Category: Email Marketing

Every time you send an email, a small number of people will opt out. That number has a name, a formula, and — once you know how to read it — a lot to say about the health of your email list. It’s called your email unsubscribe rate, and it’s one of several numbers your email platform tracks automatically after every send. 

Understanding where it comes from and what’s actually happening when someone opts out makes it a lot easier to know what to do with it. This post breaks down how the metric works, where it comes from, and what it’s actually worth paying attention to.

What is an email unsubscribe rate?

An email unsubscribe rate is an email marketing metric that shows the percentage of people who opt out after receiving your email.

Did you know? The unsubscribe rate didn’t always exist as a metric. In the early days of commercial email, opting out meant replying to an email with “remove” and there was no guarantee anyone would actually honor it. That changed in 2003 when the CAN-SPAM Act made a working opt-out mechanism a legal requirement for every marketing email sent in the US. Once unsubscribe links became mandatory, email platforms started tracking who clicked them and the unsubscribe rate as we know it today was born.

How to calculate unsubscribe rate

The formula is straightforward:

Let’s say you sent an email to 1,000 subscribers. Your email service delivered 980 of them (20 bounced). Out of those 980 delivered emails, five people unsubscribed.

Your calculation: (5 ÷ 980) × 100 = 0.51% unsubscribe rate

What is a good unsubscribe rate

A rate between 0.2% and 0.5% is perfectly normal for most small businesses. Anything above 1% is worth reviewing because it usually signals a mismatch between what your audience expected and what they’re receiving.

How the Unsubscribe process works and why easy opt-outs help you

Subscribers can opt out in two ways: before they ever open your email, or directly within it.

1. The inbox-level unsubscribe link

Your subscribers can unsubscribe from your emails before they even open them. That’s because major email providers like Gmail and Yahoo show an “Unsubscribe” link right next to your sender name in the inbox view.

This change took effect in early 2024: senders who send 5,000+ messages per day must include a one-click unsubscribe mechanism in the technical headers of their emails.

If you’re a small business sending to a few hundred or a few thousand subscribers, you probably don’t hit that threshold. But the principle still matters: when unsubscribing is visible and simple, people use it instead of pressing the “spam” button — and a spam complaint is far more damaging than a clean unsubscribe (we’ll get into that in a moment). 

Gmail and Yahoo also actively prompt subscribers to unsubscribe from senders they haven’t engaged with recently, typically after about 30 days of inactivity. If someone on your list hasn’t opened your emails in a while, their email provider may already be nudging them toward the unsubscribe.

Now this isn’t a ploy against small businesses. It’s an effort to make inboxes cleaner and more trustworthy for everyone, so genuine senders with real audiences (like you) benefit from less spam and better email deliverability.Most modern email solutions handle this automatically. If you use SiteGround Email Marketing, the one-click unsubscribe headers are built into every campaign you send.

2. The footer unsubscribe link

The other way people opt out is through the unsubscribe link in your email footer, the one at the bottom of every marketing email you’ve ever received.

This link is a legal requirement under CAN-SPAM (US) and GDPR (EU). Every marketing email must include a clear, working way for people to opt out. With SiteGround Email Marketing, the unsubscribe link is automatically added to every campaign footer.

Between the inbox-level button and the footer link, your subscribers have two clear paths to leave. That’s a good thing. Every person who unsubscribes through either path instead of treating your emails as spam is protecting your ability to reach everyone else on your list.

Common reasons people unsubscribe

Unsubscribes are valuable feedback. These are the usual patterns behind them:

• The email frequency feels too high or erratic.
• The content no longer matches what subscribers signed up for.
• Topics or tone feel off — too promotional, not enough value.

Viewed this way, unsubscribes act like a built-in feedback loop helping you fine-tune both message and audience fit.

What to do when unsubscribe rates rise

A few strategic tweaks can bring them back down:

• Revisit your opt-in promise. Check if your signup form still accurately describes what subscribers get.
• Segment your list. Send more personalized content to different groups rather than one-size-fits-all blasts.
• Review your send frequency. Sometimes sending less, but with higher relevance, cuts unsubscribes sharply.
• Analyze recent content. Did you recently shift topics, style, or promotions? Look for patterns.
• Let inactive subscribers go. Clinging to disengaged contacts hurts your email engagement metrics and signals to inbox providers that your audience isn’t responsive.

Unsubscribes vs. list churn

Unsubscribes are only one slice of list health. True list churn also includes:

• Bounces: Invalid addresses or outdated contacts.
• Spam complaints: The most damaging form of disengagement.
• Inactivity: Subscribers who never engage but don’t opt out.

In simple terms, list churn measures how quickly contacts drop off your email list, whether by unsubscribing, bouncing, marking emails as spam, or becoming inactive. A high churn rate means you’re losing subscribers faster than you can replace them, which can signal issues with targeting, content relevance, or mailing frequency.

Keeping an eye on all these behaviors helps you maintain a list that’s both compliant and genuinely engaged.

Do unsubscribes hurt deliverability? 

Short answer: not directly, no.

Unsubscribes often feel negative, someone explicitly says they don’t want your emails. But inbox providers see them as a neutral signal. They classify recipient behavior into three groups:

• Positive signals: opens, clicks, replies
• Negative signals: spam complaints, deleting without reading
• Neutral signals: unsubscribes

Unsubscribes don’t help your reputation, but they don’t harm it either. Spam complaints, on the other hand, are highly damaging. They tell providers you’re sending unwanted messages, which can tank your sender reputation and land your future emails in spam.

A high unsubscribe rate (usually above ~1%) is a sign to investigate your targeting or content, not your deliverability setup. The real risk comes when people can’t find your unsubscribe link. That frustration leads to spam complaints, and those do lasting damage to your deliverability.

Why email providers encourage people to unsubscribe

If unsubscribes were harmful, Gmail and Yahoo wouldn’t make them so easy. Instead, they’ve built one-click unsubscribe buttons and required senders to honor clear opt-out requests.

Why? Because the alternative is worse. When people can’t easily unsubscribe, they either disengage — hurting engagement metrics — or hit the spam button out of frustration.

When unsubscribes are easy, spam complaints fall and engagement among remaining subscribers rises. It’s a win for everyone, especially your sender reputation.

Why easy unsubscribing is actually good for your business

Unsubscribes help us avoid spam complaints

Spam complaints are the biggest threat to deliverability. Each one is a “bad sender” signal to inbox providers. Enough of them, and even your legitimate messages start landing in junk folders.

Unsubscribes prevent that by giving recipients a safe, frustration-free exit. A visible, one-click unsubscribe link is your built-in pressure release valve. It redirects dissatisfaction away from the spam button and keeps your reputation clean.

Unsubscribes improve the recipient experience

Easy unsubscribing makes the inbox experience better for everyone. It shows recipients you respect their preferences and gives them control over the kind of content they see. That builds trust in your brand, even among people who leave, and trust is what keeps your remaining subscribers engaged.

When people know they can opt out easily, they’re more likely to opt in with confidence next time.

Unsubscribes help keep the email ecosystem healthy

Beyond email marketing metrics and algorithms, unsubscribes play a fundamental role in keeping the email ecosystem trustworthy.

Email providers care about keeping their users happy, that’s their business model. If inboxes fill up with unwanted messages, people switch providers. Easy unsubscribing keeps users satisfied and ensures commercial email remains a marketing channel people want to engage with.

And your subscribers’ lives aren’t static. They change jobs, move cities, start or close businesses, shift interests. An email list that was perfectly matched six months ago will naturally lose some relevance. Unsubscribes allow your list to adapt in real time, keeping it relevant, engaged, and cost-effective to maintain.

Just a number? Put your unsubscribe rate in context

Your unsubscribe rate is one of the easier metrics to understand once you know what’s behind it. It tells you how many people opted out, gives you a signal about list health, and when it spikes it points you toward something worth looking at. It doesn’t tell you your emails are bad, your business is struggling, or that you’re doing something wrong.

Most of the time, a few unsubscribes per send is just email working as it should. Focus on the people who stay, keep showing up with content worth reading, and the number will take care of itself.

Email unsubscribe rate: Frequently asked questions

You’re sending marketing emails, watching your open rates, maybe even A/B testing subject lines. Good. That means you already have the building blocks in place.

The next step is giving those efforts a direction. When your open rates, list growth, and click-throughs are tied to a specific goal, they stop being just metrics and start telling the story of how email is growing your business.

That’s what this article is about: setting email marketing goals that connect to revenue, so every metric you already track has a clear job to do.

Why do email marketing goals matter?

Because without goals, you’re just sending emails and hoping for the best.

It’s a bit like throwing darts blindfolded: you might hit something, but you won’t know what or why. An email newsletter goes out on Tuesday because Tuesday is “email day.” A promo drops when sales are slow. A welcome email exists because someone said you need one. None of it is wrong, but none of it ties back to a specific outcome you’re trying to achieve.

And this isn’t just a marketing thing; it’s a human thing. 

Think about it: there’s a reason vision boards went viral, fitness apps make you set a target weight, and every productivity guru out there goes on and on about writing things down. 

When you know exactly what you’re aiming for, your brain starts working differently. You stop reacting to whatever feels urgent and start asking one simple question: is this getting me closer? Same with email. 

A 22% email open rate on its own? Just a number on a dashboard. But if your goal is 20 new bookings this month and that 22% only brought in 2 — now you know the problem isn’t visibility, it’s what happens after the open.

How to set email marketing goals that drive revenue

Setting email goals isn’t complicated, but it does require you to think about your business first and your email marketing metrics second. The SMART framework (specific, measurable, achievable, relevant, time-bound) is a solid structure for this and the four steps below put it into practice.

Identify what your business needs right now

A freelance designer notices they get plenty of website visitors but very few inquiries. What their business needs isn’t more traffic. It’s converting the audience they already have. So their email goal becomes about turning subscribers into booked clients, not growing the email list.

Before you touch your email dashboard, ask yourself: where am I losing potential customers right now? That’s the goal your emails should be working toward.

Connect each goal to a revenue outcome

A freelance photographer wants to improve their open rates. But when they ask themselves ‘what do more opens actually do for my business?’ they realize the real goal isn’t opens — it’s getting more people to click through to their booking page. The open rate matters, but only as a step toward filling their calendar. Every metric you track should be able to finish the sentence: “this matters because it leads to ___.”

Match your email strategy to your business stage

Not every goal makes sense at every stage. Before you set one, ask: does this match where my business actually is right now, or where I think it should be?

A new online shop with 300 subscribers shouldn’t be worrying about reactivation campaigns; there’s barely anyone to reactivate. Their priority is getting those 300 people to make a first purchase. Meanwhile, an established yoga studio with 3,000 contacts might focus on improving their click-to-purchase rate, since they already have the audience — they just need more of them to act.

Focus on 1–2 goals per quarter

A small agency decides to chase list growth, open rates, click-through rates, and conversions all at once. Three months later, every metric moved a little but nothing moved enough to matter. Next quarter, they pick one goal: get 15 new client inquiries from email by June. Everything they send serves that single target.

Fewer goals, more progress. Pick one or two that tie directly to what your business needs this quarter, give them a number and a deadline, and let everything else wait its turn.

Six email marketing goals worth setting 

Now that you have a framework for setting goals that tie back to your business, let’s get into the specific ones worth your attention. For each goal, we’ll cover why it matters for revenue, what realistic email marketing benchmarks look like, and what to try when things aren’t moving.

#1. Grow your email list

The more engaged subscribers you have, the more people see your offers: no ad budget required. But don’t let the number fool you. If you have 400 subscribers who open your emails and click through to your services page, you’ll generate more bookings than someone with 4,000 contacts who haven’t opened an email since last summer.

Why it pays off	Every engaged subscriber is a potential buyer you reach at zero ad cost
Realistic benchmark	250–500 engaged subscribers is a strong starting base; once there, a 2–3% monthly growth rate is a healthy, sustainable pace
Where to start	Move sign-up forms where people actually see them, offer something specific in return, promote beyond your website

If you’re looking for a platform that makes list building painless, SiteGround Email Marketing plugs straight into WordPress and the SiteGround Website Builder, so every sign-up on your site becomes a subscriber in your list automatically. No manual imports, no extra tools, no losing leads between steps.

#2. Improve open rates

That 22% open rate from earlier? It told you something was off. Now let’s talk about fixing it, because if people aren’t opening your emails, nothing you do inside them matters. Even a modest jump from 22% to 28% meaningfully changes how many people see your offer and reach your call to action.

Note: Apple’s Mail Privacy Protection marks emails as “opened” the moment they’re delivered to an Apple Mail inbox, regardless of whether the subscriber actually looked at them. That’s why the widely cited 40–43% industry average is misleading — a chunk of those opens never really happened. A more useful approach is to compare your own campaigns against each other rather than chasing a benchmark that includes phantom opens.

Why it pays off	More opens = more people seeing your offer = more clicks and sales
Realistic benchmark	20–35% for small businesses; track the 3-month trend, not individual sends
Where to start	Write specific email subject lines (“3 spots left for our April workshop” > “March Newsletter”), test send times, check deliverability if rates drop suddenly

#3. Increase click-through rates

Clicks are the closest thing to buying intent that happens inside an email. Someone who clicks is actively moving toward spending money with you: landing on a product page, a booking form, or a sign-up page.

