Starting with email marketing? Here are the 10 questions I get asked most—with clear, actionable answers.
1. Which Email Marketing Platform Should I Use?
Best for beginners: Mailchimp (free up to 500 contacts), ConvertKit (creator-friendly), or Brevo (formerly Sendinblue).
Best for small businesses: ActiveCampaign, GetResponse, or Constant Contact.
Best for advanced users: HubSpot or Klaviyo (eCommerce).
Start with a free plan, learn the basics, then upgrade as you grow.
2. What's a Good Email Open Rate?
Average across industries: 21-22%
But it varies by industry:
- Government/Politics: 28%
- Nonprofits: 25%
- Real Estate: 19%
- Retail: 18%
If you're below 15%, your subject lines or sender reputation need work. Above 25%? You're doing great.
3. How Do I Write Subject Lines That Actually Get Opened?
Best practices:
- Keep it short: 40-50 characters max
- Create curiosity: "You're making this mistake..."
- Use numbers: "5 Ways to..." or "Save 30%"
- Personalize: Include their name or company
- Avoid spam words: "FREE," "Act now," "Limited time"
Test everything. What works for one audience won't work for another.
4. What's the Best Day and Time to Send Emails?
General best practices:
- Best days: Tuesday, Wednesday, Thursday
- Best times: 10 AM or 2 PM (local time)
But: Your audience is different. Test different days/times and check your analytics. B2B? Weekdays work best. B2C? Weekends might perform better.
5. Should I Resend Emails to People Who Didn't Open?
Yes—but change the subject line.
Resend to non-openers 3-5 days later with a different subject line. You can boost opens by 10-30%. Most platforms let you create automated resend campaigns.
6. How Often Should I Send Emails?
It depends on your content value.
- Newsletters: Weekly or bi-weekly
- Promotional emails: 2-4x/month
- Transactional emails: As needed
Send too much? People unsubscribe. Send too little? They forget you. Find the balance through testing.
7. How Do I Build an Email List Legally (CAN-SPAM, GDPR)?
Rules to follow:
- Get explicit consent: Use opt-in forms (checkbox)
- Include an unsubscribe link: In EVERY email
- Use your real business address: In the footer
- Don't buy email lists: It's illegal in many countries + damages deliverability
Learn more about building email lists the right way.
8. What's the Difference Between Open Rate and Click-Through Rate?
- Open Rate: % of recipients who opened your email
- Click-Through Rate (CTR): % of recipients who clicked a link in your email
Good open rate = good subject line. Good CTR = good email content + clear CTA.
9. How Do I Avoid the Spam Folder?
Follow these rules:
- Use a verified sending domain (SPF, DKIM, DMARC)
- Avoid spam trigger words ("FREE," "Winner," "Click here NOW")
- Don't use ALL CAPS or excessive exclamation points!!!
- Keep a low complaint rate (< 0.1%)
- Maintain a clean list (remove bounces and inactive subscribers)
10. What's a Good Email List Size to Start With?
You can start with 100 subscribers.
A small, engaged list beats a large, unengaged list every time. 100 people who love your content > 10,000 people who ignore you.
Focus on quality over quantity.
Conclusion
Email marketing isn't complicated—it just takes consistency and testing. Start with one campaign, track results, and optimize. You'll figure out what works for your audience.
Ready to go deeper? Learn about A/B testing your emails.