Each of us has sent a bad email before… but it’s NOTHING like the email marketing disasters some businesses have lived through.
One wrong move, and bam—your open rates plummet, your emails land in spam, and your subscribers disappear faster than free samples at Costco. It seriously doesn’t get worse than this.
- Sent before realizing “Hi [First Name]” doesn’t work when the name field is blank.
- Sent before learning that subject lines in ALL CAPS make people run for the unsubscribe button.
- Sent before discovering that “personalized” emails shouldn’t feel like they were written by a robot.
- Sent before realizing that a broken link means zero sales.
- Sent before figuring out that sending daily emails = instant regret.
And it’s not just small businesses making these mistakes—big companies have been caught red-handed too.
One poorly timed email, and suddenly, your brand is trending for all the wrong reasons. Just ask that company that “accidentally” emailed 100,000 customers with a blank message.
Or the business that promoted a winter sale in July. Even billion-dollar brands aren’t immune to email fails.
But don’t worry—this guide has everything you need to get it right. Let’s dive in!
What is Email Marketing?
Email marketing is a direct digital marketing strategy that involves sending personalized, targeted email campaigns to email subscribers to promote products, build brand awareness, and enhance customer retention.
It plays a crucial role in customer relationship management (CRM) and leverages marketing automation for better engagement.
With the evolution of AI-driven email marketing, brands can now create interactive emails, run A/B tests, and use predictive analytics to optimize their campaigns.
Email Marketing Has Been Around for Over 50 Years… And These Crazy Facts Show Why It’s Still the King of Digital Marketing!
You’ve probably heard people say “Email marketing is dead.”
But guess what? They couldn’t be more wrong!
While social media algorithms keep changing and paid ads get more expensive every year, email marketing remains one of the most reliable, cost-effective, and powerful tools for businesses worldwide.
And here’s the kicker—email marketing has been around for over 50 years!
That’s right! From a random test email in 1971 to AI-powered, hyper-personalized campaigns in 2025, email has evolved like crazy—and it’s not slowing down anytime soon.
So buckle up, because we’re about to take a trip through email marketing history—and trust me, you’ll never look at your inbox the same way again!
1971 – The First Email Is Sent
The first email ever sent wasn’t part of a marketing campaign—it was a simple test message sent by Ray Tomlinson, a computer engineer working on ARPANET (the early version of the internet).
He sent it between two computers sitting side by side. The content? “QWERTYUIOP.”
It wasn’t groundbreaking at the time, but looking back, this was the moment that changed digital communication forever.
1978 – The First Marketing Email (And It Made $13 Million!)
Source: Quadigy
Fast forward a few years, and a man named Gary Thuerk saw an opportunity. Working for Digital Equipment Corporation, he decided to send out the first-ever promotional email to 600 recipients on ARPANET.
The result? $13 million in sales.
This was the first time anyone had used email as a marketing tool. But it also led to something else—the beginning of spam.
At the time, there were no rules about who you could email, so businesses flooded inboxes with unsolicited messages. People weren’t happy, and spam became a real problem.
What is Spam?
Spam refers to unsolicited emails sent to people who didn’t sign up for them. Unfortunately, Gary’s email was also the first-ever spam email!
The 1980s – Email Becomes More Structured
By the 1980s, email was growing fast, and there were a few key developments that made it more structured:
- 1982 – The term “email” replaced “electronic mail message.”
- 1988 – The word “spam” was officially added to the Oxford English Dictionary.
- SMTP (Simple Mail Transfer Protocol) was developed, making email delivery more reliable.
However, email was still mostly used by businesses and government agencies rather than everyday people. That would change in the next decade.
The 1990s – Email Goes Mainstream (And Spam Gets Worse)
The 1990s saw email become widely accessible to the public. Platforms like Hotmail (1996), Yahoo! Mail, and AOL Mail made it easy for anyone to create an email account.
This was also the era of dial-up internet, which meant you had to sit through that awful screeching sound just to check your inbox. But once you did, there was a good chance you’d hear the famous AOL voice saying, “You’ve Got Mail!”
By this point, businesses had fully embraced email marketing, but there was still no regulation. Spam was everywhere.
People’s inboxes were flooded with unwanted promotional emails, and something had to change.
