Creating better email marketing is one of the most effective marketing tools you have. If you don’t have an email marketing list, go start one right now!

Unlike other marketing channels, with email marketing you own your audience. They have opted-in to hear from you! Not only are you not competing for their attention, you are getting your message in front of interested customers for a very low cost.

Creating better email marketing and how to do it best is a huge topic – funnels, lead forms, magnets, automations, etc. But we’re just going to break it all into small digestible pieces and start with before-the-open.


What is in your email is important but so is how a subscriber sees it. You need to convince your subscriber that they need to open your email.

Subject lines

The subject line of your email has a lot of pressure on it. This is probably the single most important factor in whether your email is opened. Here’s our advice for writing great subject lines:

  • Be clear – resist trying to be clever. You really don’t want any misunderstandings. Stick to clear and precise subject lines.
  • Keep it short – on mobile, your subject line will be cut off after 55-70 characters so use this as a guideline.
  • Ask questions – subject lines phrased as a question tend to engage subscribers.
  • Spam filters – unfortunately, some words will automatically be characterized as spam. Avoid those with this list of spam trigger words.

The best time to send emails

When you send the email can be just as important as what is in email. So how do you find that out? A great starting point is checking Google Analytics for when you have the most traffic on your website. Or if you run an ecommerce store, when do you receive the most orders? Start there and test different times to see when you get the most engagement (you can judge your success based on open rates and click rates). There is never going to be a “perfect” time so try a few different times out and see what works best!

Segmenting your subscriber list

Segmenting lists sounds complicated and overwhelming but it’s a very useful tool (and it’s not that complicated!). It allows you to send emails to the right people at the right time. For example, if you create a segment for new subscribers who haven’t purchased anything yet. The goal is to send them customized emails to build trust in your brand and then eventually purchase. A new subscriber won’t have extensive knowledge of your product or service so you should implement a different strategy to market to them than a customer who buys everything you come out with. Essentially segmentation allows for targeted messaging.

We’re taking this in bite sized chucks. Try implementing these suggestions for before-the-open before completely re-hauling your newsletter.

Do you have a specific email marketing question? We’d love to help! Contact us