The do’s and don’ts of email marketing

Email marketing is still one of the best ways to connect with your ideal clients. But it only works when you’re doing it well.

 

If your emails feel too pushy, too wordy, or just too much, they’ll get ignored or deleted. But when they’re relevant, personal, and easy to act on they actually get results.

 

So here are the do’s and don’ts of email marketing to help you write better emails, send campaigns with confidence, and connect with your ideal clients.

 

If you haven’t yet read the earlier blogs in this series, check out:

• Why email marketing is still relevant in 2025
• How to use email marketing to benefit your business
• Five tips to get your emails opened

 

Now, let’s start with what not to do.

 

3 email marketing don’ts

 

1. Don’t make it spammy

Avoid using ALL CAPITALS, too many exclamation marks!!!, or vague clickbait phrases that scream for attention. These tactics don’t make your email stand out, they make it look like spam.

 

If your email looks pushy, loud, or misleading, most people won’t bother opening it. Worse, they’ll unsubscribe. And that’s the opposite of what we want if they are your ideal clients.

 

Instead, write like a real person talking to another real person. Clear, friendly subject lines and relevant content will always outperform over-the-top gimmicks.

 

2. Don’t make it too long

Big blocks of text are hard to read, especially on mobile.

 

Break your content up into short paragraphs with space between them. If there’s a list or a few key points, make them skimmable. 

 

People scroll fast, so make your message easy to absorb at a glance.

 

If your email needs to be longer, use links to send readers to your website or blog for more detail.

 

3. Don’t forget to test

One subject line might perform completely differently from another, even if the content inside is exactly the same.

 

That’s why testing matters. Most email platforms let you A/B test subject lines or layouts. Take advantage of that. You might find your ideal clients prefer direct lines over curiosity-based ones, or short over long.

 

And if you’re not sure where to start, this blog on five tips to get your emails opened will help.

 

4. Email marketing do’s

 

1. Do personalise where you can

Use your subscriber’s name in the subject line or intro if possible and make sure the content inside is relevant to them.

 

Personalisation isn’t just about inserting a name. It’s about segmenting your list and sending content that actually matches what they need or are interested in. 

 

This is easier than it sounds and most email platforms make it reasonably simple for you to do.

 

2. Do make it easy to read

Short paragraphs. Clear headings. Plain language.

 

Think about how your email looks at a glance. Big walls of text are overwhelming. Instead, use short sentences, space things out, and guide your reader through the message.

 

Even simple formatting, like bolding a key phrase or adding a heading, can make your email more readable. 

 

And that means people are more likely to take action.

 

3. Do make it easy to take action

Be clear about what you want the reader to do next and make it easy for them to do it.

 

Whether it’s clicking through to a blog, grabbing a discount, making a booking, or replying to your email, don’t make them work for it.

 

 Include a clear call to action (CTA), and place it somewhere obvious.

 

Buttons work well. So do simple links that say exactly what they’ll get when they click.

 

4. Do write a subject line that’s worth opening

The subject line is what gets your email opened, so don’t treat it as an afterthought.

 

Keep it short. Be clear about the benefit. Use action words. Avoid clickbait. (There’s more detail on how to do that over here.)

 

And remember: your subject line sets the tone for what’s inside, so make sure it’s consistent and not misleading.

 

So, what now?

Email marketing works when you make it personal, useful, and easy.

 

Stick to the basics:

• personalise your messages
• make them easy to read and act on
• write honest, relevant subject lines
• and don’t forget to test what works for your ideal clients

 

Avoid the gimmicks, stay focused on value, and your emails will stand out for the right reasons.

 

If email marketing’s on your to-do list but never quite makes it to the top, let’s fix that.

 

Book a coffee catch-up and we’ll chat about how to make your email marketing work for your business, without the stress.