Email Marketing Tools and Tips.

28 Sep
E-mail marketing ecommerce segmenting and templates

Subject line:

  • 25-50 characters
  • Make all lower case
  • Don’t include useless phrases like “weekly newsletter.” Don’t try to sum up the email, just sum up the emotion it’s suppose evoke.

Pixel Width:

  • Between 550 and 600 pixels.


  • Each image should have alternative text in case the image gets blocked.
  • Don’t create an email that doesn’t make sense without the image
  • Always try to estimate the overall dimension: the total size of the message – HTML and images included – shouldn’t exceed 80-90Kb.


“• Company’s Contact details

  • Disclaimer to opt out
  • A possible link leading users’ profiles to the origin website.
  • • An ad banner.
  • • Links to your corporate social networks, like Twitter, Facebook, LinkedIn etc.”

Opt out landing page

  • Offer a discount or coupon if they stay
  • Ask them why they are leaving

Email Frequency:

  • Better to send out slightly less than too many as it may push subscribers to opt out
  • Wet data we have says not less than once a month, not more than one every 48 hours


  • Open rate
  • Click through rate
  • Opt out rate
  • Conversions

When to Schedule

  • It partially is always changing and it partially depends on your demographic.
  • For B2B emails you may want to do late morning. When targeting teens you may want to send after school. new mothers: 9 am.
  • The biggest advice out there is Tuesday through a Thursday during the day.
  • Don’t forget to take time zones into account.
  • Commercial emails though are said to do better on pay day!

Preview Email Tools

  • Preview email for different display sizes and clients. Try Litmus (40 different preview options), PreviewMyEmail (also includes SPAM filter test), or Email On Acid.
  • Use a valid Pryor to clean up HTML code. – World Wide Web Consortium’s .

Should you rent a list?

  • According to certain statistics gathered by Lyris, the use of rented lists hasn’t demonstrated any real and lasting benefits. Only 15% of marketers consider them worthwhile, in terms of routine results.

So how should you get your subscribers?

  • By directing them To subscribe on your site and offering discounts or other lead generators in return for subscribing.
  • Transactional emails. Purchase confirmation messages, or automated customer request responses
  • Social networking. Make posts letting followers know the benefits of signing up or your newsletter.
  • Networking. Advertising. Events and exhibitions. Viral marketing (getting people to forward the email to a friend)

Opt-in vs. Double opt-i

  • Double opt-in is when you have to confirm your email by clicking on a link sent to your email in order to be subscribed. Not just submit your email on the site.
  • The main advantage of the double opt-in procedure is that only confirmed addresses get added to the list. This prevents bogus registrations and thus greatly reduces the risks of getting spam complaints.

Database management/list hygiene

  • Eliminate any incorrect addresses
  • Every time you send a newsletter, keep an eye out for those automatic responses that indicate a bounce – emails that were rejected by recipients
  • When it comes to soft bounce messages i.e. “Mailbox Full” because the receipt’s email account has exceeded its storage limit, just wait.
  • But as for hard bounces, however, these are the ones to watch out for i.e. “Spam detected” or “Known spammer” – notifying delivery failure of the email, as it’s considered spam – or “Recipient unknown” when the recipient’s address is wrong.”
  • Eliminate any sublimate addresses
  • Remove inactive addresses
  • reactivate by getting updated email address.

Deliverability. What causes your email to be listed as spam?

  • The danger of ending up as spam is mostly text related.

“When it comes to the subject line, pay extra attention not to write it in capital letters and avoid using symbols like “$” or “€”. Do not use double exclamation points or question marks. Avoid problematic words such as “free”, “hello”, “friend”, “credit”, “amazed”, “click”, “here”, “investment”, “rate”, “cash”, “money”, “mortgage” (and of course “viagra” and “sex”!).”

  • Write HTML code in a proper way and be sure to close all tags.
  • Pay attention to grammar
  • Consider the possibility of a spam scan before the mail-out. Many email providers provide such a service, which calculates your chances of ending up as spam – and accordingly suggests corrective actions.

Follow suggestions made by Spamassassin, an open-source spam filter widely used – which can also be used as a scanner.

A/B testing

  • Subject line
  • Tenplate
  • CTA
  • Frequency
  • Timing

Try to test 1,000 members before considering it statistically significant.

Multivariate testing is a bit more complex. It involves simultaneous testing of different combinations of elements i.e. subject, text, call to action etc: in a certain sense it is like carrying out A/B tests many times over on the same page.

AWeber: Email marketing Software. 30 day free trial.

Other cheap email software:

  • ActiveCampaign
  • SendInBlue
  • Mailchimp
  • goViral
  • CakeMonster
  • SendPulse
  • Sender
  • ConstantContact
  • MailJet
  • MailerLite
  • Klavyio – specialized e-commerce specific email platform


  • Hubspot
  • Infusionsoft
  • SamCart

Opt-in forms:

  • Optin monster
  • Sumo: ListBuilder (freemium)

Landing pages for optin forms:

  • OptimizePress 2
  • Lander
  • MailChimp
  • LandingI
  • LeadPages
  • Instapage

Email Testing

  • Litmus: Test how emails look up on up to 40 e-mail clients and devices
  • Cake mail: automated A/B split testing tool and Spam Assin to help make sure e-mail don’t end up in Spam folder.


  • GetNotify: A free tool that will inform you right when your email is opened. Just add “” to the end of their email address. They won’t see this.

Read: Top email marketing audience segmenting and triggers for e-commerce

Shannon Murphy

Shannon was born in Upstate NY and received her B.S. in Behavioral Neuroscience form Northeastern University. She has worked as a digital marketing freelancer for over 3 years for several different agencies and freelancing before starting her own small start-up agency, Murphy Strategic Marketing.

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