The do’s and don’ts of email marketing

Things to consider before doing an email marketing campaign

Email marketing is still one of the most effective ways to reach and engage customers, but it’s a delicate balance. You want to make sure your message resonates with your target audience without seeming too pushy or aggressive. Getting email marketing right requires careful planning and attention to detail. As such, we’ve put together this list of dos and don’ts to help you get the most out of your email campaigns. From crafting the perfect subject line to understanding what content works best, these tips will ensure that your emails are effective and stand out from the competition.


The DOs of Email Marketing

Start with an intriguing statement

The number one rule of email marketing is to start with an intriguing statement that will make the reader want to know more. This can be done by asking a question, making a bold statement, or providing a piece of interesting information. Once you have the attention of the reader, you can then provide more details about your product or service and how it can benefit them.

Keep it short

It’s no secret that people are inundated with emails every day. In fact, the average person receives 121 emails per day and sends out 40 business-related emails per week. With so many emails cluttering up our inboxes, it’s more important than ever to make sure our messages are clear, concise, and to the point.

That’s why, when it comes to email marketing, it’s important to keep it short. Your recipients are likely scanning their inboxes quickly, looking for messages that are relevant to them. If your email is long and drawn-out, they’re likely to skim over it or delete it altogether.

So how do you make sure your email marketing messages are short and sweet? Here are a few tips:

1. Get to the point: Don’t waste time with lengthy introductions or roundabout language. Get straight to the point by clearly stating what your email is about in the subject line and opening paragraph.

2. Keep your sentences and paragraphs short: Long blocks of text can be daunting for readers. Break up your content into shorter sentences and paragraphs to make it more digestible.

3. Use bullet points: Bullet points are a great way to highlight key information without going into too much detail. They also make your email look less intimidating!

4. Edit, edit, edit: Before hitting send, take a critical eye to your email and remove any superfluous words or phrases.

Stick to plain text

When it comes to email marketing, there are a few things you should keep in mind in order to make the most of your campaigns. One of the most important things to remember is to stick to plain text. While it may be tempting to add images or HTML code to your emails, doing so can actually hurt your chances of success.

The reason plain text is so important is because it ensures that your email will be readable by the widest possible audience. Not everyone uses the same email client, which means that some people may not be able to see images or embedded content. By sticking to plain text, you can be sure that everyone will be able to read your message.

In addition, plain text emails tend to have a higher open rate than their counterparts with images or other embedded content. This is because people are more likely to trust an email that looks like it comes from a person rather than a company or brand. So if you want to maximize your chances of getting your email opened and read, stick to plain text.

Make it personal

Email marketing can be a great way to connect with your customers and promote your business, but there are some dos and don’ts to keep in mind. One of the most important things to do is to make it personal. Your customers should feel like you’re writing to them specifically, and not just sending out a generic message. Here are some other tips to keep in mind when crafting your email marketing strategy:

-Do focus on quality over quantity. It’s better to have a smaller list of engaged subscribers than a large list of unengaged people.

-Don’t buy lists of email addresses. This is a surefire way to get marked as spam.

-Do segment your list. This way you can send more targeted messages that are relevant to each group of people.

-Don’t forget about mobile users. Make sure your emails are optimized for people who are reading them on their phones.

By following these tips, you can create an email marketing campaign that is effective and engaging for your customers.

Give actionable value

If your email marketing campaign is going to be a success, you need to make sure that you’re providing value to your subscribers. This means giving them information that they can use to improve their lives or businesses. Simply put, don’t just send them emails for the sake of sending emails. Every email should have a purpose and provide value.

There are a few ways you can go about doing this. First, you can send them informative content that educates them on a topic they’re interested in. Second, you can send them tips and tricks on how to improve their business or personal life. And third, you can give them special offers and discounts that they can take advantage of.

Remember, the goal is to provide value with each and every email you send. If you do this, your subscribers will keep coming back for more, and your campaign will be a success.

Test before you send

Before you send your email out to your entire list, it’s important to test it first. This will ensure that everything looks the way you want it to and that all the links work. To test your email, send it to yourself and a few friends or colleagues. Ask them to click on all the links and let you know if they found any problems. Once you’re sure everything is working, then you can send your email out to your entire list.

Find a way to tell a personal story

Email marketing can be a great way to connect with your customers and promote your business, but there are some things you should keep in mind when crafting your message. First, make sure you have something interesting to say. No one wants to read a dull email. Second, personalize your message as much as possible. Generic emails are less likely to be opened and read. Finally, don’t forget to proofread your email before sending it out! A few simple tips can make a big difference in the success of your email marketing campaign.

