Whether you plan to use your email to remind, inform or persuade your customers, you’ll want to achieve the best results from your email campaigns.

In order to help you maximise the potential of your email as well as help protect and enforce the your brand, I have listed below a few ‘Dos and Don’ts’ email marketing campaigns

Do make sure that you have something worthwhile to tell your customers. Remember
that your customers may not be as passionate about certain subjects as you are.

Do tailor your email to make it relevant to your audience whether they are:
- existing or potential customers
- frequent, infrequent or lapsed customers

Do clearly understand what you want your email to achieve as a one-off email or as
part of a larger campaign and ensure it fits with either your short or long-term objectives

Do ensure your emails are timely to gain the best response i.e. weekends, afternoons
or to correspond with a national appeal for example.

Do think about how to react to sudden affiliate events i.e. would your customers be happy to
receive a sales pitch email soon after they’ve received their regular newsletter?

Don’t email your customers just because you haven’t communicated with them in a
while.

Don’t email your customers too frequently as this can cause frustration for the
customer and lead them to want to unsubscribe.

Don’t assume your customers already have an understanding about your subject.

Don’t overload your customers with too much copy. Be clear, concise and avoid jargon.