23 email newsletter best practices: Evergreen

Find 23 email newsletter best practices that are evergreen.  Technology changes, and so does the email marketing landscape.  However certain best practices have stood the test of time!  Find out more in my article.

Why care about an email list?

When I started blogging, it was intended to be a hobby.  However, after 1 year, I received my first paid gig.  Starting a newsletter became crucial, as my blog grew into a side hustle.  It provides a means for interested readers who visit once, to find my site again if they choose to.

You may find emails outdated, compared to social media.  However, it’s a top-performing channel.  There are many reasons why you should care.

General gains:

• Own your list
• Better than social media 
• Relevant targeted messaging

Your blogging gains:

• Relationship building 
• Blog visits
• Blog engagement 
• Monetization
• Relevant feedback

Big businesses, smaller ones, to individuals, all gain from using this handy channel.  In my article, I’ll highlight general as well as blogger examples.  The best practices can also support readers from different fields and industries, adapted to their needs.

Email newsletter best practices

Certain practices never become redundant.  They still prove to bring results.  These evergreen tips are effective, even for longer periods.

Here they are:

1. Personalization 
2. Segmentation
3. Consistency 
4. Originality 
5. Evergreen 
6. Catchy headlines 
7. Writing voice
8. To the point 
9. Relevant CTA
10. Grow email list 
11. Freebie lead magnets
12. Nurture leads
13. Generate sales
14. Promote new content 
15. Leverage automation
16. Surveys
17. Insights data
18. Deliverability 
19. Design
20. Mobile viewers
21. Test emails
22. Compliance 
23. Unsubscribe option

After this brief list, I’ll detail each point below.  It’s interesting to note that they have stood the test of time.  Trendy fads, on the other hand, have a shorter-term effect.

Personalization

Start by addressing subscribers by their name.  Personalization is welcoming, inviting, and connects people.  Don’t just stop there, send relevant content that they find helpful.

Segmentation

Segment your email list by using your email marketing service features.  Some call it groups, segments, or tags to identify relevant subscribers.  For example, I identify relevant subscribers by the lead magnet they opted for.  The content I send reflects their needs.

Consistency

Another best practice that never goes outdated, is being consistent.  It shows professionalism and reliability.  Don’t let your best contacts down by not posting when they eagerly expect your helpful content.  

Originality 

Be original, as it shows.  Being unauthentic on the other hand, also shows.  Deliver what you promise for the long term, and that’s best achieved when you’re being genuine.

Evergreen

Evergreen or trendy, which is your approach? Both are helpful, however, evergreen blog articles normally can drive traffic for much longer than seasonal ones.  With such blog posts, you can update, reshare, and repurpose your tips through emails, conveniently.

Catchy headlines

Headlines cannot be undermined.  They determine open rates.  On the other hand, clickbait does more harm than good.

Writing voice

Your writing voice shows your personality, and readers recognize it.  Use it in your email newsletters as well.  Brands, on the other hand, use their brand voice.

To the point

Being concise is often preferred.  Beating around the bush wastes your readers’ time.  Test your email copies, such as through the A/B testing feature to hone your approach.

Relevant CTA

Include the right CTAs in every email.  Also, place them strategically.  I normally write short emails, placing just 1 CTA at the end.  This makes my message clear for action-taking.

Grow email list

Aim to always increase your subscribers.  Those who opt in are often your best leads.  However, ensure that you attract the right ones for your niche and products.  I even go through my list and remove inactive subscribers periodically, to avoid stale contacts.

Freebie lead magnets

Offer lead magnets in the form of freebies to grow your list.  Choose what you offer strategically so that you don’t end up with the wrong subscribers.  Consider your goals, strategy, and products (own or affiliate).

Nurture leads

Nurturing your leads through truly helpful information is crucial.  Those who join your newsletters have a reason to do so.  Send the right messages to the right segments, providing value.

Generate sales

Email is known to be a high ROI channel, compared to other alternatives.  When contacts opt-in to receive your updates, they trust you enough to provide their details.  They also expect solutions, so don’t miss out on reminding them of your offers when relevant.

Promote new content

Inform about new content available.  I publish 1 new article every week and inform my list about it.  Those who want to find out more can visit my blog to learn about it.

Leverage automation

While having a personal touch is crucial, don’t miss out on automation.  The features support you immensely.  You can’t do everything manually, so take advantage of such features when relevant.  Welcome emails, for example, are a great help to me.

Surveys

Survey your list, and most importantly, your highly engaged subscribers.  Gain feedback, and learn about their needs.  I even currently have a survey link in my welcome email, asking new subscribers about their interests.

Insights data

Gain from checking your email marketing service analytics.  The insights provide valuable data.  See what’s working and what needs improvement.

Deliverability

Ensure email deliverability by authenticating your domain.  This helps a good reputation, and reach inboxes.  While technology changes ongoingly, keep up with any new deliverability best practices. 

Design

Email designs can be visually appealing.  Use templates from your email marketing service, or your own.  I personally prefer simple text-only formats, as they keep my readers focused on my message and CTA.

Mobile viewers

Mobile users are significant compared to tablet users and maybe even laptop users.  Don’t neglect their UX in your emails.  I use the preview tool to see how my layout will appear on different devices.

Test emails

Send yourself test emails before finalizing them.  You can notice any adjustment needs beforehand.  Avoid blunders, as far as possible, that can result in unnecessary unsubscribes.

Compliance 

Adhere to international compliance needs.  Use the relevant features provided by your email service provider.  Learn more from their support articles before getting started.  Have a privacy policy on your site, among any other relevant documents.

Unsubscribe option

Respect your subscribers’ choice of unsubscribing.  Include a button in every email, so that they can opt out of future emails (if chosen to).  It’s not only nice to have, but necessary.

Conclusion 

Gain from email newsletter best practices, adapting them to your circumstances.  While much changes, these evergreen tips are handy.  

Editor’s Note: This blog article was last updated on 03 December 2025 for better accuracy and comprehensiveness.