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Discover 8 Dos and Don’ts of Email Marketing

September 7, 2021

On average, 200 emails go into our inbox every day, and with open rates between 15-25% how do you make your email marketing campaign beat the odds and make them open, and hit the buy now or learn more button? We have created an easily digestible checklist of four dos and four don’ts to elevate your email marketing game. Check them out below!


1. Get personal

Personalisation goes a long way, which is why it’s recognised as a key priority for a third of marketers. Go beyond simply adding a first name into your subject line; write and create your emails understanding that a human is at the other side picking it up.

Tip: Why not try tailoring your email to your audience by using relatable content or humour to reach your desired outcome.

2. Segment your audience

Audience segmentation allows you to customise your emails based on where your audience is along the sales pipeline, or which interests they have in your products or services. The more relevant your message is, the higher the chance that your audience will engage with your content. Which, presents less risk of unnecessary unsubscribes that could have been avoided! What’s better, your preferred email marketing software will make it easier for you and automate the process based on how your audience engages.

3. A/B test your CTA

Be mindful that a simple ‘submit’ or ‘learn more’ button may no longer cut it to get your audience over the edge. To stand a chance of getting your audience from A to B, switch up your approach to your call to action. While it’s worth being direct and creating a sense of urgency, like messaging, some of your audience will respond more favourably to a CTA led by imagery or even gifs.

4. Research timing

Arguably one of the most important factors to a successful email marketing campaign is timing. Knowing when your audience is on their phones, free to read an email update on their lunch break, or who has dropped off your website is crucial. Tip: Check out Wordstreams’s report for best times to post!


1. Don’t ignore the data

Understanding what makes your audience ‘click’ will elevate your campaign. Your preferred method of email marketing will allow you to observe analytics including open rates, click-through, and device type, but don’t forget to pair these results with performance from Google Analytics to create a fuller picture of their behaviour and maximize your strategy.

2. Don’t forget preheader text

First impressions are everything, which is why there is such great emphasis on subject lines though it’s easy to forget about preheaders. While subject lines grab attention, pre-headers will allow you to communicate why they should open the email. Not sure where to begin? Check out Campaign Monitor’s How to Write Better Preheader Text blog for some inspiration!

3. Don’t feel the need to be sales heavy

With 306.5 billion emails sent every day, you can bet that inboxes are filled with the same old sales messages that have become stale over the years. Make it worthwhile for your audience to read; make them laugh or give them valuable content that makes them curious to learn more!

4. Don’t forget to include an opt-out

Your emails, product, or services aren’t going to be for everyone, and that’s not a bad thing. Don’t make it hard for them to unsubscribe, it works for both parties to have your unsubscribe button accessible and easy to opt-out.

If you’re struggling to make your email marketing strategy work, or get your message out to the right people, we’d love to help! Our friendly and experienced team is confident in delivering the optimum solution to reach your goals. Get in touch with us today to find out how. 

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