Email Marketing Best Practices: 21 Tips to Boost Sales

Email Marketing Best Practices: 21 Tips to Boost Sales

Email Marketing Best Practices: 21 Tips to Boost Sales

In today’s digital age, email marketing remains a cornerstone of successful marketing strategies to increase sales. It offers a direct line to your audience, enabling personalized engagement and promotion of your latest collections and offers. This blog provides 21 email marketing tips to enhance sales and customer loyalty. Written by a Klaviyo expert, you can rest assured these tips are your blueprint for email marketing success.

Why Should Businesses Use Email Marketing to Boost Sales?

Email marketing is a highly effective tool for business, offering direct access to customers’ inboxes. This cost-effective strategy helps businesses personalize communication, fostering a deeper connection with their target audience. You can use emails to launch new products, promote special offers, and increase customer lifetime value.

Email marketing is also one of the most profitable marketing channels for increasing revenue. Email click rates often exceed 20% and conversion rates are over 5%. In comparison, paid ads usually have click and conversion rates of 1-2%. This makes email marketing one of the most profitable marketing channels for increasing revenue.

Types of Emails for Online Business

Businesses can significantly benefit from a diverse email strategy that includes both email flows (a series of emails, also referred to as email sequences, that are sent on automation) and email campaigns (one-off emails).

Email Flows Can Include the Following Email Sequences:

Welcome Email Flow: This series of emails is sent to new subscribers or customers to introduce them to your brand, products, and services, and to initiate a positive relationship from the start.

Abandoned Cart Email Flow: These emails are triggered when a customer adds items to their cart but leaves the website without completing the purchase. They aim to remind and incentivize customers to return and complete their purchase.

Browse Abandonment Email Flow: Similar to abandoned cart emails, these are triggered when a customer browses through products on your website but leaves without adding anything to their cart. These emails aim to re-engage the customer by showcasing the viewed products or offering related recommendations.

Post-Purchase Thank You Email Flow: Sent after a customer makes a purchase, these emails express gratitude for the purchase, confirm the order details, and may include additional information such as shipping updates, return policies, or related product suggestions.

Win-back Email Flow: Targeted at inactive or lapsed customers, these emails aim to reignite their interest in your brand or products by offering incentives, promotions, or personalized recommendations to encourage them to make a purchase again.

Upsell or Cross-sell Email Flow: These emails suggest additional products or upgrades that complement or enhance the customer’s previous purchase, aiming to increase the average order value and customer satisfaction.

Subscription Email Flow: This series of emails is designed to onboard new subscribers smoothly, providing them with valuable content, exclusive offers, and information about what they can expect from their subscription.

Loyalty Points Email Flow: These emails inform customers about their loyalty program status, points balance, rewards, and ways to earn or redeem points, fostering engagement and encouraging repeat purchases.

Back in Stock Email Flow: Triggered when a previously out-of-stock item becomes available again, these emails notify interested customers, prompting them to revisit your website and potentially make a purchase.

Essential Email Flows for Boosting your Online Business

Email Campaigns Can Include:

Promotions: These email campaigns are centered around offering discounts, special offers, or promotions to encourage purchases and drive sales.

Product launches: These campaigns focus on introducing new products or services to your audience, highlighting features, benefits, and availability, and generating excitement and anticipation.

Gift guides: Especially popular during holidays or special occasions, these campaigns provide curated selections of products suitable for gifting, making it easier for customers to find the perfect presents for their loved ones.

Educational content: These campaigns aim to provide value to subscribers by offering informative content such as how-to guides, tips, tutorials, or industry insights related to your products or services, establishing your business as a knowledgeable authority in your niche.

Social promotions: These campaigns integrate with your social media platforms, encouraging subscribers to engage with your business on various social channels, participate in contests or challenges, or share user-generated content, thus expanding your reach and fostering community engagement.

Blog content: These campaigns promote blog posts or articles from your website, sharing valuable content with subscribers and driving traffic to your blog to increase brand visibility, establish thought leadership, and improve SEO.

This diverse approach to your email content ensures that your business remains top-of-mind for your customers while also encouraging repeat visits and increased sales.

Key Email Campaigns To Engage Your Audience

What’s the Best Frequency for Sending Emails?

The ideal email frequency varies by industry. The best strategy is to start with sending one email per week and adjust based on engagement metrics and subscriber feedback. Karizma Marketing, a Klaviyo Partner, suggests sending a minimum of eight emails per month.

