Despite the rise of social media and messaging apps, email marketing continues to deliver results like no other channel. In fact, studies show that for every $1 spent on email marketing, businesses earn an average of $42 in return. That’s not just good ROI, it’s powerful proof that emails still matter.
Across industries, marketers, especially Shopify marketing experts, consistently lean on email to build customer relationships, drive conversions, and grow brand loyalty. Whether you’re running a small online store or offering full-scale Shopify marketing services, email is a tool you can’t afford to ignore.
In this blog, we’ll explore 25 of the best email marketing tips that actually work. These aren’t just theories, they’re proven strategies used by successful brands. Whether you’re new to email marketing or just looking to improve, you’ll find ideas you can start using today. Let’s dive into the tips that can turn your emails into real business results.
Before you even hit “send,” a successful email campaign begins with strategy. These first five tips help you lay the groundwork that sets everything else in motion.
Tip 1: Know Your Audience Like a Friend
The most effective emails feel personal, because they are. Understanding your audience’s age, interests, buying habits, and preferences helps you create messages that actually resonate. Use segmentation to group your subscribers by behavior or demographics. Go deeper by studying your customer psychology, what motivates them to open, click, and buy. The more relevant your email, the better your results. Even Shopify marketing experts prioritize knowing their audience before creating a campaign. If you treat your readers like real people (not data points), you’re already on your way to mastering the best email marketing tips.
Tip 2: Clean Your List, Often
A cluttered list full of inactive or fake addresses can hurt your deliverability. Regularly removing bounced emails and unengaged subscribers keeps your list healthy. High open and click-through rates signal to inbox providers that your emails are valuable. Plus, smaller, targeted lists often perform better than bloated ones. This principle is one Shopify marketing services rely on when optimizing campaigns. Don’t let dead weight drag your metrics down. Instead, clean your list every few months. It’s one of the most overlooked but powerful best email marketing tips for long-term success.
Tip 3: Use a Recognizable “From” Name
Would you open an email from someone you don’t know? Probably not. That’s why it’s important to send emails from a name your audience will recognize—whether that’s your personal name, brand name, or a combination of both. Trust plays a huge role in open rates. Consistency also matters. Switching names frequently confuses your readers and reduces credibility. Shopify marketing experts recommend keeping your “from” name stable across campaigns. Make it human, familiar, and professional. This small change can have a big impact—and it’s one of the best email marketing tips out there.
Tip 4: Set Clear Goals for Every Email
Before you write a single word, ask yourself: what do I want this email to achieve? Every message should have one clear purpose whether it’s driving traffic, generating sales, collecting feedback, or encouraging sign-ups. Setting a goal helps you stay focused and prevents your email from becoming cluttered with distractions. This is a tip even seasoned Shopify marketing experts swear by. When your email aligns with a single objective, your call-to-action becomes sharper and your results improve. Goal-first writing is one of the best email marketing tips you can implement today.
Tip 5: Pick the Right Email Marketing Tool
Your choice of platform can make or break your strategy. From automation to analytics, the right email marketing tool makes it easier to execute campaigns efficiently. Look for tools that offer integrations with your eCommerce platform, especially if you use Shopify. Many Shopify marketing services rely on platforms like Klaviyo or Mailchimp because they sync seamlessly with product data and customer behavior. Consider features like A/B testing, drag-and-drop editors, and segmentation options. Choosing the right tool early on helps scale your success. It’s one of those behind-the-scenes yet essential best email marketing tips.
Crafting Irresistible Content
Once the foundation is in place, it’s time to focus on what your audience actually sees: the words, design, and flow that make someone stop, read, and act. These next five tips will help you create content your audience can’t ignore.
Tip 6: Write Subject Lines That Spark Curiosity
Your subject line is your first impression and your best shot at getting noticed. The best email marketing tips always start with mastering this one. Use curiosity, urgency, or relevance to grab attention. Ask questions. Tease what’s inside. Keep it short (under 50 characters is ideal) and specific. Avoid spammy words that trigger filters. Shopify marketing experts often A/B test subject lines to see which style performs best. Think like a reader: what would make you pause and open? That’s the mindset you need to write subject lines that actually deliver results.
Tip 7: Nail the Preview Text
Preview text is the small snippet that appears after your subject line, and it’s a surprisingly big deal. It works like your email’s “subtitle,” adding context and building interest. Many businesses, including those offering Shopify marketing services, overlook this powerful space. Don’t just repeat the subject line; instead, use the preview text to expand on it or hint at what’s inside. Aim for clarity and relevance. Keep it under 90 characters and front-load important words. When done right, it reinforces your message and boosts open rates. Smart use of preview text is one of the best email marketing tips today.
Tip 8: Keep Emails Skimmable
Most people won’t read your email word for word, they’ll scan it. That’s why formatting matters. Use short paragraphs, clear subheadings, and bullet points to break up text. Highlight key takeaways so they’re easy to spot. Shopify marketing experts often design with mobile-first thinking, where clean layout matters even more. Don’t overwhelm readers with a wall of words. Visual hierarchy makes content feel lighter and more inviting. Whether you’re sending newsletters or promotions, skimmable content increases engagement. It’s one of the tips for making sure your message actually gets absorbed.
