.


Images are important in emails, they break the crowdedness of the texts and make your content look overall more appealing.

If you’re considering adding images to your emails, here are some suggestions: 

  • Always use .jpg, .png or .gif format only for better results and clarity.
  • Your image’s name should reflect what your image is and describes it really well as it becomes its alt text when uploaded. 
  • Images should have less than 20 MB for better results and better upload. Avoori will still optimize them upon upload.
  • Only use letters and numbers in your file’s name to make it more clear for bots and more understandable. 
  • If you’re using multiple images in one section, aesthetically speaking, they should all have the same dimensions. 
  • Make sure to include a description of the image in case the email provider hides it or if the image ends up missing when landing on your subscriber’s primary inbox.

Email lists

A lot of new business owners feel tempted to buy mailing lists and start sending them emails for more traffic and more sales since day 1 but as tempting as this might be, it’s not ideal. The practice is frowned upon and can make you land in spam rather than the primary inbox of your subscribers because your email will be unwanted. This practice violates many regulations and legal restrictions and can affect your business in a bad way. 

That is why it’s important to start an email list from scratch and make sure it only has subscribers who want to be there. The email list, even if it seems small, will be more healthy and will have better analytics than the one you can buy. 

So, if you want to have a healthy email list, then here are some tips to follow: 

  • Make sure to include a newsletter form on your website either on your footer, blog posts or via pop ups.
  • Create a confirmation email that will help your subscribers confirm their subscription and thus will help create an email list of only interested people.
  • Never buy an email list or use one that was given to you as it can have a lot of fake emails and spammy emails, or, people that are simply not interested in what you offer.
  • If you’ve had an email list for too long, then it’s important to purge it and cleanse it from time to time. Make sure to remove subscribers that no longer open your emails or that are no longer interested in what you offer. Keep only the engaged subscribers who open your emails regularly.
  • If you’re importing an email list from another email provider to Avoori, consider first sending an email to your subscribers asking them if they want to be subscribed to your new email list with a link to it.
  • It’s important from time to time to sit through your emails and purge the duplicate emails, the seemingly fake emails, and the inactive emails. Even if it’s done periodically, this can improve your analytics tremendously.

Your email list is your most important asset, that’s why you need to preserve it and make it as healthy as possible if you want to have higher open rates, more clicks, and more traffic.

Note: If you upload your email list from another provider and see an upload failed error message, then make sure to check that the list is healthy and has all the points mentioned above. Emails lists that are bought can get you in trouble and could flag your email address as spammy and might get all of your future emails sent to the spam folder directly.

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