Successful Email Marketing


On the ever-changing battlefield of Internet Marketing, it’s important to practice up-to-date and effective strategies to promote your business. It’s no secret that email marketing is one of the most popular, practical and powerful ways of reaching your audience. Though email marketing is arguably the most beneficial method in your marketing arsenal, infiltrating someone’s personal inbox is a delicate operation.


If you want the benefits that email marketing has to offer, it’s imperative you perfect your strategic approach for even the most basic of concepts.

But don’t worry! As always, ClickBank is here to guide you through the basics and to success. Our marketing automation and analytics manager, Matthew Flynn has detonated a bomb of expertise upon this very article of the best practices for your ClickBank email marketing!


Matthew Flynn

Prior to being hired at ClickBank, Matthew was a Marketing and Sales Analyst for a life sciences company and a Circulation Analyst for a catalog planning consultancy. For over a year now, Matthew has proved to be of great value for our marketing team as he continues to display his skills with marketing analytics.


Phase One: Nailing the Subject Line

Let’s start with your subject line. To have a shot at sending hops with email traffic, you must get your audience to open your emails; and your chosen subject line is your best chance to give your audience a reason to do so. Because your email will likely be sent to users on a number of email platforms, including mobile devices, best practices now suggest aiming for a shorter subject line (<50 characters) which appeals to your audience and is relevant to the content within the email.

Want Better Open Rates? Let’s Get Personal

There are many different components to a subject line which when creatively and strategically implemented, awakes the little voice inside a reader’s head, “Open the email, Janet. Open it.” For higher open rates, consider inserting some personalization into the subject line. Invoking urgency or curiosity, eluding to a story, or presenting special offers are some of the many tactics which really bring interest to your email floating in the swelling sea of Janet’s inbox.

TIP: With most email services, you can A/B test the subject line on a subset of your list. The winner of that test will automatically be selected for the larger remainder of your emails.

Be careful, ClickBankers! One thing to keep in mind here is that your subject line creates potential for massive landmines. These tricky one-liners can be a major factor for email clients in determining whether your email should be flagged as spam or not. There are key words, phrases and symbols you should avoid if you wish to have your email hit your audience’s inbox rather than slipping into the trenches of their spam folder. Take caution and…

  • Avoid using too many exclamation marks!!!!!
  • Avoid using dollar $ign$

For more information about setting off and avoiding spam filters, check out this article from

Phase Two: Sealing The Deal with Your Content

Alright, you’ve sparked attention and now Janet is in the email. I repeat, Janet is inside the email. The body is now equally as important and requires, you guessed it, more strategy. The content of your email is your best artillery, built to fire an impactful blast known as a call to action. Whether you are urging the reader to make a purchase, subscribe to a newsletter, visit another website, etc., our email expert Matthew Flynn suggests a short and clear path to that C2A is best practice. “Emails should be as concise as possible. If you are too wordy, or you have too many calls to action, you may lose the readers who are scanning emails quickly. To appeal to as much of your audience as possible, avoid long paragraphs to make scanning easier, and include a call to action link above the fold.”

Phase Three: Delivering the Package

Before you even think about pressing the send button, keep in mind there are a handful of ways people are going to view your email. The combination of devices, operating systems, and apps/webpages emails are being opened through is an ever-growing list. It’s important to confirm your email is responsive and renders well in the combinations your audience tends to use most often. Another best practice would be to take advantage of some of the email services who offer a way to preview your email with screenshots on the most popular email clients to make sure everything looks good before deploying your email. Litmus and Emails on Acid are just a couple special troops that provide these services.

Phase Four: I Sent the Email, What Now?

Now the first email is off, you should probably get going on the rest of them because the next best practice tip is to send consistently. This not only offers your audience the best user experience, but it keeps them remembering who you are and the value you are providing. This reduces the likelihood that your audience will mark your emails as spam. Also, this comes with the added benefit of improved email reputation; your emails will look less like spam to email clients if there is consistent email volume and audience engagement with emails originating from your sending IP.

Phase Five: Maintenance

While you are improving your email marketing game, now is also a good time to wash, rinse and repeat as Matthew’s final best practice tip is good email list hygiene. Most email services will provide some tools which help you cleanse your email list of bad emails. Bad emails would include emails that simply aren’t valid because:

  • the email address doesn’t fit the standard email format of accountname@domainname.suffix
  • the domain name doesn’t have an email server
  • the email does not have an account at that domain

These emails will bounce, which decreases your deliverability rates. Other emails you may want to remove from your list are those which have simply not engaged in one of your emails for an average of 6 to 12 months. You could try allowing these emails to elect for less frequent emailing, or contact these emails with a re-engagement campaign. Here are some stellar examples that are sure to ignite some email inspiration for you!

Surprise Vendor + Affiliate Bonus Tips

  • Make sure your audience understands the value you are providing. It is very easy for your audience to unsubscribe (as it should be for compliance reasons and best user experience), so it is best to provide a healthy balance of content and offers to your audience. You don’t want to burn out your audience by blasting them with constant offers. On a consistent schedule, provide some healthy content around the topic that drove them to join your email list in the first place.
  • While your email marking campaign may be refined and thriving after reading this article, its no good without a substantial and targeted email list to send it to. Jump on over to our Knowledgebase article on growing your list of leads and prospects to learn more about cultivating a strong email list. Filled with sales boosting tips, tricks and tools, the Knowledgebase is our secret weapon. Visit the Knowledgebase often to expand your resource arsenal.

Mission Accomplished

You’ve crushed the subject line, your audience is viewing (and loving!) your emails on desktops and cellular devices across the world and you are gaining targeted subscribers and keeping them around with consistent emails all while boosting your traffic and sales with ClickBank!

Still have questions? Our talented team is here to help you move up in the ranks and find success online.  Feel free to reach out to us at

Happy Emailing!