Biz Tips: The Best Email Marketing Practices of 2019

Biz Tips: The Best Email Marketing Practices of 2019


The Best Email Marketing Practices of 2019

Get ahead of the email game.

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Email marketing can be the primary driver of customer acquisition, if you use it right. There is a lot of conflicting advice on what makes the best, most compelling email. What makes people click?

In 2019, customers will be expecting emails to be better than ever before. More attuned to their desires and demands, more relevant for them, anticipating their needs and concerns.

Here you’ll find three strategies to make your customers interested, invested, and shopping with you again and again.


Personalization is so much more than just a buzzword. Offer your email recipients the most tailored, custom products and deals, and watch your conversion rates skyrocket.

This can apply to more than just product and deals — tailor your emails based on the activity displayed on your site. The classic example of this is the abandoned basket email, but the truth is you can go much further than this.

For instance, if a logged-in visitor came onto your site and looked at candles, don’t wait for them to add it to their basket. Send them a personalized email when they leave the site, saying you saw them looking at candles, and here’s a perfect set of candles based on their past purchase behaviour.

“green cactus plant with brown clay pot” by Fancy Crave on Unsplash

Real-world example: I’m an avid potted-plant lover, but I’ve had to cut down on my greenery as my two cats eat any plant in sight. I was searching on, a potted plant subscription website, for ‘pet-friendly plants.’ They didn’t have any, so I left the site.

The next day, I received an email from them offering me a free cat grass with any purchase made onsite. This was incredibly personalized for me, my situation and behavior on the site. As I write this blog post, I have a ‘Crispy Wave Fern’ sitting on my desk at work — my cats are at home, presumably enjoying gnawing on their cat grass.


Relevance is key when getting your email recipients to open your email, click on an element, and buy products. Gone are the days when a 20% off store-wide sale would be enough to entice shoppers to buy with you. You need to provide relevance and context to your offers.

One broad example is a seasonal campaign. This can be traditional, like summer or winter campaigns. With this kind of personalization, you can be sure to be providing a relevant offer, fitting with the season.

“four assorted-shape of leaves” by Markus Spiske on Unsplash

But there’s nothing stopping you from going further. Your customers will be segmented into people who like certain brands, people who buy particular categories more often than not. By sending them specific discounts or offers on the brands, categories and products they most often buy, you guarantee piquing their interest.

You can also provide relevance by using demographics. For example, older and younger customers will respond very differently to email tone. Younger customers tend to prefer a more informal, chatty style whereas older customers might like a more formal email approach.

Make your emails relevant to the recipients both in content, and in style. That way you can be sure you’re sending them content they’ll be receptive to.


Humans procrastinate unless you give us a reason not to. Given the option, nine times out of ten we’ll buy it tomorrow. Online shopping has made buying incredibly convenient but also incredibly easy to put off. Unlike shopping in the physical world, where you have to go out, leave the house, walk around and enter a shop and you may as well just buy it now, shopping online is just as easy to do tomorrow as it is today. And when it’s put off until tomorrow, you risk losing their interest and custom.

“person holding gray and beige roman numeral alarm clock” by Elena Koycheva on Unsplash

What’s the solution? Incentivizing your visitors to buy today.

Creating a sense of urgency, or scarcity, is one way to do so. Sending emails with headlines that inform their recipients that it’s a tempting offer — good for one day only — is a surefire way to make them open the email and check out your site. By building on the two points above, you can doubly-ensure this by sending them relevant, personalized content.

You can also use scarcity paired with social proof, which are a natural fit. Show your email recipients a great deal, but tell them you’re running out of discount codes because it’s so popular. By making your customers feel like everyone else is getting on board and this is creating a shortage, you’re much more likely to get them interested and invested.

Putting it all together

The ideal email reaches exactly the right person at the right time, showing them an offer, which is relevant to them and their situation, and finally giving them a reason to buy today, not tomorrow.

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