6 Email Best Practices to Drive Results
constantcontact.com
Coming up with email content can be a challenge. This guide outlines
the top email communications—with tips & examples—to send to your
subscribers to drive engagement.
Email
content
ideas
A/B test subject lines for the best open rate
Always optimize for mobile
Subject line: 5-7 words | Preheader: 7-9 words
Personalize an email (name, location, etc.)
Be concise
Keep the main message and call-to-action
at the top of your email
Welcome Email
Seasonal
Set up an automatic welcome email that goes out to new contacts when
they join your mailing list.
Using the changing seasons is a great way to add some personality
to your messages and it will increase your chance of getting noticed.
Subject Line:
Subject Line:
Recommended Template:
Recommended Template:
Business Result:
Business Result:
Call-to-Action:
Call-to-Action:
Suggested mailing schedule:
Suggested mailing schedule:
• You’re in, let’s begin!
• Welcome to <brand name>!
Let’s get started.
• Include keywords: New/ Free/
Deal/ Discount/ Savings/ Holiday
• Example: Spring savings are
here! Act now.
• Welcome templates
• Holiday templates
• Increase subscriber
engagement and loyalty.
• Drive traffic to your website,
increase engagement, and
boost sales (if promoting
a product).
• View upcoming sales/events
• See additional resources
• Stay connected on social
• Buy now
• Save today
• Get started
Automatically send to new customers
after they make a purchase or sign
up for a service.
Pre-sale: 1 week prior
Sale: Week of/same day
Time-sensitive: Week of/same day
Holidays: See holiday calendar
on page 4
Invitation
An email newsletter is one of the most effective marketing tools available
to small businesses today. They are an easy and cost-effective way to keep
in touch with your clients and potential customers.
Invitations are important for big events and fundraisers to get the word out.
A great invitation also describes the event in a manner that entices its
invitees to become attendees.
Subject Line:
Subject Line:
Recommended Template:
Recommended Template:
Business Result:
Business Result:
Call-to-Action:
Call-to-Action:
Suggested mailing schedule:
Suggested mailing schedule:
• Ask open-ended questions to
focus your readers’ attention
and pique their curiosity.
• Example: Destination Weddings:
Want Rockstar Treatment?
• You’re invited! Join us for <event
name> on <date>.
• Include details such as: date,
location, cost
• Newsletter templates
• Invitation templates
• Engagement and awareness to
keep your audience informed
about the latest news,
happenings, or updates
regarding your business.
• Drive event awareness and
increase attendance.
• Learn more
• Leave us a review
• Get tips now
• RSVP now
• Register now
• Sign up
Every two weeks or once per month.
Keep in mind who your audience is
and what type of content you’ll be
sharing.
Touch 1 (one month prior to event):
Invitation with a link to register
Touch 2 (one week prior to event): Event
reminder with referral promotion
Touch 3 (day before event): Event
reminder with logistics
Newsletter
Winter Spring Summer Fall
December
• National Tie Month
• Safe Toys and Gifts Month
• Cyber Monday
• Make a Gift Day
• Salesperson Day
• Hanukkah
• Ugly Christmas
Sweater Day
• Re-gifting Day
• Christmas
• Make Up Your Mind Day
• New Year’s Eve
March
• National Craft Month
• World Compliment Day
• Be Heard Day
• Dream Day
• I Want You to be Happy Day
• National Mom and Pop
Business Owners Day
June
• National Camping Month
• National Drive Safe Month
• National Fireworks Safety
Month
• Great Outdoors Month
• World Environment Day
• Father’s Day
• National Splurge Day
• Flip-Flop Day
• Public Service Day
• Social Media Day
September
• Labor Day
• National Courtesy Month
• National Grandparent’s Day
• Good Neighbor Day
• Swap Ideas Day
• Patriot Day
• Football Season
• National Women’s
Friendship Day
• Stand Up to Cancer Day
• International Dot Day
• American Business
Women’s Day
• National Hunting and
Fishing Day
January
• New Year’s Day
• National Thank You Month
• International Creativity Month
• Dress Up Your Pet Day
• Ditch New Year’s
Resolutions Day
• International Sweatpants Day
• Measure Your Feet Day
• Inspire Your Heart with Art Day
April
• Couple Appreciation Month
• Earth Awareness Month
• Garden Month
• Easter
• Walk on Your Wild Side Day
• Earth Day
• International Dance Day
• Honesty Day
July
• Bikini Day
• Independence Day
• National Work-a-Holics Day
• Embrace Your Geekness Day
• All or Nothing Day
• Parent’s Day
October
• Breast Cancer Awareness
Month
• Do Something Nice Day
• Face Your Fears Day
• Department Store Day
• Make a Difference Day
• Halloween
February
• Heart Month
• Super Bowl Sunday
• Madly in Love with Me Day
• Valentine’s Day
• Singles Awareness Day
• Random Acts of Kindness
Day
• Love Your Pet Day
• Floral Design Day
May
• Military Appreciation Month
• Mother’s Day
• Lucky Penny Day
• Barbecue Month Begins
• Memorial Day
August
• World Wide Web Day
• National Girlfriends Day
• Just Because Day
• Friendship Day
• Back-to-School
• Relaxation Day
• National Bow Tie Day
• Be Kind to Humankind
Week
November
• America Recycles Day
• Celebrate Your Unique
Talent Day
• Shopping Reminder Day
• Thanksgiving
• Black Friday
• Electronic Greetings Day
• Small Business Saturday
• Giving Tuesday
Take advantage of the upcoming holidays by sharing new inventory, specials, gift ideas, or tips related to:
