Do’s and Don’ts of Email Marketing?

For the uninitiated, email marketing is a marketing method where businesses send emails to a list of potential or current consumers to increase customer engagement and online presence. In a successful email marketing campaign, the users interact with your website, which leads to an increase in sales.

Recent statistics have shown that email marketing is on an exponential rise and is more efficient in improving sales relative to other online marketing schemes. In 2019 around 300 billion emails were sent every day. This number is estimated to increase to 350 billion by the year 2023.

Even with competition from social media apps, messenger software, and online ads, email is the weapon of choice for most salespeople. The reason is that these campaigns are easy to implement, cost-effective and high volume. So it is safe to say that email marketing is not going away at any time in the near future, so it is in the best interest of your business to invest in it.

So the question you may ask is that “how can I make my email campaign successful?.” While the answer to this question is complex and multivariate, we are going to guide you through the fundamental “Do’s” and “Don’ts” so that you can start or improve your own email marketing campaign.

Table of Contents

The Do’s

1)DO use technology

Technology has come a long way, we can do things that our forefathers would have considered magic. We should incorporate the latest technology where ever possible because it can potentially save a lot of time and money. Standard tools available in the market are automation, analytics, templates, and software integration—these help in scheduling emails, organizing data, and sending automated responses to queries.

A newcomer to the market is an AI content writer. This software helps you in creative writing, so it can be used to write interesting emails. We recommend that you take a look at the following programs:  Ryter or Frase.

2)DO create a catchy subject line 

When your reader opens the emails, the first thing they see is the subject line. This line intrigues a response from them. If they find it attractive, they will read the rest of the email. On the contrary, if they find it boring, they will skip it or even report it as spam. If this happens, they may never see your emails again. We have established that catchy subject lines are critical for a successful email marketing campaign, so significant time should be allotted to developing subject lines. Here are a few points that you should keep in mind:

  • Keep it short: It should not be more than 50 characters long.
  • Keep it to the point: The subject line should give a realistic idea of the content of the email. It should not be misleading or vague.
  • Personalize: The subject line and email body should be tailor-made for the specific subscriber. You should use the user’s name to show that you are willing to work especially for them.
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3)DO make sure the content of your email is short and interesting 

In this modern world, everyone has a limited amount of time, so they do not want to spend it reading long and tedious emails. So you should work hard on producing emails that convey the message in the shortest amount of words possible. Apart from the length, the attractiveness of the content is another factor you need to work on. There is a reason less number of people read maths books in comparison to Stephen King’s books. You take care of the following issues:

  • Create a catchy hook right at the start: This is where you catch your subscriber’s attention and engage them in reading. Using a catchy hook from the get-go will result in increased appeal for your products and services.
  • Make your reader’s experience enjoyable: Your emails should be a high point of the reader’s day, rather than just being an annoying chore. You should not start presenting the sales pitch from the get-go, as this turns the readers off. You should start with a personal story that builds a better connection.
  • Personalization: Remember to use your reader’s name throughout the email, as this is an integral part of a successful campaign.
  • Engage your readers from the start:  Statistics, Surveys, Polls, exciting content, and valuable information aren’t the only suitable means to educate your subscribers, but also keep them engaged with your services and products.

4)DO analyze data and follow up 

Analytics and statistics are key to running a successful email marketing campaign. They give insights into your campaign and help you make future decisions. They also help in pinpointing the root causes of any issue. 

Following up on the initial email is a perfect way to engage any potential customer. You can provide additional information, get their input, and build a better customer profile to personalize any future content.

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The Don’ts

1)DON’T flood your users with emails

Following up is a great way to increase consumer engagement, but bombarding them with a ton of emails is a recipe for disaster. This annoys them and may result in them unsubscribing from your email list. A good rule of thumb is to wait for 3 to 4 days between emails. This gives the reader some time to read the emails, and it does not make them feel that you are just trying to make a sale—this way, a trustful relationship is built.

2)DON’T overuse pictures

Nowadays, most individuals use their mobile phones to read emails. Mobile phones predominantly operate on limited mobile data instead of WiFi, as a result, they may disable images to save data. So the usage of pictures may become redundant. Even if the reader has not disabled images, it may take longer to load an email with a high-quality image.

Most people lose interest if an email does not load within 3 seconds. So you should minimize the use of images.

3)DON’T ever sell your email list  

The worst thing you can do in any email sales campaign is to sell the data of your subscribers. This is plainly illegal, and you may be liable for fines, lawsuits, and, worst of all bad image. In any kind of marketing, the salespeople leverage the company’s image to build trust and drive sales.

But if the company is selling away user info, then any kind of trust can not be established, and hence the subscriber can not be convinced to buy your product or services. Another problem that would arise is that people would not sign up for the email list. Without an extensive email subscriber list, an email sales campaign is a futile affair.


At the end of the day, the success of an email marketing campaign hinges on the work that you put in. Nowadays, then most flourishing campaigns target potential buyers with personalized content the run of the mill automated emails just do not cut it anymore. So my suggestion is to keep it simple and interesting. If it has been difficult for you to set up the campaign, we would suggest you use the following software packages:

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1: Moosend.

2: GetResponse.

3: LeadPages.

Using these services makes your campaign more profitable and exponentially easier.

Frequently Asked Questions

What are the rules for email marketing?

1: Engage the User.
2: Write a catchy subject line.
3: Monitor and Analyze the Data.
4: Don’t send too many emails.

What are the 4 elements of a marketing email?

1: Eye-catching design.
2: Specificity that shows effort.
3: Good landing Pages.
4: Content that engages.

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