Email marketing does not need to be complicated; too many brands treat it like a megaphone instead of a conversation. But here’s the truth: when done right, it’s still one of the most effective tools you’ve got for building trust and driving action.
Let’s break down how to actually do it the right way.
Know Why You’re Hitting Send
Before you fire up Mailchimp or BlastMy, stop and ask yourself one thing: Why am I sending this email? If your answer is, “because it’s Tuesday,” maybe there’s a problem.
Every email must have a purpose; maybe it’s to educate, entertain, or perhaps convert. But it has to mean something to your reader. If it doesn’t, it’s honestly just digital clutter.
People can smell filler content from a mile away. They want relevance, not routine. Because, be honest with yourselves, how many times have you opened a marketing email yourself and actually read it?
So instead of asking, “What can I tell them?” start with, “What would they actually care about right now?” That shift alone will make your emails instantly more human.
Once you know your ‘why,’ it’s time to think about the ‘who’
You’d be shocked how many marketers forget that the people on their email list are, well, people. They’ve got jobs, deadlines, messy inboxes, and zero time for junk.
Segmenting your list helps you talk to them like actual individuals, not nameless email addresses. Start simple:
- By interest: Send relevant content based on what they clicked before.
- By activity: Nudge inactive users differently than your die-hard fans.
- By timing: This one is a hard pass, but send when they’re actually likely to read, not when it’s convenient for you.
This doesn’t need fancy data science. Just a basic eye for attention and context. The difference between “mass send” and “smart send” is actually night and day.
The Subject Line: Where It All Begins
The subject line decides your fate. No pressure, right? Forget clickbait. You’re not trying to trick people into opening. You’re trying to make them curious.
A few examples that work:
- “You might’ve missed this (and you’ll want to see it)”
- “This almost didn’t happen.”
- “One small thing before you go shopping.”
Notice how those sound like something a real person might say. That’s the goal: to sound authentic, not automated.
And please remember, let’s keep emojis under control. One might add flavor. Three make you look like a certified scammer…
Keep Your Copy Real
Nobody wants to read a marketing brochure in their inbox.
Good email copy feels like a short chat. It’s casual, clean, and gets to the point. If it wouldn’t sound natural in conversation, cut it.
Some quick copy tips:
- Write like you talk with contractions and rhythm.
- Mix sentence lengths to keep it dynamic.
- Ask rhetorical questions sparingly to build a connection.
- Don’t overcomplicate; clarity beats cleverness every time.
And if you’re telling a story or announcing something big, let it sound human. Emotion sells better than polish.
Design That Doesn’t Try Too Hard
Pretty doesn’t always mean effective. A sleek, minimalist email often outperforms a flashy, graphics-heavy one.
Stick to a single-column layout with one main message. Use white space generously. And make sure it looks great on mobile too. Most readers open emails on their phones first.
Use visuals only when they help the message, not just to fill space. A clean design builds trust; a busy one looks like a trap and noise.
Timing Is Half the Battle
The perfect email sent at the wrong time might be invisible.
There’s no one-size-fits-all schedule, but some patterns hold up:
- Tuesday or Thursday mornings are safe bets for open rates.
- Sunday afternoons can work if your content feels relaxed or personal.
- Friday evenings? Don’t even try. People are mentally gone.
The goal here is to catch them when they’re receptive, not distracted.
Make It Easy to Read (and Easier to Click)
Most people don’t read every word. They skim. So make your message skimmable:
- Keep paragraphs short, 2–3 lines max.
- Use bold text sparingly to highlight key points.
- Always include a clear, single call-to-action (CTA).
And don’t bury your CTA under five scrolls or hide it behind “learn more.” Tell them exactly what to do: “Register Now,” “Read the Guide,” “Join Free.” Straightforward and clean.
The Follow-Up: Stay Cool, Not Clingy
Follow-ups are part of the game, the purpose. But there’s a fine line between persistence and pestering.
If they haven’t responded, it’s okay to check in once or twice. Just space it out and keep it interesting. Change up your message, tone, or offer. Don’t send the same email three times with a new subject line; that’s how you end up in spam.
The goal here is to stay relevant, not repetitive.
Measure What Actually Matters
Forget vanity metrics like “sent” or “delivered.” Focus on opens, clicks, and conversions; that’s where the real story is.
Run A/B tests. Try different subject lines, layouts, and send times. Watch what people actually respond to. Then do more of that.
And if you lose subscribers? That’s absolutely fine. It’s better to have a smaller, engaged audience than a giant list of people who never open your stuff, if I may say so, good riddance on their side and yours!
Don’t Forget Ethics and Trust
Compliance isn’t just legal, it’s respectful. Always give people an easy way to unsubscribe. Don’t bury it in 8-point font at the bottom.
Good email marketing is built on permission and respect, not pressure.
Now, let’s wrap it up
Email marketing isn’t magic. It’s communication. It’s showing up in someone’s inbox and giving them a reason to care; consistently, honestly, and with an intention.
Forget the hacks and growth formulas for a second. Because it is not one size fits all. The real “right way” to do email marketing? Be worth opening. Every. Single. Time.
Let’s make learning stick.
Visit www.goflexevents.com for our upcoming programs or drop us a note. We’d love to build something that actually works, for your people.