Why it pays off	More clicks = more people on pages where they can buy, book, or sign up
Realistic benchmark	CTR: 2–3%; CTOR (clicks from openers): 5–7%
Where to start	One email, one primary CTA; match content to subject line promise; ditch vague links like “Learn More”

#4. Convert subscribers into buyers

This is where every other goal on this list either pays off or doesn’t. You grow your list, improve opens, get more clicks; all so that eventually, someone buys. That moment when a subscriber becomes a customer is the most direct line to revenue in email marketing. And it adds up: email marketing consistently delivers one of the highest ROIs of any marketing channel. But that only happens when your emails are actually built to convert, not just to inform.

Why it pays off	The most direct connection to revenue: a subscriber spends money
Realistic benchmark	1–5% conversion rate depending on industry. But if your list is under 1,000, percentages aren’t very useful, so track the actual number of sales or bookings each campaign brings in instead.
Where to start	Check what happens after someone clicks: slow-loading pages, confusing checkout, or pricing that wasn’t mentioned in the email will lose them. For new subscribers, send a few helpful emails before asking for the sale.

Automation helps here. With SiteGround Email Marketing , you can set up a welcome sequence that sends 2–3 helpful emails before any sales pitch. Once it’s built, it runs on its own.

#5. Re-engage inactive subscribers

Inactive subscribers don’t just sit there; they hurt you. Email providers track engagement, and if too many people ignore you, your emails start landing in spam for everyone, including the subscribers who actually buy from you.

A quick gut check: open your email platform’s analytics and see how many contacts consistently don’t open or click. Most platforms (including SiteGround Email Marketing) show this data at campaign level.

Why it pays off	Re-engaged subscribers = buyers recovered at zero cost; removed subscribers protect email deliverability for paying customers
Realistic benchmark	At least 50% of your list should be active (opened/clicked) within the last 90 days
Where to start	Review your analytics page metrics: if the same contacts never open or click, try a different approach: a discount, exclusive content, or a reminder of why they signed up. No response after 2–3 attempts? Remove them.

#6. Clean your list to protect deliverability

It’s not the most exciting goal on this list, but it might be the most important. Dead addresses, ghost subscribers, and inactive contacts who haven’t engaged in months all drag down your sender reputation, which means your campaigns start hitting spam for your best customers too. Cleaner list, better results.

Why it pays off	Clean list = better inbox placement = more people see your campaigns = more revenue from the same sends
Realistic benchmark	Email bounce rate under 2%, unsubscribe rate under 0.5%, spam complaints under 0.1%, deliverability above 95%
Where to start	Quarterly cleanups; remove hard bounces immediately, soft bounces after 2–3 campaigns, inactive contacts after re-engagement attempts

Quick note: SiteGround Email Marketing automatically removes hard bounces (emails sent to addresses that no longer exist or were never valid). For soft bounces (temporary failures, like a full inbox or a server that’s temporarily down), check your campaign analytics regularly. If the same addresses keep soft bouncing across several campaigns, remove them. Same goes for inactive contacts: if someone hasn’t opened or clicked anything in months, it’s worth cleaning them out manually to keep your list healthy.

Email marketing goals that sound smart but go nowhere

Not every goal that sounds productive actually is. Here are a few that small business owners set all the time and why they tend to lead nowhere.

• “I want to grow my list to 10,000 subscribers.” 

We’ve already talked about why list size alone doesn’t mean much, but it’s worth repeating because it’s one of the most common goals small business owners set. Big round numbers feel motivating, but 10,000 subscribers who don’t open your emails won’t generate more revenue than 500 who do. The goal shouldn’t be a number on your list. It should be what that list is doing for your business.

• “I want to hit the industry average open rate.” 

Industry benchmarks are based on data from millions of senders of all sizes, industries, and list qualities. A 42% average includes enterprise brands with dedicated email teams and seven-figure budgets. Comparing your 800-person list to that number will either make you feel like you’re failing when you’re not, or give you a false sense of success when there’s work to do.

• “I want to improve open rates, click rates, conversions, list growth, and deliverability this quarter.” 

That’s not an email marketing strategy, that’s a wish list. When you track five things at once, you spread your attention so thin that nothing moves meaningfully. Three months later, every metric shifted a little and none of them shifted enough to matter.

• “I saw [big brand] does this, so we should too.” 

We keep coming back to this for a reason. Context matters. A re-engagement email flow that works for a retailer with 200,000 subscribers and a full marketing team doesn’t translate to a freelancer with 600 contacts and two hours a week for email. Someone else’s winning strategy can easily become your time sink if it doesn’t match your resources, list size, and business stage.

Start your email marketing journey with a goal that pays

You didn’t start your business to babysit an email dashboard. So don’t. Pick one goal, give it a number, give it a deadline, and send emails that serve it. That’s the whole strategy. And if you need a platform that keeps things just as simple, SiteGround Email Marketing gives you the sign-up forms, automation, segmentation, and analytics to set a goal and actually track whether you’re hitting it. No complexity for the sake of complexity.

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Frequently asked questions about email goals

You want to build an email list but don’t have a website yet. Can you even do that?

Yes! And you can start today.

A lot of people put off email list building because they think the website has to come first. But building your list before your website actually makes sense. You’re validating that people care about what you’re doing. You’re getting feedback while you build. And when you launch, you’ve got people waiting to hear from you instead of starting from zero.

All you really need is a page with a sign-up form.

This guide shows you what to set up, how to do it quickly, and how to start growing your list right now: no multi-page website needed. Just one page.

Why build an email list without a website first

Starting with your email list isn’t necessarily a workaround for not having a website. It can actually be the smarter move for a small business in the early stages.

Why? Below are four good reasons:

You own your audience

Email gives you ownership. You have subscribers’ contact information, can export it anytime, and reach them directly without permission.

Social media doesn’t work that way. Instagram followers, Facebook group members, TikTok fans: those all live on someone else’s platform. Algorithm changes have caused sharp drops in organic reach. As reported in Hootsuite Blog, for instance, one retail brand saw Facebook reach fall from 8% to less than 3% between 2022 and 2024. Your posts reach fewer people through no fault of your own. 

Email solves this. When you send an email, it gets delivered to nearly everyone on your list. A good delivery rate is 98-99%. That means it reaches their email account, even if some land in promotions or spam folders. Compare that to social media where only 2-6% of your followers even see your post. With email, you’re at least in their account. With social media, the algorithm might not show your post at all.

Your list is also portable. Let’s say you’re using an email platform and it doubles its prices or shuts down tomorrow. You export your subscriber list and upload it to a different platform. Your 500 subscribers come with you. You still have their contact information, unlike with social media. If Instagram bans your account or TikTok shuts down? Your 10,000 followers are gone. You can’t export them, can’t contact them. They were never yours to begin with.

You validate demand as you grow

Every signup tells you someone’s interested, but email lets you validate what they’ll actually pay for.

Say you’re thinking about creating Instagram templates for coaches. You build a landing page offering “5 Free Instagram Post Templates” and collect 100 email addresses in two weeks.

You can send survey emails to your list: “I’m creating a template library. Would you rather have: (A) 50 ready-to-use posts, or (B) 20 customizable Canva templates?” You get 30 detailed responses explaining why they prefer one option.

Before launch, you email again: “Would you pay $29 for this?” 15 people say yes and ask for the link.

Classic direct marketing: trackable one-to-one communication with people who’ve already shown interest. Email responses are private, so you get honest feedback. You know exactly who responded and can follow up with specific questions. Everyone on your list took action to get there, unlike passive social followers who might just be scrolling.

You’re testing with people who’ve already raised their hand. That’s better validation than polls or comments from a general audience.

You get customers faster

With an email list, you can reach people now instead of waiting for traffic to find you. Email 50 people from your network about your landing page on Monday. By Friday, you have 15 subscribers. Send them your first email that week introducing what you’re building.

Compare that to launching a website and waiting for SEO to bring visitors. That takes 6-12 months. Or posting on social media and hoping the algorithm shows it to people. With email, you know exactly who’s interested and can message them directly whenever you’re ready to sell.

Lower stakes to test your idea

Building a full website before you know there’s demand means putting in real time and effort before you’ve heard a single “yes” from your audience. Starting with a simple sign-up page lets you test your idea first — and if it takes off, expanding to a full site is just the next natural step.

A sign-up page is quick to set up, and SiteGround Email Marketing starts free for the first 30 days. You can test your entire business idea at no cost and know within 30-60 days if people will actually pay for it.

Validate first, then invest in the website. Not the other way around.

What you need to build your email list

You don’t need much to get started. What you need:

1. An email marketing platform

This is the tool that captures sign-ups, stores your contacts, and sends your emails. You can’t build a list without one.

What to look for: sign-up forms you can embed or share, basic automation (like welcome emails), list segmentation, and reliable deliverability.

SiteGround Email Marketing does all of this: 

• Sign-up forms that integrate with WordPress and SiteGround’s Website Builder
• Built-in automation for welcome emails and sequences
• Groups and Custom Fields for segmentation based on subscriber data and sign-up source
• Deliverability backed by 20+ years of email hosting infrastructure: we’ve been sending and receiving emails long before we built the marketing platform

2. A simple landing page with a sign-up form

Your landing page needs three things:

• A headline that says what you’re offering and who it’s for (“Get Instagram templates for coaches” or “Weekly marketing tips for freelancers”)
• 2-3 sentences explaining what they’ll get and why it’s valuable
• A signup form asking for their email (and optionally their name)

Landing pages come in many shapes, but they all share one goal: get the visitor to take one specific action. Here, that action is signing up. The SiteGround Website Builder is the quickest way to make that happen:

1. Choose any website template from Website Builder (pick one you like the look of)
2. Click “Add Section” and select the Subscribe block
3. Edit the form: Add your headline, 2-3 benefit sentences, customize the button text
4. Clean it up: Delete any other sections from that page you don’t need, and delete any extra pages from the template

Now you’ve got a professional-looking signup page without designing from scratch or hiring anyone.

1. A clear reason for people to sign up (lead magnet)

“Join my newsletter” doesn’t work. Too vague. People need to know exactly what they’re getting in exchange for their email address.

Your options:

A lead magnet: The specific thing you trade for an email address.

• “My 5-minute Instagram caption formula (because staring at a blank screen sucks)”
• “The spreadsheet I used to quit my job in 8 months”
• “How I pack a week in a carry-on without losing my mind: 23-item checklist”

Exclusive content: What they can’t get anywhere else.

• “Weekly updates on building my coaching business from zero to $5K/month — the messy, honest version”
• “New designs before anyone else sees them (and before I second-guess myself)”
• “All the mistakes I made so you can skip them”

A special offer: Early access or founder pricing.

• “Lock in $29/month forever: price goes to $49 next month”
• “Founding member discount: 50% off because you believed in this early”
• “Free 30-minute call, first 20 people only (then I’m closing it)”

2. A specific call to action

Your sign-up button shouldn’t say “Subscribe” or “Submit.” Boring, and it doesn’t tell people what happens next.

Try instead:

• “Send me the 5-minute formula”
• “I need this spreadsheet”
• “Yeah, get me on the list”
• “I’m ready — count me in”
• “Show me the checklist”

Be specific about what they’re signing up for. According to Wisernotify, clear, specific CTAs can boost conversion rates by up to 161% compared to generic ones.

3. One traffic source to start with

Your landing page won’t attract visitors on its own. It’s a single page with no SEO power. Unlike a full website that can eventually rank in search results, your landing page is invisible until you drive people to it.

Each channel takes time to learn. Pick one, test it for 30 days. Once you’re getting 10-20 signups regularly, add another.

• Your social media marketing: Post about it, add the link to your bio, share in stories
• Your personal network: Email friends, colleagues, past clients about what you’re building
• Guest blogging: Write for blogs your audience reads, mention your list in your bio
• Online communities: Join relevant groups, contribute value, share your sign-up link when appropriate
• Paid ads: If you have $100-200 to test, run a small Facebook or Instagram ad campaign

You can always add more traffic sources later. Right now, you just need one that works.

Step-by-step guide: How to build your email list without a website

Step	What to do
1. Choose your email marketing platform	Sign up for an email service that captures sign-ups, stores contacts, and sends emails
2. Create your landing page	In the SiteGround Website Builder , pick a template, add an email form section, and edit it to include: A headline (what you’re offering + who it’s for) 2–3 sentences on what they get and whyA sign-up form (email required, name optional)
3. Decide what you’re offering	Pick your opt-in incentive: lead magnet (checklist, template, guide), exclusive content (updates, early access), or special offer (founding member pricing, discount) Keep it specific
4. Set up your welcome email	Create an email automation that sends a welcome message when someone subscribesIn your email, deliver what you promised, set expectations (what they’ll get, how often), brief intro of who you are
5. Pick your starting traffic source	Choose ONE marketing channel to focus on: If you have social following → post about your landing page, add link to bio If you have email contacts or past clients → send them a direct email about what you’re building If you’re starting from zero → guest post on blogs, join online communities, or run small paid ads ($100-200)
6. Get subscribers and email them	Share your landing page link in your chosen channel Email your list regularly (weekly or biweekly) Mix content: tips, updates, questions, storiesDon’t collect emails then disappear

Best practices for growing your list

Once you’ve got the basics running, here’s how to improve and grow.

Make your opt-in offer irresistible

Specific beats generic every time. “The 3-Sentence Email That Got Me 10 Clients” beats “How to Get More Clients.”

Solve one clear problem quickly. People want a quick win, not a 50-page ebook they’ll never read.