2003 – The CAN-SPAM Act Changes the Rules
By the early 2000s, email marketing had gotten out of control. To address this, the U.S. government passed the CAN-SPAM Act in 2003, setting the first legal standards for email marketing.
This new law required businesses to:
- Get permission before sending promotional emails
- Include a way for recipients to unsubscribe
- Use accurate subject lines (no clickbait!)
For the first time, email marketing had rules, and businesses had to start treating subscribers with respect.
Key Terms You Should Know:
- Subscriber – Someone who signed up to receive emails.
- Opt-In – When a person chooses to receive emails (single or double opt-in).
- Opt-Out – When a person unsubscribes from emails.
These changes helped clean up email marketing, but the best was still yet to come.
2010s – Email Marketing Gets Smarter & More Personalized
The 2010s brought huge improvements to email marketing. Instead of sending generic email blasts to everyone, businesses started using data and automation to create more relevant, engaging campaigns.
Here’s what changed:
- Segmentation – Businesses started dividing their audience into smaller groups based on interests, location, or behavior.
- Personalization – Emails became customized, including the recipient’s name, purchase history, and preferences.
- Mobile Optimization – More people were checking emails on their phones, so emails had to be responsive and easy to read.
- Automated Campaigns – Instead of manually sending every email, businesses could now set up automated drip campaigns.
These changes helped businesses connect with their audience more effectively, leading to higher open rates, click-through rates, and conversions.
2025 & Beyond – What’s Next for Email Marketing?
Email marketing isn’t slowing down anytime soon. If anything, it’s getting smarter.
Here’s what the future holds:
- AI-Driven Personalization – Emails will be even more tailored to individual users based on AI predictions.
- Interactive Emails – People will be able to shop, book appointments, and answer surveys directly from their inbox.
- Advanced Automation – More businesses will use predictive analytics to send the right emails at the right time.
By 2027, global email marketing revenue is expected to reach $17.9 billion—proving that email isn’t going anywhere.
Despite new marketing trends, email remains one of the most powerful digital marketing tools available.
Types of Email Marketing Campaigns
To maximize email engagement, brands must leverage different types of email marketing campaigns.
1. Newsletter Emails
Regularly scheduled email newsletters help brands share updates, industry news, and insights with subscribers to maintain customer engagement.
2. Promotional Emails
Used for product launches, discounts, and seasonal sales, promotional email campaigns drive website traffic and boost sales.
3. Transactional Emails
These automated emails include order confirmations, shipping updates, and password resets, enhancing the customer experience.
4. Welcome Emails
A well-crafted welcome email series helps brands make a strong first impression while setting expectations for future communications.
5. Re-engagement Emails
These are targeted emails sent to inactive subscribers, encouraging them to reconnect with the brand.
6. Abandoned Cart Emails
E-commerce businesses use cart abandonment emails to remind users about unfinished purchases, increasing conversion rates.
7. Drip Campaigns
A series of automated emails sent at intervals to educate, nurture, and convert leads.
Expert-Backed Email Marketing Strategies That Actually Work
Everyone claims to have the secret sauce for email marketing success, but let’s be real—most of it is just fluff. The real experts? They’ve tested, tweaked, and perfected strategies that actually drive results. And lucky for you, we’re about to spill their best-kept secrets.
1. The Subject Line Formula That Gets Emails Opened
Your subject line is the first (and sometimes only) thing people see. If it’s boring, it’s game over. Experts swear by the “Curiosity + Clarity” formula—intriguing enough to spark interest but clear enough to avoid confusion.
- “You’re Making This Email Mistake” (Curiosity)
- “How to Increase Open Rates by 47%” (Clarity)
❌“READ THIS NOW OR ELSE” (Yikes, calm down.)
2. The 80/20 Rule for Email Content
Nobody wants a sales pitch disguised as an email. The best marketers follow the 80/20 rule—80% value, 20% promotion. Teach, entertain, or solve a problem first. Then, and only then, slip in your offer.
❌ “BUY NOW! LIMITED TIME!” (Instant delete.)
- “Here’s how one small tweak doubled conversions—oh, and here’s a tool to help.” (Much better.)
3. Personalization That Goes Beyond “Hi [First Name]”
If your idea of personalization is slapping a first name at the top, we need to talk. Experts use behavior-based personalization, tailoring emails based on what people actually do.