Ultimately, you will determine the best frequency for sending emails based on the effectiveness of your efforts. I recommend starting with a goal that feels doable and increasing slowly from there.

How Can I Increase My Email Open Rates?

One of the quickest and easiest things you can do to boost email open rates is to craft compelling subject lines. Email subject lines should create enough curiosity for a subscriber to want to open your email. Split testing subject lines is also a great way to increase your email open rates.

Another way to boost your email open rates is to personalize subject lines and emails with your subscribers’ first names. You can also add personalized details like products your subscribers recently viewed or bought to make them more interested.

You can also split your email list into smaller segments based on filters. This can help increase the number of people who open and read your emails. To use this strategy, divide your master email list into smaller groups based on specific filters like:

Subscriber Location

Purchasers vs. Non-Purchasers

Engaged vs. Unengaged Subscribers

…and more.

What Are the Best Practices for Email Design?

To make effective email designs, use a responsive template. This ensures your email displays correctly on both desktop and mobile devices.

You’ll also want to incorporate high-quality visuals to capture your audience’s attention. This will also help ensure that your content is easy to scan.

Finally, make sure your email design reflects your business’s aesthetic and is consistent with your marketing across additional platforms.

How Do I Measure the Success of My Email Marketing Campaigns?

Measure email success by tracking metrics such as open rates, click-through rates, conversion rates, revenue, and overall ROI. You can use these insights to improve your email marketing strategy so you achieve your marketing goals.

21 Tips to Boost Business Sales

When businesses leverage email newsletters, they benefit from increased customer lifetime value, higher website conversion rates, larger average order values, and a boost to their overall sales.

Additionally, email marketing is a much more affordable way to reach customers vs. running ads, offering businesses the additional benefits of affordability and increased customer reach.

Finally, because email flows are an automated sequence of emails sent to customers based on their behavior, businesses can save a lot of time with a well-thought-out email marketing strategy. This helps them put resources toward other aspects of their business.

Now that we know the benefits of email marketing, let’s dive into some expert email marketing tips for online businesses that are guaranteed to help increase your sales:

Segment Your Email List

To ensure your emails are maximizing revenue, you will want to use analytics to segment your email list based on their preferences, behavior, and engagement levels. This advanced segmentation strategy allows for targeted communications that resonate with your audience.

Most eCommerce businesses doing 7 figures or more per year in sales have at least 50 or more different email segments that they target in various ways. Some examples of audience segments you can create inside your email CRM are:

90-Day Engaged Audience

Email Subscribers That Live in a Specific Location

Loyal Customers vs. Potential Customers

Males vs. Females

Customers Who Purchased X Products, or Times, or Amounts

Customers Who Used X Discounts in the Past

Customers by Loyalty Points

Email Openers vs. Non-Openers

And more…

Craft Compelling Subject Lines

Your email subject line is your first chance to get your subscribers to click your email. Make it count by being concise, intriguing, relevant, and personal. A compelling subject line increases open rates, getting your subscribers one step closer to potentially purchasing from you.

Because subject lines are so important, you’ll want to make sure you split-test them. Klaviyo allows you to split test in many diverse ways and also offers AI support when crafting highly engaging subject lines.

Remember email subject lines get cut off after a certain amount of characters, so you’ll want to keep them under 47 characters total.

Personalize the Email Content

Personalized email subject lines are key to engaging your subscribers. Use their first name, recommend products based on past purchases, and tailor emails to their behavior and preferences. Personalized emails show your customers that you understand and value their unique tastes.

Most email marketing software programs make it easy to dynamically personalize emails. My email CRM of choice for eCommerce brands is Klaviyo. The benefits of using Klaviyo for eCommerce email marketing far surpass just dynamic personalization, including advanced analytics, marketing integrations, design capabilities, and more.

Use High-Quality Images

When was the last time you bought a product from an email that didn’t have high-quality product images in it? Incorporate high-quality images of your products in your emails to grab your audience’s attention.

Make sure you showcase your items in a way that reflects your brand’s aesthetic and appeals to your target demographic. Rockstar Emails is a great tool that helps you easily customize emails to your brand.

Optimize Emails for Mobile

With the majority of emails opened on mobile devices, ensure your emails are mobile-friendly. This means you need to make sure your emails have fast-loading images, responsive design, and concise content that is easily digestible on a smaller screen.

Make sure to send yourself a test email to open on your mobile device before sending it to your entire list. Remember most email CRMs have two interfaces for editing your emails, so if you simply copy and paste an old email to resend with a new message, you need to make sure you edit both the mobile and desktop version of the email.

