Let’s be honest: email marketing isn’t always sexy – but it works. That is, until it doesn’t.
One bad subject line, a poorly timed blast, or a string of irrelevant messages can send your carefully built list straight to the unsubscribe graveyard. Worse, it chips away at your brand’s credibility and makes future campaigns harder to win.
I’ve watched brands with killer products tank their email performance by avoiding the obvious and the basics. So whether you’re just getting started or trying to tighten up a mature program, here’s a no-BS breakdown of what to do – and what to absolutely avoid.
DO: Treat Your List Like Gold
Your list isn’t just data – it’s people. People who raised their hand to hear from you. That’s a privilege, not a guarantee.
What to do:
- Send value with every email. Educate, entertain, or offer something they can’t find anywhere else.
- Clean your list regularly to avoid bouncing, spam traps, and ghost subscribers.
- Segment your list like your revenue depends on it – because it does. Different people need different messages.
DON’T: Send to Everyone, Every Time
Batch-and-blast might be quick, but it’s lazy – and it shows. A good list isn’t about size. It’s about trust.
Why it matters:
Sending the same message to your entire list is like shouting into a crowded room. Some people might look, but most will tune you out (or worse, mark you as spam).
Instead:
Use behavior-based triggers, tailor your messaging by lifecycle stage, and always ask: “Is this relevant to the person receiving it?”
DO: Nail the Subject Line
This is your hook. Subject lines should be sharp, specific, and spark curiosity. If your email subject line doesn’t stop the scroll, nothing else matters.
Quick tips:
- Keep it short. Think 6–10 words, max.
- Tease the value or outcome, not just the offer.
- Use urgency sparingly – and honestly.
- A/B test like it’s your job (because it is).
DON’T: Overdo the Promotions
Discounts have their place. But if your subscribers start to expect 20% offers every week, you’ve trained them to never pay full price. It’s a race to the bottom – and nobody wins.
A better play:
- Create FOMO with limited drops or exclusive offers.
- Run surprise sales instead of predictable ones.
- Reward loyalty with early access, not endless markdowns.
- Share something helpful or inspiring. Think less like a megaphone, more like a conversation.
DO: Keep It Skimmable
Most people won’t read your email – they’ll scan it. Too many images, colors, or fonts? That’s a one-way ticket to the junk folder. Less is more, especially when it comes to layout.
Design for that:
- Use clear headers, bullet points, and short paragraphs.
- Make your CTA obvious – and make sure there’s only one.
- Use images wisely, but never only rely on images (hello, Gmail image blocking).
DON’T: Forget the Mobile Experience
More than half of all email opens happen on mobile. If your email looks janky on a phone, it’s game over.
Test your emails across devices before sending. Ensure buttons are tappable (no broken or irrelevant links!), text is legible (no typos!), and load times are quick. Your mobile reader isn’t going to pinch-and-zoom their way to your CTA. And always give it a second (or third) pair of eyes.
DO: Watch the Metrics That Matter
You can’t improve what you don’t measure. Open rates don’t tell the full story anymore (thanks, Apple MPP). Pay attention to:
- Click-through rates (CTR) & where people clicked in the email (this is crucial)
- Conversion rates
- Unsubscribes (a spike means something’s off)
- Revenue per email or per subscriber
- What send times received the best engagement (different for every brand/audience – so, test it.)
Pro tip: The best marketers use these numbers to adapt, not just report.
Send It Off
Effective email marketing is part strategy, part empathy. It’s your brand in someone’s personal space. Make it worth their while. Respect your subscribers. Be sharp. Be relevant. Bring value. When you treat the inbox like a privilege – not a dumping ground – you’ll see the results.
A great email doesn’t just get opened – it gets remembered.
