7 Dos and Don’ts of Email Marketing-{You Should Use In 2024 And Beyond}

By Sibusisiwe Musevenzi

October 15, 2023

I help you navigate email autoresponders with ease.

In this article, you will discover the dos and don'ts of email marketing, and learn valuable insights to help you optimise your campaigns, and achieve better results.

Email marketing has proven to be a powerful tool for businesses to connect with their target audience.

By sending relevant and engaging emails, businesses can nurture leads, drive conversions, and strengthen customer relationships.

However, to achieve success with email marketing, it is essential to understand the dos and don'ts that will help you maximise your campaign's effectiveness.

Email marketing has become an integral part of digital marketing strategies for businesses worldwide.

It offers a direct and personalised way to reach out to customers, build relationships, and promote products or services. 

Now, to achieve success with email marketing, it is important to follow certain dos and avoid common pitfalls.

Dos for Effective Email Marketing

1. Make your emails visually appealing:

Your emails should be well-designed with clear calls to action (CTAs) that make it easy for recipients to take action.

Here are some tips to make your emails visually appealing:

  • Use a clean and organised layout: Choose a simple and easy-to-read font, and make sure the text is well-spaced and not too cramped. Use headings and bullet points to break up the text and make it easier to scan (Like what I doing here).
  • Include images and graphics: Add relevant images and graphics to your email to make it more visually interesting. Use high-quality images that are relevant to the content of your email.
  • Use a colour scheme: Choose a colour scheme that complements your brand or the message you are trying to convey. Use colours sparingly and strategically to highlight important information.
  • Use white space effectively: Don't clutter your email with too much text or too many images. Use white space effectively to create a sense of balance and make the email more visually appealing.
  • Use a responsive design: Make sure your email is optimized for different devices and screen sizes. Use a responsive design that adjusts to the size of the screen so your email looks good on both desktop and mobile devices.
  • Keep it simple: Don't overdo it with too many design elements or colours. Keep it simple and use design elements only where necessary to make your email easy to read and visually appealing.

    By following these tips, you can create visually appealing emails that are easy to read and engage your audience.

2. Segment your email list:

 Group your subscribers based on their interests, preferences, and behaviours to send more targeted and relevant emails.

Segmenting your email list involves dividing your subscribers into smaller groups based on specific characteristics or behaviours.

By doing this, you can send targeted messages to each group, which can increase engagement and conversion rates.

 Here are some ways to segment your email list:

  • Demographic segmentation: Segment your list based on demographic information such as age, gender, location, or job title. This can help you send more relevant content to each group.
  • Behavioural segmentation: Segment your list based on actions subscribers have taken, such as purchases, website visits, or email engagement. This can help you send targeted messages based on their behavior.
  • Interest segmentation: Segment your list based on subscriber interests, such as their preferences or topics they've shown interest in. This can help you send more personalized content to each group.
  • Customer journey segmentation: Segment your list based on where subscribers are in the customer journey, such as new subscribers, loyal customers, or those who have recently made a purchase. This can help you send messages that are tailored to each stage of the journey.
  • Re-engagement segmentation: Segment your list based on subscribers who haven't engaged with your emails in a while. This can help you send targeted messages to re-engage them and prevent them from becoming inactive.

By segmenting your email list, you can send more targeted and personalised messages to your subscribers, which can improve engagement and conversion rates.

3. Personalise your emails:

 Address your subscribers by their name and use personalisation tokens to tailor your content to their interests and behaviours.

Personalising your emails involves customising the content of your messages to make them more relevant and engaging to each individual recipient.

Here are some ways to personalise your emails:

  • Use their name: Address your recipients by their first name in the email subject line and body. This simple gesture can help you establish a personal connection with them.
  • Segment your list: As mentioned earlier, segment your email list based on specific characteristics or behaviours to send targeted messages to each group.
  • Use dynamic content: Use dynamic content to customise the content of your emails based on subscriber data, such as location, preferences, or past purchase behaviour.
  • Send personalised recommendations: Use data from their past purchases or website activity to suggest relevant products or services that they may be interested in.
  • Tailor your messaging: Customise the tone and messaging of your emails based on their preferences or interests. For example, if they've shown interest in a particular topic, tailor your messaging to reflect that.
  • Use personal stories: Share personal stories or anecdotes in your emails to help establish a personal connection with your recipients.