Send “Back in Stock” Emails

Make sure you have coded your website to display a “Notify Me When Back in Stock” button as products sell out. This way you can send customers an automated email when the product is back in stock. This is one of the easiest ways to make money while you sleep.

At Karizma Marketing, this is a “Back in Stock Flow” that we set up for all our customers. The setup is a little technical, but you can refer to Klaviyo’s Back in Stock Flow instructions to try and do it on your own. If you need help with the setup, feel free to contact us for a free quote.

Include Clear Call-to-Actions

Every email should have a clear purpose, guided by a call-to-action (CTA). Whether it’s shopping the new collection, reading the latest blog post, or taking advantage of a sale, your CTA should be clear and compelling.

Remember, information overload is a real thing, and providing too many CTAs in your email can do more harm than good. This is why we always like to focus on a single goal for each email so we don’t cause decision paralysis for our email subscribers.

Create an Email Calendar

Consistency builds anticipation and trust. Establish a consistent email schedule email open rates are high and your unsubscribe rates are low. Plus pre-planning your emails with an email calendar can keep you accountable and bring in additional revenue to your business.

If planning email promotions is challenging for you, don’t worry! I have created a Promotion Planner and Content Calendar that you can use to plan out an entire year’s worth of emails.

Offer Exclusive Email-Only Deals

Exclusive deals like early access to sales or email-only offers make your email subscribers feel valued. Use your email channel to offer special promotions that are not available to the general public.

An expert email list growth tip would be to announce you are offering an exclusive deal to your email list only on your other platforms, such as your social media accounts or Facebook group, to encourage those in your audience who haven’t yet joined to subscribe to your email list.

Implement A/B Testing For Your Emails

Continuously improve your email marketing strategy by implementing A/B testing. Split tests can include testing different:

Email subject line

Email designs




And more…

This way you can see what resonates best with your audience and adjust your email strategy accordingly.

Monitor Email Performance Metrics

To achieve better results with your email marketing strategy, you will want to track key performance indicators such as open rates, click-through rates, and conversion rates to understand the effectiveness of your email campaigns. You can then use this data to refine your approach.

For example, you may notice a certain offer always performs well and has a high conversion rate. Or a different offer leads to higher average order values. Personalizing your email subject lines leads to an increased open rate. Or adding email to your Welcome Flow brings in additional revenue every month. Or a certain email provider has very low deliverability rates.

These are the types of data points you will want to track as you continue to improve your email marketing program.

Use Email Automation to Make More Money

Automating emails like your welcome emails, abandoned cart reminders, and up-sells not only enhances the customer experience but also saves business time while increasing revenue.

The great thing about email automation is that once you set it up, you can let it run for a while before coming back and reviewing the performance of the emails. Once you review the metrics, you can make changes to your email flows to hopefully improve their performance.

Integrate with Your Online Store

To maximize the effectiveness of your email marketing efforts, it is essential to connect your email marketing platform with your eCommerce store. This integration allows for personalized communication by leveraging customer data for targeted product recommendations. It also streamlines the purchase process, making it easier for customers to buy what they want quickly. Automating product recommendations based on past purchases or browsing behavior can help boost your upsell, cross-sell, and conversion rates.

Integrating your email CRM with your online store also helps automate key communications like abandoned cart reminders and post-purchase follow-up emails, which are crucial for boosting your revenue and conversion rates.

Educate Your Audience

Use your email campaigns to educate your audience with tips, trend insights, and brand stories. This content establishes your brand as a knowledgeable authority in the industry. It goes beyond basic promotions, adding value to your subscribers’ experiences.

Providing educational content can help build a deeper relationship with your audience. Share useful information that your subscribers can apply in their own lives. This approach not only enhances loyalty but also encourages more frequent engagement with your emails.

Balancing promotional content with educational insights can increase the perceived value of your emails. Teach your audience about the latest trends and how they can style your products.

Use Animated GIFs in Your Emails

Incorporate animated GIFs into your email campaigns to grab attention and enhance the visual appeal of your messages. GIFs can convey movement and 360-degree views in a dynamic way that static images cannot. They add a playful element to your emails, making them more engaging and memorable.

Using GIFs can help highlight specific products, demonstrate how to use a product, or show different color options. They’re particularly effective in email marketing, where visual presentation is crucial. Animate key elements like new arrivals or seasonal collections to draw the eye and encourage clicks.

