Email Marketing – Things to Keep, Stop and Start Doing


These days, there’s more than one way to communicate with your customers through digital marketing and email should be a key component in your overall strategy. Many complain about their emails struggling with open rates, conversions and un-subscribers. How do you avoid these issues? Below I go over what you should keep, stop and start doing with your email marketing campaigns.


Keep learning new techniques and tricks – Ensuring that things are fresh and up-to-date with the latest industry approach is extremely important for campaign performance. Set aside some time for yourself to learn the new “tricks of the trade” and read as much content as possible to get the best out of your emails. Sending messages with outdated techniques can have a negative effect on your results, so stay ahead of the game by learning.

Keep sharing content that works best with your users – Pay attention to what works best in terms of open rates and engagement, sharing popular content you know will resonate with your audience. However, it’s also important to keep experimenting and trying out new ideas too; ask your readers for their comments and feedback to keep things fresh and relevant.

Keep things simple, reasonable and informative – Try to keep your emails to the point but informative at the same time. Remember, you will only have the recipient’s attention for a short amount of time. It’s crucial then to keep things simple and get your key message across in the early parts of your email, before you lose their attention.


As email marketing evolves, there are practices that we need to put an end to as well. Last year I wrote about “5 things to avoid with your email marketing”, but there’s always more things you can avoid/stop doing:

Stop sending too many emails to the same person – Continuously sending emails to the same person within a short space of time is a common mistake with people marketing their brand/products through email. Try to limit the amount to once or twice per week, or alternatively only on the designated days you’ve found works best with your target audience.

Stop using “no reply” addresses – Avoid sending any form of communication to your database from a generic or ‘no reply’ address. This prevents readers engaging with your business and almost defeats the objective when sharing your content. These types of email addresses have also been proven to decrease open rates and increase the amount of unsubscribe and complaint rates.

Stop sending emails to lists that don’t want to hear from you – If you’ve sent previous campaigns to certain lists with low engagement rates, it’s important to stop sending emails to these recipients. In the long run, it can affect your brand reputation and chances of connecting with other potential customers through sharing and recommendations of existing users.


Start to have a goal for each email before you press “send” – Building a strong foundation to your email strategy is key, as it influences the success of the campaign. Setting goals for each email should be a big part of your planning stage and should vary depending on the content you’re sending out.

Start worrying about the causes of people unsubscribing – If you’re struggling with a lot of un-subscribers then it’s vital to find out why that could be. Are you seeing a higher rate of users unsubscribing around certain types of content? If that’s the case, look at ways to change the content. It’s important to remember that your product will not be on everyone’s radar and it’s impossible to please everyone.

Start engaging with contacts who’ve showed a reasonable amount of interest – Start focusing on customers who want to hear from you and those that have showed interest in the past. They are a lot more likely to become long-term, loyal customers as opposed to those imported from other sources, or people who have unsubscribed. Target those who have expectations of you and those that trust you.

Are there any more email marketing techniques that you have found successful, or ones that aren’t quite working for you? We’d like to hear your thoughts on this, so get in touch and we would be happy to help.