The dos and dont's of email marketing

(Posted on 25/07/16)

The dos and dont's of email marketing

Email marketing is a tool that has become utilised by scores of people and businesses across the globe, and the popularity of this low cost, easy to create marketing platform shows no signs of slowing down. However, it is important to know how to effectively exploit email marketing so that you get the best for your business. We’ve compiled some important dos and don’ts that will set you on the path to a successful email marketing strategy.


Plan what you want the email to say and adhere to the topic. Before you begin have a key message in mind and try to make sure the key message is obvious to the reader. For example, if your emails are to inform people of your new products, focus only on your new products, don’t stray into areas that the email isn’t about.


Use too much text, and your email looks long winded and boring, too many images will make it look imbalanced and the message is lost, use too many links and it will take on the appearance of SPAM.


Decide what you want the reader to do: i.e. click on a specific link, download a PDF file. Have clear ‘calls to action’ throughout the email, and position the link at the top, the middle and the bottom of the email, if the text is long.



If your recipients expect an email once a month, don’t start to send an email every week. In order to keep readers’ interested you have to manage their expectations!


If you have a lot to say on a given subject, put in a Summary.  A couple of sentences and a link to your website is the easiest way around content overload.  The whole idea is to drive customer to your website.


Readers will switch off if your content isn’t relevant or interesting. If you have nothing to offer the recipient of the email then it may simply be viewed as spam and your business may get an unwarranted reputation. Only click send if it’s relevant.