By personalising your emails, you can improve engagement and conversion rates by making your messages more relevant and engaging to each individual recipient.

4. Optimise your subject lines:

 Your subject line is the first thing that your subscribers see in their inbox.

Make sure it's compelling, concise, and relevant to your email content.

5. Provide value:

Offer valuable and relevant content that informs, educates, or entertains your subscribers. This will help build trust and keep them engaged with your brand.

6. Test and optimise your emails:

 Test different elements of your emails, such as subject lines, CTAs, and design, to see what works best. Use this data to optimise your future campaigns.

7. Follow email marketing best practices: 

Follow industry guidelines and regulations, such as the CAN-SPAM Act, and respect your subscribers' privacy and preferences.

Check out this article to learn more about different types of emails you can send to your subscribers, depending on your business.

Don'ts for Effective Email Marketing

1. Don't buy email lists: 

Purchasing email lists is a bad practice that can harm your reputation and lead to low engagement rates and high unsubscribe rates.

Avoid the temptation to buy email lists.

These lists often consist of uninterested recipients or invalid email addresses, leading to low engagement rates and can potentially damage to your sender's reputation.

Focus on growing your email list organically by providing value and encouraging visitors to subscribe willingly.

2. Don't spam your subscribers: 

Send emails only to subscribers who have opted in to receive them and avoid sending too many emails in a short period.

Sending unsolicited emails, commonly known as spam, is not only ineffective but can also harm your reputation and legal standing.

Always obtain permission from subscribers before adding them to your email list.

Implement a double opt-in process to ensure subscribers genuinely want to receive emails from you.

3. Don't use misleading subject lines or content:

Use clear and honest language in your emails to avoid misleading or deceiving your subscribers.

4.Don't ignore mobile optimisation: 

Many people read emails on their mobile devices, so make sure your emails are optimised for mobile viewing.

5. Don't ignore email analytics: 

Use email analytics to track your open rates, click-through rates, and other metrics to understand how your emails are performing and how you can improve them.

6. Don't use a generic tone: 

Speak directly to your subscribers and use a friendly and conversational tone to build a relationship with them.

7. Don't forget to include a clear CTA: 

Every email should have a clear call to action that tells your subscribers what you want them to do next.

By following these dos and don'ts it will help you to create effective email campaigns that engage your subscribers and drive results.

Keep in mind that email marketing is an ongoing process, so be sure to continually test, and optimise your campaigns to improve your results over time.

This is not an exhaustive list by any means, but keeping in mind other factors such as offering a relevant incentive to join your email list etc.


Mastering the dos and don'ts of email marketing is essential for achieving success in your digital marketing efforts. 

By following the best practices outlined in this article, such as building a quality email list, personalising content, crafting engaging subject lines, segmenting your audience, and continuously testing and optimising your campaigns, you can significantly improve the effectiveness of your email marketing strategy.

  • It's crucial to provide value to your subscribers, ensuring that your emails are informative, relevant, and engaging. 

By doing so, you can build trust and long-term relationships with your audience, leading to increased conversions and customer loyalty.

  • Remember to prioritise mobile responsiveness, as the majority of email opens occur on mobile devices. 

Optimise your emails to provide a seamless and user-friendly experience across different screen sizes and email clients.

  • Always be mindful of compliance with email marketing regulations to protect your brand reputation and maintain the trust of your subscribers.
  • Avoid purchasing email lists and sending unsolicited emails, as these practices can lead to low engagement and legal consequences.

By understanding and implementing these dos and don'ts, you can harness the power of email marketing to effectively communicate with your audience, drive conversions, and achieve your marketing goals.

As shown in the following image from statista.com, email users worldwide are set to continue rising that means email marketing is truly alive.

Thank you, for taking the time to read this article.❤

If you have any further questions or need assistance with your email marketing endeavors, feel free to reach out.

Please let me know what your top dos and don'ts are about email marketing.

Sibusisiwe Musevenzi

Sibusisiwe is a mum and blogger with over 7 years of digital marketing experience, I centre my content around articles on email marketing autoresponders, hacks, and tips to enhance online business growth. I strongly advocate for the potential of email marketing to establish genuine connections and propel business success, and I am dedicated to sharing valuable insights and practical tips on my blog. Visit my "About Me" to learn more.

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