'Inbound & Down' S01 E16: The Art & Science Behind Successful Emails

Ali Magno

Ali Magno
Published August 11, 2017

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On this episode of "Inbound & Down," co-hosts Jon Sasala and Danielle Esposito of Morey Creative discuss how to create successful emails. Learn about best practices, how to stay out of the spam folder, and the importance of email analytics.


Email is one of the most effective channels inbound marketers can utilize.

But with the minimal time and patience consumers have when filtering through (hundreds of) emails, marketers must craft emails with best practices in mind.

Producing poor emails, or worse, spammy emails, can lead to contacts unsubscribing, or adding you to a spam list. The latter seriously impacts your credibility in the email world.

"When you're dragged over to the spam folder," explains Danielle Esposito, Senior Strategist at Morey Creative, "a lot of people don't realize how much that actually affects your overall email health. Because there are some email servers, that if you get marked as spam, they'll just blacklist you, or you'll be in greymail, and they won't even deliver your emails anymore. They [your contacts] won't even have the opportunity to open it—because it'll go right to their junk mail." 

So how do you stay out of the dreaded spam folder? Compose really well-thought-out emails.

Start with the subject line and preview textdebatably the most important parts of your email. It's what your contacts see before deciding to open your email (or not), so make them engaging and stand out so they don't get lost in their inbox. Try using action words, personalization tokens, or an emoji to grab your contacts' attention and entice them to open your email.

Awesome, you wrote an amazing subject line and preview text that your contacts couldn't help but open. Now, on to the body of your email. Your goal here is to get your contacts to take an action, whether it's to download your newest ebook, or make a purchase.

Here are some helpful tips:

  • Keep your emails short and to the point.
  • Have one goal per email.
  • Use a call to action.
  • Use personalization tokens.
  • Don't be afraid to use plain text emails.
  • Try A/B testing to see what works best (only test one aspect of your email at a time).
  • Test your emails, ensuring they look good on all mail browsers and all devices before sending.

Your job isn't done when you send your email. Don't forget to dive into your analytics, and check your open, click, and unsubscribe rates to see what worked well and what didn't.

Key Takeaways From This Episode:

  • Your preview text can mean the difference between a contact opening your email or deleting it.
  • Have one single goal per email.
  • Be sure to analyze your emails after you send them, to figure out what works and what doesn't.


Have any questions or topic suggestions? Comment below or email us at inbound@moreycreative.com.

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