Email marketing can feel like throwing a message into the void sometimes. But there’s no magic involved—successful campaigns are built on strategy. Want to boost your open and click rates? Here are 19 do’s and don’ts to help you make emails that demand attention and drive conversions.

The Do's: Craft Emails People Want to Open

1. Personalize Your Subject Lines

Generic subject lines are the fastest way to get your email ignored. Today’s consumers expect personalization, and a well-crafted, personalized subject line can grab attention instantly. Start by including the recipient’s name or referencing their recent activity or purchase history.
Example: “John, don’t miss out on our new arrivals just for you!”

Why It Works: People are naturally drawn to their own names and content that feels relevant to their specific interests. The more targeted and personalized, the higher your chances of engagement.

2. Segment Your Audience

One-size-fits-all emails are a thing of the past. Segmenting your email list allows you to send tailored messages that resonate with each group. For example, you might create different segments based on purchasing behavior, demographics, location, or engagement levels. A new customer may appreciate a welcome offer, while a long-time customer might be more interested in exclusive rewards.

Why It Works: Segmentation leads to higher open rates, better engagement, and more conversions. Sending the right message to the right person at the right time is a game-changer.

3. Use Clear, Actionable CTAs (Call-to-Actions)

A clear, compelling CTA is key to driving clicks. Your CTA should be concise, action-oriented, and easily visible. Whether it’s “Shop Now,” “Download the Guide,” or “Sign Up Today,” make sure your readers know exactly what action to take next.

Why It Works: Clear CTAs give your readers direction. Without one, even the most engaging email can fall flat because recipients aren’t sure what to do next.

4. Optimize for Mobile

Over 50% of emails are opened on mobile devices, so making sure your emails are mobile-friendly is crucial. Ensure your layout is responsive, images load quickly, and text is easy to read on smaller screens. Don’t forget to keep your CTA buttons large enough to tap!

Why It Works: A seamless mobile experience ensures that your message gets across no matter where or how your audience views it. Without mobile optimization, you risk frustrating users and losing out on conversions.

5. Test Different Send Times

Timing matters! The best time to send emails varies depending on your audience. Test different days of the week and times of the day to find out when your audience is most likely to engage. While some businesses find success with morning emails, others might see better results in the evening or on weekends.

Why It Works: Finding the optimal send time can dramatically increase open and click-through rates. Regular testing ensures your emails hit inboxes at the right moment.

6. Keep It Short and Sweet

Your audience’s inboxes are likely overflowing, so brevity is key. Deliver your main message quickly and clearly. Stick to a concise subject line, get straight to the point in the body, and avoid overwhelming the reader with too much information.

Why It Works: With short attention spans, clarity and brevity keep readers engaged and reduce the chance of your email being ignored or deleted.

7. A/B Test Your Emails

Never assume your first draft is the best one. Test variations of subject lines, CTAs, images, and layouts to see which performs better. For instance, test whether a question in the subject line drives more opens than a statement, or whether a red button gets more clicks than a blue one.

Why It Works: A/B testing gives you real data on what works with your audience. Small changes can result in significant improvements in your campaign performance.

8. Make Your Emails Visually Appealing

Emails that are visually cluttered or poorly designed often end up in the trash. A clean, professional design with well-placed images and white space can enhance readability. Use images sparingly but strategically, and make sure your text is easy to scan with headers, bullet points, or numbered lists.

Why It Works: Visually appealing emails are more likely to grab attention and keep readers engaged. Well-designed emails also build credibility and professionalism.

9. Use Automation for Triggered Emails

Automated emails triggered by specific actions (like signing up for a newsletter, abandoning a cart, or making a purchase) are highly effective. These timely messages are personalized, relevant, and often lead to higher engagement rates.

Why It Works: Triggered emails help you reach people at key moments, offering the right message at the right time. They require minimal effort but have a big impact.

10. Include Social Proof

People trust other people. Including testimonials, customer reviews, or case studies in your emails can give your message credibility. If your email promotes a product or service, showing positive experiences from real customers can build trust and increase conversions.

Why It Works: Social proof reinforces your brand’s reliability and trustworthiness. When recipients see that others have had positive experiences, they are more likely to take action.

The Don’ts: What to Avoid in Your Email Marketing

1. Don’t Send Too Many Emails

Overloading your audience with emails is a fast track to unsubscribes. Sending too many messages can lead to "email fatigue" and increase the chances of your emails being ignored, deleted, or marked as spam. Focus on quality over quantity.

Why It’s Bad: People will tune out or, worse, unsubscribe if they feel overwhelmed by constant emails.

2. Don’t Use Misleading Subject Lines

It might be tempting to use clickbait, but misleading subject lines will break your readers’ trust. While a sensational headline might increase your open rate initially, it will disappoint your audience if the content doesn’t deliver. This tactic will harm your long-term engagement.

Why It’s Bad: Misleading subject lines lead to high bounce rates and unsubscribes. People value authenticity, so honesty is key.

3. Don’t Ignore Analytics

Email marketing is all about constant improvement. Failing to monitor open rates, click-through rates, and conversion data means you’re missing out on valuable insights that could improve your future campaigns. Set aside time to analyze what works and what doesn’t.

Why It’s Bad: Without analytics, you’re flying blind. It’s impossible to improve your email performance if you’re not tracking your progress.

4. Don’t Forget a Clear Opt-Out Option

Every email should include a clear and easy way for people to unsubscribe. Not only is this required by law (thanks to the CAN-SPAM Act), but it also helps you maintain a healthy email list of engaged subscribers.

Why It’s Bad: Failing to provide an opt-out option can result in spam complaints, fines, and a tarnished sender reputation.

5. Don’t Use Too Many Images

Images can enhance your email, but using too many or relying on them entirely is a mistake. Some email clients block images, and large images can cause slow load times. Always use alt text, and make sure your email is still readable if the images don’t display.

Why It’s Bad: Too many images can hurt your email’s load time and overall deliverability.

6. Don’t Neglect Email Previews

Preview your emails in different devices and email clients to ensure they look good across the board. This simple step helps you catch formatting or rendering issues before your email lands in your audience’s inbox.

Why It’s Bad: Poor formatting can make your emails look unprofessional and hurt your brand’s image.

7. Don’t Overlook Spam Filters

Words like "FREE," excessive exclamation points, or using ALL CAPS can trigger spam filters. This will send your carefully crafted email straight to the junk folder, where it will never see the light of day.

Why It’s Bad: If your email ends up in spam, it’s as good as invisible.

8. Don’t Rely on One-Size-Fits-All Content

Avoid sending the same email to everyone on your list. Different segments of your audience have different needs, so tailor your messaging accordingly.

Why It’s Bad: Generic content feels impersonal and irrelevant, leading to lower engagement.

9. Don’t Forget to Follow Up

Don’t assume that one email will do the trick. Sometimes a well-timed follow-up email can nudge your audience into action. Whether it’s a reminder, a second offer, or a thank you, following up helps keep the conversation going.

Why It’s Bad: Neglecting follow-ups means missing out on potential conversions from people who need a little extra motivation.

Conclusion

Mastering email marketing is about consistency, testing, and attention to detail. Following these 19 do’s and don’ts will help you craft campaigns that not only stand out in a crowded inbox but also encourage your audience to take action. Keep tweaking, learning, and growing—and soon, you’ll see your open and click rates soar!