Email Marketing Dos and Don’ts: Best Practices That Get Results
Most email marketing advice is generic. Here are the specific habits that actually improve open rates and the mistakes that quietly kill deliverability.
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Email Marketing
Emails people actually open, sent because of something they did rather than blasted to your whole list. I build the templates and the automatic follow-ups, whether you sell to other businesses or to the public, with simple reports that show which emails lead to sales and enquiries.
Emails sent by what people do
Example emails
Sent when someone
Joins your list
Say hello, set expectations and give them a reason to stay.
From: Example Studio
Welcome. Here's where to start
Thanks for joining. Here's what you'll get from us, and the page most people read first.
What you can expect from email marketing
Strategy for B2B and B2C
A B2B nurture sequence and a B2C abandoned-cart flow solve completely different problems, so segmentation and messaging are built around your actual audience instead of a generic template.
Find out moreB2B or B2C
Example emails
First emailSpread over weeks
- Audience
- Several people at one company, deciding together
- Trigger
- Downloads a guide or asks for a demo
- Timing
- Spaced over weeks, in step with a long decision
- Goal
- A sales conversation
From: Example Studio
The buyer's checklist you asked for
Here it is. Over the next few weeks I'll send two short notes on the questions that tend to come up when teams compare options.
- Audience
- One shopper, deciding alone and often quickly
- Trigger
- Leaves items in the basket without checking out
- Timing
- Starts within hours and stops as soon as they buy
- Goal
- A finished order
From: Example Shop
You left something in your basket
Your basket is saved. Delivery and returns details are below if you have any questions before you order.
How an email marketing project works
Step 1
Strategy
Understanding your audience and lifecycle. A B2B nurture sequence and a B2C abandoned-cart flow solve different problems, so segmentation and triggers are built around the one you actually need.
Step 2
Build
Templates and the automation logic behind them: welcome series, abandoned cart, re-engagement or a lifecycle journey, built to trigger on what someone actually does.
Step 3
Test & launch
Inbox rendering checks across clients and devices, plus the technical setup (SPF, DKIM and DMARC) that keeps mail out of spam before anything goes live.
Step 4
Optimise & report
Open, click and conversion tracking, with plain-English reporting on what's converting and budget or effort shifted toward it.
From the blog
Further reading
Why Is My Website Not Getting Enquiries? 7 Things to Check
A smart-looking website is no use if nobody gets in touch. Check these seven common reasons visitors leave without calling, booking or filling in your contact form.
Read the articleCommon questions
It can include strategy, campaign planning, copywriting, email design, list management, automation and reporting. The exact mix depends on what you’re trying to achieve and what you already have in place.
Ready to make every email count?
Tell me about your audience, your current setup and what "working" would look like, and I'll come back with an honest recommendation on approach, platform and cost.
Start a project