March 15, 2023

Succeed in Email Marketing with This List of Dos and Don’ts

Email marketing can be a valuable asset to any business, but its success depends on getting the details right. From determining your target audience and setting goals upfront, to optimizing for mobile devices and avoiding misleading subject lines—it's helpful to know what you should do AND shouldn't do in order for campaigns that truly engage subscribers! To make the most of your email efforts (and drive maximum results), check out this blog post with tips outlining exactly how it’s done.


Andrew King

Email marketing is a great way to reach potential customers, build relationships, and promote your products. To be successful, it's important to understand your audience and tailor messages to meet their needs. Here's a must-read list of dos and don'ts to achieve success!

Do These

  • Determine Your Target Audience: Before creating an email campaign, it's essential to determine who your target audience is. This will help you tailor your messaging and content to their interests and needs, increasing the likelihood of engagement.
  • Set Goals for Your Campaign: What do you want to achieve with your email campaign? Whether it's driving sales, increasing website traffic, or building brand awareness, setting clear goals will help you measure success and optimize future campaigns.
  • Segment Your Email List: Segmenting your email list allows you to send targeted messages to specific groups of subscribers based on their interests or behavior. This personalization can lead to higher open rates, click-through rates, and conversions.
  • Start with an eye-catching statement: Make the reader curious about what's to come with the header. Make sure each word is carefully chosen and conveys the message you want to get across.
  • Keep it short and sweet: Lengthy pieces of writing are off-putting. It's like reading an essay; you want to avoid finding that in your inbox. Long blocks of text are daunting, and most people will only take the time to go through them. So, make it easier for your readers by using shorter paragraphs. Cut out all the stuff that doesn't add to your message. When you're done writing, edit your work, removing anything that doesn't contribute. That way, you'll make sure your readers get the best experience.
  • Personalize: When crafting a message, think of it as if you were only sending it to one recipient. Do not write as if you are addressing a large group; instead, write as if speaking to an individual. Use language that is personalized and direct, as if you are having a conversation with one person. Always use their name in the body of the text when possible.

    If you want to get your emails opened more often, you can personalize the subject line by adding the recipient's name. For example, instead of sending an email with a generic subject line like "Can you help me decide?", you can make it more personal by asking, "Which would you pick, [NAME]?". This makes the reader feel special and valued as if the message was written just for them.
  • Make the action valuable: Email marketing is more than just getting people to view your emails. It's also important to ensure they know what to do after reading your emails. To guide them in the right direction, including a call-to-action (CTA) in every email is a good idea. This CTA should provide clear and direct instructions on the next steps.
  • Optimize for Mobile Devices: With more people accessing emails on their mobile devices than ever before, it's crucial to ensure your emails are optimized for smaller screens. Use responsive design and keep subject lines short so they don't get cut off on mobile devices.

Don't Do These

  • Never broadcast: Rather than using emails as a mere means to broadcast information, you should ensure your messages are tailored to the individual, making them feel like they are part of something special. Ensure your emails are not just one-way communication but an interactive experience that engages the recipient.

    Email marketing is more than just sending mass messages to a broad audience. It is a way to establish a personal connection with your or potential customers. You should create emails tailored to the interests of the people you are sending them to, providing them with useful information, and entertaining them in the process.

    Rather than throwing a bunch of sales-oriented emails out there, I prefer to focus on providing value to my audience. I like to balance two or three emails with helpful information for each one dedicated to pushing a product.
  • Buy Email Lists: Buying email lists may seem like an easy way to grow your subscriber base quickly, but it's not worth the risk. These lists often contain outdated or inaccurate information and can result in high bounce rates or even damage your sender reputation.
  • Overwhelm Subscribers with Too Many Emails: Sending too many emails can lead to subscriber fatigue and increased unsubscribe rates. Instead, focus on sending quality over quantity by providing valuable content that resonates with your audience.
  • Use Misleading Subject Lines or Content: Using clickbait subject lines or misleading content may get subscribers to open the email initially but will ultimately lead to disappointment and decreased trust in your brand.
  • Neglect Testing and Analytics: Testing different elements of your emails such as subject lines or CTAs can help improve performance over time. Additionally, analyzing metrics such as open rates, click-through rates, and conversions can provide insights into what's working well and what needs improvement.
  • Never spam: Spam is unwanted emails sent out in large volumes and usually contain promotional or overly-marketing content. They are usually not expected and can be a nuisance. Prevent this by avoiding too many links, holding off on overcapitalization, and too many pictures.

In Closing

Remember that this kind of marketing involves sending emails to a list of subscribers to increase brand awareness, generate leads, and encourage sales. So do these dos and avoid these dont's to increase leads and conversions in no time!

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