If fewer than 10% of visitors are signing up, your offer isn’t compelling enough. Test a different angle or make the benefit clearer.

Keep your sign-up form simple

Ask for an email address at minimum. Adding a name is a nice touch, but every extra field you add means fewer completions. As a general rule, the shorter the form, the more people sign up.

That said, if you plan to segment your list by role, company size, or another factor, asking upfront can save you work later. Just make sure each extra field has a clear purpose — if you’re not going to use the data, don’t ask for it.If you do need specific information, use SiteGround’s Custom Fields feature — but only add fields you’ll actively use to segment or personalize your emails.

Be clear about what subscribers get

Tell people what to expect upfront. On your landing page or in your welcome email, say something like: “One email every Tuesday morning. Real Instagram strategies I’ve tested.”

That’s clearer than “Join my newsletter” with no details about frequency or content.

Setting expectations upfront reduces unsubscribes later. Someone who knows they’re getting weekly emails won’t be surprised when weekly emails arrive.

Use multiple touchpoints

Remember when we said pick one channel to start? Once that’s bringing in 10-20 sign-ups regularly, it’s time to expand.

Don’t rely on one traffic source forever. Once you’ve got one working, add another.

Put your sign-up link everywhere it makes sense: social media bios, email signature, guest post author bios, podcast show notes, online community profiles, anywhere your target audience might see it.

Each touchpoint is another chance for the right person to find you.

Send valuable emails consistently

Don’t capture email addresses and go silent. Email at least every two weeks, preferably weekly when you’re building momentum.

Mix your content: share useful tips related to what they signed up for, give behind-the-scenes updates on what you’re building, ask questions to start conversations, tell personal stories that build connections.

People forget who you are if you disappear for months. Consistency builds trust.

Track what matters

Monitor these email marketing metrics:

• Sign-up conversion rate (new subscribers ÷ landing page visitors): Check Sessions in your Website Builder analytics and compare to new subscribers in Email Marketing. 10%+ is good. If you’re below 5%, your offer isn’t clear or valuable enough.
• Email open rates (subscribers who open ÷ emails delivered): Shows if your list is engaged and recognizes you. 20-30% is healthy; below 15% means your subject lines are weak or subscribers don’t remember signing up.
• Unsubscribe rate (people who opt out ÷ emails delivered): Shows if you’re keeping the right people. Under 2% is normal; above 5% means your content doesn’t match what they expected.

If your numbers are low, compare them against email marketing benchmarks first. Then test different email opt-in offers, subject lines, or check if your content matches what people signed up for.

Quick email list building checklist:

✅ Sign up for email marketing platform

✅ Create landing page with clear headline and sign-up form

✅ Decide on opt-in offer (what people get for subscribing)

✅ Write and schedule welcome email

✅ Set up call-to-action button text

✅ Pick one traffic source to focus on first

✅ Share landing page link in chosen channel

✅ Send first email to subscribers within 3 days

✅ Implement consistent email cadence (weekly or biweekly)

✅ Track sign-ups and opens to see what’s working

How to build an email list without a website: Get started today

The tech part is quick: pick a template in SiteGround Website Builder, add an email form section, delete anything else, and publish. You’ll have a simple sign-up page ready in under an hour.

The thinking part takes longer: what are you offering, who’s it for, what do you actually say. But you don’t need perfect answers to start. Launch with your best guess, get your first 20 subscribers, and adjust based on what they tell you.

Start building your landing page this week. Share it with ten people. Send your first email within three days of getting a sign-up. You’ll figure out the rest as you go.Ready to build your email list? SiteGround Email Marketing integrates directly with the SiteGround Website Builder so you can start collecting subscribers today.

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Frequently asked questions about building an email list with no website

You send an email, check your stats, and see “CTR: 2.3%.” Then you Google “good email CTR” and find articles saying 10% is average. Cue the panic.

Turns out, that article is talking about CTOR, not CTR. They sound the same. They’re not. One divides clicks by emails opened, the other by emails delivered. Completely different numbers.

Your email platform probably shows both (maybe labeled clearly, maybe not). So you’re comparing your 2% to someone else’s 10%, wondering why your email campaigns are bombing, when really you’re just looking at different email marketing metrics.

This guide explains what each one measures and which to track. Whether you’re a small business owner, blogger, or solopreneur, you’ll learn what your numbers actually mean when you’re running a smaller list, not a 50,000-subscriber operation.

Understanding email click through rate (CTR)

Email click-through rate, or CTR, is an email marketing metric that measures the percentage of recipients who clicked a link in your email out of the total number of delivered emails.

Say you sent 500 emails, 480 got delivered (the rest bounced), and 12 people clicked a link. Your CTR is 2.5%. That’s it.

CTR tells you how well your entire email: subject line, preview text, content, email call to actions (CTAs), worked together to get people to click. If your CTR tanks, something broke in the chain between “email lands in inbox” and “person clicks link.”

How to calculate click through rate

The CTR formula looks like this:

Notice it says “delivered,” not “sent.” If you sent 500 emails but 20 bounced, you calculate based on 480. Why? Because the 20 people who never got your email can’t click anything. Including them makes your CTR look artificially low.

Most email platforms show you delivered numbers automatically, so you don’t have to do the math yourself. With SiteGround Email Marketing, for example, you’ll see both sent and delivered right in your email campaign stats. 

Still, knowing the difference matters when you’re comparing your stats to benchmarks or trying to figure out why your numbers look off.

Unique clicks vs total clicks

Some platforms let you choose between unique clicks (one person clicked once) and total clicks (one person clicked three times = three clicks). For CTR, use unique clicks. You want to know how many people engaged, not how many times your most enthusiastic subscriber clicked around.

Here’s an example:

• Emails delivered: 800
• Unique clicks: 24
• CTR: (24 / 800) × 100 = 3%

That 3% means 3% of people who received your email clicked something in it.

CTR vs click to open rate (CTOR): What’s the difference?

Different email platforms use these terms to mean different things. So let’s clarify them once and for all.

• CTR (Click Through Rate) divides clicks by emails delivered. We just covered this one.
• CTOR (Click to Open Rate) divides clicks by emails opened. So if 100 people opened your email and 10 clicked, your CTOR is 10%. This number measures how your content performed once people opened. It tells you if your subject line set the right expectation and if your content delivered on that promise.

With SiteGround Email Marketing, CTOR is the metric you’ll see on your dashboard right away.

Why all the confusion? Email service providers each built their dashboards independently, picked their own labels, and never got together to standardize anything. Some platforms show both CTR and CTOR  but don’t make it obvious which is which. Click rate as a standalone metric is confusing and inconsistently defined across platforms, so it’s easier to stick with these two clearer measurements.

So when someone says “our average click rate is 15%,” you can’t assume they’re talking about the same metric you’re tracking. Fun, right?

Which number should you actually care about?

Depends what you’re trying to figure out.

What you’re doing	Which metric to track	Why
Troubleshooting email deliverability	CTR	A sudden drop might mean your emails are landing in spam or your list quality tanked. CTOR won’t show you this, as it only counts people who opened.
Testing email content	CTOR	You want to know if your copy, layout, or call to action actually worked once people were reading. CTR mixes in too many other variables.
Measuring overall email campaign success	Both CTR and CTOR, plus conversions	CTR shows reach. CTOR shows email engagement. Conversions show whether any of it led to actual results.

What’s a good email CTR?

The internet will tell you the average click through rates are around 2-5%, depending on your industry. For CTOR, benchmarks hover around 10-15%.

Take those numbers with a huge grain of salt.

Those averages depend on a lot of factors: your industry, list size, business stage, how engaged your subscribers are, what you’re asking them to do. A SaaS company sending product updates to 50,000 active users will have different numbers than a freelance designer sending portfolio updates to 300 past clients. That doesn’t mean one is doing it wrong.

That said, you still want some baseline to work from.

• What’s a good CTR? For most small businesses, anywhere from 1-3% is solid. If you’re hitting 4-5%, you’re doing great.
• What’s a good CTOR? Aim for 8-12%. If you’re consistently above 15%, your content is really connecting with people who open.

What actually matters is your own trend line. Did your CTR drop from 3% to 1% in the last month? That’s worth investigating. Sitting steady at 2% for six months while your conversions stay consistent? You’re fine. Email marketing benchmarks can give you a starting point, but your own pattern over time tells you more than any industry average.

Keep in mind that small lists naturally have more volatile numbers. One campaign might hit 5% CTR because your most engaged ten people clicked. The next drops to 1.5% because those same people were busy that week. With a 50,000-person list, individual behavior gets smoothed out. With a 300-person list, every person counts.

The red flags when reviewing CTR and CTOR

More important than hitting a specific number: watching for these warning signs in your own data:

• Sudden drops in either CTR or CTOR (more than 50% decline in a week or two)
• High CTR but low CTOR (lots of people opening your emails, but few clicking once they read—means your content or call to action isn’t working)
• Low CTR but high CTOR (this is actually fine: means fewer people opened, but the ones who did were engaged. Keep in mind that open rates can be unreliable anyway due to privacy features like Apple’s Mail Privacy Protection)
• High clicks but no conversions (your email worked, but something’s broken on your landing page: check load speed, clarity, and whether the offer matches what you promised)
• Steady decline over months (gradual drop over 3+ months means something shifted: list quality, content relevance, or frequency)

Track your own averages over time. If your normal CTR is 2.5% and you suddenly hit 0.8%, that’s your signal to investigate. If your normal is 1% and you’re at 0.9%, you’re probably fine.

And remember: CTR doesn’t exist in a vacuum. Look at it alongside other performance metrics like:

• Email open rate: If nobody opens, CTR will tank no matter how good your content is
• Conversions: Clicks mean nothing if they don’t lead to sales, signups, or whatever you’re after
• Unsubscribe rate: Spiking unsubscribes + dropping CTR = your content stopped matching what people want
• Bounce rate: High bounces kill your CTR because fewer emails get delivered

The goal isn’t hitting some magical industry number. It’s understanding what’s normal for your list and noticing when something changes.

How to improve your email click-through rate

Get more people to click by making it obvious what you want them to do and matching your content to what they actually signed up for. The tactics:

• Write subject lines that set up the click. Your subject line shouldn’t just get the open: it should prime people for what’s inside. If your subject says ‘5 email tips’ but your email immediately pitches your course without the tips, they’ll bounce. Match the subject to the action you want.
• One clear call to action per email. Multiple CTAs split attention. Pick one thing you want people to do and make that the focus. If you need to include secondary links, make them visually smaller or put them at the bottom.
• Make links obvious and clickable. Underline them. Use button styling. Don’t hide links in walls of text. People should be able to scan your email and immediately see where to click.
• Optimize for mobile. 55% of emails are opened on mobile devices, according to Growth-Onomics. If your links are too small to tap, your font is too tiny to read, or your email layout breaks on mobile, your CTR will suffer. Test on your own phone before sending.
• Test timing and frequency. Sending too often burns people out. Sending too rarely makes them forget who you are. Test different days and times to see when your target audience actually engages. Track your CTR across sends to find your sweet spot.
• Match content to what people signed up for. If someone joined your list for freelance writing tips and you start sending them AI tool promotions, they’ll stop clicking (or unsubscribe). Stay consistent with what you promised when they opted in.

Your click-through rate needs context, not comparison

Whether you’re a small business owner, blogger, or solopreneur, chances are you’re managing customer emails, social media, your website, and a dozen other things at once. The last thing you need is to stress about whether your 2.1% CTR means your email marketing is failing.

It doesn’t. Track your own trends. Watch for sudden changes. Adjust when something actually breaks — not just because your number doesn’t match some article’s benchmark.The good news? You don’t need fancy tools or a marketing degree to track this stuff. SiteGround Email Marketing shows you CTOR right in your dashboard, so you can see exactly how your content performs once people open. No guessing which metric you’re looking at, no cross-referencing three different reports. Just clean data that tells you what’s working.

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Frequently asked questions about email CTR

Whether you sell products, services, or simply share your expertise online, Valentine’s Day is your opportunity to show your audience a little love and bring in more sales. 

February 14 is one of the few days in the calendar that comes pre‑loaded with positivity, emotion, and attention. People are in a good mood, more open to spending, and more willing to treat themselves or someone they care about. That makes it a natural moment to show up in their inbox and remind them why they love buying from you, booking you, or following your work.

In this guide, you’ll see why Valentine’s Day emails work for small businesses and personal brands, what types of emails you can send, and how to put together a simple campaign that fits your time and resources. By the end, you’ll know exactly what to send and how to turn this occasion into real results for your business.

Why Valentine’s Day is a sales opportunity you shouldn’t miss

When you run a small business, most of your time goes into serving clients, fulfilling orders, or keeping your website up and running. Anything extra you do for marketing has to be simple, quick to set up, and actually help you bring in more money or more loyal customers.

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Valentine’s Day is one of the easiest moments in the year to do exactly that. It’s your opportunity to turn whatever you sell into something people feel good about buying.

A cleaning service becomes “give your home some love.” An online course becomes “invest in yourself this Valentine’s Day.” A skincare routine becomes “a little self-love for February 14.

Here’s what Valentine’s day gives you for free:

A reason to reach out

You don’t have to think hard about “why” you’re emailing. Valentine’s Day is already a known occasion, so an email from your business around that time feels normal, whether you’re sharing an offer, a reminder, or just saying thank you.