Tip 9: Talk Like a Human, Not a Brand
You’re writing to people, not algorithms. Ditch the robotic tone and talk like you would in a one-on-one conversation. Use “you,” ask questions, and keep it friendly. Today’s readers, especially those engaging with Shopify marketing services, prefer brands that sound real. Avoid buzzwords and complex jargon. A genuine, human tone builds trust and connection—two essentials for clicks and conversions. Even serious offers perform better when written with warmth. So let your brand’s personality show. When you sound relatable, people listen. That’s why conversational writing tops the list of the best email marketing tips.
Tip 10: Always Include a Clear CTA
Every email should have a single, focused action you want the reader to take, buy now, read more, book a call, etc. That’s your CTA (Call-to-Action), and it should stand out. Use buttons or bold text, and place it both mid-email and at the end. Avoid vague phrases like “click here.” Instead, be specific: “Get 20% Off Now” or “Start Your Free Trial.” Shopify marketing experts recommend one CTA per email to keep readers focused. Whether subtle or bold, a clear CTA turns passive readers into active customers, and that’s what the best email marketing tips are all about.
Optimizing for Engagement
Now that your emails are written and designed well, it’s time to make sure they perform. This section focuses on strategies that improve how people interact with your emails, boosting opens, clicks, and conversions.
Tip 11: Test Everything Before Sending
Testing isn’t optional, it’s essential. Whether it’s subject lines, layout, images, or send times, A/B testing reveals what your audience truly responds to. Even Shopify marketing experts don’t rely on gut feeling alone. They test different elements to learn and improve over time. Try changing just one variable per test to get clear results. Also, send test emails to yourself and teammates to check formatting and links. A flawless, tested email is more likely to succeed. One of the best email marketing tips is this: never assume, always test before hitting “send.”
Tip 12: Personalize Beyond the First Name
Personalization doesn’t stop at “Hi [Name].” Use behavior, purchase history, or location to tailor content that feels custom. For example, if a subscriber recently browsed a product, send a follow-up with related items. Shopify marketing services often use this approach to drive conversions through targeted emails. Personalization makes readers feel seen and understood. The more relevant the message, the higher the engagement. Don’t overdo it, but be thoughtful. Personalization is one of the best email marketing tips because it turns generic blasts into meaningful conversations, and that’s what builds loyalty.
Tip 13: Optimize for Mobile First
More than half of emails are opened on mobile devices. If your email isn’t mobile-friendly, you’re losing readers fast. Use responsive design, keep subject lines short, and make sure buttons are big enough to tap easily. Shopify marketing experts design mobile-first by default—it’s not a bonus; it’s the standard. Test how your emails appear on different screen sizes. Prioritize fast load times and clear formatting. Mobile optimization is one of those behind-the-scenes best email marketing tips that silently increases your performance with every send. Don’t ignore the tiny screen—it’s where the magic happens.
Tip 14: Send at the Right Time
Timing matters more than you think. Sending your email when your audience is most likely to open it can dramatically affect performance. For many brands, mornings on weekdays perform well, but it depends on your audience. Shopify marketing services often analyze past data to pinpoint optimal send times. Experiment with different days and hours, then study your open and click-through rates. Some tools even offer smart send features based on user activity. The best email marketing tips are data-driven, and timing is a detail worth mastering if you want better results.
Tip 15: Use Visuals Wisely
Images can make your emails more engaging—but they should enhance, not overwhelm. Use high-quality visuals that support your message, like product shots or infographics. Always include alt text in case images don’t load. Balance is key. Too many images can slow loading and hurt readability. Many Shopify marketing experts follow a 60:40 text-to-image ratio. Also, make sure your design still makes sense without images. Some subscribers block them by default. Smart visuals, used intentionally, boost interest and click-throughs. It’s one of the best email marketing tips that helps you stand out in a crowded inbox.
Automation & Timing
Automating the right things at the right time makes your email marketing smarter, not just easier.
Tip 16: Set Up a Welcome Series
A well-crafted welcome email sets the tone. It’s your first impression—and it matters. Instead of a single hello, try a short series that introduces your brand, adds value, and gently nudges people toward a next step. Welcome emails tend to have the highest open rates, so don’t waste them. Share your story, offer a helpful resource, or highlight a customer favorite. Even better—automate the series to trigger instantly after sign-up. It’s a quiet powerhouse of good email marketing, and one of the best ways to warm up new subscribers without lifting a finger each time.
Tip 17: Automate Based on Behavior
Not all subscribers are the same—and your emails shouldn’t be either. Behavioral automation helps you send messages based on actions people actually take. Did someone abandon their cart? Browse a product page? Make a purchase? Triggering emails around those moments can dramatically improve engagement. It feels personal, timely, and relevant. Many Shopify marketing services rely on this tactic to drive conversions while staying efficient. Set up simple flows using your email platform’s tools. You’re not just saving time—you’re creating smarter customer experiences without being salesy or overwhelming.
