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Email Marketing Do’s and Don’ts: 2024 Digital Blog 20

Email marketing is a powerful tool when executed correctly, offering one of the highest returns on investment of any digital marketing strategy.

However, the difference between an effective email that boosts engagement and conversions and one that gets sent straight to the trash can be subtle. To help you maximise the effectiveness of your email campaigns, here are some essential do’s and don’ts to keep in mind.

Do’s of Email Marketing

Do Personalise Your Emails

Personalisation goes beyond just addressing the recipient by their first name. Tailor your content based on the recipient’s past interactions, preferences, and behaviour. Use data to segment your audience and create more relevant, targeted content that resonates with different groups.

Do Keep Your Emails Concise

Time is precious, and your emails should respect that. Keep your content clear and concise. Use short paragraphs, bullet points, and plenty of white space to make your emails easy to read quickly. Every email should have a clear focus or message that is immediately evident to the reader.

Do Use a Responsive Design

With more people reading emails on their mobile devices, it’s crucial to ensure that your emails look great on all screens. Use a responsive email design that adjusts to different screen sizes, ensuring your content is accessible and engaging, no matter how your audience accesses it.

Do Test Your Emails Before Sending

Always send test emails to check for any issues with formatting or deliverability across different email clients and devices. Check your links, images, and layouts to ensure everything works as intended and appears correctly.

Do Analyse Performance and Adapt

Use analytics to track how your emails are performing in terms of open rates, click-through rates, and conversions. Analyse this data to understand what’s working and what isn’t, and adjust your strategy accordingly. Testing different subject lines, content formats, and sending times can help optimise your email campaigns.

Don’ts of Email Marketing

Don’t Bombard Your Subscribers

Too many emails can annoy your subscribers and lead to higher unsubscribe rates. Be mindful of how often you send emails. Establish a regular but reasonable schedule that keeps your brand at the forefront of their minds without overwhelming them.

Don’t Ignore the Subject Line

The subject line is often the deciding factor in whether an email is opened or ignored. Avoid generic or overly salesy subject lines. Instead, craft something engaging and specific that offers a clear benefit to the recipient.

Don’t Use Misleading Content

Always deliver on the promises made in your subject line and email content. Misleading your audience not only damages trust but can also have legal ramifications under laws like the CAN-SPAM Act. Make sure your content is honest and transparent.

Don’t Forget the Call to Action

Every email should have a purpose, and your call to action (CTA) is what guides recipients toward that purpose. Whether it’s visiting a link, making a purchase, or another desired action, your CTA should be clear and easy to find.

Don’t Neglect Unsubscribers

Make the unsubscribe process as simple as possible. Hiding the unsubscribe button or making the process cumbersome can frustrate users and damage your brand’s reputation. A clean, up-to-date email list of engaged users is more valuable than a larger list of uninterested recipients.

Effective email marketing involves more than sending messages—it requires thoughtful strategy, design, and content tailored to meet the needs and interests of your audience.

By following these do’s and don’ts, you can create compelling email campaigns that engage and convert. Remember, the ultimate goal of email marketing is to build and nurture relationships with your customers, driving meaningful engagement that benefits both the recipient and your business.

Talk to us today about successful email marketing. We’ll be happy to help, however we can.

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