• Where on your website is your sign-up form? And of course, do you have a sign-up form? Check if it is on your homepage, or in your product or service page. It will help you figure out what people are most interested in and what they want to receive. If you have more than one, make sure you’re able to track what where each subscriber is opting in.
  • Is your sign-up form working? Is your email service provider (MailChimp, ConvertKit, or any other you’re using) tracking every subscriber that signs up? It might seem silly, but you would be surprised to know this is one of the most common email marketing mistakes. Perhaps you changed email providers, but your developer missed this step? Or maybe it stopped working because of an update? It’s ok, these things happen, but make sure you fix it pronto.
  • Do you know how frequently your audience wants to receive emails? That’s a harder one to determine, but it’s not impossible, test it out! Try sending once every two weeks, every week, and once a month (we recommend at least once a month). Review your analytics and see how each test performed. Did you get more unsubscribes when you started sending more emails? Or was it the other way around? Digital marketing is all about testing, so don’t be afraid to try it out.
  • Do you have an email template? People should be able to recognize your brand the moment they open your email. You have different options to make sure this happens. You can create a sophisticated template in HTML, using Photoshop or any other design tool that allows you to turn your beautiful designs into HTML emails. Email service providers also have straightforward and very pretty customizable templates that are easier to set up but are still great. Or maybe you want your brand to be minimalistic by using only-text formats. It can work as long as you make sure there are recognizable branding features (logo, greeting, or any other creative trait).
  • Is your audience segmented? When you’re starting, this might be useful to you only for organizational purposes. Still, once you start growing your audience, you’ll start seeing the advantage it is to have your “clients” and your “leads” tagged. You’ll be able to send them specific emails with promotions, news, or resources.




  • Use incentives. Effective incentives will help you increase open rates.
  • Write compelling and concise subject lines.
  • Optimize the email preview text. Make sure it invites people to open the email.
  • Include an email signature. A signature will make people feel welcome to reach out.
  • Keep the main message and call-to-action above the fold. Make sure the most critical information can be seen on a person’s screen by opening the email, without the need to scroll.
  • Personalize the email greeting. Email service providers like MailChimp lets you use the merge tag *|FNAME|* to put the person’s first name automatically.
  • Conduct tests. Send the email to your team before sending it to your audience. Make sure they can quickly identify the call to action and that there are no mistakes.




Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Anna Colibri

Anna Colibri

I work to make the web a more beautiful, accessible, and functional place. I use dreams as a form of planning. And I play because it’s fun.