The Dos and Don’ts of Email Marketing

The Dos and Don’ts of Email Marketing: Building Relationships and Boosting Engagement

Email marketing remains a powerful tool in today’s digital landscape. Done right, it fosters brand loyalty, drives sales, and keeps customers informed. But navigating the world of email marketing email automation for audiology can be tricky. Here, we explore the key dos and don’ts to ensure your email campaigns land in inboxes, not spam folders.

Building Your List: Permission is Key

The foundation of successful email marketing is a permission-based email list. This means subscribers have opted in to receive your emails, indicating genuine interest in your brand. Buying email lists or scraping them from the web is a big no-no. Not only is it unethical, but it can also lead to spam complaints and hurt your sender reputation.


  • Offer valuable incentives: Encourage sign-ups by providing discounts, early access to new products, or exclusive content in exchange for email addresses.
  • Use clear and concise signup forms: Make it easy for users to understand what they’re signing up for and how often they’ll receive emails.
  • Double opt-in: This two-step verification process confirms a subscriber’s intention and reduces the chances of receiving invalid addresses.


  • Purchase email lists: This practice is spammy and can damage your reputation.
  • Deceive users with misleading signup forms: Be transparent about the content and frequency of emails.
  • Skip double opt-in: This extra step ensures list quality and protects your sender score.

Crafting Compelling Content: Value Over Sales Pitches

Your emails should provide value to your subscribers. Inform them, educate them, and entertain them. Focus on building relationships instead of constant sales pitches.


  • Segment your audience: Tailor content to different subscriber interests for a more personalized experience.
  • Provide valuable content: Offer industry insights, how-to guides, or exclusive content to keep subscribers engaged.
  • Maintain a consistent brand voice: Develop a unique tone and style that resonates with your target audience.
  • Include a clear call to action (CTA): Tell subscribers what you want them to do after reading your email, whether it’s visiting your website, making a purchase, or sharing your content.


  • Blast generic emails to your entire list: Segmentation allows for targeted messaging that resonates better.
  • Focus solely on promotions and discounts: Offer valuable content alongside promotional offers.
  • Use an impersonal or robotic tone: Let your brand personality shine through in your writing.
  • Neglect CTAs: Guide subscribers towards the desired action with a clear and compelling call to action.

Subject Lines: Make That First Impression Count

Subject lines are the first impression your email makes. They determine whether subscribers open your email or send it straight to trash.


  • Keep it concise and clear: Aim for 50 characters or less to avoid truncation in inboxes.
  • Highlight the value proposition: What benefit will subscribers get from opening the email?
  • Create a sense of urgency (optional): Scarcity or limited-time offers can pique interest.
  • A/B test different subject lines: See which ones resonate best with your audience.


  • Write misleading or deceptive subject lines: Deliver on what your subject line promises.
  • Use excessive punctuation or ALL CAPS: This comes across as spammy and unprofessional.
  • Make empty promises: Don’t overhype the content of your email.
  • Neglect testing subject lines: Experimentation helps you optimize future campaigns.

Design and Optimization: Prioritize Readability and Mobile-Friendliness

Even the most compelling content can fall flat if your email design is cluttered or difficult to read.


  • Keep it clean and simple: Use clear fonts, ample white space, and a logical layout.
  • Optimize for mobile devices: Ensure your emails display correctly on smartphones and tablets, where most emails are opened today.
  • Incorporate high-quality visuals (optional): Images and videos can enhance engagement, but use them sparingly and strategically.


  • Overcrowd your emails with text and images: Maintain a clean and breathable design for easy reading.
  • Neglect mobile responsiveness: A significant portion of subscribers will open your emails on their phones.
  • Use excessive or irrelevant visuals: Images should complement your content, not distract from it.

Frequency and Engagement: Finding the Sweet Spot

Bombarding subscribers with too many emails can lead to unsubscribes. Conversely, sending too infrequently can leave them forgetting about your brand

Leave a comment

Your email address will not be published. Required fields are marked *