How To Get The Most Out Of Email Marketing Services

Email marketing services like HubSpot and MailChimp help you organize your mailing lists and send templated messages to many users at once. But not many people are using email marketing services to their fullest.

At Cohlab, we have some best practices we utilize for our clients’ email marketing services which we’re happy to share with you. For additional help, contact us anytime and we’ll be happy to assist you.

Get The Most Out Of Your Email Marketing Services

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No matter how you are getting these email addresses (a sign-up at your brick-and-mortar, a form on your website, a giveaway or contest) people need to know what they are signing up for. Before you ever use email marketing services or gather a single address, be sure people are aware that:

  • They will receive X number of emails per month
  • They will get (discounts, coupons, product information, first chance at new products, e-books, etc.)
  • You will not spam them or sell their email address to another company

Set Expectations

After a user agrees to be on your email list, send a follow-up email immediately to thank them, introduce yourself or your company, and remind them again what type of emails you will be sending to them. Most email marketing services like MailChimp and HubSpot have an option to set up an autoresponder when someone signs up for your email list.


Segmenting your email list is an extremely important aspect of email marketing services.

Someone who is on your list because they are a customer is going to be interested in different things than someone who signed up for an e-book. Similarly, your particular industry will have different segments, whether this is based on gender, age, job title, company, etc.

Each segment will likely be interested in a different aspect of your business. If you’re a restaurant, you probably won’t want to send info about your Senior Specials to the under 50 crowd, while information about Kids Meals should probably go to the 25-45 age group.

Most email marketing services will allow you to manually place email addresses into various segmented groups which you design. It isn’t rocket science, but it does take time to setup at the start.


When preparing for email marketing services, be sure to optimize the actual content of them. For instance, subject lines of emails have been shown to be extremely effective at <50 characters and >70 characters. Between 50-70 characters, emails tend to be opened less often.

More specifically, emails with subject lines of <50 characters tend to be opened more often than any other length, while emails with subject lines of >70 characters see the best click through rates (on a link or deal within the email).

Overall, emails should be short on content. If you have a lot of content to deliver, put short summaries and link out to a blog post on the topic. In general, emails shouldn’t have more than about 200 words in the body.

Remember, for additional email marketing services help, contact us anytime!