Built-in urgency

Because Valentine’s Day is on a fixed date, people know your offer or message won’t be around forever. You don’t need big countdowns or dramatic wording, the date itself pushes them to decide sooner.

People more open to buying

Around Valentine’s, many people are already looking for ideas: gifts, experiences, or little treats for themselves. Not everyone will be ready to buy, but enough of your subscribers are in “why not” mode that one well‑timed email can help turn that mode into a sale.

For small businesses, this combination makes Valentine’s Day one of the easiest moments to get extra orders from your list.

6 Valentine’s Day email ideas you can use

The ideas below are designed for busy businesses who are not full‑time marketers. Pick the one that feels closest to what you sell and what your subscribers need right now, then plug it into a ready‑made Valentine’s template in SiteGround Email Marketing. You’ll have a campaign ready to send in no time.

1. Create a limited-time Valentine’s offer

If you want to drive sales around Valentine’s Day, a short, clear offer built on what you already sell is often enough. You don’t need to redesign your whole website or create complicated bundles.

What you can do:

• Choose 1–3 things you’d like to highlight: best-selling products, a popular service package, a course, a membership.

• Add a simple Valentine’s perk for a limited time: a small discount, free shipping, an extra session, an extra lesson, or a bundle price when people buy two things together.

Source: Really Good Emails

If your website runs on WordPress or WooCommerce with SiteGround, setting your promotion up can be done quickly. Using SiteGround’s AI Agent for WordPress in AI Studio, you can describe the offer you want, such as a percentage discount, a fixed amount off, or a simple bundle, and the agent will apply it without you having to manually adjust multiple settings.

2. Use Valentine’s day to promote self-care

Many people use Valentine’s Day as a reason to slow down and do something kind for themselves. Your business can support that, whether you run a shop, offer services, teach online, or sell digital tools.

What you can do:

• Think of one concrete way your service or product makes your customer’s life better: less stress, more clarity, feeling better in their body, business running smoother.

• Write your email around that idea as a small act of self-care or self-investment.

• Use simple, supportive language like “do something for yourself,” “make your day easier,” or “future-you will thank you for this.”

Source: Really Good Emails

3. Present your product or service as a gift to others

Many things small businesses sell can be bought for someone else: physical products, gift cards, sessions, courses, memberships, or digital resources. Often people just need you to show them that perspective.

What you can do:

• Ask yourself: “Could someone buy this for a person they care about?” This often fits coaching, consultations, classes, wellness visits, memberships, and gift cards.

• In your email, say clearly that this is something they can give and who it’s a good fit for: a friend starting a business, a parent who never has time for themselves, someone who loves learning, and so on.

Source: Really Good Emails

4. Make your product worth falling in love with

Valentine’s Day is the perfect time to remind your audience why your product is special. Whether you’re launching something new or simply sharing what you already offer, focus on the details that make people say, “this is exactly what I needed.”

What you can do:

• Look at your product from your customer’s point of view. What’s the moment they realize they love using it? That’s your story.

• Highlight what makes it unexpectedly delightful — maybe it saves time, simplifies a daily task, or just feels good to use.

• Use warm, human language that captures genuine appreciation: “you might fall for this,” “we think you’ll love how it makes things easier,” or “this is one you’ll want to keep around.”

Source: Really Good Emails

5. Help your subscribers decide what to buy with a gift guide

The classic Valentine’s gift guide approach works for a reason, it removes the pressure of figuring out what to buy. When people feel unsure, they often postpone the decision or abandon it altogether. A simple, well-organized gift guide makes choosing faster and easier.

What you can do:

• Group your products or services in a way that feels intuitive: by recipient (for partners, for friends, for yourself), by price range, or by interests.
  
• Keep the selection focused. Too many options can overwhelm people.
  
• Add a short note under each item explaining why it makes a great gift. People appreciate guidance.

Source: Really Good Emails

6. Celebrate all kinds of love

You can also use Valentine’s Day to talk about more than just romantic relationships and connect it directly to what you offer. Think about the relationships your product or service already supports and build your email around those.

For example, if you sell pet products, you talk about “showing some love to your pets.” If you sell home goods, you talk about “showing your home some love.” If you sell business tools or services, you talk about “showing your business some love.”

Source: Really Good Emails

Valentine’s Day email subject lines, preview text, and CTAs

Subject lines that get opened

Your subject line competes with a lot of heart emojis and “Last chance!” copy. Specificity helps you stand out.

Formulas that work:

• Benefit + logistics: “Gifts they’ll love, delivered by Feb 14”
• Curiosity: “The Valentine’s gift they won’t see coming”
• Self-love: “Treat yourself this Valentine’s Day”
• Helpful urgency: “Still time to get it there”
• Personal: “A little something for you 💌”

Examples to steal:

• “Valentine’s gifts under $50 (that don’t look like it)”
• “For your person, your bestie, or just you”
• “The ‘I waited too long’ gift guide”
• “Something sweet for your inbox 🍫”
• “Don’t panic – eGift cards deliver instantly”
• “What we love this Valentine’s Day”

Preview text that supports the subject line

The preview text (preheader) shows next to or below your subject line. Use it to add context, clarify what’s inside, or reinforce urgency.

Subject: “Valentine’s gifts they’ll actually use”
Preview: “Curated picks by budget. Free shipping over $50.”

Subject: “A little love for you”
Preview: “Thanks for being here. This one’s just to say hi. ❤️”

CTAs that get people to take action

Make your call-to-action specific. “Shop now” works, but “Browse gifts by budget,” “Find their perfect gift,” or “Treat yourself” tells readers exactly what they’re clicking into.

If you have multiple sections – gifts for partners, gifts for friends, gifts for self – give each its own CTA so readers can self-select.

Give your email the Valentine’s Day look

Valentine’s Day emails are easy to recognize because they use familiar visual cues. Hearts, flowers, chocolate, and a palette of red, pink, and white signal the occasion immediately.

When a subscriber opens the email, the connection to Valentine’s Day should be clear at a glance. That immediate context helps the reader understand why the message is being sent and what it relates to, without needing extra explanation. It also reduces friction, because the email fits into an expected moment rather than interrupting it.

If you want to save time or avoid layout decisions, starting from a template can help.

SiteGround Email Marketing includes Valentine’s Day–ready templates that already follow these principles: clear structure, and valentine-ready colors and graphics. You can adapt the content to match your message without designing an email from scratch.

If you’d rather skip writing and designing altogether, SiteGround clients can use the free AI Studio and the Email Marketing Agent (available on Plus plans) to generate a complete Valentine’s email campaign. That includes the subject line, email copy, and visuals, which you can import directly into SiteGround Email Marketing and send right away.

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Your turn to show up this Valentine’s Day

Valentine’s Day has been a communication moment for over 700 years.

People have been sending love notes on February 14 since Geoffrey Chaucer wrote about it in the 1300s. By the 1800s, Valentine’s cards were a booming business. And since the early 2000s? The love letter has moved to the inbox.

What hasn’t changed? People respond to businesses that feel warm, personal, and human. Valentine’s Day gives you the perfect opportunity to show that side of your business without overthinking it.

So pick one idea from this guide, adapt a template, and send something that reminds your customers why they like doing business with you.

Will you send Valentine’s emails this year? We’d love to see what you create.

You’ve seen the stat. “$42 for every $1 spent on email marketing.” It’s everywhere: on LinkedIn, in case studies, probably tattooed on some growth hacker’s forearm.

And if you’re three months into building your email list with 287 subscribers, sending campaigns to crickets, and wondering if you’re doing something catastrophically wrong, that number feels like a personal attack.

Here’s what nobody mentions: That 42:1 average is just an average across thousands of businesses at different stages. It doesn’t tell you anything about where you should be in month 3 or year 1. You’re in year 1, trying to write a personalized subject line that doesn’t sound desperate.

This guide shows you what email marketing return on investment (ROI) actually measures, how to track the three numbers that matter for YOUR stage, and when your results are good enough to keep going versus when something needs fixing. You’ll learn why comparing your month 2 to someone else’s year 5 is pointless, and what to measure instead.

Let’s figure out what good ROI looks like for where you actually are.

What is email marketing return on investment + a formula for you

Email marketing ROI is a metric that measures how much revenue you generate compared to what you spend on email marketing campaigns. It’s expressed as a percentage, so 400% ROI means you made $4 for every $1 you spent.

The email marketing ROI formula: 

• Costs include: Your email platform subscription, time spent creating campaigns, design or content work, and any list management tools.
• Revenue includes: Direct sales from email links, repeat purchases from lead nurturing email sequences, and retained customers who stay engaged through email.

Here’s how it works in practice: Let’s say you spend $200/month between your platform fee and the time you invest in creating campaigns. Your emails generate $1,200 in tracked sales that month.

ROI = ($1,200 − $200) ÷ $200 × 100 = 500%

That’s $5 back for every $1 spent. Not the famous 42:1, but profitable for a growing business.

Best practices for tracking email marketing ROI 

You’ve got the formula. Here’s how to use it without overcomplicating things or panicking at every dip you see in your email marketing platform’s analytics page.

1. Start with a baseline measurement

Before you can improve anything, you need to know where you’re starting. Pick a month (ideally your first full month of consistent emailing) and calculate your ROI using the formula above. Write it down. This becomes your baseline: the number you’ll compare future months against. It doesn’t matter if it’s negative or barely positive. You just need a starting point to measure progress.

Let’s say you run a small online store selling handmade jewelry. 

• In your first full month, you spent $30 on your email platform and invested about 20 hours setting up your account, designing a template, creating a welcome email sequence, and sending your first few email marketing campaigns. At $25/hour, that’s $500 of your time. Total cost: $530. 
• Your welcome sequence and product launch email generated $900 in tracked sales. Your baseline ROI: ($900 − $530) ÷ $530 × 100 = 70%. 

Not breaking records, but you’re building something. And now you have a number to beat next month as your systems get more efficient.

2. Track trends, not daily fluctuations 

Email marketing ROI isn’t like checking your stock portfolio every hour. One bad week doesn’t mean your email marketing strategy is failing, and one great campaign doesn’t mean you’ve cracked the code. Look at month-over-month trends instead. Is your ROI moving up over three months? Six months? That’s what matters. Daily or weekly swings are normal noise, especially for small businesses with smaller lists.

That jewelry store owner with 70% ROI in month 1? Month 2 drops to 45% (holiday slow season, only 8 hours of work needed). Month 3 jumps to 110% (Mother’s Day campaign, 10 hours invested). Month 4 lands at 95%. If you only looked at month 2, you’d panic and quit. But the three-month trend shows 70% → 45% → 110% → 95%, which is an overall movement up, and time investment is decreasing. That’s what matters.

3. Set realistic benchmarks for your stage 

If you’re three months into building your email list, comparing yourself to the “$42 for every $1” industry average is pointless. That number reflects mature, optimized email programs; not someone just starting out.

Email marketing ROI is like building a business: A new freelancer just landing their first customers won’t have the same revenue as someone with three years of repeat customers. A blogger with 200 subscribers won’t see the same results as one with 5,000 engaged readers. The metric is the same, but the expectations should match your own reality.

Here’s what realistic email marketing benchmarks look like by stage:

• Year 1: Breaking even or slightly positive ROI (100-200%) is solid progress. You’re still learning what connects with your audience.
• Year 2: 300-500% ROI becomes achievable as you refine your approach and your list matures.
• Year 3+: This is when 1000%+ ROI (the famous 10:1 or higher) becomes realistic for well-run email programs.

Your real benchmark isn’t an industry average — it’s whether you’re improving quarter over quarter at your current stage.

4. Track the three metrics that matter

You don’t need to monitor 15 different metrics to know if email marketing is working. Email open rates, click rates, bounce rates, unsubscribe rates. Sure, they’re useful, but for ROI tracking, you need three numbers: 

1. List growth rate

How many new recipients you’re adding each month. If you started January with 500 subscribers and ended with 550, you added 50 people: that’s a 10% growth rate. A growing list means more potential revenue. If your list is shrinking or stagnant, your ROI will eventually plateau. Check your total subscribers on the first of each month in your email platform dashboard.

2. Email-attributed revenue

These are the sales generated after you send campaigns. This is the “revenue” part of your ROI formula. You’ll track this through your sales platform or website analytics. The simplest method: note when you send emails, then check for sales spikes in your store on those days. For more precision, use unique discount codes in each campaign (like JUNE10) and track how many times they’re redeemed. 

SiteGround Email Marketing shows you campaign performance metrics like which links people clicked, helping you track engagement—but connecting those clicks to actual sales happens in your ecommerce platform.

3. Monthly costs

Your email platform subscription plus a realistic estimate of the time you spend creating email marketing campaigns. If you pay someone to design or write emails, include that too. Most people underestimate their time investment, which makes their ROI look artificially high. 

When your platform is easier to use, you spend fewer hours creating campaigns—which directly lowers your monthly costs and improves your ROI. With SiteGround Email Marketing‘s no-code builder and AI text writer, you can cut your design time from 3 hours to 30 minutes. Over a year, that’s 30+ hours saved—worth $750+ if your time is valued at $25/hour.

That’s it. Three numbers, once a month, 15 minutes. Spending two hours every week analyzing micro-metrics won’t improve your ROI as much as spending that time writing better marketing emails.

How to improve your email marketing ROI at each stage

Remember those stages we just talked about? Each one requires a different approach. What improves ROI in year 1 won’t be the same as what works in year 3.

