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20 Email Marketing Do’s and Don’ts for Beginners

If you’re new to email marketing, hitting the send button for the first time can seem like a daunting task. I know as I’ve been there myself.

The pressure is on and you only get one chance to make a good first impression with your subscribers (and your boss).

So before you hit send, do yourself a favour and check out my list of top do’s and don’ts for beginners. It’s not exhaustive but it will help you get off on the right foot with your email marketing.


  • Ensure you have permission prior to sending marketing related emails
  • Send a Welcome Email to new subscribers
  • Make it easy for people to unsubscribe
  • Allow people to easily update their preferences
  • Remain focused on your subscribers and what they want
  • Be personal, interesting and relevant
  • Use a mix of colour and images to create appeal
  • Design your email for viewing in a preview pane
  • Have a clear call to action in your email
  • Measure results to learn what works and doesn’t work


  • Send emails that either are Spam or look like Spam
  • Use deceptive subject lines to trick people into opening your emails
  • Cram too much content into your email
  • Forget to brand your emails, forms and landing pages consistently
  • Send emails that are a single image
  • Continue to send emails to addresses that have permanently bounced
  • Over (or under) communicate with your subscribers
  • Fail to test your email before you hit send
  • Forget to include a plain text version with your HTML email
  • Silo email marketing and forget to integrate it with other marketing activities
 Posted by:
Matthew Johnson
EDM Specialist 

P.S. If you’d like to learn how to put the above items into action using Vision6, checkout our range of free online training options.

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