Digital Marketing

Email Marketing Do’s and Don’ts: The Ultimate Cheat Sheet for Getting Amazing Results

Email marketing is an effective way for brands to directly communicate with their customers. It’s an opportunity to create a lasting impression that drives conversions. Email marketing has the highest return-on-investment compared to other marketing tactics, making it a logical tactic for brands that can’t afford a large marketing budget. When used properly, email marketing is a great way to optimize your brand awareness and experience amazing results.

Personalization goes a long way.

You need to personalize the content in your marketing emails to deliver valuable, relevant content to all of your recipients. The simplest way to personalize a marketing email is to insert the recipient’s name into the subject line. This will increase the opening rate and result in a higher click-through rate. If you have an international customer base, create your emails to have a translation option so that every recipient can read your message in their native language.

Speak with purpose.

Email marketing is effective when a brand speaks with purpose. Subscribers who get bombarded with unclear, redundant emails may opt to unsubscribe entirely from your listserv. Define the goal of your email and make sure it is obvious to the recipient what action you want them to take. It’s more cost-effective to retain existing customers than it is to convert new ones, so focus on nurturing your inactive subscribers. Send personalized product recommendations to inactive subscribers based on their browsing history and offer them unbeatable incentives that are too tempting to pass.


Timing is everything.

Part of optimizing your marketing efforts means understanding how and when subscribers interact with email. Does your customer base open emails consistently on weekdays, and if so, what time of day are they most likely to check personal inboxes? Schedule the timing of email marketing to effectively reach the most subscribers. Keep this schedule consistent and focus on sending quality emails instead of quantity. Never send bulk emails in an effort to make up for the lost time. This will be obvious to your subscribers when they find a busy inbox filled with multiple emails in a row from your brand.


Catchy emails stand out.

Use eye-catching language and action words that will grab subscribers’ attention. Bold and catchy language will easily grab the attention of subscribers who skim your email for important information. Crafting the right subject line will encourage subscribers to open your email. Be mindful of using the right punctuation and add an emoji here and there to give a personable feel.

Do include relevant high-quality images in your marketing copy to supplement the message and value of your email. Carefully consider the kind of images and how many to include in your message, as some subscribers could find too many images confusing and miss the entire message.

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Create a responsive design.

Create a responsive marketing email design that will translate across mobile and computer formats. People spend a significant amount of time on their phones, so create catchy emails that keep mobile optimization in mind. An email with a responsive design can render correctly whether it is viewed on a smartphone, tablet, or computer.

Responsive marketing emails include 20-point font for headings and a 13 to a 14-point font for body text in a single column layout to achieve the best viewing and reading experience. Avoid inserting too many hyperlinks that could accidentally be clicked on while scrolling through text, and include responsive images to enhance your message.

Knowing the do’s and don’ts of email marketing is the key to seeing amazing results.