15 Do’s & Don’ts of Email Marketing

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Email marketing is more critical than ever for companies looking to expand and connect with their target audience.

Digital networks are expected to be less profitable than email campaigns by at least 55%. That’s because it’s a fantastic approach to developing a closer bond with your clients and potential clients.

Successful email marketing also follows the same rules as effective advertising in general: personalization, optimization, and consistency.

Without any ado, the following are the dos and don’ts when developing a successful campaign that will assist you in reaching your objectives and fostering customer trust.


1. Use Creativity in Your Subject Line

The success or failure of your email marketing campaign depends heavily on this section as it comes off as your first impression. If your reader like the subject line, they will eventually move on to the rest of the email.

For better organic reach, the subject line should specify what the email body contains. A great topic sentence should be concise, straightforward, and focused on the objective. Most research has found that approximately 45-50 characters are the sweet spot.

Resist using subject lines that make false promises and then let the readers down with the body copy. Clickbait subject lines are no longer clicked on, and the emails often land in the spam bin.


2. Integrating Technology to Your Benefit

You can utilize tools like email automation to your advantage. You may successfully segment your audiences. Reputable email hosting companies also include monitoring and third-party application deployment.

Additionally, you have various resources to send email campaigns to your subscribers without clogging their inboxes. Reputable email service companies use particular strategies to target emails demographically.

3. Keep Things Short & Simple

Long blocks of text turn people off a lot. They don’t want something like that popping up in their inbox, because reading it feels like they’re reading the papers.

Instead, you should segment your sentences.

Shorten your paragraphs.

Use simple jargon-free language to tell your end of the story. 

Leaving away filler and pointless stuff is another excellent suggestion. It doesn’t need to be there if it doesn’t advance the plot.

As a result, start editing and trimming once you’ve finished writing your draft.

4. Acquire Information & Follow up

It’s critical to understand that gathering information, insights, and demographics is a surefire approach to increase the effectiveness of subsequent efforts. Tracking your original email is also a fantastic method to provide material that was omitted; you just need to know your consumers and collect their feedback, which could all guide you to build future letters.

Acquire Information

5. Make a Schedule & Act Accordingly

Commit to a regular time schedule when you send your readers a monthly, weekly, or daily regular newsletter. They will know when to expect it in their mailbox, and you can prepare the content in advance so everyone is satisfied.

We at Nautilus Mail enjoy mailing our weekly Performance insight emails, and after testing several timings and dates each week, we observed that the intended day and moment are the most effective. Though, there is no need to adhere to a regular timetable if your company is preparing a significant campaign such as Black Friday specials, Independence Day, Valentine’s, or Christmas promos.

6.  Maintain a Consistent Brand

Ensure you constantly use your company’s brand when communicating with your market via email because it’s a very personal medium. Mailing important information and lighthearted advertisements by mail with the same branding format can be incredibly confusing, so attempt to assign specific colors, styles, and email signatories to the varying email categories.

7. Provide Useful Information

Having your emails viewed and read is only one aspect of email marketing. When people are reading your emails, they must know what comes next.

  • What concrete recommendations can you provide to promote your material, then?
  • Would you like them to respond?
  • Do you wish they would click on a hyperlink to your series of posts on social media, your offers, or a conference you’re organizing?
  • Would you like them to call you right away?

Be clear about those questions, then send emails fit for your goals.

providing Useful Information
Useful Information

8. Revise Before You Hit Send

Before you hit “send,” ensure all email content is accurate. We’re just human, let’s admit it. People err. Hence, we need help from other people. Try getting a second pair of eyes to review each email you’re about to send and check if it has grammatical, syntax & spelling errors, proper layouts, and isn’t missing attachments.‌

Now let’s discuss the Don’ts.

9. Avoid Complicated Templates in the Body

A concise email with plain text is preferable to one with sophisticated coding or multimedia. You may find it attractive from your perspective, but you can’t predict how consumers will perceive it.

The complicated format might not open on all mobile platforms, and the content might appear distorted even when they do. Use photos but don’t overdo it. Ensure the content you select to include in the emails is optimized to function on all platforms and internet service providers.

10. Limit the Number of Emails You Send

Limit Number of Emails

Sending subscribers tons of emails just to involve them isn’t the best strategy. The unsubscribe
percentage will only rise as a result, and your emails will end up in the spam. Only a few emails that provide value might help you succeed further.

Do not contact again within minutes or hours if you send someone an email and receive no answer.

Pause two or three days before sending a follow-up email if you don’t hear back from your email.

Sit tight for a couple of extra days if they don’t reply to the follow-up email. Give them one week and respond; if you get no response, you can stop.

11. Avoid Buying Email Lists

Businesses repeatedly make mistakes by purchasing email lists to get clients to slide down the sales funnel. That is useless because most list contacts may not be relevant or even accurate.

So, unless you’re absolutely certain about the quality of your email lists, it’s better to utilize your conventional research skills to build your own email lists. This would also amp up the chances of your emails hitting the intended audience’s mailbox directly instead of ending up in spam.

12. Avoid Selling Email Lists

You don’t need to sell your email lists, either. That’s an invasion of the confidentiality of your subscribers and, therefore, could cause legal action, convictions, sue, or even the need to pay off huge fines.

You definitely don’t need money channeling out of the business!

13. Avoid Spamming

Spam is an email that is unanticipated, excessively commercial, and uninvited. Your emails may appear to be spam for several reasons.

  • Avoid spamming phrases like “Make more money” and “BECOME RICH.”
  • Don’t squeeze in too many links.
  • Keep the number of ‘call to actions’ to a bare minimum.
  • Avoid using all uppercase letters in email message lines in particular.

When the site hosts notice that your sent emails resemble generic, spammy mail, you’ll be marked, and your emails will simply end up in the spam or promotional folders.

Avoid Spamming Someone

14. Avoid Sending Common Emails

If it isn’t entirely apparent, directly outlining the advantages is a simple method to promote the worth of your brand. When it relates to tailored emails, most advertisers scoff and argue that they do not have time.

Personalized emails may require additional research and effort, but ultimately the effort is worth it because you are gifted with more engagements and greater click-through rates.

Here are a few tips to personalize your Emails.

  • Use their given names.
  • Explain simply why you believe they might be interested.
  • Gratitude for a recent story, message, honor, etc.
  • Describe how your offering can effectively enhance their quality of life.

15. Avoid Over Automation

When done correctly, advertising automation can help you enrich the efficacy of your email marketing strategy. However, you have to handle it carefully, not automating your actions to the point where you are bombarding your subscribers. Strike a harmonic balance between automated and manually written messages. Describe how your offers can add value to their lives.


There is no foolproof recipe for effective email marketing; integrating the fundamentals and honing your efforts is a smart place to start. We discussed email marketing do’s and don’ts to assist you in developing a successful approach for the future.

Create email campaigns that will assist you in connecting with your subscribers, establishing relationships, adapting your content to meet their requirements, and including conversion-oriented aspects. Make sure the subscriber’s experience is consistent and meets their requirements.

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