Do’s and Don’ts of Email Marketing

Written by: Leah Shin, Fall 2022 Intern

Many people believe that email marketing is dead when in reality, it’s the opposite. More adults online have email accounts versus social media accounts and the number of active email users is growing each year. However, writing emails can be tricky because body language and voice tonality cannot be conveyed through words and readers usually tend to skip or skim over important details. It can be very challenging to catch your subscriber’s attention to communicate your message, so before you start your next email follow these key email do’s and don’ts.


Do keep content short, descriptive, and direct

  • Did you know 49% of emails are being read for 8 seconds or less? Trying to grab someone’s attention with an email when the average email read-time is so low can be difficult. That’s why it’s important to keep emails brief. Not only do concise emails make it easier for subscribers to understand what you’re asking or sharing, but they can also increase your open rate and the likelihood of them taking an action. Keeping your emails short and to the point is a crucial skill to possess in today’s world where people value simplicity and brevity while their attention is being pulled in so many different directions. 

Do test emails before sending them

  • Your email marketing may suffer more than you realize if you don’t test emails before sending. Emails with mistakes can have a negative impact on your brand’s reputation as well as key metrics like opens, clicks, and conversions. Email testing enables you to proofread your message before sending, check links, and make sure the design works on both desktop and mobile. It is always helpful to get an extra set of eyes on your emails too. Forward your test emails to co-workers for their feedback and make sure there are no issues you might’ve missed.

Do include a Call to Action (CTA)

  • It’s one thing to have your emails opened by your subscribers, but it’s another to get them to take action. Whether you’re asking them to buy, donate, read, or learn more it’s important to include a call to action (CTA) in your emails. Not only do CTAs boost your click-through rates, but they also inform your subscribers on the next steps they should take, helping them take the next step in interacting with your organization. If you are stuck on what CTA to use, MailerLite created a helpful guide to get you started!


Don’t make emails too long

  • Did you know a Litmus study reported the average email recipient has a 13.4-second attention span? Additionally Litmus shares that an average adult reader can read between 250 and 300 words per minute. Looking at these studies, the ideal length of copy in an email is just 50 words. Most of the time, important information can get lost when trying to convey a big idea via email. Not only do long emails show that you don’t know what the purpose of the send is, but it also can be deemed inconsiderate as it takes longer to read through the full message. If a subscriber opens your email and is overwhelmed by all the copy, they might just add it to their trash and not even give it a chance.

Don’t forget to use alt text

  • It is always important to remember to add alt text to add your images in your emails! Depending on the platforms, images are occasionally blocked by default so alt text can still give subscribers context. It’s also best practice to include alt text for accessibility purposes. You may have subscribers who use screen readers, so to ensure they can get the full experience of your email be sure to add informative and descriptive text.

Don’t use cliche or sales-heavy language

  • You want your emails to stand out from the other hundreds of emails flooding a subscriber’s inbox. Email marketers should avoid using words and strategies in subject lines that can cause emails to be sent to spam. By staying away from this overused language, you can avoid having your email get lost among the rest and instead capture the attention of your subscribers. When writing emails, keep them personalized always with your target audience in mind. If you write purposeful subject lines, it’s more likely to catch their eyes in their inbox and they’ll want to read the rest.

Don’t know where to begin with your email marketing?

Creating good marketing emails is key to moving your subscribers from connected attention to converted attention and beyond. Contact our team of email experts at Slice Communications to begin developing your email marketing plan!

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