Year 1: Focus on list building and learning what connects

At this stage, you’re still figuring out what your audience responds to. Test different email subject lines to see what gets opens. Try various content formats: educational tips, behind-the-scenes stories, product showcases, and track which ones drive clicks. Find your voice. Don’t worry about advanced segmentation yet. 

Just send consistently, pay attention to what works, and grow your list. If you’re that freelancer landing your first customers or the blogger with 200 subscribers, this is where you build the foundation.

Year 2: Optimize based on patterns

Now you’ve got data. You know which emails people open, which links they click, and what type of content leads to sales. This is when you start segmenting your list: maybe by purchase history, email engagement level, or interests. 

With SiteGround Email Marketing, you can set up email automation triggered when contacts join specific groups. This is perfect for sending a welcome email series, onboarding sequence, or introducing your best content over several days. 

You’re refining what worked in year 1 and cutting what didn’t.

Year 3+: Scale what works

By now, you’ve got proven email marketing campaigns and a substantial list. Expand your successful campaigns. If a product launch email sequence worked once, use that template again. Refine your targeting based on years of behavior data.

This is when that 10:1 ROI becomes realistic because you’re running a system, not experimenting.

Why comparing your month 2 to someone else’s year 5 doesn’t help

Someone in year 5 has thousands of subscribers, proven email sequences, and refined targeting. You’re still testing subject lines. Their email ROI reflects years of compound growth: a larger list, repeat customers, and automated systems. Comparing your early results to their mature program just makes you feel behind when you’re actually right on track for your stage.

Your 15-minute monthly check-in

Set aside 15 minutes on the first of each month to track your progress:

Task	Time	What to do
Track your numbers	2 min	List growth rate: ___  Email-attributed revenue: $___  Monthly costs: $___
Calculate ROI	2 min	(Revenue − Costs) ÷ Costs × 100 = ___%
Compare to last month	1 min	Trending: ☐ Up ☐ Down ☐ Steady
Reflect and plan	10 min	What worked well this month: One thing to test next month:

This simple habit keeps you focused on progress without getting lost in daily fluctuations or vanity metrics.

When to optimize vs when to keep going 

Not every dip in performance means your strategy is broken. Sometimes the best move is to stay the course. Here’s how to tell the difference.

Green flags: Signs your email campaigns are working ✅

If you’re seeing these patterns, keep doing what you’re doing:

• Revenue is trending up – Even if it’s slow growth, upward movement over three to six months means your emails are contributing to sales. A $200 increase one month and $150 the next isn’t failure — it’s progress.
• Your list is growing – New subscribers joining consistently (even if it’s just 10-20 per month for small businesses) signals that people want to hear from you. Growth doesn’t have to be explosive to be healthy.
• Engagement is holding steady – Your open rates and click rates don’t need to climb every month. If they’re consistent, say, 20-25% open rate month after month, that’s a good sign. People are still interested in what you’re sending.

When you see these green flags, resist the urge to overhaul everything. Small tweaks are fine, but major changes can disrupt what’s already working.

Yellow flags: When to dig deeper ⚠️

These patterns suggest it’s time to investigate and adjust:

• Stagnant open rates for 3+ months – If your opens have flatlined or dropped and stayed low, your subject lines might need work, or you’re sending at the wrong times. Test different approaches before assuming your audience lost interest.
• No sales from recent campaigns – If you’ve sent five promotional emails in a row with zero conversions, something’s off. Maybe your offers don’t match what your target audience needs, or your email-to-landing-page experience has friction.
• List growth has stopped – If you haven’t added new subscribers in weeks, your lead magnets or signup forms might need refreshing. Or you’ve stopped promoting them.

The “it’s working” threshold for small businesses

Here’s a simple test: Are you making more from email than you’re spending on it? If yes, it’s working. You don’t need 42:1 ROI to justify continuing. Even 2:1 or 3:1 ROI in year 1 means email is pulling its weight compared to other marketing channels. Keep going, keep learning, and let the compound effects build over time.

Start tracking your email marketing ROI (your way)

You’ve got the formula. You know what to track. You understand why month 3 looks nothing like year 3.

Now actually do it. Open a spreadsheet or note on your phone. Write down your current subscriber count, last month’s email revenue, and your costs. Calculate the percentage. That’s your baseline.

Next month, do it again. The month after that, do it again. Fifteen minutes of paying attention to whether things are moving in the right direction.

Good email marketing ROI isn’t about perfect campaigns or advanced tactics. It’s about sending emails consistently and tracking those three numbers every month to see if you’re improving. And here’s the part most people overlook: the less time you spend creating each campaign, the lower your costs—which directly increases your ROI. Cut your campaign creation time in half, and you’ve just improved your ROI without changing anything else.

The businesses that hit impressive numbers in year 3? They’re the ones who tracked their modest numbers in year 1, kept going anyway, and found ways to work more efficiently.

SiteGround Email Marketing is built exactly for this: the no-code builder and AI text writer reduce your time per campaign, the dashboard shows you engagement at a glance, and when you’re ready for year 2 optimization, you can set up automated sequences without technical skills. Less time spent = lower costs = better ROI, even if your revenue stays the same.

Your way works if you stick with it long enough to let it work.

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Frequently asked questions about email marketing ROI

Does your marketing feel a bit random right now? You post when you remember, send a promotion when things slow down, and never quite find a rhythm to any of it. Between running your business and actually doing the work, it’s hard to know when to reach out or what to say.

Seasonal marketing is like a moving train you can hop on. The schedule already exists: holidays, seasons, and annual events when your customers are primed to spend or take action. You just need to figure out which stops make sense for your business and get on board.

Which trains you board depends entirely on your audience. This guide will help you identify those moments, plan simple campaigns around them, and execute without overwhelm. Less random posting, more strategic showing up.

What is seasonal marketing?

Seasonal marketing is a strategy that aligns your campaigns with specific times of year when customer behavior naturally shifts. Instead of guessing when to reach out, you’re showing up during moments when people are already thinking about spending, planning, or taking action.

The obvious examples are retail holidays like Christmas, Black Friday, and Valentine’s Day. But “seasonal” goes way beyond shopping holidays and looks different depending on your business. An ecommerce store might focus on gift-giving holidays, while a B2B consultant targets January when companies have fresh budgets and less inbox noise. A wedding photographer’s “season” is completely different from a tax preparer’s.

These moments give you a ready-made reason to reach out, a clear theme for your campaigns, and customers who are already in the mindset to engage.

So which moments are actually yours?

Choose your seasonal marketing moments

Below, you’ll find the major seasons and the specific moments within each one. We’ll explain what each moment is and who benefits from it, plus quick campaign ideas.

Spring campaigns that bloom

Spring brings fresh starts, new budgets, and people ready to tackle projects they’ve been putting off all winter. Motivation is high, wallets are open, and everyone’s in planning mode.

• Spring cleaning (March-April): People are finally dealing with the clutter they’ve ignored for months. If you sell storage solutions, offer cleaning services, help people get organized, or blog about decluttering, spring cleaning is your Super Bowl.
• Mother’s Day (May): One of the biggest gift-giving holidays of the year, and people actually spend money here. Perfect if you run an online shop selling gifts, flowers, jewelry, or personalized items. Also great for restaurants offering brunch specials, spas, wellness services, and florists who are about to have their busiest week.
• Easter (March-April): Religious holiday meets family gathering meets excuse to buy chocolate. Works well for online stores with seasonal products, bakeries going all-in on themed treats, event planners, and craft bloggers showing off DIY Easter basket ideas.
• Tax season (January-April): The deadline everyone dreads, which means they desperately need help. If you’re an accountant, bookkeeper, financial planner, or business consultant, this is when your phone should be ringing. People are actively searching for you.
• Wedding season kicks off (April-May): Engagement season wraps up and couples shift into serious planning mode. Prime time if you’re a wedding photographer, event planner, venue owner, caterer, florist, or invitation designer. They’re booking now for summer and fall weddings.

And if your audience cares about these, so should you:

• 💐 International Women’s Day (March 8): If your audience skews female or you champion women-owned businesses, this is a natural fit for content and campaigns.
• 🎭 April Fools’ Day (April 1): Risky but can pay off if your brand has personality. Works for playful businesses that can pull off a good joke without annoying their customers.
• 🌱 Earth Day (April 22): If sustainability matters to your brand identity or customers, this is your moment to show it. Great for eco-friendly products, green services, or content about reducing impact.
• 📍 Local and niche seasonal events: Got runners in your audience? Check the spring marathon calendar. Serve gardeners? Align with when planting season actually starts in your region. The more specific you get to your actual customers, the less competition you’ll face.

Quick campaign ideas for spring seasonal marketing:

Summer campaigns to try: hot marketing ideas

Summer means vacations, slower inboxes, and for many businesses, a chance to stand out while everyone else is at the beach. Some industries hit peak season, others quiet down — both create opportunities.

• Father’s Day (June): The often-forgotten gift-giving holiday that still drives serious spending. Great if you sell tools, tech, outdoor gear, grilling supplies, or personalized gifts. Also works for restaurants promoting Father’s Day meals and experience providers (think golf outings, fishing trips, sports events).
• Summer camps and activities (June-August): School’s out and parents need solutions. Prime time if you run camps, offer tutoring, coordinate activities for kids, or create educational content that keeps children engaged during break.
• Vacation and travel season (May-August): People are booking trips, planning getaways, and buying everything they need for travel. Perfect for travel bloggers, tour operators, anyone selling luggage or travel gear, and destination-based services.
• Back to school prep (July-August): Starts earlier than you think. Parents and students are shopping for supplies, clothes, tech, and getting organized for the new school year. Works for online stores, tutors ramping up for fall, organizing services, and educational content creators.
• Home improvement season (June-August): Good weather means people finally tackle those outdoor projects. Ideal if you offer landscaping, painting, deck building, pool services, or sell home improvement products.
• Mid-year reviews and planning (June-July): Companies assess how the year’s going and adjust strategy for the second half. If you’re a B2B consultant, offer training, or sell software that helps with optimization, this is your window.
• Summer learning (June-August): Decision-makers actually have bandwidth when the office slows down. Great time for course creators, professional development programs, and B2B content marketing when there’s less inbox competition.

More moments that might match your audience:

• 🌈 Pride Month (June): If you serve or support the LGBTQ+ community, this is a natural time for visibility and campaigns that matter.
• 🎆 Independence Day/national holidays (July 4 in the US, Canada Day July 1, etc.): Patriotic holidays drive sales for certain products and create natural content hooks if your audience celebrates them.
• ☕ Back to school counterprogramming (August): While everyone’s focused on students, consider campaigns for adults who are kid-free and ready to focus on themselves again.
• 🎪 Local summer events: Outdoor concerts, farmers markets, community festivals. If your business is local or serves a specific region, align with what’s actually happening where your customers are.

More campaign ideas for summer seasonal marketing: 

Fall tactics to harvest results

Fall brings everyone back to routine after summer, ramps up holiday prep, and for B2B, it’s the final budget push before year-end. Attention spans return and purchasing picks up.

• Back-to-school (August–September): The return to routine means new schedules, supplies, and habits. Works for online stores selling supplies, clothing, and tech, tutors booking fall students, meal prep services for busy families, organizing experts helping people reset, and productivity tools.
• Halloween (October): Costumes, decorations, parties, and candy. One of the biggest ecommerce moments outside of the winter holiday season. Perfect for costume retailers, party supply stores, event planners, craft bloggers doing DIY costume tutorials, and anyone selling treats or seasonal décor.
• Fall home prep (September-October): Homeowners are getting ready for winter. Prime time if you offer HVAC services, landscaping, gutter cleaning, winterization, or sell seasonal home products like draft stoppers and cozy textiles.
• Financial year-end planning (October-November): Individuals and businesses make final money moves before the calendar flips. If you’re a financial planner, accountant, investment advisor, or tax strategist, your clients need you now to optimize their year-end position.
• Early holiday shopping (October-November): Smart shoppers start before the rush. Great for online stores offering early-bird deals, gift guide creators getting ahead of December chaos, and retailers who want to capture budget before Black Friday eats it all.
• Black Friday/Cyber Monday (November): The shopping weekend that launches the holiday season. If you run an online store or retail business, this is unavoidable — your customers expect deals. Also works for deal aggregators, shopping content creators, and anyone who can tie their service to “end-of-year savings.”
• Q4 budget cycles (October-December): Companies are racing to spend allocated budgets before they disappear. If you offer B2B services, sell software, provide consulting, or run training programs, this is when procurement gets urgent. Also prime time if you sell giftable items—companies, real estate agents, and service businesses buy employee and client gifts in Q4. Start pitching in October before budgets get locked up.
• Holiday event planning (October-November): Businesses and individuals are booking venues, caterers, and services for holiday parties. Works for event planners, venues, caterers, photographers, and entertainment providers.

Beyond the obvious:

• 🏪 Small Business Saturday (November, day after Black Friday): If you’re a small business competing with big retail, this is your counter-programming moment. Customers are actively looking to support small businesses.
• 💝 Giving Tuesday (November, Tuesday after Thanksgiving): If you run a nonprofit, have a charitable component, or your audience cares about giving back, this day is built for you.
• 🍂 Local fall festivals and events: Harvest festivals, Oktoberfests, Halloween events. If you’re local or regional, tie into what’s actually happening in your community.

