Digital marketing

The Dos and Don’ts of Email Marketing

The Dos and Don'ts of Email Marketing

It’s strange to think that there was a time when we didn’t have the luxury of email. And now, in 2021, while it might be unexpected, it’s still the most popular way for businesses to communicate with their customers. In reality, 80% of small businesses rely on email as their primary channel for customer growth and retention.

At the same time, even if people open an email, they may not engage with the content. Learn these do’s and don’ts to get the most out of your email marketing.


Optimize onboarding emails

Your onboarding email is the email that can make or break a future loyal customer… No pressure! Asking your customers to create an account and give their contact details makes onboarding easier. After finding a first client, there is a risk that they will leave because they don’t understand the value that you will add more and more to their life.

A good metric to look at for integration is the 90 day clock. The analysis of several sectors revealed that the average retention rate of mobile applications after 90 days was only 20%. In other words, most people lose 80% of their customers after just three months of use.

Plus, onboarding emails help you connect with new subscribers. Offer an incentive at the start of their journey and watch your clicks increase.

A/B testing

We all know the importance of a test, we may not always like them or even dislike them, but they are crucial for growth. A/B testing is just that, a simple controlled experiment.

It’s a great way to test what works best on your consumers for your brand. Now, what should you test? All. Honestly, when it comes to A/B testing, fields to test include subject line, image placement, open rate, bounce rate, click through rate, unsubscribe rate and inbox placement rate.

Our motto is if you can test it, test it!

In general, the more data you can capture and analyze, the more strategic you can be in the future. It makes sense, right?

Segment your lists

Segmenting your list is a great way to make sure you only deliver relevant information to each of your subscribers. This way, they will always look forward to receiving and opening your emails.

You don’t want to send every email to everyone in your database. If you did that, you’d probably be sending very general emails, and even then you’d still have to worry about making them relevant to all recipients. To ensure relevance, you need to segment your lists. This practice can go a long way toward achieving the goal of delivering the right message to the right person at the right time.

Segmentation lists allow you to target specific groups within your mailing list and send them more personalized messages based on their group.

Be personal

It’s time to get personal! We all know that first impressions count. And that remains true even in email marketing. Why wouldn’t it be? According to researchpersonalized emails improve click-through rates by 14% and increase conversions by 10%.

Generic emails only hurt your conversion rates. It doesn’t matter if you represent a corporate brand, a small business, or even yourself. The best way to do this is to treat each of your subscribers as your friend. You want to make it friendly, but not too friendly (think more co-workers and less BFFs). On that note, you wouldn’t send your colleague an unanswered email address. Well, at least we hope not.

Sending an unanswered email will only decrease deliverability, increase your chances of being labeled as spam, and make your customers unable to respond to your email.

Most popular email marketing tools provide email templates and can also be customized like adding recipient names. So, use a good email template and choose the option to automatically add recipient names to all your emails.

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Never forget a CTA

A call to action is necessary to help your audience make decisions that will benefit your business. Without a CTA, an email is ineffective. No matter how good, attractive or engaging your email is, not adding an actionable link can lead to failure. After all, a single email isn’t enough to show your readers everything you have to offer.

Think about the outcome or action you want your subscriber to achieve, announce it now. Sure, you’ll occasionally send an email that doesn’t require a CTA, like a thank you email, and that’s fine.

Plus, you can get creative with your CTAs. Don’t think you can only use “click here”, “learn more” or “buy now”.

Remove boring subject lines

Subject lines are short and seemingly easy to write, but they can make or break your email marketing success. If your audience barely wants to read your subject line, what makes you think they’ll click away to read? So how do you write compelling email subject lines?

  • Keep it short and simple. Studies have shown that the best subject lines are around 40 and 50 characters.
  • Make sure it says exactly what the email is about. It doesn’t have to be vague or misleading. This is a case in which honesty is the best policy.
  • Use humor in your subject lines to make it stand out, because who doesn’t like a good laugh. Make it controversial or shocking to spark curiosity.
  • Personalization is one of the best ways to let your subscribers know you’re thinking of them.
  • At least 50% of email users I felt cheated reading an email because of what its header said, so avoid those trigger words!

Avoid repetitions and bombardments

Repetition is the fastest way to get people to unsubscribe. Repetition is the fastest way to get people to unsubscribe. Repetition is the fastest way to get people to unsubscribe.

Did we almost lose you? In that case, we don’t want you to forget this tip.

Often people just miss emails because their inbox is flooded with them. So if someone doesn’t open your first email, you can always send a follow-up email with a different subject line.

However, you should not send too many follow-up emails and spam people’s inboxes. If someone isn’t opening or responding to your emails two or three times, it’s time to move on. Breakups are hard, we know that, but don’t be an inbox clutter, because nobody likes that.

Never buy or sell mailing lists

No. No. Vtla. Not. Nej. Nein. Ochi. Nahin. Nem. Nei. Uimh.

We don’t know how many languages ​​you should hear it in, but never do.

Buying and/or selling mailing lists may seem like a quick and easy win, but it only hurts your business and reputation in the long run. And not to mention that it’s just plain unethical (and in the case of selling them, it’s illegal).

Email marketing is most effective when you deliver a relevant and useful message to people who know at least some knowledge of your brand and who have requested to receive this information. When you’re buying lists, the people you’re emailing probably don’t know your brand and haven’t asked you to communicate with them. Plus, since you probably know very little about them, it’s hard to make sure you’re sending relevant communications.


In the end, successful email marketing quickly comes down to connecting with your consumers. The days of automated, robotic text blocks are over. The most successful email marketing these days targets people who need to know they are seen as such, not just leads or dollar signs. So keep it simple, keep it personal, and keep it interesting, and you’ll soon see success.