The Do’s and Don’ts of Successful Email Marketing

September 23,2021

Email is still one of the most important avenues for reaching your customers. With most of us getting emails sent directly to our phones now, we’re never far from reach. Still, some companies struggle to get the most out of their email marketing, which is why we’ve put together a small list of simple but important do’s and don’ts for your next email campaign. 

DO humanize yourself

It’s easy for customers to forget that there’s a human writing every email they receive. Remind them that you aren’t a bot by using a human name in the address. “” will get a better response than “,” especially if you use personalization techniques that make the reader more inclined to believe the email was written by a person and not a spambot. On top of that, using simple, informal language will make reading your email easier. Sounding stuffy will only make your email more of a chore to read.

DON’T clutter

Most emails today are opened on smartphones. With limited screen space, the pictures you embed in your emails will likely move in a way that makes the body harder to read or understand. Instead of including multiple pictures and excess text, use what you think will get the message across the easiest. You may choose to only include headers and footers, a singular image with text, or just an embedded video to get your point across effectively.

DO personalize

Make sure to tailor each email to the individual receiving it. The subscriber data you’ve collected from your customers could be the most valuable addition to your email campaign. You can do this by creating a landing page with information such as name, gender, birthday and most importantly: buying habits. Incorporate this information by having their name in the subject or body, sending birthday wishes, and suggesting the right products for them.

DON’T send everybody the same email

Every customer is at a different point on the path to making a purchase. The email you’re drafting might appeal to a specific buyer with a specific behavior, but sending it to every person on your mailing list will just alienate your other customers. Instead, automate your emails to segment your customers. This ensures that the right email gets sent to the right customer at the right time. For example, people who buy the same product every three months should get different marketing emails than someone who abandoned their cart.

DO keep it short

The longer an email, the greater time commitment the reader makes. If someone sent you long, detailed paragraphs that you didn’t ask for, how long would you pay attention? Skip the introduction and conclusion and go right to the point of it. Tell your customer what you want and why they should care. 

DON’T be spammy

Phrases like “free,” “deal,” and “discount” are bound to get your email sent straight to the spam folder. The same goes for calls to action in the subject, such as “act now.” Creating that sense of urgency at the beginning of an email can come across desperate. Instead, focus on communicating the offer itself in a clear, concise way with a call-to-action at the end of the email.

DO use a call-to-action

You can write the most engaging email in the world, but it won’t matter unless it features a clear, specific call to action that tells the reader exactly what to do next. “Call now,” “visit our website,” and “click here” are all classic examples. Don’t be afraid to experiment by turning those call-to-actions into buttons, links, or images. Some of these styles may work better than others, but you will need to test them to know what works best for your customers. 

DON’T force too many email lists

Give your customers control of their inbox. By offering specific opt-in options, you can give customers a choice in what types of emails they receive, making them less inclined to unsubscribe from your email subscription. Adding this customization option for your audience improves satisfaction and increases how much they’ll interact with your emails. 

DO test everything

You’ll never know if something can be improved if you don’t test it. A/B testing is a system for testing variants of a single aspect of your email content, like the subject line, timing, and word choice. By sending two different versions of the same email with only one difference between them, you can measure the value of each version by seeing which prompts the most conversions. The more you test, the more you’ll learn, and the more successful your campaigns will be.

DON’T overwhelm yourself by trying to do too much

If you’ve read other articles like this, you’ve probably noticed that there are hundreds of dos and don’ts. Best practices change all the time, and it can be a headache trying to keep up with them. That’s why it’s important to take it slow and learn the basics before you dive too deep into things like customer segmentation and drip campaigns.

DO lean on other resources

Blogs, training programs, email services, and marketing professionals can all help provide guidance when you’re unsure what to do next in your email campaigns. Count on these resources, whether you need advice from experts or want to hire a company like AppSoft to handle all your email marketing needs.

For more information on email marketing or help getting started, you can reach us at 904-379-0558 or email our Digital Marketing Director, Michelle Clark, at to get a consultation or receive a quote.

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