Email Marketing: 10 DOS and DON'TS

Email is an incredible digital marketing channel when it comes to communication and sales. Email lists are more effective than traditional social media channels because they let you engage with your audience on a higher level when it comes to reach, personalization and content value.


Typically, email campaigns have 50–100 times the click through rate of Facebook and Twitter, and is the preferred channel by the majority of consumers in 2020.


If you are not actively engaging with your customers, you can bet your competition is.


Here is a list of the 10 most important dos and don’ts of a successful email marketing campaign.


Below are 10 email marketing do’s and don’ts:

  1. DO grow your email list the right way by using a sign-up form that requires subscribers to opt-in (or double opt-in) to receive your emails. This will ensure a clean and engaged list.

  2. DO stay top-of-mind of your new subscribers. Send new subscribers a welcome email immediately after they opt-in. Welcome emails have the most engagement out of any marketing emails.

  3. DO include attention-grabbing preheader text to provide more context to your message and encourage your subscribers to open your email.

  4. DO segment your list based on the interests or web behaviours of your audience, or their stage in the purchasing cycle. You wouldn't send the same message to new lead as you would to an engaged customer.

  5. DO get personal. Personalization increases your engagement rate on average by 26%.

  6. DO use dynamic content to tailor messages to each recipient. Focus on your customers’ preferences, interests, industry, role - or something else entirely.

  7. DO give your emails the best chance of being acted on by sending based on your audience's time zone.

  8. DO make sure that your email is optimized for your recipient’s device. More than 60% of emails in 2020 are opened on a smartphone or tablet.

  9. DO use marketing automation to create customer journeys that nurture your audience and provide them with valuable content along the way.

  10. DO use your reporting to improve your future email campaigns and increase customer engagement.


And now for the don'ts...

  1. DON’T purchase or rent an email list. It will destroy your domain reputation (and it's just bad practice)

  2. DON’T make new subscribers wait to hear from you after they’ve opted in to your list.

  3. DON’T forget preheader text.

  4. DON’T send the same email to every subscriber on your list.

  5. DON’T send a generic eBlast that doesn’t speak to anyone.

  6. DON’T send disconnected one-off emails.

  7. DON’T use the same images and copy for every recipient.

  8. DON’T send emails to all subscribers at the same time. Luckily, many ESPs offer send-time optimization.

  9. DON’T send your email without doing a thorough check for typos, broken links, or other optimization errors.

  10. DON’T ignore your email marketing reporting or analytics.


So what?


In 2020, successful email marketing campaigns depend on the humanity present in the email itself. People no longer care for automated and robotic-sounding chunks of text. The most successful campaigns target people who need to know they are seen as such, not just as leads or dollar signs 🤑


Keep things simple, keep them personal, and keep them interesting, and you will soon see the success your hard work can bring.


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