Email Marketing Campaigns – Do’s and Don’ts

Email Marketing Campaigns

Email marketing is second only to search marketing, and when planning to grow a business or attract new customers, this is the marketing channel generating the highest ROI. Email marketing campaigns are meant to send emails to potential customers to let them take proper actions. As a result, it is a great way to generate sales.

In the age of being bombarded with information, savvy marketers are always looking for ways to reach their audience. They want their frustrated online consumers to get engaged through incredibly relevant emails and ensure their email campaigns deliver maximum results.

To give you unparalleled efficiency and improve delivery rates, we have compiled some dos and don’ts that you can use before sending out an email campaign –


  • A/B test everything: Before sending out any email, do check every element of your email. For example, check if you have included valid URLs in your campaign and see what works best. Test the subject lines through A/ B testing to see the outcome of your email.
  • Use text-only emails: Use text email in your marketing campaign, as heavy emails with images are challenging to automate. However, having an enticing email with crisp content can be even better.
  • Use personalization: Let each of your emails be curated to your recipients’ point of view or their interest. Catering to the personalization aspect can give you better opens and clicks. 
  • Use GIFs in your emails to add some fun: To make your emails enjoyable, you can use GIFs or images that brighten up the message. Having some fun in your emails can attract your recipients to read. Don’t go overboard, but make sure you add textual content to reach your marketing campaigns.
  • Separate unengaged and engaged contacts: To get better results for email campaigns, email marketing agencies also separate unengaged contact lists. Having a clear list of engaged contacts can help marketers target and focus on them with captivating emails.
  • Segment your audience: Segmenting your audience list is equally important as it helps to frame relevant email content to each individual. Through data analytics and prior buying personas, one can get an idea of the buyers’ interests and requirements and thus enable campaigns that suit their relevance.
  • Provide value: For every email you send to your recipients, make sure you add some value to it. It can be in any form of discounts, coupons, or requests for their reviews through surveys. Adding this can make your customers feel important and keep them away from unsubscribing from your list.
  • Experiment with CTAs: To add more effect to your email, plan to use a call to action at a proper place thoroughly. You can use it as a text link or add a button to ensure your subscribers go for it and increase the click rates.


  • Overuse spammy words: Don’t ever use exclamation marks in your email content or subject line, as they are pretty annoying. Eventually, it may even be flagged as spam. Don’t even use spammy content like dating sites or irrelevant posts that don’t fit your business, or else it may trash your reputation and can do more damage than benefit.
  • Stop testing: Don’t send emails before testing. If it doesn’t work, don’t delete it; use that content and image for another context. If the increased size of the image is not rendering, then test it before posting and make some alternatives to use in the next campaign.
  • Sending irrelevant emails: It can cost you a lot if you send irrelevant emails. While they won’t create great results, they can tarnish your brand value and risk your emails as spam. So don’t frequently change your sender address and irritate your subscribers with valuable content.
  • Send too many emails: It is not essential to send emails on an everyday basis and make your reader’s inbox congested. So, manage your emails and avoid flooding the subscriber’s inbox.
  • Make unsubscribing hard: This mistake is the biggest mistake that most marketers tend to make, by not providing an unsubscribe option to the emails. When we reach out to any prospect, we must give them free will to subscribe and unsubscribe from our list as stale or inactive subscribers are harmful to the reputation and effectiveness of our campaign.
  • Send repetitive emails: Sending the same email content on a repetitive basis is annoying, which can be brutal on the brand image. In addition, doing this may drop the subscribers’ interest from our emails and may divert them to other emails to reach out for their needs.
  • Write large blocks of text: Writing with only Capital fonts or texts is irrelevant in email marketing campaigns. However, you can use it for some titles to help your readers get the information as quickly as possible. 


Now, with a good overview of the dos and don’ts of email marketing, we think that you must have got enough tips to decide on what to do for a successful email marketing campaign. Getting familiar with some of the things can get the best out of emails. You need to strive to bring creativity and revamp your email strategy with these cutting-edge email marketing tools. As a digital marketer, these practical tools can inspire you to improve your delivery rates and lend unparalleled efficacy in the long run of an email marketing campaign.