The Do’s and Don’ts of Email Marketing

by Garrett Kite

Jun 27, 2016 | Email Marketing

Email has secured its place at the top of the marketing channel food chain. In fact, email has proven to be the most effective at generating leads for the lowest cost with a conversion rate 3 times higher than social media and an average 4,300% return on investment! How about those stats?

email marketing best practices kite media

It’s clear that email will be a crucial part of your marketing mix for the long haul. That’s why we’ve compiled this list of do’s and don’ts to help you get the most out of your email marketing campaigns.



Segment groups/email lists. Not everyone on your email list wants every email you send. Mass emailing leads to more unsubscribers if the recipients feel the content isn’t relevant to them. Create targeted segments and groups so you can send custom emails to specific audiences. This will increase your open rate and decrease your unsubscribe rate.

Track statistics and conduct A/B testing. Monitor stats like bounce rate, open rate, clicks, and unsubscribe rate. Set goals and gauge your performance based on these metrics. Then make small changes and conduct A/B testing to see what content or methods your subscribers respond best to.

Make the subject line enticing. The subject line is the second biggest factor that influences the open rate of your email. Treat the subject line of your email like the headline of a newspaper. Make it concise, clever, and catchy. The subject line should peak curiosity in 50 characters or less. Here are a few examples of good subject lines.

Optimize emails for both desktop and mobile. 91% of consumers check email at least once a day on their smartphone. If the email doesn’t display correctly, over 71% of readers will delete the email immediately. Make sure your email is both desktop and mobile friendly and that it loads quickly.

Keep your emails consistent. Your subscribers should know what to expect from you and when. For example, at Kite Media we get a monthly email from Staples with their current coupons. We may not purchase every time we get an email, but when we run low on office supplies we remember Staples and check their coupons first.

Include valuable links. Oftentimes the most clicked links in an email are your social media, email, or website icons. Include other links where appropriate, like to a specific landing page or product page.

Include a call to action. Each email should include a specific call to action. Call to action buttons prove to be very effective. A few examples are Shop Now, Learn More, Sign Up, or Get Started.

Include visuals. Include captivating visuals in your emails. 65% of users prefer emails containing mostly images and you can increase click rates by 300% by adding a video to your email. Including a brand logo in your email is also a good rule of thumb.

Personalize your emails. When uploading your emails lists, include even just a first name if possible. Try including the customer’s name in the subject line or content of the email. Businesses who personalize their emails see 29% more opens and 41% more clicks!



Blow up their inbox. No one likes a cluttered inbox. Remember, less is more. Don’t send emails too frequently or you’ll run the risk of a high unsubscribe rate.

Send emails with low load speeds. You only have about 3-4 seconds to grab the attention of your reader. Make sure the images and other content of your email loads quickly.

Send emails without testing. Send a test email to yourself first. This helps you see what it will look like in your reader’s inbox. You can often catch typos, design/load speed issues, incorrect links, or formatting issues for desktop and mobile by sending a test first.

Buy email lists. Sending emails does you no good if the readers aren’t familiar with who you are. Sending emails to readers who didn’t subscribe or give you their permission cheapens your brand, makes you look spammy and desperate, and negatively impacts your domain and email deliverability.

Clutter your emails. If your reader has to spend time figuring out what the email is about, they’ll lose attention quickly and probably unsubscribe. Focus on one topic and keep the design of your email clean.

Only send out salesy emails. No one wants to be repeatedly hit with a sales pitch. Try sending a variety of useful email content like newsletters, links to helpful content, testimonials/customer experiences, or coupons.

Make it difficult to unsubscribe. People want to know they’re in control of their inbox. Including an option to unsubscribe makes you look transparent and removes some of the pressure. If your emails are good enough, they’ll be well received and people won’t want to unsubscribe anyway.

Kite Media is here to help you rock your next email marketing campaign! Get in touch to learn more about how our email marketing services can help grow your business.

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