Email marketing to get started: 5 tips +1 and useful tools

Some say email marketing is dead. Well, that person clearly never clicked on a 50% off newsletter or received a message that actually made their day. Spoiler alert: email marketing is alive and thriving — it just needs a little style, personality, and strategy.

In this article, I’ll walk you through, in a light but informative tone, how to start with email marketing and get real results (read: more opens and more conversions).

1. The Subject Line Is Your First Impression

Think of your email as a first date. If the subject line doesn’t catch attention, nothing else matters — no one will open it.

✅ Be clear and direct: A specific promise or benefit works far better than a vague title. For example: "Check out our new free course" is far more compelling than "2024 Training Update."

✅ Use humor (if it fits your brand): A subject line like "Crazy sale. Don’t worry, you don’t have to sell a kidney" can intrigue your audience — as long as it matches your tone and product.

✅ Avoid spammy words: Using words like "FREE!!!" with multiple exclamation marks or all caps may trigger spam filters and scare off subscribers.

Tip: Keep subject lines under 60 characters to ensure full visibility on mobile devices.

2. Personalize (But Don’t Be Creepy)

Nobody wants to feel like just another entry on your mailing list. A simple “Hi Alex,” is more engaging than a robotic “Dear Customer.”

✅ Use the recipient’s name — it builds connection instantly.

✅ Segment your list by interest, behavior, or past purchases. This way, your message stays relevant and feels tailor-made.

✅ If you don’t have data, just aim to sound conversational. People can feel when a message was written with intention.

Bonus: Add dynamic content like location-based offers — but only if it adds clear value and doesn’t feel invasive.

3. The Content: Shorter Is Better (Usually)

Most people read emails on their smartphones, often while doing something else — commuting, multitasking, or procrastinating at work.

According to various industry studies, the ideal email length is around 50–125 words, with mobile optimization in mind. Longer emails risk being ignored or skimmed.

✅ Use bullet points for quick scanning

✅ Keep sentences short and punchy

✅ Make your Call to Action (CTA) big, bold, and obvious

Stick to one primary CTA per email. Multiple options create friction and confusion.

4. Design Matters (But Don’t Go Neon Glitter)

Your email’s design should support — not distract from — your message. Avoid flashy gimmicks in favor of clean structure.

✅ Stick to web-safe fonts like Arial, Helvetica, or Georgia

✅ Use sufficient line spacing and padding for readability

✅ Optimize for mobile screens: test different devices and email clients

A clean layout increases retention. And remember: white space isn’t “wasted” space — it helps guide the reader’s eye to the right elements.

5. Measure, Test, Improve. Repeat.

If you’re not measuring, you’re guessing. And guessing isn’t a strategy.

✅ Monitor your open rate — it tells you if your subject lines are working

✅ Track click-through rate (CTR) to evaluate content and CTA effectiveness

✅ Run A/B tests regularly: test one variable at a time (e.g. subject line, image, CTA text)

Use data to guide your improvements — not assumptions. Even small tweaks can lead to big gains over time.

6. Don’t Forget the Unsubscribe Button

Giving users a way out isn’t just legally required (hello, GDPR and CAN-SPAM), it’s also a mark of respect.

✅ Place the unsubscribe link at the bottom — but make it easy to find

✅ Use human, kind language: “Sorry to see you go. Unsubscribe here.”

✅ Clean your list regularly. A smaller, engaged audience is far more valuable than a huge list of inactive subscribers

Plus, removing uninterested users improves your deliverability score and reduces the risk of being marked as spam.

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Conclusion: The Perfect Email Doesn’t Exist. But Yours Can Get Close.

Email marketing is a craft. You don’t need to be a Pulitzer-winning copywriter — you just need a mix of empathy, creativity, and data-driven refinement.

Whether you're drafting your first campaign or fine-tuning your 50th, the key is always this: talk like a real person, to real people — on a screen they’re probably holding in one hand during their morning commute.

Ready to hit “Send”? 😉

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Bonus: Recommended Tools for Email Marketing

📧 Mailchimp

🟢Pros:

User-friendly and perfect for beginners
Drag-and-drop editor with beautiful templates
Free plan available for small lists

🟠Cons:

Pricing scales up fast as your list grows
Automation features limited on lower-tier plans

📧 Brevo