The Dos and Don’ts of Email Marketing: Must-Follow Best Practices

Email marketing is one of the most effective ways to reach out to customers and promote your brand. However, it’s essential to follow certain best practices to ensure that your email marketing campaigns are successful. Here are some dos and don’ts that you need to keep in mind when it comes to email marketing.


1. Segment your email list.

Segmenting your email list involves dividing it into smaller groups based on demographics, interests, purchase history, and more. This will help you send targeted emails that are more likely to resonate with your subscribers and drive conversions.

2. Use catchy subject lines.

Your subject line is the first thing that your subscribers will see, and it needs to capture their attention. Use intriguing and concise subject lines that accurately reflect the content of your email.

3. Provide value.

Make sure that your emails provide value to your subscribers. Include offers, promotions, or exclusive content that they will find interesting and useful.

4. Personalize your emails.

Personalized emails are more likely to be opened, clicked, and converted. Use your subscribers’ names, previous purchase history, and other data to make your emails more personalized.

5. Optimize for mobile devices.

Over 50% of all emails are opened on mobile devices. Ensure that your emails are optimized for mobile and are easy to read, navigate, and interact with on small screens.


1. Send too many emails.

Sending too many emails can be overwhelming for your subscribers and can lead to high unsubscribe rates. Stick to a regular and reasonable schedule of emails that provides value to your subscribers.

2. Use too many images.

Avoid using too many images in your emails as they can take a long time to load and can be overwhelming for some recipients. Use images sparingly, and ensure that they are optimized for email.

3. Use spammy language.

Avoid using spammy language such as “click here,” “free,” “limited time offer,” etc. as it may trigger spam filters and negatively impact your deliverability.

4. Ignore unsubscribe requests.

If a subscriber requests to unsubscribe from your emails, make sure to honor their request promptly. Ignoring unsubscribe requests can lead to spam complaints and negatively impact your reputation.

5. Use a generic “from” name.

Use a personal and recognizable “from” name in your emails. Avoid generic names such as “marketing team” or “no-reply.” Using a recognizable name as the sender can help boost open rates and engagement.


Following these dos and don’ts of email marketing will help you create effective and successful email campaigns that drive conversions, build customer loyalty, and grow your business. It’s important to continually monitor and optimize your email campaigns to ensure that you are providing value to your subscribers and achieving your marketing goals.

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