Tip 18: Don’t Overwhelm with Frequency
More isn’t always better when it comes to emails. Flooding inboxes leads to fatigue, unsubscribes, or worse—spam complaints. Instead, focus on consistency and value. Some audiences love weekly updates; others prefer a slower pace. Pay attention to open rates and click-through trends. Consider letting subscribers choose how often they hear from you. This small gesture builds trust and retention. Shopify marketing experts often say, “Send when you have something worth saying.” That’s the key. Keep your rhythm steady and respectful, and you’ll stay welcome in their inbox—not just present.
Tip 19: Re-Engage Inactive Subscribers
Inactive subscribers aren’t lost causes—they might just need a reason to come back. A well-timed re-engagement email can remind them why they signed up in the first place. Try a new offer, an update on your brand, or even a simple “Do you still want to hear from us?” This shows respect and helps keep your list clean. If there’s no response after a few attempts, it’s okay to let them go. Focusing on the engaged helps your open rates and deliverability. It’s a smart move that balances both business and user experience.
Tip 20: Respect Time Zones When Sending
Timing is everything—especially with email. Sending at the “perfect time” means nothing if your reader is asleep. Many email tools allow you to send based on your subscriber’s local time zone. It’s a small change that can greatly improve open and click rates. Imagine your email arriving just before lunch or right after work—exactly when they’re likely to check. Brands using Shopify marketing services often schedule campaigns this way to match customer behavior. It’s thoughtful, strategic, and way more effective than a one-size-fits-all send time.
Measuring & Improving
Once the emails are out, the real work begins, tracking, learning, and getting better with every send.
Tip 21: Track the Right Metrics
Open rates and click-throughs are just the beginning. To truly understand what’s working, you need to look deeper—conversion rates, bounce rates, unsubscribe trends, and ROI. Not every email is meant to sell; some are for nurturing or educating. Knowing the goal helps you choose which metrics matter. Tools from Shopify marketing experts can help visualize your campaign’s impact clearly. Avoid chasing vanity numbers. Focus on results that align with your business goals, whether it’s sign-ups, Shopify sales, or engagement. Good data leads to great decisions.
Tip 22: A/B Test One Thing at a Time
Testing is key to improving, but don’t change everything at once. Try tweaking just one variable—subject line, CTA placement, or image style. This way, you’ll know exactly what made the difference. Start small: two versions of an email, sent to a small sample. Let the results speak, then roll out the winner. It’s a favorite strategy among Shopify marketing services because it’s low risk and high reward. Over time, these small experiments can lead to major performance lifts.
Tip 23: Learn from the Best (and Worst)
Your inbox is full of inspiration—look at what other brands are doing. Which subject lines make you open? Which emails make you click? Even better, which ones annoy you or make you unsubscribe? Learning from both great and terrible examples will sharpen your instincts. You don’t have to copy anyone, but you can borrow structure, tone, or pacing. Shopify marketing experts often reverse-engineer top-performing emails for insights. The goal is to evolve your style in a way that still feels true to your brand.
Tip 24: Collect Feedback from Your Subscribers
Want to know what’s working? Just ask. Invite feedback from your audience in a simple email. What do they want more of, tips, product updates, behind-the-scenes content? A short survey or a direct reply option can offer gold. It also shows you care about their opinion, which strengthens your brand relationship. The best email marketing marketing tips often come straight from subscribers themselves. Their needs evolve, so your emails should too. Listening is a superpower.
Tip 25: Always Be Learning & Iterating
There’s no perfect email strategy—only better ones. What worked last month might flop this month. That’s okay. The key is to keep testing, refining, and growing. Read blogs, join communities, follow Shopify marketing services and thought leaders. Track your progress, celebrate small wins, and don’t fear a low open rate, it’s a learning moment. Every email you send is a chance to get better, connect deeper, and build trust with your audience. That mindset alone sets you apart from most.
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Conclusion
Mastering email isn’t about sending more, it’s about sending smarter. The 25 best email marketing tips we covered here aren’t just theories—they’re proven strategies that can help you connect deeper, sell better, and grow consistently. From understanding your audience to nailing the timing and content, every step matters.
And if you’re running an online store, applying these tips with the support of reliable Shopify marketing services can amplify your results even more. Many Shopify marketing experts agree: email is still one of the most powerful tools in your growth toolkit, when done right.
So whether you’re new to email or refining your approach, keep testing, keep learning, and always prioritize value over volume. Great emails aren’t built overnight, but they are worth the effort.
Now, it’s your turn, start applying what you’ve learned and watch your emails work harder for you.
Frequently Asked Questions
Understanding your audience, sending personalized and valuable content, and consistently optimizing based on performance data is the best strategy.
Target, Tease, Teach, Test, and Track—these guide effective, engaging, and results-driven email campaigns.
Focus 80% of your emails on providing value and 20% on promotion to build trust and engagement.
Use a professional tone, offer actionable value, segment by industry or role, and include clear, relevant CTAs.
CTR stands for Click-Through Rate—it measures the percentage of recipients who clicked on a link in your email.
