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The Do's and Dont's of Email Marketing

Sending out email newsletters, ads, announcements, and broadcasts is a great way to maintain an active online audience. When it comes to marketing your promotions and interactive content campaigns, understanding certain key elements, as well as using them effectively, ensures that your email marketing efforts are one of the most powerful tools in your advertising toolbox.

Here are some tips and tricks for how to get the most out of your email marketing campaigns for your promotions.

DO send a dedicated email. Email is the #1 traffic driver of promotion conversions, so sending a dedicated email to announce your promotion or interactive content is a must.


DON’T stuff copy with tons of links. Multiple links become unclickable on mobile devices.

Develop all of your emails with the mindset of one-click, one call-to-action. Make your emails easily scannable at a glance. The simpler it is, the more clicks you’ll receive.


DON’T design with one big image. Images may be blocked by default, or unable to load properly.


DO optimize for use on mobile. All emails must be optimized for mobile, including creating buttons and links big enough to click. The human finger is approximately 26×26 pixels, so links should be at least that size or bigger.


DON’T overlook the pre-header text. Use this as space to highlight exclusive offers, prizes, or additional information about the campaign.


DO keep your tone conversational. Write your copy and subject line with a conversational tone and keep things brief.

Other key tips to note:

  • BE TRUTHFUL IN EVERY PART OF YOUR EMAIL ADVERTISEMENT – NO FALSE ADVERTISING

  • ALLOW THE RECIPIENTS TO OPT-OUT OF FUTURE EMAILS

  • MAKE CLEAR THAT YOUR EMAIL IS AN ADVERTISEMENT

  • LOOK TO THE LAWS IN THE AREAS WHERE YOUR EMAILS WILL BE SENT

With those helpful hints in mind, good luck with your future email marketing endeavors!

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