Email Marketing Best Practices: Building Campaigns That Convert

Why Email Marketing Still Delivers Outstanding ROI

In an age of social media and instant messaging, email marketing remains one of the most effective channels available. The Data & Marketing Association reports that email marketing delivers an average ROI of £42 for every £1 spent – making it one of the highest-returning marketing investments available.

At XL Marketing, our email broadcasting services have helped businesses across the UK build and nurture relationships that drive revenue growth.

The Foundations of Successful Email Marketing

Building a Quality List

Your email list is your most valuable marketing asset. Quality always trumps quantity:

• Permission-based – Only email people who've opted in
• Relevant – Subscribers should match your target audience
• Engaged – Regularly remove inactive subscribers
• Compliant – Follow ICO guidelines and GDPR requirements

Our UK business data services provide compliant, high-quality contact lists for B2B campaigns.

Segmentation Strategies

Generic mass emails underperform. Segment your list by:

• Industry or sector
• Company size
• Purchase history
• Engagement level
• Position in sales funnel

Crafting Emails That Get Opened

Subject Line Excellence

Your subject line determines whether emails get opened or ignored. Best practices include:

• Keep it short – 40-50 characters works best on mobile
• Create curiosity – Without being clickbait
• Use personalisation – Include recipient name or company
• Test variations – A/B test different approaches

Preview Text Optimisation

The preview text (preheader) extends your subject line. Use it to:

• Expand on the subject line promise
• Include a call to action
• Create additional intrigue

Email Content That Converts

Structure for Scannability

Most readers scan emails rather than reading every word. Structure content with:

• Clear headlines and subheadings
• Short paragraphs (2-3 sentences)
• Bullet points for key information
• Ample white space

Compelling Calls to Action

Every email should have a clear purpose. Effective CTAs:

• Use action-oriented language
• Stand out visually
• Create urgency where appropriate
• Lead to relevant landing pages

Email Types for Different Objectives

Lead Nurturing Sequences

Not every prospect is ready to buy immediately. Nurture campaigns:

• Educate prospects about solutions
• Build trust and credibility
• Keep your brand top of mind
• Move prospects toward purchase

Combined with our lead generation services, email nurturing maximises conversion rates.

Promotional Campaigns

For time-sensitive offers:

• Clear value proposition
• Specific deadlines
• Simple response mechanism
• Follow-up sequences for non-responders

Re-engagement Campaigns

Win back dormant subscribers with:

• We miss you messaging
• Special offers for returning customers
• Updated product or service information
• Final chance before removal warnings

Email Marketing Automation

Automation transforms email effectiveness. Set up triggered emails for:

• Welcome series – Introduce new subscribers to your brand
• Abandoned cart – Recover lost sales
• Post-purchase – Encourage reviews and repeat purchases
• Birthday/anniversary – Personal touches that build loyalty

Integrating Email with Other Channels

Email works best as part of an integrated strategy:

Email + Telemarketing

Our telemarketing services complement email campaigns by:

• Following up on email non-responders
• Qualifying leads who click through
• Booking appointments with engaged prospects

Email + Social Media

Combine with social media marketing to:

• Grow email lists through social campaigns
• Reinforce email messages on social platforms
• Create consistent brand experiences

Email + Appointment Setting

Use email to warm up prospects before appointment setting calls:

• Introduction emails establish familiarity
• Case studies build credibility
• Meeting invitations provide clear next steps

Measuring Email Marketing Success

Key metrics to track:

Metric	Benchmark	Improvement Actions
Open Rate	20-25%	Improve subject lines, sender name
Click Rate	2-5%	Better content, clearer CTAs
Conversion Rate	1-3%	Landing page optimisation
Unsubscribe Rate	<0.5%	Better targeting, frequency management

GDPR Compliance Essentials

Ensure your email marketing complies with regulations:

• Obtain clear consent before emailing
• Provide easy unsubscribe options
• Honour opt-out requests promptly
• Maintain records of consent
• Include your company details in every email

Start Your Email Marketing Journey

Whether you're in Manchester, Liverpool, or anywhere in the UK, our email broadcaster platform provides the tools and expertise to drive results.

Contact XL Marketing to discuss how email marketing can transform your customer engagement and drive revenue growth.