Email Marketing Do’s and Don’ts: How to Avoid the Most Common Mistakes

Email marketing can be a great way to connect with your customers and generate more revenue for your business, but it can also be a massive waste of time if you’re not doing it correctly. In this blog post, we will discuss the do’s and don’ts of email marketing so that you can avoid the most common mistakes. By following these simple tips, you’ll be able to create successful email campaigns that engage and convert your audience.

Do’s and Don’ts

Like most email marketers, you’re probably always looking for ways to improve your open rates and avoid the dreaded spam folder.

Do create valuable content.

To ensure your emails make it through to your subscribers’ inboxes, focus on creating valuable content that offers a benefit or solves a problem.

Do write compelling subject lines.

Write compelling subject lines that make people want to open your emails.

Your email subject line is your first (and maybe only) chance to make a good impression on your subscribers. So please don’t blow it by using a spammy, sales-y, or otherwise unappealing subject line. Instead, try to be creative and develop something that will get people to open your email.

Do use a personalized sender name.

When it comes to email marketing, personalization is critical. It would be best if you always used a personalized sender name when emailing your subscribers. This helps to create a more personal connection with your recipients and can make them more likely to open and engage with your email.

Do segment your list.

One of the best ways to improve your open email rates is to segment your list. This means dividing your subscribers into groups based on specific criteria (location, age, or interests). Then, you can send more targeted and relevant emails to each segment, which should help to boost your open rates.

Do test

One of the most important things you can do to improve your email marketing is constantly testing and experimenting. Try different subject lines, send times, content formats, and CTAs. Then, see what works best for your audience and stick with it. Email marketing is constantly changing, so staying on top of the latest trends and best practices is essential. You can ensure that your emails are always fresh and compelling by testing out new ideas.

Do test your email marketing campaigns before sending them to a large audience.

This will help ensure that your campaign looks how you want it to and that any links or images included work correctly.

Do use images sparingly.

Too many images can make the email look cluttered and difficult to read.

Do use proper formatting.

Always use proper formatting when creating your emails. This means using short, concise paragraphs and including links to your website or blog.

Do generate a response.

One of the most important things you can do is to generate a response from your list. This shows your ISP that you’re interested in your audience and providing value. To generate a response, try asking for feedback, asking questions, or offering an ethical bribe. Ensure you’re providing value and building relationships, and you’ll be on your way to email marketing success.

Do cloaking

If you’re looking to increase your click-through rate, there’s no better way than to cloak your links. Shortening and neatening your email links will make them more pleasing to look at. Not only will this help to prevent your main domain from being blacklisted as a third-party link is being used, but it also has the added benefits of link management and easy tracking.

Don’t use

If you’re looking for a reliable URL shortener, you might want to steer clear of While it’s certainly not the worst option out there, autoresponders have already blacklisted them, which could cause delivery problems down the line. For the best cloaking and tracking results, you’re better off using Not only is it more reliable, but it’s also much more user-friendly. So, save yourself the hassle and use from the get-go.

Don’ts Use Spammy keywords

Avoid using spammy keywords such as “profit,” “cash,” “investment,” “done for you,” and other words that feel ‘sketchy.’ Other words to avoid include clearance, stuff, buy, buy now, order now, direct, order status, claim and sale, ads, click here, subscribe, and many more.

Don’t use all caps or excessive exclamation points

That makes you look desperate.

Don’t forget the call to action.

Every email you send should have a clear call-to-action (CTA). Whether promoting a new product or trying to get people to read your latest blog post, your CTA should be prominently featured in every email you send. And make sure it’s something that incentivizes people to click.

Don’t neglect mobile optimization.

With more and more people reading emails on their mobile devices, ensuring that your emails are optimized for mobile is essential. This means using a responsive design and ensuring that all your images and links work correctly on mobile. Neglecting this could result in many people being unable to read or engage with your email correctly.

Don’t send emails with attachments to people who haven’t asked for them

This is a surefire way to get your email marked as spam.

Don’t forget to proofread your email before hitting send

Typos can make you look unprofessional, so take the time to ensure everything looks correct.

Don’t include too much text in the email.

People won’t read it all. So, get to the point and be concise.

Don’t use too many images.

Don’t include too many images in your emails. Not only can this make your email look cluttered, but it can also trigger spam filters.


That’s it for our email marketing do’s and don’ts. We hope you found this post helpful! Now that you know the basics, it’s time to put these tips into practice and watch your open rates and click-through rates soar. If you have any questions or want to share some of your best practices, feel free to comment below. Thanks for reading!