Article written by Julie Gorham
Email newsletters remain a cornerstone of customer engagement, delivering targeted, value-driven content directly to subscribers. With an ROI of $36–$42 per $1 spent, newsletters outperform many marketing channels, making them ideal for businesses seeking cost-effective results (Forbes, 2024). Their ability to educate, inform, and gently persuade ensures relevance in 2025.
The goal of this article is to identify the best practices and the pitfalls of email marketing that can either build or burn your brand.
Email Marketing – Branding Building or Brand Burning?
A common misnomer about how to use email marketing is marketing is ideal for cold-calling. That’s not true, but a lot of companies do it, because email-based services make a nice heap on setting all of that up. Canned Spam rules change often just like Google Algorithms. What works today, may not work tomorrow. Our recommendation – Use email for warm leads or those who have expressed interest in receiving news from you.
Also, you may have noticed these cold-call emails use non-domain emails like scottsmarketing@gmail.com instead of an email from a company domain. Why? Because if the readers clicks spam enough, and they do, they will get your domain black listed with email programs like MailChimp or Active Campaign. Cold solicitation of email with repeated requests, without the reader subscribing is defined as spam. Don’t burn your brand with spammy email practices. Instead, build your brand the right way, to audiences who are ready and willing to engage.
81% of marketers use newsletters to drive engagement, citing their effectiveness in building long-term relationships
– GetResponse, 2024
Follow These Actions to t0 Ensure Email Success
1. Professional Branding & Layout
- A consistent, branded appearance builds trust and recognition.
- Use a branded header with logo, contact info, and website link (e.g., Precision Air’s emails include logo, phone numbers for WA/OR, and website).
- Ensure mobile-responsive designs, as 60% of opens occur on mobile (Mailchimp, 2024).
- Include a footer with company details (e.g., Precision Air’s “{company_address}, {license_number}”) for credibility.
- Example: Precision Air’s newsletters feature a header with their logo and regional phone numbers, reinforcing brand consistency
2. Catchy Subject Lines & Preview Text
- Compelling subject lines and concise preview text drive opens.
- Keep subject lines under 50 characters for mobile (e.g., Precision Air’s “It’s time for a tune-up!”).
- Use benefit-driven language (e.g., “Cool savings to warm you up inside”).
- Personalize with dynamic fields (e.g., “{{customer_name}}, Save Now!”), boosting opens by 26–50% (Salesforce, 2024).
- Limit preview text to 40 characters (e.g., “Big rebates for HVAC systems in 2024”).
- Stat Callout: Preheader text increases open rates by 44.67% compared to 39.28% without (EmailToolTester, 2024).
3. Personalization & Segmentation
- Tailored content increases relevance and engagement.
- Segment by audience type from the spreadsheet (e.g., Existing Customers for maintenance, Non-Customers for financing offers).
- Leverage behavioral data (e.g., past purchases or quote history) for targeted messaging.
- Example: Precision Air’s “Aging Equipment Template” targets customers with systems over 15 years old, offering ductless solutions.
4. Skimmable Design
- 61% of readers spend 8 seconds or less on emails so design for quick consumption (Litmus, 2024).
- Use short paragraphs (2–3 sentences).
- Include bolded headings, bullet points, and white space.
- Feature a single, clear CTA (e.g., “Schedule now” in Precision Air’s tune-up reminder).
- Example: Precision Air’s “Tune-Up Reminder” uses bolded “It’s time for a tune-up!” and short copy to highlight maintenance benefit
5. Clear CTA Placement
Effective CTAs drive conversions.
- Use action-oriented CTAs in buttons or bold text (e.g., Precision Air’s “Book your free estimate”).
- Repeat CTAs in the body and footer for accessibility.
- Align CTAs with the newsletter’s purpose (e.g., “Product Review & Book an Appointment” for sales).
- Stat Callout: A single, clear CTA boosts click-through rates by 371% (Mailmodo, 2024
6. Value-Rich Visuals
- Images enhance engagement when used strategically.
- Include one high-quality, relevant image (e.g., Precision Air’s “Man on couch pointing remote at wall unit” for ductless systems).
- Use alt text for accessibility and deliverability.
- Avoid generic stock photos; align visuals with content (e.g., technician photos for service campaigns).
- Example: Precision Air’s energy efficiency newsletter uses a “Family huddled under a blanket” image to emphasize savings.
What Should You Promote? Follow This Formula
To prevent subscriber fatigue, follow a 4:1 informative-to-promotional content ratio.
- Informative Content: Share tips (e.g., Precision Air’s “Why energy efficiency matters”)
- Product education (e.g., water heater features)
- Helpful reminders with statistics (Maintenance reminders and early failure rates for no maintenance)
- Ask for the business (e.g., “12 Mo. Zero Interest” financing on new equipment”)
- Cadence: One email per month is reasonable, but it depends on your products and services, including frequency of use.
Example: Precision Air sends three educational newsletters (e.g., “Thank You Template,” “Air Filter Replacement”) followed by one promotional (e.g., “Aging Equipment” offer).
Key Metrics to Track
Monitor these metrics to optimize performance
Open Rate
- Open Rate: Target 20–30% (Mailchimp, 2024).
- Click-Through Rate (CTR): Aim for 2–5% (EmailToolTester, 2024). Clear CTAs like “Schedule now” drive click
Conversion Rates
- Conversion Rate: Expect 1–3%. Targeted offers (e.g., rebates) boost conversions
- It’s ideal to use a landing page for the email to track results in analytics.
Bounce Rates
- Bounce Rate: Keep below 2% for deliverability (SendGrid, 2024).
Spam Complaints: Maintain below 0.07% to protect sender reputation.
STAYING COMPLIANT WITH CANNED SPAM LAWS
- Include a clear unsubscribe link, honored within 10 days
- Use permission-based lists with double opt-in
- No false promises of discounts
- Provide a valid physical address
- Avoid deceptive subject line
FINAL THOUGHTS