And here come some campaign ideas for fall seasonal marketing:

Winter outreach to warm up your sales

Winter combines the biggest retail frenzy of the year with January’s fresh-start energy and new budget cycles. It’s chaos in December and opportunity in January.

• BFCM (Black Friday/Cyber Monday) (November): The biggest shopping weekend of the year, dominated by major retailers with massive budgets. But that doesn’t mean small businesses should sit it out. Your customers still expect deals, and there are smart Black Friday ideas to compete without burning your profit margins. Works for online stores, retail businesses, deal aggregators, shopping content creators, and anyone who can tie their service to “end-of-year savings.”
• Q1 planning and goal-setting (October-December): Businesses are finalizing strategies and setting goals for the year. Works for B2B consultants, strategic planning services, team development providers, and tools that help with execution and tracking.
• Christmas and holiday season (November-December): The peak gift-giving period with massive consumer spending. Perfect for ecommerce, retailers (online and brick-and-mortar), restaurants doing holiday bookings, delivery services working overtime, and gift guide creators capturing search traffic.
• Post-holiday sales (late December-January): Returns, exchanges, and “treat yourself” spending after the holidays. Great for online stores clearing inventory, retailers moving seasonal products, and services targeting people with gift cards burning holes in their pockets.
• New Year wellness and organization (January): Resolution season. Everyone wants to get healthy, get organized, and get their life together. Prime time if you offer fitness services, wellness coaching, organizing expertise, productivity tools, planners, goal-setting products, or courses that promise transformation.
• Tax prep season ramps up (January-February): Early birds are getting their documents together before the April rush. If you’re an accountant, bookkeeper, or sell tax software, starting your outreach in January means you’re not competing with the March panic.
• January “fresh start” campaigns (January): Companies have new budgets and decision-makers are open to change. Way less inbox competition than December when everyone’s checked out. If you offer B2B services, sell software, provide consulting, or run training programs, January is often smarter than Q4.

Still more to consider:

• 🎁 Boxing Day/December 26 sales: Huge in some regions (Canada, UK, Australia). If you serve international customers or are based outside the US, this rivals Black Friday.
• 🎉 New Year’s Eve: If you’re in hospitality, events, or sell party supplies, this is obvious. Less obvious: it’s also good for “last chance” year-end holiday deals.
• 🥤 Dry January: If you sell non-alcoholic beverages, wellness products, or create content about health, this month-long trend has real momentum.
• 📅 Your industry’s actual season: Winter looks different if you’re a ski resort (peak season) versus a landscaper (planning season). Don’t force December campaigns if your customers aren’t buying then — own January instead.

Winter seasonal marketing ideas:

Think about your actual audience — when are they actively looking for what you offer? That’s your calendar, not every holiday that shows up on social media.

Plan and create a successful marketing campaign in five steps

You don’t need a massive budget or a marketing team to run a seasonal campaign. You need a plan, a timeline, and the discipline to start before you’re scrambling.

1. Start 4–6 weeks early

Four to six weeks gives you enough time to write your marketing emails, update your website, and handle whatever goes wrong (something always does). It’s early enough that you’re not writing “Valentine’s Day sale” emails at 11 PM on February 13th.

This timeline depends on your resources and business type. A solo consultant needs less runway than an ecommerce store managing inventory. The point is breathing room without scrambling. Sometimes you’ll still do things last minute — we’ve all been there. Just don’t make it your default.

Quick timeline:

• Weeks 1–2: Decide your offer, write emails, draft landing page
• Weeks 3–4: Design graphics, set up email sequences, update website
• Weeks 5–6: Schedule everything, test all links, brief your team
• Launch week: Send your scheduled email campaigns, watch results, adjust if needed

With SiteGround Email Marketing, you can write all your successful seasonal campaign emails in advance and schedule them to send on specific dates and times. Set up your entire sequence in one sitting — your welcome email, reminder, last-chance message — and the system handles delivery automatically. No more panic-writing “last chance!” emails at midnight or setting phone alarms to remember to hit send.

1. Build one clear offer

Pick one thing. Make it obvious what people should do.

Your offer options:

• Discount or promotion (20% off, buy-one-get-one)
• Limited package (holiday portrait session, tax season bundle)
• Helpful content series (5-day wedding planning course, spring cleaning checklist)
• Resource guide (back-to-school survival guide, year-end tax checklist)

Match it to the moment:

• Tax season = stress relief. 
• Wedding season = planning help. 
• Holiday season = gift solutions.

2. Use owned channels first

Email and your website are marketing channels you control. Social media algorithms might bury your post. Email lands in inboxes.

Your campaign core:

• 3–5 emails over the campaign period
• Landing page with clear offer and call to action
• Social posts to support (but don’t count on them to carry the campaign)

Email is your best owned channel to start with — you actually own the email list. Pair email with your website, and you’ve got an integrated marketing setup that doesn’t depend on anyone else’s algorithm or policy changes. SiteGround Email Marketing makes this simple: easy campaign management plus strong email deliverability that actually gets your emails into inboxes.

1. Create honest urgency

Real deadlines work. Fake ones don’t. Here are examples of urgency you can use in your emails, landing pages, or social posts:

Real urgency	Fake urgency
“Early bird pricing ends Sunday because that’s when I finalize the workshop materials”	“Countdown timers that reset daily”
“Order by Dec 18 for Christmas delivery — that’s UPS’s cutoff, not mine”	“Limited time” offers that never end
“I’m booking fall sessions now. Wait until September and you’re competing for leftover dates”	“Only X spots left” when capacity is unlimited

2. Gather insights and track what works

Don’t launch and forget. Track basics so you know what to repeat.

Some factors to keep in mind:

• Email open rates (typical: 15-25%, seasonal campaigns often higher), click rates (typical: 2-5%, 10%+ means strong connection) and other relevant email marketing metrics
• Landing page conversions (1-5% is common, but depends heavily on your offer and audience)
• Which emails drove responses
• Total revenue or bookings
• Which channels performed best

Don’t obsess over industry email marketing benchmarks. Your first campaign is about establishing your baseline. Ideally, your second-year campaigns should beat your first-year numbers. That’s the only comparison that matters.

Seasonal campaign planner template

Now that you know the steps, here’s a template to keep your campaign organized:

Campaign element	Your plan	Deadline
Seasonal moment	Which holiday/season are you targeting?
Campaign dates	Start date: _________ End date: _________
Target audience	Who is this campaign for?
The offer	What are you promoting? (discount, package, content, resource)
Channels	Which channels will you use? (email, website, social, ads)
Team/help needed	Who needs to be involved? (designer, writer, developer, support)
Budget	What will this cost? (tools, ads, design, time)
Urgency element	What’s the real deadline? (shipping cutoff, limited spots, offer expires)
Success metrics	What are you tracking? (email opens, clicks, sales, bookings)

Choose your battles with seasonal marketing

You get to pick. Start with two or three seasonal moments that actually match when your customers are ready to buy. Test those, see what works, and add more as you get the rhythm down. Everyone else can chase every holiday that pops up on their feed while you show up strong for the seasons that matter to your business.Build seasonal campaigns in SiteGround Email Marketing, where high delivery rates mean your Black Friday sale actually reaches people instead of disappearing into spam folders. When you’re working with shipping cutoffs and real deadlines, an email that doesn’t land is a campaign that never happened. Schedule everything in advance, trust it’ll reach your customers, and move on with your day. That’s not missing out — that’s strategy.

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Frequently asked questions about seasonal marketing

Most small business owners treat email closings like an afterthought. You type “Best” or “Thanks,” hit send, done.

But that closing does more than fill space before your email signature. It reinforces your message, signals your brand voice, and influences whether people take action. It’s not just politeness—it’s a tool most people don’t use intentionally.

For solopreneurs and bloggers running email campaigns, this can make a difference. Your welcome email closing sets the tone for everything that follows. Your newsletter sign-off reminds people why they’re here. Your sales email closing can tip someone from “maybe” to “yes.”

Here’s what email closings actually do, how to use them strategically in your campaigns, and how to create one that reinforces your brand. Plus a cheat sheet for every email type, the psychology behind why certain closings work, and the 15 that quietly damage your credibility.

What is an email closing?

An email closing (also called an email sign-off) is the final phrase you write before your name at the end of an email message. It serves as the conclusion to your communication and is your opportunity to reinforce the right tone, reinforce your professionalism, and leave a lasting impression on the recipient before they move on to their next email.

Your closing gets less attention than other parts of your email like subject line or body copy, but it does just as much work. It signals respect, reinforces your tone, and tells recipients how formal or casual your relationship is. Skip it, and your email feels abrupt. Choose the wrong one, and you might seem off-brand or unprofessional.

Most closings are short—one to four words, a comma, then your name or brand name underneath. In marketing emails, this is often followed by your company name, website link, or social media handles.

Your closing can also be personal and brand-specific. If you’re a fitness coach, you might sign off with “Stay strong.” If you run a creative business, “Keep making things” reinforces what you’re about. In SiteGround Email Marketing’s case, “To better emails” captures what the platform helps you build. The best email marketers use closings that connect with their audience and reinforce their message—not just generic sign-offs.

Together, the closing phrase and email signature create the complete sign-off that ends your email.

The 4 types of email sign offs

Your email closing falls into one of four categories, depending on what you’re trying to do:

• Formal: For first emails to potential customers or anytime you need to establish credibility. Honestly, you probably won’t use these much unless you’re in a more traditional industry.
• Semi-formal: This is where most of your emails will land. Weekly You’ll use these the most. email newsletters, product updates, promotional email campaigns, and regular customer communication—semi-formal closings strike the right balance between professional and approachable.
• Friendly: or subscribers who already know you. Use these in casual updates, personal stories, or behind-the-scenes content. If your brand voice is naturally laid-back or playful, you might stick to this category full-time and add humor or personality to your closings.
• Action-focused: When you need a click, a reply, or a conversion. Perfect for (calls to action (CTAs) in your email campaigns, feedback requests, or emails driving specific actions.

Pick closings that feel authentic to how you actually talk. You know what they say—just be yourself. Forced formality sounds stiff, fake casual sounds try-hard.

20 email closings that work

These 20 closings cover the different types of emails you’ll send as a small business owner or blogger. The key is matching your closing to your audience and your message—if you’re welcoming new subscribers, your closing should feel different than when you’re launching a product or asking for feedback. Pick the one that fits who you’re talking to and what you’re asking them to do.

Formal email sign offs

Like we said, most solopreneurs and bloggers won’t need these often, but they’re useful when you’re reaching out to potential partners, established businesses, or anyone where formality matters.

1. Sincerely: Works for formal partnership proposals or first contact with corporate clients. It’s universally understood as professional and respectful.
2. Best wishes – Slightly warmer than “Sincerely” while staying professional. Good for congratulating customers on milestones or ending positive exchanges where you want to sound genuine.
3. With appreciation – Use this when someone’s genuinely helped you—a mentor, an industry connection, or a customer who gave valuable feedback. It’s formal but feels sincere.

Semi-formal closings

These handle most of your email marketing and customer communication — professional enough to build trust, friendly enough to feel human.

4. Best regards: The workhorse of business email. Ideal for welcome sequences, onboarding emails, and first-time customer outreach. Professional but not stiff.
5. Kind regards: Slightly warmer than “Best regards” while staying professional. Good for customer service emails, survey emails, or when you want your brand to feel approachable.
6. Warm regards: Use this with repeat customers or loyal subscribers who already know your brand. It’s friendly without being too casual for a business relationship.
7. Regards: Shorter and more neutral than “Best regards.” Fine for transactional emails like order confirmations or routine updates, but can feel curt in promotional campaigns or sensitive customer service situations.
8. Best: Clean and efficient for regular newsletters or update emails to subscribers who know your brand. Skip it for first-contact campaigns—it’s too casual. Make it more personal: “Best, [your name]” or “All the best from [location/team].”.
9. All the best: Warmer than “Best” and works well for seasonal campaigns, end-of-year messages, or customer appreciation emails. Add specificity: “All the best with [their goal]” or “Wishing you all the best this [season].”
10. Thank you: Perfect for post-purchase emails, feedback requests, or any message where you’re asking customers for something. Make it specific: “Thank you for [specific action]” or “Thanks for being part of [community/journey].”
11. Appreciate it: Slightly more casual than “Thank you.” Works for customer loyalty emails, repeat buyer thank-yous, or acknowledging engagement with your emails. Personalize it: “Appreciate you” or “Really appreciate your [specific action].”

Casual email sign offs  

This is your home base. These closings work for most newsletters, product updates, and subscriber communication—professional enough to build trust, casual enough to sound human.

12. Thanks: Works for post-purchase emails, feedback requests, or when subscribers take action (click, reply, share). Add specificity to make it stand out: “Thanks for being here,” “Thanks for reading,” “Thanks for trusting us with your inbox.”
13. Cheers: Common outside the US (UK, Australia). Works for lifestyle brands, creative businesses, or anyone targeting international audiences. Feels friendly without being overly warm.
14. Take care: Use this with long-term subscribers who feel like community members. Pairs well with personal story newsletters or behind-the-scenes updates where you’re sharing more than just promotions.
15. Talk soon: Reserve this for emails with a clear next step: webinar reminders, consultation bookings, or event confirmations. You can make it more specific: “Talk soon about [topic]” or “See you Friday.”

Action oriented closings

Use these when you need something to happen — a click, a reply, a conversion, or any specific next step in your email customer journey.

