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The Dos and Don'ts of Email Marketing: Best Practices to Follow

Email marketing can be an effective way for businesses to connect with their target audience and boost sales. However, with great power comes great responsibility. To make sure email campaigns are ethical and effective, businesses should follow certain guidelines.


  1. Segment your email list: By segmenting your email list based on customer behaviour and interests, businesses can send targeted and relevant content to each group, increasing the chances of engagement and conversion.

  2. Use a clear subject line: A clear and concise subject line is crucial to capture the recipient's attention and entice them to open the email. Vague or misleading subject lines should be avoided, as they could be marked as spam.

  3. Personalise your emails: Personalization is key to building a strong relationship with customers. Address recipients by name and tailor content to their interests and behaviour.

  4. Provide valuable content: Email content should provide value to recipients. This can be in the form of promotions, exclusive offers, or informative content that solves their problems or answers their questions.

  5. Make it easy to unsubscribe: Providing recipients with the option to unsubscribe from emails is both ethical and legally required. Make the process easy and straightforward, and promptly honour unsubscribe requests.


  1. Buy email lists: Purchasing email lists is not only unethical but also illegal in many countries. It can harm sender reputation and result in emails being marked as spam.

  2. Spam subscribers: Overloading subscribers with irrelevant or unsolicited content can damage reputation and result in a high unsubscribe rate.

  3. Use deceptive subject lines: Deceptive subject lines, such as using all caps or misleading language, are not only unethical but can also be illegal under the Anti-Spam Law.

  4. Overload emails with images: While images can enhance the visual appeal of emails, too many images can slow down load times and even lead to emails being marked as spam.

  5. Ignore analytics: Analytics provide valuable insights into the effectiveness of email campaigns. Ignoring them can lead to missed opportunities to improve and optimise campaigns.

Email marketing can be a highly effective tool for businesses when done correctly. By following these dos and don'ts, businesses can ensure their email campaigns are ethical, effective, and provide value to customers.


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