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The do’s and don’ts of email marketing

There are 3.8 billion email users across the globe.

If you’re looking for a channel that’s almost guaranteed to resonate with your target audience, look no further than email marketing. For over ten years, email has been the channel generating the highest ROI. For every $1 spent, email generates a whopping $38 in ROI.

Clearly, there’s no tool more powerful to help you smash your targets, and keep your brand, product or services front of mind – providing you do it right.

Are you considering taking a leap of faith into email marketing? Here are our top do’s and don’ts, to help ensure your campaigns are successful from the start:


Provide value with your emails

Hands down, this is the most important thing to keep in mind when creating marketing emails. The emails you send have to provide value or service to the recipient in some way. As soon as your emails stop benefiting your mailing list, they will scroll down to the unsubscribe button.


Make your point (fast)

Email marketing is not the same as your English exam – huge chunks of text aren’t engaging, and will cause your mailing list to reach for the unsubscribe button. Remember: you’re speaking to an actual human! Make your point, and make it fast. Throw some compelling creative into the mix, and your mailing list will appreciate you avoiding information overload.

Segment your mailing list

Segmenting your mailing list helps keep your emails relevant, and makes targeting specific groups of users easier. You can start offering exclusive promotions or discounts based on how engaged or active a subscriber is. And, the better segmented your data is, the more valued the customer will feel. It’s a win-win!

Follow-up with non-opens

An email going unopened doesn’t mean the recipient is uninterested! Remember: the average office worker sends and receives more than 120 emails every day – and that includes marketing communications, too. If your email wasn’t opened, a personalised re-send could be just what’s needed to keep your brand, services or products in mind when needed.

Have fun

Email marketing is constantly evolving, which means that best practices (and what works for your brand) will change, too. Keep things fun and engaging. Experiment with different types of images, gifs or calls-to-action. You want the content curation process to be as fun for you as it is for the recipient!


Buy a mailing list

Do not, ever, purchase a mailing list. For starters, you won’t have prior consent to send those individuals emails. Add the bounce and unsubscribe rate into the mix, and you have a recipe for disaster. Growing your subscriber list organically is the best way to go. Yes, it may be harder – but 100 good quality contacts far outweigh the worth of 1,000 bad ones!

Spam your customers

Sending repetitive, low-quality emails – or annoying your mailing list with over-enthusiastic punctuation use (Nobody! Likes! This!) is a surefire way to get your content flagged as spam.


And, once your emails have been banished to the spam folder, it’s going to be hard to get them back in the inbox. Here’s some extra information about spam folders, to keep you in the know.

Send too many emails

In email marketing, it’s quality over quantity, every time. Sending too many emails will cripple your conversion rates and cause a mass exodus from your mailing list. Here’s a tip: your mailing list doesn’t want to receive an email every day. And, sending too many emails will make you look spammy. We don’t make the rules – we just encourage you to follow them. 🤷

Make it hard to unsubscribe

Your email marketing messages won’t be for everyone, and that’s okay. What’s not okay is making it hard for a user to unsubscribe from your mailing list. Making it easy for a user to unsubscribe will still provide them with a positive experience while saving both parties time in the long run.

Use email as your only marketing channel

Not everyone is an email person (I know, right?). Your email marketing strategy will work best when it forms a part of your content marketing strategy. Utilising other channels, like social and PPC, alongside email will increase the likelihood of your target audience having a positive experience with your brand, and becoming valued customers. That’s the endgame, isn’t it?


Bonus: Never stop testing, experimenting, or trying new things!

There’s no denying that email is a lucrative marketing tool that, when used correctly, can reap great rewards for your brand or business.

That being said, we know there’s nothing more crushing than sending (what you think) is a perfect campaign… only for it to flop.


If something doesn’t work, don’t banish it to the murky depths of your server. Keep testing your content, images and calls to action in different contexts. Eventually, something will stick, and your results will speak for themselves! 

To find out more about how a bespoke email marketing solution could benefit your brand, get in touch today:

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