Do’s and Don’ts of Email Marketing

Isabell Gaylord
Guest Contributor

Despite its age and OG status, email marketing remains effective and relevant, and following a few simple do’s and don’ts can help you drive increases in both shopper traffic and sales.

Email marketing is just as relevant in 2019 as it has been for the last twenty years or so, and it’s showing no signs of going anywhere anytime soon. The key is to find ways to stay relevant in 2019 and beyond, and that means harnessing technology to deliver the most powerful emails possible.

Getting it right isn’t easy, but that doesn’t mean that you can’t give it a good go. In fact, your email marketing campaign should arguably be an ongoing period of experimentation in which you’re constantly learning as you go.


The good news is that I’ve pulled together just a few of the most important do’s and don’ts that you’ll want to bear in mind if you’re carrying out an email marketing campaign. Here’s what you need to know.

Do’s and Don’ts of Email Marketing

1.    Do use A/B testing

A/B testing – also known as split testing and multivariate testing – is a scientific approach to testing your marketing materials which relies on testing two similar but different emails to see which performs best. You can test everything from designs to subject lines, send times and sender names, just be sure to test only one element at a time so that when you do see a change to the metrics, you’ll know what’s caused it. Then you can make that winning design the new default.

2.    Don’t break data laws

Data laws have been put in place to protect consumers, and it’s your job as a brand to take that responsibility seriously – and not just because you can be slapped with a massive fine if you don’t comply. This means allowing people to easily opt-out of your communications and ensuring you don’t share peoples’ data without permission.

3.    Do segment your lists

Segmenting your lists allows you to improve the relevance of your messages by ensuring you only send emails to the people who are interested in them. For example, if someone signs up to receive emails about women’s apparel then you probably don’t want to send them emails about men’s accessories. You can also use auto-segmentation to create smart lists such as for the people who are most likely to open and act upon your emails.

4.    Don’t forget to proofread

One of the most basic mistakes brands make with their email marketing is when they forget to proofread their messaging to make sure it’s error-free and that it makes sense. Even getting internal employees to look over it can cause problems because they’re too close to the subject matter, so it can be a good idea to search out a provider of essay writing services who can provide professional proofreading for you.

5.    Do monitor the metrics

Monitoring key metrics such as open rate, delivery rate and click-through rate isn’t just something that’s a good idea – it’s absolutely vital. In today’s digital era, almost everything is measurable, and while it’s easy to get overwhelmed if you try to measure everything, you definitely need to focus on the most important metrics. If nothing else, you can’t carry out your A/B tests if you’re not looking at the metrics.

6.    Don’t buy lists

Not only can buying lists break data protection laws in certain situations, but also it can be extremely counterproductive. Most bought lists are of extremely low quality with high bounce rates, low open rates and low engagement rates, and it’s a much better use of your time to focus on developing a list of your own customers instead.

7.    Do remember automation

Email automation is one of the most powerful tools modern marketers have at their disposal. They can set up emails to go out automatically at certain times, allowing you to schedule marketing messages in advance, and you can also set up triggered emails that are sent out whenever certain criteria are met, such as when a purchase is made or when it’s a customer’s birthday.


Now that you know just a few of the most important do’s and don’ts when it comes to email marketing, the next step is for you to make sure that you’re acting on what you’ve learned today. One of the best ways to get started with this is to block out some time in your diary and spend it revisiting your email marketing strategy and looking for areas of improvement.

Of course, identifying these opportunities for improvement is one thing, but actually acting upon them is another. That’s why while I’ve done the best I can to share the tips you need to know, that will only get you so far. You need to make sure you go ahead and put the time in to make your email marketing campaigns the best they can possibly be. Good luck.

About the writer: Isabell Gaylord is a successful writer and frequent contributor to MyAssignment and RushEssay, where a lot her essays reference self-improvement, writing, blogging, inspiration. Find Isabell on Twitter.

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