Email Marketing Best Practices: How Top Companies Get High Open and Click-Through Rates

Email marketing has been around for decades and is still one of the best ways for businesses to connect with their customers. In fact, a study by DMA found that email marketing gives a return on investment (ROI) of $42 for every dollar spent. But not every email campaign can deliver you the same results. You should follow email marketing best practices, use intelligent email marketing automation tools, help of a leading B2B email marketing agency in India to get high open and click-through rates.

In this article, we’ll talk about the best ways to use email marketing and how the best companies do it.

Email marketing is the process of sending commercial messages to a group of people through email. These messages can be promotional, informative, or educational, and they are usually sent to a list of subscribers who have agreed to receive them. Email marketing is a good way for businesses to get to know their customers, get them involved, and, in the end, make more sales.

Click here to know about the role of automated email marketing in elevating customer engagement.

Why are companies using email marketing?

There are several reasons why companies use email marketing. Here are a few:

  • Cost-effective

Compared to other forms of marketing, email marketing is relatively inexpensive. Businesses can reach a large audience without breaking the bank.

  • Targeted

Email marketing lets businesses reach out to specific groups of people based on things like their age, gender, interests, and behaviour. This means that businesses can send their subscribers messages that are very relevant to them.

  • Easy to track

Email marketing campaigns are easy to track, so businesses can see how well they are doing and change their strategy as needed.

  • Customized

With email marketing, businesses can customise their messages based on things like what customers have bought in the past, what they do on their website, and more. This makes subscribers feel appreciated and makes it more likely that they will read your emails in the future.

How can we achieve high open and click-through rates?

Now that we understand the benefits of email marketing, let’s look at how to achieve high open and click-through rates. Here are some email marketing best practices to follow:

  • Segmentation

Segmentation is the process of dividing your email list into smaller groups based on things like demographics, interests, and behaviour. By dividing your list into groups, you can send relevant messages to the right people. This makes it more likely that they will read your email and do what you want them to do.

For example, a digital marketing company in India could divide their list by industry and send different messages to people who signed up in the healthcare, retail, and finance industries.

  • Personalization

Personalization is the process of making your emails more relevant to each subscriber based on things like what they’ve bought before, what they’ve done on your website, and more. Personalized emails are more interesting, and people are more likely to open and click on them than generic ones.

For example, an e-commerce company could send personalised emails to subscribers based on what they’ve bought in the past and suggest products they might like.

  • Subject lines that stand out

When people get your email, the first thing they’ll see is the subject line. If it doesn’t stand out, they won’t be as likely to open your email. Make sure your subject lines are interesting, short, and related to the content of your email to get more people to open it.

For example, a B2B email marketing agency in India might use a subject line like “5 Ways to Boost Your Email Marketing ROI” to get subscribers to open the email.

  • Mobile Optimization

More than half of all emails are opened on mobile devices, so it’s important to make sure your emails are mobile-friendly. This means using templates that work on mobile devices and change their size based on the size of the screen.

For example, an e-commerce company might use a template that works well on mobile devices so that subscribers can easily look at products and buy them on their phones.

  • An obvious call to action

Your email should have a clear call-to-action (CTA) that tells people what you want them to do next. This could be to buy something, download a whitepaper, sign up for a webinar, or do anything else.

For example, a software company might use a CTA like “Schedule a Demo” to get subscribers to sign up for a product demo.

  • A/B Testing

A/B testing is when you send two versions of your email to a small part of your list to see which one does better. This lets you make sure your emails get the most attention before sending them to everyone on your list.

For example, a travel company might A/B test two versions of an email, one with a discount offer and one with a free upgrade offer, to see which one does better.

How can Xenia help you in your email campaign?

Xenia Consulting is a B2B email marketing agency that helps businesses reach their email marketing goals. They offer many different services, such as automating email marketing, generating leads, and writing engaging email copy.

One of the best things about working with Xenia is that they know a lot about automating email marketing. They can help you set up automated campaigns that send targeted, personalised messages to your subscribers based on their actions, preferences, and more. This saves you time and money and makes your campaigns more effective at the same time.

Xenia also has services for generating leads, which help you build your email list with high-quality and engaging email copy.

Click here to Know about how to get started successful email marketing campaigns


Email marketing remains one of the most effective ways for businesses to connect with their customers and drive engagement. By following email marketing best practices like segmentation, personalization, attention-grabbing subject lines, mobile optimization, clear call-to-action, and A/B testing, you can achieve high open and click-through rates for your email campaigns.

Working with a B2B email marketing agency like Xenia can help you take your email marketing to the next level by leveraging their expertise in email marketing automation, lead generation, and content creation. With the right strategy and tools in place, you can build stronger relationships with your customers and drive meaningful business results.


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  1. Pingback: Best Email Marketing Subject lines to Increase Your Open Rate - Xenia Consulting

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