- Segment before you write.
- Subject lines should tell the truth about the content.
- Test one variable at a time.
- Remove inactive addresses to protect delivery.
Write for one reader
Pick a segment and write to it directly. A short email with a single action usually beats a long newsletter with five. Put the key point and the button above the fold.
Subject lines and preview text
State what is inside in plain words. Avoid all capitals, repeated punctuation and promises the email does not keep. Use the preview text to add detail rather than repeating the subject.
Design for phones
- Single column layout
- Readable font size and large tap targets
- Compressed images with alt text
- A text-only fallback
Test, measure, clean
Test subject lines, send time or call-to-action one at a time and keep notes. Track clicks, conversions, unsubscribes and complaints. Remove hard bounces and long-inactive addresses. For the full process see how to run bulk email marketing and our email marketing service.
A worked example (illustrative)
A store has two groups: customers who bought in the last 30 days and those who have not bought for six months. The first group gets a short email with accessories for what they bought. The second gets a note that says what is new and offers help choosing. Each email has one button. After a week the store compares clicks and purchases for each group and keeps the wording that worked.
Tips by stage
- Before sending: proofread, preview on a phone, check every link.
- While sending: keep to a steady schedule and avoid large sudden volumes.
- After sending: read bounces and complaints first, then clicks.
Habits that build trust
Use a real sender name, reply to responses, honour unsubscribes the same day and avoid exaggerated claims. Trust is slow to build and quick to lose; it shows up later as better delivery and engagement. For technical setup, see our deliverability guide.
Sources and further reading
Rules and platform requirements change. Last reviewed . This guide is general information, not legal advice.