Email Marketing: Do's and Don't's

  • Introduction

  • Email Lists

  • Welcome Email

  • Getting their Attention

  • Segment

  • Be Personal

  • Automations

  • Timing

  • Double Check

  • Analyse


When it comes to email marketing, you may feel as though your team have got it solved and know everything that must be done. However, do you know everything that must not be done too?

Sending out emails is one of the easiest ways to speak to your target audience more directly; it gives you a chance to get directly into their inbox and in front of them. It’s not just as easy as that, though - email marketing is about putting together the perfect email. There are a wide range of jobs and aspects to email marketing that you must remember to do; forgetting to do so can have negative impacts and can lead your subscribers to feel negatively about you.

To get you started, here are some email do’s and don’t’s.


Following these simple rules will set you on the right path to sending out the perfect email, always


Email Lists


Make sure to grow your email list the correct way. Be sure your list grows from organic resources such as sign up forms. Especially now with GDPR in place, it’s important to have an email list that is legitimate and full of emails that have opted in specifically to get your emails.



Buy an email list. This does not comply with GDPR and could have negative implications on you as a business. When you buy an email list, you won’t know who they are, they won’t be your target audience, they won’t necessarily be interested or know who you are, and so on. It’s much easier to focus on growing your list organically.


Welcome Email


Make sure to send them a welcome email to keep your business in their mind. A welcome email also indicates to subscribers that you have acknowledged their sign up and are prepared in what emails are sent out. Now is a good time to reiterate your brand values and message, and tell your subscribers what they can expect from your emails.



Leave new subscribers hanging. If someone’s subscribed, they will expect some form of email acknowledging the subscription even if it is just an automated thank you email to let them know their email has been registered. Don’t leave your subscribers in the dark, and then suddenly email them a month later with a random newsletter.


Getting their Attention


Remember to write a subject line that will indefinitely grab the reader’s attention. It needs to tell the reader straight away what the email will be about, and hopefully encourage the reader to actually open it and read more. It’s essential you have this subject line/preheader text that lures readers in, as, without it, the email can look half-hearted and not finished.



Forget a subject line/preheader text. As mentioned, an email without either looks half-hearted, unprofessional and unfinished. It’s absolutely vital that the whole email is filled out to its full potential and every piece of text included is there to encourage readers to open and read it.



Segment your list. Everyone is different, but people will have similar interests. It’s important to segment your email list into these people who are alike, have similar interests, in a niche industry, and so on. You can also segment your list in terms of demographics and such. Segmenting your list allows you to send much more targeted emails out.


Send the exact same email out to everyone on your list. This will, most probably, not work. It might work for some businesses and some email lists, but more than likely not everyone is going to be interested. It’s best practice to send out differentiating emails that are personalised for people in separate lists.

Be Personal


Personalise the emails you send out as much as you can. Emails that have been personalised have 26% more chance of being opened compared to those emails that are sent out to everyone. Personalised emails lets the recipient know the brand are reaching out to them as an individual, and it makes them automatically feel special.



Always send out generic emails that have no real personalisation within them. Obviously, sometimes, these are acceptable and people won’t mind. But sending out generic emails all the time isn’t always what readers want to see in their inboxes. They prefer personalised emails that have had thought go into the making of them.




Automated emails are always good as a way to ensure the right emails go out at the right time. These automated emails don’t have to be the generic ones that are sent out when someone completes an action, they can be emails that showcase a journey for readers to take.



Always rely on manually sent out emails. It’s much better practice preparing a set of emails that will be set out, so you know for certain they are sent. Leaving every email you want to send out to be sent manually can cause problems that automated email solve.




Send your emails at optimum times. To do this you must experiment with sending your emails at different times, seeing what time/s results in the most opens, engagements, and so on. It’s important to measure these results and send your emails at a time that a high percentage of your subscribers are going to interact with them. You also need to remember the wide variety of people in your subscriber list, and some of these may have different optimum times so it’s important to split the list up if necessary.



Send emails randomly and sporadically. This will lead to a reduction in opens and interactions, as you’re not sending the emails at an optimised, popular time. Don’t simply send the email out to everyone at the same, unsystematic time as it won’t give you the results you want.


Double Check


Remember to always check and double check your emails. You must check your spelling, grammar, tone, voice, as well as checking that the copy is correct, checking images, CTAs, links, and so on. It’s absolutely vital to check everything is correct before sending it out, or automating it to be sent out.



Forget to double check your emails for any possible mistakes. Sending out emails with mistakes in can result in your readers trust in you declining. A badly assembled email can imply that the business have not put any thought or care into the email, haphazardly putting it together in a rush to get an email sent out rather than properly planning and thinking about the email.




Use the analytics integrated into your email account. Most email providers will supply you with in depth analytics for each email you send out. It’s good practice to look at these analytics and measure your results against any goals you had, see how the email performed and perhaps look at what you could improve next time.



Ignore the analytics. If you fail to look at how each email performed, you’re not going to know what works and what your subscribers engage with the most. You want to continuously progress, and if you fail to look at the analytics provided your emails more than likely won’t progress. This lack of progression can lead to negative impacts such as an increase in unsubscriber rate.


2019 © Copyright Tickety Boo IT Ltd | Tickety Boo ™ is a Registered Trademark