The Most Common Dos and Don’ts of Email Marketing

by Victor Green
3 mins read
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Email marketing is a great way to reach potential customers, regardless of the size of your business. It’s also a particularly customizable strategy that can be interconnected with other forms of marketing, and as straightforward as needed.

Whether you’re sending a dozen emails or launching a full-scale campaign, email marketing is an easy and cost effective route. However, there are several rules to follow when conducting an email marketing campaign. Learn about these simple dos and don’ts to ensure your email marketing game is as effective as possible.

Illustration of people talking

DO Use an Engaging Subject Line

Your subject line is easily one of the most important parts of an email marketing campaign. Subject lines make or break the interest for a reader, and they’re the first thing your recipient will see. Make a good impression and keep them curious to read what’s inside.

A good subject line grabs the attention of the reader and encourages them to open the email rather than send it to the trash. Since users receive so many emails, it’s likely that they scan through them quickly and delete the majority of them. This may seem like a downfall to email marketing, but creating an intriguing subject line is a skill to master. To keep your readers interested, use subject lines that describe how the content inside will help them or their business.

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DON’T Use a Deceptive Subject Line

We’ve all seen the “click bait” article titles that use something outlandish in the heading just to catch our attention. Don’t be that person! Your subject line should offer your recipients value and insight into what they can expect to read. If you create misleading subject lines and then write about something completely different, you’re going to irritate your readers. That dissatisfaction can quickly lead to a lot of complaints, and you might find your email list rapidly dwindling.

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DO Use a Call to Action

CTAs are a great way to encourage readers to visit your website and sign up for your service — but be sophisticated with them! Instead of using a simple “click here” to direct your readers, try using something more specific to your subject. Something like “Choose from a wide array of designs”, for example, tells readers what they’re clicking on, what they can expect to see and offers them a way to purchase the product or service in question.

Spammed email inbox

DON’T Spam Your Readers

If there’s one thing that irritates recipients and motivates them to unsubscribe from your list, it’s spamming them with emails. Instead of bombarding readers with multiple emails a day, develop a schedule that you can refer to when sending emails. Not only does this help gain respect from your recipients, but it also keeps you from triggering the spam filter and wrecking your deliverability rates.

As you can see, there are lots of things you should avoid when creating an email marketing campaign — but there are also a lot of things that you can do to help increase your deliverability and read rates. Follow these tips to create a straightforward email that engages readers from start to finish. Watch your business flourish as a result.

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