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Email Marketing Basics: Dos and Don’ts in 2020 – What to Know

Certain practices dictate the success of an email marketing campaign. With that in mind, experts know what works and what doesn’t because of past mistakes. Present-day email marketers can enjoy the benefits of applying the knowledge of veteran email marketers without the need to experience failure.

Here are the dos and don’ts of email marketing:

The Dos of Email Marketing

Create a Captivating Subject Line

Although the body of your email contains crucial information, you need to entice people to read it. The best way to do that is to make a good first impression using a captivating subject line. 

In writing a kick-ass subject line, you must remember to think like your email recipient. One in three people opens their emails based on the subject lines. With that said, you must keep it short and concise.  

The best subject lines can convey the importance of reading the email to the recipient. Eye-catching word-weaving are vital skills all email marketers need to possess.

Test Various Calls-to-Action (CTA)

A detailed call-to-action (CTA) in your email enables potential customers to make a favorable response. It might be easier to incorporate a hyperlinked page address in a specific phrase or word to make the process easier for your audience.

You should test different layouts, colors, and texts to determine which CTA is better at converting email recipients. Human psychology is tricky, and simple elements change the conversion rate metrics drastically. With that said, split testing is a crucial part of email marketing.

Write Short and Sweet Messages  

Everybody is busy with their lives. A long detail-filled email is an unattractive read for a hustling person. You must write emails that are direct-to-the-point to avoid the chances of people exiting your email before they finish. 

The Don’ts of Email Marketing

Avoid Sending Overly Promotional Emails  

When subscribers give you their email address, they expect to receive valuable content, not promotions alone. Find the perfect mix of advertisements and relevant content. Usually, it follows the 80-20 rule, which states that 80 percent should contain relevant content, while 20 percent includes promotions. 

Avoid Spam Words

Emailing platforms have a list of words that help them categorize spam emails from regular emails. Words like “free,” “sale,” “cash,” and others tend to trigger a mailing platform’s spam filter. With that said, avoid these words at all costs to increase the likelihood of ending up in your recipients’ inbox. 

Don’t use an anonymous or generic email address

Email subscribers want to feel like they’re talking to a real person instead of an AI. Anonymous or generic email addresses like admin@website.com or questions@website.com don’t spark a feeling of trust and may hinder your recipient’s desire to establish a human connection with your brand. 


An email marketer should religiously practice the tips mentioned above. They’re proven to increase conversion rates on various emailing platforms like Gmail, Apple Mail, Outlook, or Thunderbird. It is also best to check the appearance of the email you crafted on multiple platforms before mass sending them. In doing so, you can make necessary changes in the layout or structure if something doesn’t look right. 

Are you in need of professional email marketing services? Reach out to us to see how we can help. 

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