- Someone abandoned their cart? Send a friendly nudge.
- A subscriber hasn’t opened in months? Try a re-engagement campaign.
- They keep clicking on “social media tips”? Give ‘em more of what they love.
4. The One-Two Punch for Click-Worthy CTAs
Want more clicks? Experts keep CTAs short, specific, and action-driven—none of that vague “Learn More” nonsense.
- “Grab Your Free Guide” (Yes, please!)
- “Claim Your 50% Discount” (No-brainer.)
❌ “Click Here” (For what? Suspense isn’t always a good thing.)
5. The Send-Time Sweet Spot
If you’re blasting emails at 2 AM, don’t be surprised when no one reads them. The best send times? Experts say Tuesdays and Thursdays around 10 AM or 3 PM tend to get the best engagement—but always test to see what works for your audience.
The Must-Send Email Marketing Campaigns That Keep Subscribers Hooked
Not all emails are created equal. Some make subscribers excited to open their inbox, while others get sent straight to the dungeon of doom (aka the spam folder). If you want to keep your audience engaged, these are the email campaigns experts swear by.
1. The Welcome Email (AKA Your First Impression Email)
You know that awkward moment when you walk into a party and don’t know anyone? That’s how new subscribers feel if you don’t send a solid welcome email. This is your chance to introduce your brand, set expectations, and—most importantly—make them want to stick around.
- Thank them for subscribing
- Let them know what to expect
- Give them something valuable (a discount, a freebie, or just a good laugh)
Example: “Welcome to the Club! Here’s 10% Off Your First Order”
2. The Nurture Sequence (Because Not Everyone Buys Right Away)
Just because someone joins your email list doesn’t mean they’re ready to buy today. That’s where a nurture sequence comes in—it slowly builds trust and shows why your product or service is exactly what they need.
Think of it as dating. You wouldn’t propose on the first date, right? Exactly.
Example: A 5-day email series with valuable tips, customer testimonials, and a soft pitch at the end.
3. The “We Haven’t Seen You in a While” Email
People get busy. They forget about your brand. But that doesn’t mean they’re gone forever! A well-timed re-engagement email can bring them back—especially if you throw in a little incentive.
- Remind them why they joined in the first place
- Offer a discount, bonus, or exclusive content
- Inject some personality (because “We Miss You” emails can get real boring)
Example: “We Miss You! Here’s 15% Off to Say ‘Welcome Back’”
4. The Sales Campaign (Without Feeling Pushy)
We get it—selling can feel awkward. But if done right, a sales email campaign doesn’t have to be pushy or annoying. The key? Focus on benefits, not just features, and create urgency without sounding desperate.
- Highlight how your product solves a problem
- Showcase testimonials or case studies
- Use urgency wisely (limited-time offers work, but don’t overdo it!)
Example: “Flash Sale: 24 Hours to Save 30% on Our Best-Sellers”
5. The Post-Purchase Email (Because the Sale Isn’t the End)
The biggest mistake businesses make? Treating customers like one-time buyers. A simple post-purchase email can turn a first-time customer into a lifetime fan.
- Thank them for their purchase (sounds obvious, but so many brands skip this!)
- Give them tips on how to use their new product
- Suggest related products or services
Example: “Thanks for Your Order! Here’s How to Get the Most Out of It”
How to Dodge the Spam Folder and Actually Get Your Emails Seen
Crafting the perfect email—killer subject line, engaging content, a call-to-action so good it could sell ice to penguins… only for it to land in spam where no one will ever see it.
Heartbreaking.
Email deliverability is everything—if your emails aren’t making it to the inbox, nothing else matters. So, let’s talk about the expert-approved ways to make sure your emails actually get delivered.
1. Stop Sounding Like a Spammer
Spam filters are ruthless. If your email even smells like spam, it’s getting banished. Here’s what NOT to do ❌:
- Overuse ALL CAPS (NO ONE LIKES BEING YELLED AT)
- Spammy words like “FREE!!!” or “CLICK NOW” (Instant 🚩)
- Too many exclamation points!!!!!!!! (Chill, just one is fine.)
Do this instead:
- Write subject lines that create curiosity without sounding desperate.
- Use clear, professional language (but keep it conversational!).
- Test different subject lines to see what lands best.