Be mindful of the size and number of GIFs used to avoid slow email load times, which can impact user experience. Test your emails to ensure they perform well across different devices and email clients. Well-executed GIFs can significantly boost the effectiveness of your campaigns, increasing interaction and customer interest.

Re-engage Inactive Subscribers

Identify subscribers who have not interacted with your emails for some time and target them with re-engagement campaigns. These campaigns can help reignite their interest in your brand. Use special offers or updates about new collections to draw them back in.

A personalized approach in your re-engagement emails can be highly effective. Acknowledge their absence, ask for feedback, or offer an incentive for re-engaging. This strategy shows your subscribers that they are valued and missed, increasing the likelihood of their return.

Successful re-engagement can reduce the churn rate of your email list and reactivate former customers. This strategy helps maintain a healthy and active email list. Focusing on these subscribers can significantly boost your overall marketing success.

Prioritize Email List Health

Regular cleaning of your email list is crucial to removing inactive subscribers and maintaining high deliverability rates. A clean list ensures that your content reaches those truly interested in your brand. This practice improves overall engagement metrics and email effectiveness.

Maintaining a healthy email list also protects your sender’s reputation and prevents your emails from being marked as spam. Regularly updating your subscriber list helps you focus resources on engaging with active subscribers. This method enhances the quality of interactions and outcomes from your email campaigns.

Periodic audits of your email list allow for more accurate targeting and personalization of your messages. Removing unengaged subscribers keeps your list fresh and responsive. This proactive list management supports higher conversion rates and better returns on your email marketing investments.

Leverage User-Generated Content

Incorporate user-generated content, such as customer reviews and photos, into your email campaigns to build trust and community. Seeing real people wear and recommend your products can powerfully influence others’ buying decisions. This type of content adds authenticity and personal touch to your brand’s image.

Encourage your customers to share their experiences by featuring their content in your emails. Highlighting customer stories and photos shows that you value their input and engages your entire subscriber base. It also serves as a powerful endorsement of your products.

Utilizing user-generated content effectively can turn your email subscribers into brand advocates. As customers see their contributions featured, they feel more connected to your brand and are more likely to share their positive experiences with others. This strategy not only enhances credibility but also fosters a strong sense of community around your brand.

Focus on the Customer Journey

Tailor your email content to different stages of the customer journey to ensure relevance and engagement. From awareness to consideration to purchase, personalized emails can guide potential customers through their buying process. This strategic approach keeps your communications focused and effective.

Segment your email list according to where subscribers are in the customer journey. Send targeted messages that cater to their specific needs and interests at each stage. For instance, new subscribers might receive introductory information, while returning customers could get loyalty rewards.

Adjusting your email strategy based on the customer journey can significantly enhance engagement rates. By delivering the right message at the right time, you increase the rate at which you transform subscribers into customers. This method ensures that your emails are always relevant and engaging to each subscriber.

Collaborate with Influencers

Partner with influencers to create exclusive content for your email campaigns. Influencers can bring a fresh perspective and new audience to your brand. Featuring guest editorials or styled looks by influencers in your emails adds credibility and interest.

Influencer collaborations also allow you to leverage their followers and expand your reach. These partnerships can introduce your products to a broader audience in a relatable and appealing way. It’s a powerful way to gain trust and visibility within the community.

Regularly including influencer contributions can help keep your content fresh and exciting. Whether it’s a behind-the-scenes look at a photo shoot or tips on styling outfits, influencer-generated content can make your emails more engaging and visually appealing. This approach helps maintain subscriber interest and drives higher engagement rates.

Keep Experimenting

The email marketing landscape is constantly evolving, so it’s vital to stay innovative. Experiment with new technologies, strategies, and content types to keep your campaigns fresh and engaging. Testing different approaches helps you understand what resonates best with your audience.

Stay ahead of email marketing trends by adopting new tools and techniques as they become available. This can help increase engagement rates and make your communications stand out.

Regular experimentation allows you to continuously improve your email strategy. Keep track of the performance of different campaigns to learn what works and what doesn’t. This ongoing optimization process ensures that your email marketing remains effective, driving sales and strengthening customer relationships.


By implementing these 21 email marketing tips, businesses can create compelling, personalized email campaigns that resonate with their audience, build brand loyalty, and drive sales. With the right strategy, email marketing can be a powerful tool in your brand’s digital marketing arsenal. Stay innovative, keep your audience at the heart of your strategy, and watch your business brand flourish.

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