16. Click here to get started: Direct call to action closing for product launches, limited-time offers, or sign-up campaigns. Gets straight to the action you want.
17. Ready to [specific action]?: Works in sales emails when you’re asking for the close. Examples: “Ready to upgrade?” “Ready to join?” “Ready to see results?”
18. Questions? Just reply to this email: Lowers barriers in welcome sequences, product announcements, or how-to emails. Makes you feel accessible, especially if you’re a solopreneur.
19. Let us know if you need help: Good for post-purchase emails, onboarding sequences, or technical setup guides. Use “me” if you’re solo, “us” if you have a team.
20. We’d love to hear from you: Softer ask for feedback emails, survey invitations, or community-building campaigns. Feels personal without being pushy.

Your go-to email closing cheat sheet

Match your closing to the type of email you’re sending—then make it yours.

Email type	Standard closing	Stand-out alternative
Welcome email to new subscribers	Best regards, Thank you for joining	Excited to have you here, Let’s [achieve goal] together
Weekly newsletter	Best, Until next time	Keep [your brand value], See you next [day]
Product launch or limited offer	Ready to [action]?, Get yours here	This is for you if [pain point], Claim your [benefit]
Post-purchase thank you	Thank you, Appreciate your trust	Enjoy! Tell me how it goes, You’re going to love this
Asking for product review	I’d love to hear what you think	Your experience helps others decide, Real feedback = better [product]
Re-engagement emails to inactive subscribers	Miss you, Still want [benefit]?	No hard feelings—want back in?, One click to stay / one to go
Educational/how-to content	Try this out, Let me know how it goes	Put this into action today, Report back with your results
Community or behind-the-scenes update	Thanks for being here, Stay [identity]	You’re part of this, [Personal sign-off that reflects your journey]
Customer support or help email	Here to help, Just reply if you need anything	I’ve got you, Hit reply—I read every one
Event or webinar invitation	Save your spot, See you there	Don’t miss this, Grab your seat before [deadline]
Sales email (warm lead)	Ready to [outcome]?, Book your call here	Let’s make this happen, Ready to [specific transformation]?
Feedback or survey request	Your input matters, Hit reply and tell me	I’m listening, Tell me what you really think

Pro tip: Use the standard closing when you’re starting out. Switch to the stand-out version once you know your brand voice and audience. The best closings feel like something only you would say.

The psychology behind your email closing

Your closing triggers psychological responses that shape how people perceive you and whether they’ll respond. For small business owners competing for attention in crowded inboxes, these signals matter.

• The reciprocity trap: “Thanks in advance” assumes compliance, which can backfire. Use it only for straightforward requests, not for big asks where someone might say no.
• The warmth-competence trade-off: Formal closings like “Sincerely” signal authority but create distance. Casual closings like “Thanks” feel friendly but less professional. Pick based on whether you need credibility or connection at that moment.
• The mirroring effect: People respond better to styles that match their own. If someone uses “Best,” mirror it. If they’re formal with “Sincerely,” match that. Pay attention and adapt.
• Last impression bias: People remember endings more than middles. Your closing carries disproportionate weight in how your entire email lands. A warm closing softens tough messages; a mismatched one undermines everything else.

Email closing lines preferences by generation

Your subscribers span different age groups, and they have different expectations for how email communication should sound.

• Gen Z (born 1997-2012) – Prefers: “Thanks,” “Best,” brand-specific closings like “Keep creating” or “Stay curious,” or no closing at all in casual contexts. Avoids: “Regards” (too corporate), “Sincerely” (unnecessarily formal). They expect conversational, authentic communication.
• Millennials (born 1981-1996) – Prefers: “Best,” “Thanks,” “Best regards,” “All the best,” or personalized closings like “To your success.” Avoids: “Sincerely” feels too stiff for most emails. They balance professionalism with personality.
• Gen X (born 1965-1980) – Prefers: “Best regards,” “Thanks,” “Best”—direct closings that get to the point. Also comfortable with “Appreciate it.” Avoids: Overly warm closings like “Take care” with people they don’t know personally. They value straightforward communication.
• Boomers (born 1946-1964) – Prefers: “Sincerely,” “Best regards,” “Kind regards,” “Thank you”—proper, complete closings. Avoids: No closing at all, abbreviations, or brand-specific closings that feel too casual. They expect traditional business conventions.

You can’t please every generation at once, but you can make smart defaults. If your audience skews younger (under 40), lean casual with “Thanks” or “Best.” If you’re targeting established businesses or older decision-makers, stick with “Best regards” or “Thank you.” When your audience is mixed or you’re not sure, “Best regards” is the safest bet across all age groups.

Write the best email sign offs for your brand

Your email closing is the last thing people read before they decide to reply, delete, or ignore you. Match it to your relationship and what you need from them. Stuck? “Best regards” works for most customer emails, “Thanks” handles everyday stuff.

Running email campaigns? SiteGround Email Marketing comes with professional templates you can customize with closings that match your brand voice—one less thing to overthink when you’re trying to hit send before midnight. And if you want to get better at the whole email marketing thing, our Email Marketing Course covers email deliverability, list building, crafting compelling content, and strategies that actually boost engagement and sales.

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You’ve been staring at that blank email for five minutes now. Should you write “Hi” or “Hello”? Is “Dear” too formal? Will “Hey” make you look unprofessional?

Stop right there.

You’re overthinking it. And while you’re sitting there debating greetings, your competitor just hit send and got the reply.

Email salutations matter—they set the tone and make the first impression. But picking the right one shouldn’t take five minutes. This guide shows you exactly what works, what doesn’t, and gives you a quick decision table so you can figure it out in 10 seconds and get back to running your business.

What is an email salutation?

An email salutation is the greeting at the start of your email.

Most people sit there wondering if “Hi” is too casual or if “Dear” sounds outdated.

Here’s the thing: your customers care whether your email solves their problem, not whether you wrote “Hi” or “Hello.” Get the salutation right for the situation, and you’re good.

This guide shows you what works in different business situations so you can stop second-guessing and send the email.

Where the salutation fits in your business email

Every business email has the same basic structure:

• Salutation – The greeting that opens your email (“Hi [Name]”)
• Email body – Your actual message
• Email sign off – How you close (“Kind regards,” “Thanks”)
• Professional email signature – Your name and contact information

The salutation sets the tone for the rest of the email parts that follow. If you open with a formal “Dear Mr. Smith,” then switch to a casual tone in your message, it feels off. If you start with “Hey!” but you’re pitching a corporate client, you’ve already lost credibility.

Your email greeting tells the recipient what kind of email this is and how they should read it. Match your salutation to your message, and the rest of your professional email will feel consistent.

Business salutations for customer communication

You don’t need to memorize 50 different greetings. You just need to know what works for the handful of email types you deal with every day—reaching out to customers, following up, responding to questions, working with vendors.

Here’s what to use and when.

Reaching out to new customers

This is cold emailing—your first contact with a potential customer. You don’t know them yet, and they don’t know you. Your salutation needs to feel professional enough to build trust, but friendly enough that they keep reading instead of hitting delete.

What works:

• “Hi [First Name],”
• “Hello [First Name],”

For example:

Following up with customers

You’ve already made contact with an initial email, maybe sent a quote or had a conversation. Now you’re checking in without being pushy. The right greeting for your follow-up emails keeps things warm and reminds them you’re a real person, not just another sales email they ignored.

What works:

• “Hi [Name],”
• “Hope you’re well, [Name]”
• No salutation at all if you’re in an active email thread

Here’s how that looks:

Email newsletters and customer updates

You’re sending updates, promotions, or valuable content to your email list—people who’ve signed up to hear from you. Your salutation needs to feel personal even though you’re emailing hundreds or thousands of people at once.

What works:

• “Hi [First Name],” (personalized using email variables)
• “Hello [First Name],”
• No salutation for very casual brands (jump straight into content)

Here’s what that might look like: 

The key difference: You’re not manually typing each person’s name. Tools like SiteGround’s Email Marketing use variables to automatically insert each recipient’s first name from your contact list—so “Hi [First Name]” becomes “Hi Sarah” for one person and “Hi David” for another, all in the same send.

Responding to inquiries

This is the ideal scenario—someone reached out to you. They’re already interested. Your salutation should acknowledge their message and make them feel like you’re ready to help, not brush them off with a generic response.

What works:

• “Hi [Name],”
• “Thanks for reaching out, [Name]”

Something like:

Networking and partnership email etiquette

You’re reaching out to someone who could become a referral partner, collaborator, or strategic connection. This isn’t about making a sale; it’s about starting a business relationship with the recipient. Your salutation should display professional email etiquette and show you’ve actually looked at their work and aren’t just mass-emailing everyone in your industry.

What works:

• “Hi [Name],”
• “Hi [Name]—I’ve been following your work on [X]”

This could look like: 

Email salutations for other business scenarios

Beyond customer emails, you’ve got vendors to contact, teams to update, and situations where you’re reaching out cold with no name. Here’s how to handle those.

Email messages to vendors and suppliers

You need something—a quote, a delivery update, a fix for a problem. These emails need to be professional and clear, because you’re asking someone to do work for you. The salutation sets the tone: respectful but efficient.

What works:

• “Hi [Name],”
• “Hello [Name],”

A typical request might be:

Group emails and team messages

You’re talking to multiple people at once—your team, a client’s team, or a group of stakeholders. The email salutation needs to include everyone without sounding generic or impersonal. Get it wrong and half the group tunes out before they even read your message.

What works:

• “Hi everyone,” (when addressing the whole company or department)
• “Hi team,” (for your direct team or project group)
• “Hi [team name],” (for specific teams: “Hi marketing team,” “Hi design team”)

Here’s a quick team update:

When you don’t know their name

This happens more than it should. You’re trying to reach someone at a company, but there’s no name on the website, no one listed in the contact form confirmation, nothing. 

Before you default to a generic greeting, actually try to find the name—check LinkedIn, the company’s About us page, the Contact us page, or just call and ask. When you use someone’s name, they’re way more likely to respond because it shows you made an effort.

If you’ve genuinely tried everything and still can’t find a name, here’s what works:

• “Hello,”
• “Hi there,”
• Department-specific: “Hi Support Team,” “Hi Sales Team,”

What doesn’t work:

• “To Whom It May Concern” (sounds like a legal document)
• “Dear Sir or Madam” (outdated and impersonal)

Try something like:

Now that you know what works, let’s talk about what doesn’t. These are the mistakes that make people delete your email before they even finish reading it.

Email salutation mistakes to avoid

Getting the salutation wrong won’t just make your email feel off; it can cost you the response entirely. 

Some mistakes signal you’re lazy, others make you look unprofessional, and a few are just careless errors that tank your credibility. Here’s what to watch out for.

Greetings that feel impersonal

When you send a generic email greeting, you’re telling the recipient they’re just another name on your list. They can tell you didn’t put in the effort, and if you didn’t care enough to add a personal touch to the opening, why should they care enough to respond?

What to avoid:

• “To Whom It May Concern” – This sounds like a legal notice, not business communication. It screams “I didn’t bother finding out who you are.”
• “Dear Sir or Madam” – Outdated and impersonal. No one uses this unless they’re sending a formal complaint.
• Generic “Hello” when you have their name – If you know their name and don’t use it, it feels like you’re mass-emailing and couldn’t be bothered to personalize.

People respond to emails that feel like they were written for them, not copied and pasted to a hundred other people. Personalization isn’t just an email marketing trend and extra effort—it’s the baseline.When you’re reaching out to a list of potential customers or sending regular updates to your audience, personalizing each salutation manually isn’t realistic. That’s where SiteGround’s Email Marketing handles personalization for you. Add variables to subject lines and email body so every recipient sees “Hi [Their Name]”—even when you’re sending to hundreds of people.

Greetings that are too casual

Being friendly is good. Being too casual makes you look unprofessional, especially when you’re reaching out for the first time or talking to someone in a more formal industry. You want to build trust, not make them wonder if you take your business seriously.

What to avoid:

• “Hey” in first-time customer contact – “Hey” works with people you already know. In cold outreach, it reads as overly familiar or careless.
• “Yo,” “What’s up,” “Hiya” – Save these for friends, not customers. Even in casual industries, this is too much.
• Industry context matters – A creative agency might get away with “Hey” in some situations. An accounting firm or legal service? Not a chance.

Tone mismatch kills trust. If someone’s evaluating whether to hire you or buy from you, starting too casually makes them question your professionalism before they even read your pitch.

Greetings with careless mistakes

These are the mistakes that make recipients delete your email immediately. They signal you don’t pay attention to details, and if you’re careless with their name or basic information, why would they trust you with their business?

What to avoid:

• Misspelling their name – “Dear John” when their name is spelled Jon. Instant credibility killer. Double-check every time.
• Copy-paste fails – Using the wrong name because you forgot to update it from your last email. “Hi Sarah” when you’re actually emailing David.
• Using nicknames without permission – If they sign their emails as “Robert,” don’t call them “Bob.” Let them set the tone.
• Gender assumptions – “Dear Sir” when you’re emailing a woman, or making any assumption about titles or gender.
• Time-based greetings that arrive hours later – “Good morning” sent at 4 PM just looks sloppy.

Small mistakes leave lasting impressions. One misspelled name, and you’ve gone from “potential partner” to “another spammer who doesn’t pay attention.” 

These errors are completely avoidable—just slow down and proofread.

Quick decision guide: choose your email salutation in 10 seconds

Here’s a quick reference table you can bookmark. Find your situation, use what works, skip what doesn’t.

