DOs of Email Marketing
Get Permission
Only email people who’ve opted in. Consent builds trust and keeps you legally safe (hello GDPR).
Add Value Every Time
Offer tips, exclusive content, or useful updates, not just sales pitches.
Keep it Mobile Friendly
Over 50% of emails are read on phones. Test your emails on mobile and desktop.
Segment Your Audience
Tailor your emails to different groups based on behaviour, preferences, or stage in the journey.
DON’Ts of Email Marketing
Don’t Buy Email Lists
They're cold, impersonal, and usually illegal under GDPR and CAN-SPAM laws.
Don’t Overload with Images or Gimmicks
Too many graphics can trigger spam filters and slow loading. Keep it clean and quick.
Don’t Send Too Often
Respect your audience’s inbox. Bombarding them leads to fatigue and unsubscribing.
Don’t Forget Accessibility
Use alt text on images, clear fonts, and good contrast so everyone can read your content.
Download our guide to see more DOs and DON'Ts.