1. Stick to fewer than three typefaces.

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When adding a CTA, consider what you want the receiver to do next. Should they set up a call or book a demo?


9. Follow up.
Follow up when necessary, but don’t bombard the receiver with a million follow-up emails. Utilize HubSpot's email tracking tool to monitor when your emails are opened or read so that you can time your follow-ups more effectively.

Be aware of the typical response time from people in your industry or people you contact. Two days to one week is a reasonable amount of time between sending your first email and sending a follow-up.

10 Email Content Best Practices
The less clutter you have in your email, the more conversions you'll get.

Don't clutter your message with more than two fonts or typefaces; this can distract readers and ruin your email’s visual appeal.

In the email example below from recruiting SaaS australia whatsapp number database company Greenhouse, the company sticks to just two fonts.

This makes the email easy to read, and readers can focus on the context rather than get distracted by the styling.

Screenshot of email sent by Modern Recruiter

Image Source

In addition, use web-safe fonts with sizes between 10 and 12 points. This ensures your email will be legible on all readers and devices.

2. Optimize the email's preview text.
You've probably seen emails like the one below with preview texts that say something like, “Email not displaying properly? Click here.”