Essential Rules for Email Marketing
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Essential Rules for Email Marketing

Essential Rules for Email Marketing

Email marketing is still one of the best ways to stay in touch with your customers; you can bring them the latest news and offers in order to gain trust to cement your relationship while also selling to your existing customers.

According to a recent study from Mailchimp and Campaign Monitor, 43% of surveyed businesses said that they had been negatively impacted by email marketing in the last year. This is usually because it’s not being done properly; and, if you continue to do that it can cause very real damage to your business and reputation.

So, we’ve put together some rules that you will need to follow if you want to

Be ruthless with your lists

It’s not the size of your mailing list that matters; it’s whether or not you are getting responses from those who might be interested in what you have to offer. Delete or archive addresses that do nothing but clutter up your email inbox and make unsubscribing an easy process for people whose interests don’t align with yours.

Subject lines

Emails with shorter subject lines are more likely to be opened than those that have many words in the title. Ideally, 20 of these first few sentences should go into a teaser that will catch the reader’s attention and help them know what is contained in the email without actually having to read it.

Deliver at different times

As the day winds down and people get caught up on their daily emails, your marketing email will be reviewed more than if it was sent during normal work hours. This is because there are so many messages in one person’s inbox that they may not even notice a new message – which can deter them from responding at all.

The first 20 words

In our digital world, email has become the preferred method of communication. The four key elements that are displayed by most mail readers are sender, time sent, subject line, and first few words of the message body. Prospects decide whether to open your email based on those four things alone!

Use personalisation where possible

You might be a marketing expert, but your recipient of the email was likely not. The recipient’s first name should come before anything else in order to establish familiarity and create an intimate connection with their inbox which is often considered public domain.

Avoid any formalities like “Mr.” or “Dear” when addressing them as this can make your message seem snooty and unapproachable for the other person on the receiving end of it all who may mistake you for someone they don’t know at a distance.

If your data is incomplete in the first name column – it’s better to not use anything at all. Better to be missing than saying hi to an initial e.g. “Hi D”.

Jargon and Buzz words

Just don’t. Only you are that interested in the science between your product or methodology. Use these words and watch your open and click-thru rates plummet.

Be yourself

Trying to fake intimacy will only irritate the recipient. Using phrases like “Hope you are well” are insincere and they take up valuable space in your email; but still, remember to demonstrate your uniqueness – use what you do know about your recipient to capture their interest. Write with your customer in mind. Instinctively, people will shrug off anything that doesn’t share an interest with them.

One call to action

When you’re landing in a recipient’s inbox – don’t bombard them with things to do. Give them ONE focussed task to complete e.g. “Visit our website” or “Shop Now”. You’re more likely to get a click and it’ll be easier for you to see what works and what doesn’t.


First, test for open rate using different combinations of the Subject line and first 15 words. Second, test your response rates by testing variations of yes/no questions to see which work best. Finally, try tracking how many people turn into customers after responding with a purchase!

And if all this sounds a bit much for you, get in touch with us and we’ll do it for you – details on the Contact page.

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