Navigating the world of email marketing can feel like the wild west, whether you’re jumping in for the first time or making the switch to a new platform. While email marketing is one of the most powerful tools to convert new business, it comes with a caveat. It can also be one of the most damaging tools if you’re not using it properly (or legally!). I put together this email marketing best practices guide for small business owners because I want you to feel confident when you hit “send” on your first newsletter! Let’s jump into the basics.

List Building: Legal + Ethical Must-Knows

These email marketing best practices will protect your business from legal trouble and keep your subscribers happy:

Always use a double opt-in

When possible. It confirms consent and improves list quality.

Never buy or rent email lists

I know, I know. This was the thing to do back when I first got into the email marketing game. Now? It’s a one-way ticket to the spam folder. Purchased lists harm deliverability and violate privacy laws like CAN-SPAM and GDPR.

Don’t manually add people

I see you eyeing that fat stack of business cards you grabbed at that pop-up market two years ago. Even if you’ve emailed with this person before, they must opt in through your form if you want to send them marketing emails.

You cannot change a subscriber’s email address manually

If they mistyped, ask them to resubscribe using the correct address.

Use a custom domain

Like hello@yourbusiness.com, instead of @gmail.com or @yahoo.com. It builds credibility and improves deliverability. Actually, most platforms, including Flodesk, now require a custom domain if you want to use their service.

Include an unsubscribe link

Yep, in every email! It’s legally required and respectful of your audience.

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Read More: My Unexpected Start In Email Marketing For Small Businesses

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Content & Design: What to Send + How to Send It

Help your emails feel intentional, on-brand, and easy to digest.

Include one core message per email

Don’t overwhelm — keep the focus clear and actionable.

Use short paragraphs and plenty of white space

People skim. Don’t fight it; instead, make it easy for them.

Always design mobile-first

Over 60% of users read emails on their phones!

Use text links sparingly

Buttons are easier to click and stand out more for your calls to action.

Stay on-brand visually

Use consistent colors, fonts, and your logo the same way they appear on your website.

Email regularly, not randomly

Set a rhythm your audience can expect (weekly, biweekly, or monthly — just be consistent).

Sending Best Practices: Timing, Frequency, & Deliverability

Avoid spam folders and keep your sender reputation strong:

Send at peak times

(typically Tuesday–Thursday mornings). Avoid weekends and late nights unless your data says otherwise.

Check your subscriber data frequently

If you’re seeing a lot of unsubscribes or bounces, these activities could indicate that your content isn’t hitting or that the wrong people are on your list.

Monitor your open and click rates

Low engagement? It’s time to clean your list or refresh your subject lines and content.

Don’t ghost your list

This goes back to our point about emailing regularly, not randomly. Inactivity actually hurts engagement and deliverability. So if you’re planning on investing your time and energy into email marketing, make sure you’re ready to commit!

Not sure you have the time to commit to a regular email cadence? I offer full-service email marketing management on Flodesk. Reach out to me here to see if working together would be a good fit!

Warm up a new list gradually

Start with your most engaged audience, then scale up sends over time. Flodesk has a great email list warming tutorial on YouTube!

Balance promo and value

The 80:20 rule applies here. Aim for 80% helpful, value-add content, 20% sales. Otherwise, you’ll lose trust fast.

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Read More: The Full Breakdown of My Full-Service Email Marketing Services Using Flodesk

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Subject Lines, Preview Text & Engagement Tips

These make or break your open rates:

Keep subject lines under 50 characters

Short and clear leads to more opens.

Avoid clickbait

All caps, words like “SALE” and “URGENT”, and even overusing the first name field can trigger spam filters. If they do make it to the inbox, you can expect quick unsubscribes and damaged trust.

Use curiosity, but don’t be vague

For example, “The one tool that changed everything…” is better than “You’ll never guess what!”

Test subject lines A/B style

…If your platform allows it. Small tweaks can make a big difference!

Use preview text wisely

It should complement your subject line, not repeat it.

Write like a human, not a brand

People buy from people, and your tone should feel like a conversation, not a billboard.

I realize this can feel like A LOT to digest if you’re new to email marketing. If you have questions, don’t hesitate to reach out to me or leave a comment below! I’d be happy to walk you through any of these email marketing best practices or offer advice on which platforms are right for your business.

Bonus: Tools & Recommendations from a Pro

Here’s what I recommend and use for clients:

• Flodesk for beautiful, strategic emails — get 25% off your first year with my code: BYSOFIABROWN
• Beehiiv is a newbie on the scene, making waves for its all-in-one platform that brings together newsletters, websites, and growth tools to scale quickly.
• Kit (Formerly ConvertKit) offers simple email creation, intuitive automations, and seamless audience management.

Read More: The Secret Sauce That Makes Flodesk The Best Email Marketing Platform for Small Businesses