Add an emoji in your subject line

When it comes to email marketing, there are a few things you should keep in mind. One of those things is to add an emoji to your subject line. Emojis can help to catch the attention of your recipients and can make your email stand out in a crowded inbox. However, there are a few things to keep in mind when using emojis in your subject line.

First, don’t overdo it with the emojis. A couple of well-placed emojis can be effective, but more than that can come across as unprofessional. Second, make sure the emoji you use is relevant to the content of your email. A random emoji will just look out of place and could confuse your recipients. Finally, avoid using emojis that could be interpreted in multiple ways – such as the eggplant or peach emojis. You don’t want to accidentally send an inappropriate message!

used sparingly, emojis can be a great way to add some personality to your email marketing campaigns. Just remember to use them wisely!

Use a CRM

A CRM, or customer relationship management system, is a great way to keep track of your customers and manage your email marketing campaigns. There are a few things to keep in mind when using a CRM for your email marketing:

Do use a CRM that integrates with your email service provider. This will make it easy to import your contacts and manage your campaigns from one platform.

Do segment your lists. A CRM will make it easy to segment your list into different groups so you can send targeted emails. This will help ensure that your messages are relevant to each group and improve your open rates.

Don’t neglect your data. A CRM can help you track important data about your subscribers, such as their purchase history, opt-in date, and engagement levels. This data can be used to create more targeted and effective campaigns.

Don’t forget to follow up. A CRM can help you automate follow-up emails so you can stay in touch with your customers and build relationships over time.

The DON’Ts of Email Marketing

Don’t use email as a broadcast medium

Email is a great way to connect with individual customers, but it should not be used as a broadcast medium. When sending out email blasts, make sure that each message is personalized and relevant to the recipient. Otherwise, you risk coming across as spammy and turning off potential customers.

Don’t spam

When it comes to email marketing, one of the most important things to keep in mind is not to spam your subscribers. Spamming is when you send unsolicited emails, usually in large quantities, to people who have not given you permission to contact them. This is a surefire way to annoy your subscribers and damage your reputation. If you want to succeed with email marketing, make sure you only send emails to people who have signed up to receive them.

Don’t buy mailing lists

When it comes to email marketing, one of the worst things you can do is buy a mailing list. This is a big no-no for several reasons. First, when you buy a list, you have no guarantee that the people on that list actually want to receive your emails. Second, you’re not able to segment your list, which means you’re not able to send targeted emails. Finally, when people on your list start marking your emails as spam, it can ruin your sender reputation and get you blacklisted by email service providers.

Don’t send too many emails in a week

If you areemail marketing to a large group of people, it is important not to send too many emails in a week. You don’t want to overwhelm people with too much email, and you also don’t want people to begin ignoring your emails because they are getting too many.

If you are sending out weekly emails, make sure that each email has something valuable to say. Don’t just send out an email for the sake of sending one; make sure that each email has a purpose. In addition, try not to send more than two or three emails in a week; any more than that and you run the risk of bombarding people with too much email.

Don’t go straight for the hard sell

Email marketing can be an effective way to connect with customers and promote your business, but it’s important to do it in a way that doesn’t come across as too sales-y. You don’t want to go straight for the hard sell in your emails, or you’ll risk turning people off and losing their business.

Instead, focus on creating helpful, informative content that provides value to your readers. If you can show them that you’re an expert in your field and that you’re here to help, they’ll be more likely to trust you and do business with you. So make sure your emails are full of useful information, and save the sales pitch for later down the line.

Don’t use spammy trigger words

When it comes to email marketing, there are certain trigger words that you should avoid using if you want to keep your subscribers engaged. These trigger words are typically associated with spammy content, and can quickly turn off even the most interested reader.

Some of the most common spammy trigger words to avoid include: “free,” “win,” “guarantee,” and “special offer.” While these words may seem innocent enough, they can quickly turn your email into something that feels like a sales pitch, rather than a valuable message from a friend.

Instead of using these trigger words, focus on creating personal and interesting subject lines that will make your subscribers want to open your email. If you can create a connection with your readers, you’ll be much more likely to keep them engaged in the long run.


Email marketing is one of the most effective tools available to businesses, large and small. When used correctly, it can be an invaluable asset in helping you build relationships with your customers or clients. However, there are some key dos and don’ts that need to be taken into account for email marketing campaigns to succeed. By following these tips, you can maximize the success of your email marketing efforts and ensure that your messages get opened and acted upon by recipients.

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