2. Make Sure You’re Sending from a Legit Email Address
If your emails are coming from noreply@yourbusiness.com, we have a problem. Not only does this look impersonal, but some inboxes actually flag no-reply addresses as spammy.
How to Fix it:
- Use a real email address (like hello@yourbusiness.com).
- Authenticate your email domain with SPF, DKIM, and DMARC (sounds technical, but
- your email service provider should help with this!).
- Avoid free email providers (like Gmail, Yahoo, or Outlook) for business emails—use your own domain!
3. Keep Your Email List Clean (Because Dead Emails Hurt You)
If you’re still emailing people who haven’t opened your emails in years… stop. Sending emails to inactive or fake email addresses can wreck your sender reputation, which means fewer of your emails will make it to inboxes.
How to clean your list:
- Regularly remove inactive subscribers (if they haven’t opened in 6 months, it’s time to say goodbye).
- Use double opt-in so only real, engaged people join your list.
- Run re-engagement campaigns before purging inactive subscribers.
4. Send Emails at the Right Time (Timing Matters!)
Sending emails when your audience is asleep? Bad idea. Sending emails when they’re actually checking their inbox? Much better.
Best send times (according to data):
- Tuesdays and Thursdays perform best.
- 10 AM – 11 AM and 3 PM – 4 PM tend to get the most engagement.
- But always test different times to see what works for your audience!
5. Make It Easy to Unsubscribe (Yes, Really)
It sounds counterintuitive, but hiding your unsubscribe button actually hurts your email deliverability. If people can’t easily opt out, they’ll mark you as spam instead—and that’s way worse.
Do this instead:
- Include a clear, easy-to-find unsubscribe link.
- Offer a “manage preferences” option so people can choose how often they hear from you.
- Accept that unsubscribes are normal—you only want engaged subscribers anyway!
6. Warm Up Your Email Reputation (So You Don’t Get Blacklisted)
If you suddenly start blasting thousands of emails from a new domain, inbox providers might panic and think you’re a spammer. This is why warming up your email reputation is so important—especially if you’re new to email marketing.
How to do it:
- Start by sending to your most engaged subscribers first.
- Slowly increase the number of emails you send over time.
- Avoid sending a huge campaign from a fresh domain—gradually build trust.
7. Test, Track, and Tweak for Better Results
Even the best marketers don’t guess—they track open rates, click rates, and deliverability rates to see what’s working (and what’s not).
Key things to track:
- Open rates (Are people even opening your emails?)
- Click-through rates (Are they engaging with your content?)
- Bounce rates (Are too many emails getting rejected?)
- Spam complaints (Yikes—if people are marking you as spam, fix it fast.)
Inbox or Spam? The Choice Is Yours
Let’s talk about email design and copywriting hacks that make people actually want to read (and click) your emails. Stay tuned!
How to Write and Design Emails People Actually Want to Read
Getting into the inbox is step one. But if your emails look like a hot mess or read like a boring textbook, guess what? Nobody’s clicking.
The good news? You don’t need to be a professional designer or copywriting genius to create emails that look great and get results. Just follow these expert-backed hacks:
1. Write Like a Human (Not a Corporate Robot)
If your emails sound like they were written by a legal department, it’s time for a refresh. The best emails feel personal, casual, and engaging—like they’re coming from a friend, not a faceless brand.
What to do:
- Use a conversational tone (if you wouldn’t say it out loud, don’t write it).
- Write how you talk—it’s okay to be a little informal!
- Skip the jargon. Keep it clear and simple.
❌ Boring corporate email:
“Dear valued customer, we are pleased to inform you that our latest promotional offer is now available for a limited time only.”
Better, more human email:
“Hey [Name], we’ve got something special just for you—check it out before it’s gone!”
See the difference? Be real, be fun, be YOU.
2. Keep It Short and Skimmable
Nobody has time for a 1,000-word essay in their inbox. The best emails are short, to the point, and easy to skim.
How to make your emails skimmable:
- Use short paragraphs (1-2 sentences max).
- Add bullet points to break up text.
- Use bold and italics to highlight important info.
Example:
Before:
“Our latest collection features a wide range of high-quality products designed to enhance your daily experience, and we believe you’ll love what we’ve created for you. Click the link below to explore our offerings.”
After:
“New collection just dropped! Check it out here → [Link]”
Shorter = better.
