Email marketing do’s and don’ts are essential to running campaigns that get results—without annoying your subscribers or landing in the spam folder. Despite common fears, email marketing is still one of the most effective digital marketing strategies available. In fact, a 2020 study found that 66% of consumers prefer receiving promotional messages via email (Campaign Monitor). That means your customers want to hear from you—you just need to approach it the right way
Email marketing isn’t outdated. In fact, it remains one of the highest-ROI strategies available. A study by Litmus revealed that email marketing delivers an average ROI of 42:1—up from 38:1 in 2018.
To succeed, treat email as a strategic, data-driven channel. Today’s best practices include segmentation, personalization, and relevant, timely content. When done right, email marketing can become a core pillar of your overall strategy.
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Generic, one-size-fits-all messages don’t cut it anymore. Personalization matters—personalized emails boost open rates by 26% (Campaign Monitor). Here’s how:
Use the recipient’s first name in subject lines or greetings
Segment your list based on demographics, behavior, or purchase history
Send exclusive offers based on interests
Use dynamic content that adjusts to each user’s preferences
Over half of all emails are opened on mobile. Make sure your emails are designed mobile-first with:
Short subject lines and preheaders
Readable fonts and clean layouts
Tap-friendly CTA buttons
Responsive templates that adapt to all screen sizes
Email marketing is not a set-it-and-forget-it process. A/B testing lets you refine key elements like:
Subject lines
Send times
Call-to-action (CTA) placement
Email layouts and imagery
Continual testing helps you understand what resonates best with your audience.
An engaged list leads to better deliverability and performance. Best practices include:
Regularly removing inactive subscribers
Running re-engagement campaigns
Providing easy opt-in and opt-out options
Avoid lists that weren’t gathered through proper opt-in methods. If you do buy a list:
Vet the provider carefully
Ensure the list is permission-based and relevant to your niche
Always provide a clear opt-out link and comply with CAN-SPAM, GDPR, and CASL
Whenever possible, grow your list organically to build trust and long-term engagement.
Even engaged subscribers will tune out if you send too frequently. Avoid email fatigue by:
Setting a consistent schedule (e.g., weekly or biweekly)
Monitoring unsubscribe and open rates
Letting subscribers choose their email frequency preferences
lickbait or deceptive headlines reduce trust and increase spam complaints. Instead, aim for:
Honest and relevant subject lines
Avoiding all caps or excessive punctuation
Staying away from trigger words like “FREE!!!” or “Earn $$$ Fast”
Keep your tone aligned with your brand and be clear about what’s inside.
Laws like CAN-SPAM, GDPR, and CASL protect users from unwanted messages. Stay compliant by:
Always including an unsubscribe link
Disclosing your identity clearly
Sending only to contacts who’ve given consent
This isn’t just legal—it’s also good business practice.
Some email clients block images by default. If your message is 100% visual, readers may see… nothing. Ensure accessibility with:
A strong mix of text and visuals
Alt text for every image
Responsive design that works across devices and email clients
Email marketing do’s and don’ts aren’t just guidelines—they’re the difference between building loyal customers and getting ignored. By following best practices and avoiding common pitfalls, your campaigns will perform better, deliver higher ROI, and stay compliant with evolving regulations.
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