When using email marketing to promote a product, brand or service, you have the ability to reach people right in their inboxes and thus to have a very personal and profound impact. The statistics clearly show that this is a highly effective way to promote a product and to potentially make a lot of money but you know what they say: with great power comes great responsibility.

Read on then and we’ll look at some ‘best practices’ for email marketing that can avoid you making any awkward faux pas. Not only will this help you to avoid frustrating your audience but it will also help you to get more clicks and conversions by not rubbing them up the wrong way…

Two a Week is Enough

You may choose to send a higher volume of emails to build anticipation for a product or promotion. The rest of the time though, try to avoid going beyond 2 a week. Otherwise, you’ll just frustrate your audience and they’ll quickly become sick of your messages.


All caps are annoying wherever it’s located but in your inbox, it’s particularly abrasive and rude. Don’t do it!

Use Re: With Caution…

Using ‘Re:’ in the subject header is a great way to draw attention to your emails. It’s also somewhat manipulative though and essentially amounts to tricking your readers. Don’t overdo this method then.

Make Unsubscribing Easy

If you use Aweber or GetResponse then unsubscribing should be easy. This is key – as otherwise, you can do serious damage to your brand and reputation.

Deliver Value

Whether or not your emails are welcome in someone’s inbox or frustrating will ultimately probably depend on whether or not you provide value. As long as you offer value, people will have a good reason to read what you’re sending them and they’ll be glad for it. Consistently do this and don’t send lots of messages that are just self-promoting.

Respect Privacy

Yes, you can sell an email list for a fair amount of money. However, unless you have explicitly gotten permission from your subscribers this is something you should not do. And don’t use that sneaky ‘Yes I do not want to let you share my address with partners’ trick. 

Ultimately, you are a guest in your subscribers’ homes. Act that way and treat them with respect and gratitude – it will ultimately be better for you and them in the long run.


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