3. Make Your Call-to-Action (CTA) Unmissable
If your email doesn’t tell people what to do next, don’t be surprised when they do nothing. Your CTA (Call-to-Action) should be clear, bold, and easy to find.
Best CTA practices:
- Use one primary CTA per email (too many options = confusion).
- Make it bold, bright, and easy to click.
- Use action-driven words (“Grab Your Discount” > “Click Here”).
Weak CTA: “Click here for more information.”
Strong CTA: “Get 20% Off—Claim Your Deal Now”
Your CTA should scream “Click me!”—but, you know, in a non-spammy way.
4. Design Matters (Even If You’re Not a Designer)
Ugly emails don’t convert. But you don’t need a graphic design degree to make your emails look clean and professional.
Easy design tips for better emails:
- Stick to one or two fonts—no need for a font circus.
- Use plenty of white space so your content doesn’t feel cluttered.
- Keep images lightweight (too many = slow load times).
- If in doubt, use a simple, mobile-friendly template (most email platforms have great ones!).
Example:
Bad email design:
- 5 different font styles
- Walls of text with no spacing
- Huge images that take forever to load
Good email design:
- Clean, easy-to-read layout
- A few strategic images (not overloaded)
- A single, clear CTA
5. Personalization Beyond Just “Hi [First Name]”
We already talked about why basic personalization isn’t enough—so let’s go a little deeper.
Ways to personalize emails like a pro:
- Send recommendations based on past behavior (“We saw you loved [Product]—check out these similar picks!”).
- Use dynamic content to show different offers based on location, interests, or purchase history.
- Remind customers of their activity (“You left this in your cart—want to complete your order?”).
6. Test Everything (Because What Works Today Might Flop Tomorrow)
Even the best email marketers don’t assume—they test.
What to test in your emails:
- Subject lines (Which ones get more opens?)
- CTA placement (Does a button work better than a text link?)
- Email length (Do short and snappy emails convert better than long ones?)
- Send times (Morning vs. evening—what works best for your audience?)
A great email isn’t just one that lands in the inbox—it’s one that people actually want to read and take action on.
Biggest Email Marketing Mistakes And How to Avoid Them
Even experienced marketers make mistakes—but some email missteps can tank your open rates, kill conversions, and push subscribers to hit “unsubscribe” faster than you can say “oops.”
If your emails aren’t performing as well as you’d like, you might be making one (or more) of these common mistakes. Let’s go over what’s going wrong and how to fix it.
1. Sending Emails Without a Clear Goal
If your email doesn’t have a clear objective, your subscribers will ignore it—or worse, unsubscribe.
Solution: Make Every Email Purposeful
- Define the goal before writing—do you want readers to buy, sign up, or engage?
- Keep the message focused—don’t try to do everything in one email.
- Use a clear, action-driven CTA to guide subscribers to the next step.
Bad email: “Hey there! Just checking in. Hope you’re doing well!”
Good email: “We just launched something exciting—get early access now!”
2. Writing Subject Lines That Put People to Sleep
Your subject line determines whether your email gets opened or ignored.
Solution: Write Subject Lines That Spark Interest
- Use curiosity, urgency, or personalization to make people want to click.
- Keep it short and engaging—40-60 characters is ideal.
- Avoid spammy words like “FREE!!!” or “ACT NOW!!” that trigger filters.
Good subject lines:
- “You’re making this email mistake (here’s how to fix it)”
- “50% off—just for you (but only for 24 hours!)”
- “I never thought this would work… but it did”
3. Emailing Too Often (or Not Enough)
Sending too many emails? You’ll annoy subscribers.
Not sending enough? They’ll forget you exist.
Solution: Find the Right Email Frequency
- Aim for 1-3 emails per week—enough to stay relevant without overwhelming people.
- Let subscribers choose how often they hear from you (weekly, monthly, or big updates only).
- If open rates drop, reduce the frequency and focus on quality over quantity.
4. Ignoring Mobile Users (A Costly Mistake)
More than 50% of emails are opened on mobile devices. If your email doesn’t look good on a phone, half your audience won’t read it.
Solution: Optimize Emails for Mobile
- Use mobile-friendly email templates (most platforms offer them).
- Keep subject lines short so they don’t get cut off.
- Use big, easy-to-tap buttons instead of tiny links.
