Email marketing - do’s and dont’s

Email marketing has seen a resurgence of late. More and more people are enjoying receiving and reading emails, 89% of marketers say that email is their primary channel for lead generation.

This could be because there has been a decrease in the number of emails people receive thanks to more sophisticated spam filters, but it could also be because email marketers have caught on to what consumers want - and their email campaigns have become smarter as a result.

So what do you need to take into consideration for a successful email marketing campaign?


Plan your campaigns well and don’t over-subscribe. Sending too many emails, too often is the most common reason for people to unsubscribe from your mailing list.


Keep in mind why your subscribers have signed up in the first place.

Make sure you capture enough data from the first engagement so you can segment

your lists and ensure you send relevant information to your audience.

Avoiding spam filters

Spam filters are the nemesis of any email marketer. Try your best to design emails which avoid triggering spam filters. Tips for this include: avoid using too many URLs, avoid using too many or too large images, and avoid sending too many emails with the same content and sales related subject lines. All of these can come across as ‘spammy’ and a filter will automatically send offending emails to junk.

Keeping the reader’s attention from top to bottom

Users tend to read the top section of an email, and then scroll quickly to the bottom. If what they see grabs their attention, then they are more likely to browse the rest of the content. Make sure you engage with your audience at the top and at the bottom of the page - and if you can manage it, use various methods of communication to keep readers’ attention in the middle too. If your email has a CTA, place one at the top and one at the bottom of the email. If you have a lot of content to deliver, then read on for our tips on how to deliver and present articles.

How to present lots of text

If you have a lot to say, sometimes it’s difficult to get this across on a single email. Provide titles and a summary of the content to entice readers to learn more and then add a CTA of ‘read more’ which will send them to the article on your website. Alternatively, if the content isn’t on your website (very rare, I know), then there are email marketing platforms which allow you to have a ‘secondary page’ in your email where you can link to the full article, without having to direct the reader to an external URL.

Email marketing is a tool which is being used more and more creatively and effectively lately. Your business needs to keep up with audience demands and emails are a great way of keeping in touch.


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