Three Email Marketing Best Practices and Tips

When Being Unemployed Fuels Your Marketing Brain

Finding yourself between roles isn’t easy — but it can spark growth. For me, curiosity and a love of learning have always carried me through challenging times. I often use this time to take courses that deepen and expand my marketing skills while building a library of email marketing best practices.

And what better way to reinforce what I’ve learned than to share tips from some of the best in our field?

Recently, during a MarketingProfs Master Class, The Real Truth About Email Marketing, Jay Schwedelson, CEO and President of Outcome Media (Worldata Group), shared hard data on what’s really working in email marketing — from subject lines to CTAs. Here are a few that stood out.

💡 Tip 1: Choose Offers That Actually Convert

Infographics and eBooks aren’t the conversion magnets they used to be. For higher ROI, shift toward research reports or free audit tools — assets that deliver tangible value.

Offer Type	Typical Conversion Rate
Free Audit / Tool	20–40%
Research Report	10–20%
Infographic	3–8%

Infographics still shine at the top of the funnel (awareness), but if you want more qualified leads, offer something actionable.

💌 Tip 2: Personalize the “Friendly From”

The sender line is your first impression. According to Jay, when the Friendly From matches the offer, open rates jump 30% for B2B marketers.

Try using names or descriptive formats:

• “Jen from Salesforce”

• “salesforce.com webinars”

• “HubSpot Events Team”

People open emails from people — not just brands.

🎥 Tip 3: Make It On-Demand

Video still converts — especially when it’s convenient. Jay shared that on-demand video emails see 22% higher click-through rates, and including “Watch Now” in the subject line boosts open rates by 27%.

Think of it as letting your audience binge content on their schedule.

🌱 Final Thought

Continuous learning isn’t just for job seekers — it’s what keeps marketers adaptable. Which of these tactics have you tested in your campaigns? What’s surprised you most about your email performance lately?

 Make sure to leave a comment. More to come, and your feedback makes these Marketing tips more useful.