5. Making It Hard to Unsubscribe (It Will Backfire)
Trying to hide your unsubscribe button or making it difficult to leave? Bad idea. If people can’t find it, they’ll mark you as spam—and that’s even worse.
Solution: Make Unsubscribing Easy
- Always include a clear, visible unsubscribe link.
- Offer a “manage preferences” option so subscribers can reduce email frequency instead of leaving entirely.
- Accept that not everyone is your ideal subscriber—focus on an engaged audience.
6. Not Personalizing Emails (Beyond Just a Name)
Adding “Hi [First Name]” isn’t real personalization. Generic emails don’t convert.
Solution: Use Smart Personalization
- Send recommendations based on past purchases, browsing history, or preferences.
- Use dynamic content to show different offers based on subscriber interests.
- Segment your list to send relevant content to the right people.
Basic personalization: “Hi John, check out our new collection!”
Smart personalization: “Hi John, since you loved our sneakers, here’s 20% off our new arrivals!”
7. Weak Calls-to-Action (CTAs That Don’t Convert)
A vague or weak CTA leads to low click-through rates.
Solution: Use Strong, Action-Driven CTAs
- Be clear and direct—tell people exactly what to do next.
- Make the CTA stand out (use buttons, bold text, or contrasting colors).
- Use action-driven words (“Get Your Free Guide” > “Click Here”).
Good CTAs:
- “Grab Your 20% Discount Now”
- “Join 10,000+ Others & Get Instant Access”
- “Reserve Your Spot Before We Sell Out”
8. Not Testing Emails Before Sending
Nothing’s worse than sending an email and realizing half the links are broken or the formatting is a mess.
Solution: Always Test Before Sending
- Send a test email to yourself (and a teammate).
- Check it on both desktop and mobile.
- Click every link and button to make sure they work.
9. Not Tracking Email Performance
If you’re not tracking open rates, click rates, and conversions, how do you know if your emails are working?
Solution: Monitor Key Email Metrics
- Track open rates (Are people opening your emails?)
- Track click-through rates (Are they engaging with your content?)
- Track unsubscribes & spam complaints (Are you sending too much or irrelevant content?)
Your email platform has analytics—use them to improve your campaigns.
Recommended Tools & Resources for Email Marketing
Best Email Marketing Platforms
Mailchimp – User-friendly platform with automation and segmentation features.
Brevo (formerly Sendinblue) – Best for transactional emails and SMS marketing.
GetResponse – Offers landing pages, webinars, and powerful automation.
Klaviyo – Ideal for eCommerce brands, integrates seamlessly with Shopify.
ConvertKit – Great for bloggers, creators, and content marketers.
Moosend – Cost-effective option with strong automation capabilities.
Email Subject Line & Copywriting Tools
CoSchedule Headline Analyzer – Helps craft compelling subject lines.
Copy.ai / Jasper AI – AI-powered writing tools for engaging email copy.
Grammarly / Hemingway Editor – Ensures clarity, correctness, and readability.
ActiveCampaign’s Subject Line Generator – AI-generated suggestions for catchy subject lines.
Persado – Uses AI to optimize emotional engagement in marketing messages.
Phrasee – AI-driven copywriting tool that predicts the best email content.
Deliverability & Email Testing Tools
GlockApps / MailGenius – Tests email deliverability and spam score.
Litmus / Email on Acid – Previews emails on different devices and clients.
NeverBounce / ZeroBounce – Cleans and verifies email lists to reduce bounce rates.
Postmark – Ensures fast and reliable email delivery, especially for transactional emails.
MXToolbox – Checks domain reputation and SPF/DKIM records.
WarmUp Inbox – Helps build and maintain a positive email sender reputation.
Automation & Analytics Tools
HubSpot – All-in-one CRM with email marketing and automation.
ActiveCampaign – Powerful automation and advanced segmentation.
Google Analytics / UTM Tracking – Measures email-driven website traffic and conversions.
Omnisend – Great for omnichannel email and SMS automation.
Drip – Best for personalizing email marketing for eCommerce brands.
Benchmark Email – Provides automated email campaigns with simple drag-and-drop features.
Email marketing is not just about sending emails—it’s about building relationships, driving conversions, and continuously optimizing your strategy.
Now it’s time to take action—start optimizing your email marketing strategy today!
