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.