Email Marketing: Do’s, Don’ts & Tips for Best Results

Email marketing still works. But only if you do it right.

Master email marketing with proven best practices, expert tips, and what to avoid at all costs.

Table of Contents

• Why Email Marketing Matters
• The Do’s of Email Marketing
• The Don’ts of Email Marketing
• Best Practices for Every Business
• What Not to Do in Email Marketing
• Extra Tips to Help You Win
• A Real-World Example
• Key Takeaways and Action Steps
• Ready to Level Up Your Strategy?
• Not Sure What’s Next? Let’s Talk

It’s easy to send an email. But sending one that gets opened, read, and acted on? That’s a different story.

Email marketing is still one of the best tools to grow your business. It gives you direct access to your audience’s inbox. No algorithms. No distractions. Just you and your message.

But here’s the thing: Bad email marketing can do more harm than good. So in this post, we’ll walk through some key email marketing tips, best practices, and what not to do in email marketing.

Let’s help you build trust, boost engagement, and get real results.

Why email marketing still matters

There’s a reason it’s been around for decades.

• It’s personal
• It’s cost-effective
• It’s measurable
• And it converts better than most other channels

Done well, email marketing builds relationships, drives traffic, and grows your sales. But done wrong? It gets ignored. Or worse, sent to spam.

That’s why it’s so important to follow email marketing best practices. Let’s dive in.

The Do’s of Email Marketing

1. Build your list the right way

Never buy a list. It’s tempting, but it’s not worth it. Instead, grow your email list organically:

• Offer a free resource (like a checklist or guide)
• Add signup forms to your website
• Use popups or exit-intent forms
• Collect emails at events or in-store

Getting permission is the first step to building trust.

2. Make your emails mobile-friendly

Over 60% of emails are opened on a phone. So if your email looks weird on mobile, most people won’t read it.

Use a responsive design. Keep paragraphs short. Use large buttons. Test on different devices before you send.

Check out our post on mobile-friendly design for tips.

3. Personalise your message

People don’t want to feel like a number. Use their name. Mention their location. Refer to their last purchase.

Even simple personalisation can improve open rates and click-throughs.

4. Provide real value

Before hitting send, ask yourself: Would I read this? Your emails should always:

• Educate
• Entertain
• Inspire
• Or offer something helpful

Value builds trust. And trust leads to sales.

5. Include a clear call to action

Don’t leave your reader guessing.

Whether it’s clicking a link, booking a call, or checking out a product – make your CTA clear and easy to spot.

One message. One action.

The Don’ts of Email Marketing

1. Don’t send without testing

Typos. Broken links. Images that don’t load.

Always send a test email first. Check how it looks on desktop and mobile. Test your links. Read it out loud.

2. Don’t write like a robot

Emails should sound like they’re from a real person. Use a conversational tone. Keep it simple and direct.

You’re not writing an essay. You’re having a chat.

3. Don’t forget to segment your list

Sending the same message to everyone isn’t effective. Segment your list by:

• Interest
• Location
• Purchase history
• Engagement level Tailored emails get better

4. Don’t overload with images

Yes, images look nice. But too many can trigger spam filters.

Use images wisely. Always include alt text. And make sure your email still makes sense if images don’t load.

5. Don’t ignore your subject line

Your subject line is everything. It determines whether someone opens your email or deletes it. Make it short, clear, and intriguing.

Bad subject lines = wasted effort.

Email Marketing Best Practices for Every Business

Let’s pull it all together with some best practices that apply no matter what industry you’re in.

Keep your design clean and simple

• Whitespace is your friend
• Use one column for mobile readability
• Make CTAs stand out

Be consistent with your branding

• Use your logo and brand colours
• Write in your brand voice
• Linkback to your site

Time it right

Test different send times. But in general:

• Mid-week tends to perform better
• Early mornings or around lunchtime often work well

Track your results

Always check:

• Open rates
• Click-through rates
• Unsubscribes
• Conversions

Use that data to improve future emails.

Respect your audience

• Don’t email too often
• Always include an unsubscribe link
• Honour opt-outs quickly

Trust is hard to earn and easy to lose.

What Not to Do in Email Marketing

Let’s look at some of the biggest mistakes people make. If you want your email marketing to work, avoid these:

• Writing like a pitch instead of a person
• Sending too many emails in a short time
• Ignoring mobile formatting
• Skipping testing
• Forgetting a CTA
• Using clickbait subject lines that disappoint

These aren’t just minor slip-ups. They can kill your email performance.

If you’ve made some of these mistakes before, don’t worry. We all have. What matters is what you do next.

A Few More Email Marketing Tips to Help You Win

If you take nothing else from this post, take these:

• Speak like a human, not a brand
• Less is more, keep your emails short and focused
• Every email should have one clear goal
• Don’t chase Build relationships first And always remember:

The inbox is a sacred space. Treat it with care.

A Real-World Example of Good Email Marketing

Let’s say you run a local gym. Here’s how you could apply these email marketing tips:

• Segment your list by new leads and current members
• Send new leads a welcome series with tips and a free pass
• Keep your tone friendly and local
• Share client stories, quick workouts, or healthy recipes
• Always include a strong call to action like “Book a free session” “People ignore design that ignores people.” Frank Chimero

Key Takeaways: What to Do Right Now

• Build your list with permission
• Personalise and segment your messages
• Teste very email before sending
• Focus on clarity and value
• Use one clear call to action And just as importantly:
• Don’t spam your list
• Don’t over complicate things
• Don’t write like a marketer Be human. Be helpful. Be real.

Ready to Level Up Your Email Marketing?

Email marketing works when you treat it like a conversation, not a campaign. When you lead with value, not a sales pitch. And when you respect the person on the other end of the screen.

Follow these tips and best practices. Avoid the common traps. Keep it clean, clear, and customer-focused.

Your email list is one of your most valuable assets. Take care of it.

Not Sure What’s Next? Let’s Talk

You’ve put in the work. You’ve got ideas worth sharing. The question is — what’s holding it back?

Maybe it’s strategy. Maybe it’s tech. Maybe it’s just time for a second set of eyes.

Book a free strategy call. Let’s take what you’ve built and make it unstoppable.