The Dos and Don’ts of Email Marketing


Email marketing has become a popular means of communicating sales, promos, and general information with your customer base. Unfortunately, this now means that consumers’ inboxes are flooded with daily promotional emails. Here are a few tips to ensure you get your messages seen, and keep your customers from unsubscribing.

The Dos and Don’ts of Email Marketing

DO: Set Expectations

Most often, customers sign up for emails because they want access to a promotional offer, or because they genuinely want to stay updated on your business and future events/news. In order to keep your customers from running to the unsubscribe button, make sure you are perfectly clear about the content and when you’ll be sending emails, then stick to it.


DON’T: Spam!

Sometimes when we’re just starting out with email marketing, we’ll want to share every exciting thing we’re up to, but don’t click send just yet! It’s best to send out your emails on a regular schedule, such as once a week, or once a month. Keep track of any upcoming promotions, exciting developments and events and send them together in one email. This will greatly decrease your unsubscribe rate.


DO: Keep Your Emails Short and to the Point

Get to your message quickly. Most consumers won’t spare more than a passing glance when looking through their emails before deciding if it is destined to be trash. Make sure your most important content is in the subject of the email and right at the top of the newsletter. 


DON’T: Use Too Many Pictures

A pretty email is an email that will spend more time opened on a customer’s screen, but make sure not t rely on images too heavily. Most people check their emails from their phones, and due to slower data usage, some image may not load correctly or at all. If you are including many images in your email, make sure to keep file sizes small, and consider providing captions or context text so you don’t lose the meaning of your email if images don’t load. 


DO: Add a Call to Action

More often than not, newsletters are sent to get consumers to do something. Whether it be purchasing a product or reading a recent blog article, make sure to include a fast and easy way for email recipients to interact with your content.


DON’T: Rely on AI Generated Content

It may seem like a good idea to have AI write your email content in order to lighten your workload, but in reality, this removes any kind of human connection fromo the email. You want your consumers to feel like they are part of something, and inorder to accomplish that, they need to feel like they are getting to know you and your company. The most successful email campaigns are ones that are sent with people in mind, not dollar signs. 

There are many things to consider when creating email campaigns, but the most important thing to keep in mind is to ensure your content makes sense, is valuable, and isn’t too long. 

About Bri

Bri is a marketing coordinator and translator. She finds joy in taking client ideas and translating them onto the page, screen, or even into a whole other language! With experience in graphic design and web design, she can make your dream brand come to life.

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