Situation	Use This	Skip This
First contact with a new customer	• “Hi [First Name],”• “Hello [First Name],”	• “Dear [Name],”• “Hey”• “To Whom It May Concern”
Following up with existing customer	• “Hi [Name],”• “Hope you’re well, [Name]”	• Overly formal email salutations• “Dear”
Responding to their inquiry	• “Thanks for reaching out, [Name]”• “Hi [Name],”	• Generic “Hello” without their name
Networking or partnership email	• “Hi [Name],”• “Hi [Name]—[personal connection]”	• “Dear”• Overly formal language
Email to vendor or supplier	• “Hi [Name],”• “Hello [Name],”	• “Hey”• Overly casual greetings
Group or team email	• “Hi everyone,”• “Hi team,”• “Morning all”	• “Hey guys”• Individual names in group context
Don’t know their name	• “Hello,”• “Hi there,”• Department-specific greeting	• “To Whom It May Concern”• “Dear Sir or Madam”
Ongoing email thread (multiple exchanges)	• No salutation needed• “Hi [Name],”	• Repeating formal greetings every time

Email closings: how to sign off your email professionally

Your email closing (how you sign off, that is) matters just as much as your salutation. It’s the last thing your recipient reads before deciding whether to reply.

And just like with your opening, you don’t need to overcomplicate this. A handful of professional closings work for almost every business situation.

Professional email sign offs that work

These cover 90% of your business emails.

For most business emails:

• “Best regards,” (professional, works everywhere)
• “Thanks,” (when you’re asking for something or expressing gratitude)
• “Best,” (slightly less formal, still professional)

For follow-ups:

• “Looking forward to hearing from you,”
• “Thanks again,”
• “Talk soon,”

For formal situations:

• “Sincerely,” (traditional industries, first contact with executives)
• “Kind regards,” (slightly warmer than “sincerely”)

Email closing salutations to avoid

Below are some closings that either sound unprofessional or feel outdated.

Too casual for business:

• “XOXO,” “Ciao,” “Later,” (save for friends)
• No closing at all (feels abrupt in first contact)

Outdated or overly formal:

• “Yours faithfully,” (sounds like a Victorian letter)
• “Respectfully yours,” (too formal for modern business)

Mismatched tone: If you opened with “Hi Sarah,” don’t close with “Yours sincerely.” Keep your opening and closing at the same formality level.

Quick reference: match your email closing to your opening

If you opened with…	Close with…
“Hi [Name],”	“Best,” “Thanks,” “Best regards,”
“Hello [Name],”	“Best regards,” “Kind regards,”
“Dear [Name],”	“Sincerely,” “Kind regards,”
“Hi everyone,” / “Hi team,”	“Thanks,” “Best,”

Stop overthinking, start sending emails

Look, you’re running a business. You don’t have time to agonize over whether “Hi” or “Hello” is the right move. Roughly right beats perfect every time—especially when “perfect” means your email sits in drafts for an hour.

Get the salutation close enough for the situation and hit send. Your customers care whether you can solve their problem, not whether your greeting was flawless.

Now, everything we’ve covered applies to your day-to-day one-on-one business emails. But when you’re emailing at scale—sending newsletters, promotions, or updates to your contact list—you need tools that handle personalization and delivery for hundreds or thousands of recipients at once. You need to make sure your emails actually land in inboxes and feel personal, not like mass spam.

That’s where SiteGround Email Marketing comes in. It handles the heavy lifting so you can focus on your message:

• Automatic personalization – Add “Hi [First Name]” to hundreds of emails without manually typing each one
• Reliable delivery – Your emails land in inboxes, not spam folders
• Professional emails at scale – Send personalized messages to your entire customer list without losing that one-to-one feel

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Your email list is bigger than you think; you’re just not reaching all of it.

About 16% of people have disabilities that affect how they interact with emails. That’s roughly one in six subscribers who might struggle to read your tiny text, click your cramped buttons, or make sense of your “click here” links when a screen reader announces them out of context.

When you make your emails accessible, you’re not just reaching these subscribers, you’re improving results for everyone on your list. Let’s look at how to close this accessibility gap.

What is email accessibility?

Email accessibility is the practice of designing email messages that all your subscribers can read, understand, and interact with, including people with visual, motor, or cognitive disabilities. This means people who use screen readers due to vision impairments, subscribers with physical disabilities who struggle with small buttons, and anyone with cognitive differences who find complex layouts hard to follow.

But accessible design isn’t only about disabilities. An accessible email also works better for someone squinting at their phone in bright sunlight, a busy professional skimming messages while multitasking, or anyone with a slow internet connection waiting for image files to load. Larger fonts reduce eye strain for everyone. Clear link text helps anyone decide what to click. Simple layouts load faster on any connection.

When you create emails that are accessible, you remove barriers that prevent people from reading your digital content and clicking your links. 

Why email accessibility matters

Email accessibility matters because it determines whether your subscribers (including people with disabilities) can actually read and interact with the messages you send them.

According to the World Health Organization, 1.3 billion people—about 16% of the global population—experience significant disability. Many of these disabilities affect how people interact with emails: vision impairments that require screen readers or other assistive technology, motor limitations that make small buttons hard to click, or cognitive differences that make busy layouts overwhelming. 

Plus, what works for people with disabilities typically works better for everyone: 

• Clear email CTAs get more clicks from all subscribers. 
• Accessible email fonts reduce eye strain whether someone has low vision or just tired eyes at the end of the day. 
• Simple email layouts load faster and scan easier on any device. 

Most businesses see their email marketing metrics improve across the board when they prioritize accessibility. 

Accessible emails also increase email deliverability. Proper HTML structure, balanced text-to-image ratios, and mobile-friendly layouts are factors email providers use when deciding whether to deliver your messages to inboxes or spam folders. When you optimize for accessibility, you’re also optimizing for inbox placement.

Beyond performance, there’s a legal consideration: courts are increasingly applying the Americans with Disabilities Act (ADA) to digital communications, including email. While regulations like the ADA and European Accessibility Act vary by region, following basic accessibility practices protects your business from potential claims.

Email accessibility follows the same principles as accessible web design. Both focus on removing barriers so everyone can access your digital content, like adding alt text, using readable fonts, and structuring content clearly covers most legal requirements and protects your business from potential claims.

Each of these practices closes part of the gap between your emails and the subscribers who can’t read them.

Types of accessibility needs to consider

Accessibility isn’t one-size-fits-all. Your subscribers might face different challenges when reading emails:

• Vision challenges range from total blindness (requiring screen readers) to low vision (needing larger text and zoom) to color blindness (where certain color combinations are impossible to distinguish).
• Motor limitations like arthritis, tremors, or limited hand mobility make it hard to tap small buttons or cramped links, especially on mobile devices.
• Cognitive differences including dyslexia, ADHD, and processing disorders mean dense layouts and complex language become overwhelming quickly.
• Situational barriers might affect everyone at some point: a broken arm, reading in bright sunlight, or listening to emails while driving all create temporary accessibility needs that require the same design solutions as permanent disabilities.

When you understand these barriers, you can design emails that actually work for everyone on your email list.

Email accessibility best practices

Making your emails accessible doesn’t mean starting from scratch. The essentials break down into three areas: what you write, how it looks, and the technical setup behind the scenes. Let’s start with the part you already control: your content.

Write accessible email copy

Email copywriting and the structure of your content determines whether people can understand and act on your message. These practices directly address the most common barriers creating the accessibility gap.

• Write clear email subject lines and preheaders. These are the first things subscribers see and the only things screen reader users might hear before deciding to open. Make them descriptive and specific. “Your order #12345 has shipped” works better than “Good news!”

• Use descriptive link text. Screen readers often jump from link to link, reading them out of context. “Download the 2025 marketing guide” tells people exactly what they’ll get. “Click here” or “Learn more” means nothing when read alone. Make every link meaningful on its own.

❌ “We’ve launched new features. Click here to learn more.” 

✅ “We’ve launched new features. Read about our updated dashboard.”

• Keep language simple and direct. Skip the jargon and marketing speak. Short sentences and common words help everyone understand faster: people with cognitive differences, non-native speakers, and busy professionals skimming on their phones. If you need a specialized term, explain it.
• Structure content in logical order. Start with the most important information. Use headings to break up sections. Put related ideas together. Screen readers navigate by headings, so a clear structure helps people find what they need without reading every word.

Design accessible emails

Email design choices affect readability for everyone on your list. These visual elements make the difference between an email people can read and one they’ll delete.

• Use a minimum 14px font size. Anything smaller strains eyes and disappears on mobile screens. For body text, 16px works even better and is considered optimal for readability. Save smaller sizes only for fine print like footer text, and even then, don’t go below 12px.
• Choose readable email fonts. Sans-serif fonts like Monsterrat, Roboto, Open Sans, or Poppins are excellent for email body text. For a more formal look, try serif fonts like Lora or PT Serif. Avoid decorative or script fonts for body copy—save those for headlines if you use them at all. Never use all caps for long passages since it’s harder to read. SiteGround Email Marketing, for example, offers both email-safe and web-safe fonts with automatic fallbacks, so your chosen fonts display consistently across all devices.

• Make email CTAs large and easy to click. Buttons should be at least 44×44 pixels so that they are large enough to tap accurately on mobile. Add enough space around them so people don’t accidentally click the wrong element. Use contrasting colors so they stand out from surrounding content.

• Add space around elements. Cramming content together overwhelms readers and makes clicking harder. Give your text room to breathe. Add padding around buttons. Space out paragraphs. This negative space (often called “white space” regardless of color) improves readability for everyone and makes motor navigation easier.
• Avoid putting text in images. Screen readers can’t read text that’s part of an image file. If you must include text in images (like promotional graphics), keep it minimal and always include that text in your alt description. Whenever possible, use your email editor’s text tools to create styled headlines and callouts instead of images with text.

Technical requirements

If you’re using SiteGround Email Marketing, the platform handles most technical accessibility requirements automatically: proper HTML structure, semantic markup, and clean email code all work behind the scenes. But understanding what’s happening (and why) helps you make better decisions about your content.Add alternative text to every image. Alt text describes images for screen reader users. Keep descriptions concise but informative: “Marketing team celebrating Q4 results” rather than “image123.jpg” or just “team photo.” For decorative images that don’t add meaning, use empty alt text (alt=””) so screen readers skip them. SiteGround Email Marketing makes this straightforward by prompting you to add alt text when you upload images.

• Create a clear visual hierarchy. Use larger, bolder text for main headlines and progressively smaller sizes for subheadings and body text. This visual structure helps all readers – including those using screen readers – understand how your content is organized. Screen readers in email rely on reading order and text formatting rather than semantic heading tags, so keep your layout logical and use size and weight to show importance. SiteGround Email Marketing templates include preset text styles that create this hierarchy automatically.

• Test with images turned off. Before sending, preview your email without images (most email platforms include this option) or send yourself a test and view it with images disabled in your inbox. For instance, Gmail asks before displaying external images to protect users from tracking pixels and malicious content. Can people understand your message? Are your CTAs visible? If the email breaks without images, restructure it.

SiteGround applies accessibility standards to both the platform you use and the emails you send. The accessible Client Area and Site Tools dashboards include high-contrast themes, keyboard navigation, and screen reader support – so creating emails is accessible too. Email templates are tested with accessibility consultants to catch issues before they reach subscribers, meaning accessibility is built into the entire process, not added as an afterthought.

How to check your email accessibility

Once you’ve built your email with these practices in mind, run through a few quick checks before sending. You don’t need specialized software or technical expertise. These straightforward tests catch most accessibility issues.

• Check your color contrast by squinting at your screen or viewing it in bright light. Dark text on light backgrounds (or vice versa) almost always works better than subtle shades. SiteGround Email Marketing also includes a built-in contrast checker that proactively alerts you when your color combo doesn’t mean accessibility standards.

• Read it out loud. This simple test catches confusing link text, unclear CTAs, and awkward phrasing. If something doesn’t make sense when you read it aloud, it won’t make sense to a screen reader either. Pay special attention to links. Do they make sense without the surrounding context?
• Send a test to yourself. Check how your email looks in the email clients your subscribers actually use: Gmail, Outlook, Apple Mail, whatever your analytics show as most common. Some accessibility features (like alt text) display differently across clients, and you want to catch any surprises before your real send.
• Preview on your phone. Since you’ve already sent these test emails, be sure to also check them on your actual phone, not just a desktop preview. Tap every button and link. Are they easy to hit without accidentally clicking something else? Can you read the text without zooming? Your phone preview shows you what mobile users experience and reveals accessibility issues that desktop testing misses.

Most email platforms, including SiteGround Email Marketing, let you send test emails to multiple addresses. Take advantage of this to review your message in different environments before it reaches the email list you’ve built.

Start making your emails accessible

You don’t need to overhaul everything at once. Start with three changes: 

1. Add alt text to images 
2. Use at least 14px font size 
3. Replace “click here” with descriptive link text 

Each fix reaches more subscribers and improves performance for your entire list.

If you’re ready to make accessibility simpler, SiteGround Email Marketing handles the technical requirements automatically—proper HTML structure, accessibility prompts, and mobile-optimized templates. You also get automated email journeys to send welcome sequences or follow-ups without manual work, reliable inbox delivery backed by SiteGround’s infrastructure, and analytics that show what’s working. Less time wrestling with technical details means more time connecting with customers and growing your business.

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