Email Marketing: 10 Dos & Don’ts You Need to Know

If you’ve read our latest blog post, you’re already aware of the value of email marketing. Now it’s time to learn about email marketing best practices, so you can be sure your first campaign is a successful one!


  • Send your emails from a business email address (rather than a personal one). Sending from an email address tied to your website domain decreases the likelihood of your emails being marked as spam, and makes your email marketing efforts look more professional.✔ (If you have a website through Ordereze, email hosting is FREE, so we can create a custom email address for you❗) Using an email address that includes a person’s name, such as, is also shown to yield better open rates than a generic “from email” like
  • Personalize your email greetings and/or subject lines. Your subscribers are 26% more likely to open your emails if the subject line contains their name or something else that applies to them personally (Birthday, Anniversary, Location, etc). In the same fashion, a personalized email greeting is more likely to get the reader’s attention, keep them engaged, and make them feel valued. 🙌
  • Target your audience. Segment your list of email marketing contacts by factors like their preferred location, birthday or anniversary month, type of service they’re most interested in, etc, to ensure your subscribers are receiving the most relevant information for them and improve their consumer experience. Segmenting by birthday or anniversary month, for example, allows for a great opportunity to share offers that make your customers feel special and give them a reason to come back in. Targeting subscribers based on location or services (like catering or banquets) allows for more effective promotion of upcoming events and helps direct important information directly to those most interested in receiving it. 🎯
  • Make your welcome email count. This is the first impression your customers get of your email marketing efforts, so make it a good one! The most effective welcome emails include some details on what your subscribers can expect from your email campaigns, such as what you’ll be sending, how often you’ll be sending out emails, etc.
  • Keep your subject lines short & sweet. The ideal length for an email subject line is about 30-50 characters. If the subject is too long to fit in the email preview and gets cut off, there’s a good chance that your subscribers may never see the full message or choose to open the email. The best email subject lines entice the reader at a glance and let them know what to expect from the email content, so keep it simple and direct! 👌
  • Ask your subscribers for feedback. Encourage opens, clicks, and replies by sending out email campaigns that ask your customers for feedback. Certainly not every email campaign needs to include this, but working this strategy into your marketing efforts is a great way to boost your engagement rates and interact with your customer base. Also, depending on what kind of feedback you’re asking for, this could help you gain some insight into your audience too! Win-win. 👍


  •  Purchase contact lists. This one is a BIG no-no. There are several reasons you should never purchase a contact list, but the biggest one is that it goes against the Federal Trade Commission’s CAN-SPAM Act. This is basically a piece of legislation that sets the rules for commercial email correspondence and is meant to protect the rights of recipients (like their right to not receive emails they never signed up for 👀). Along with setting the rules, it also sets the penalties for violating them, and they can be pretty hefty: “Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $43,280…” 😬 Beyond the threat of legal backlash, sending unsolicited emails is likely to get you marked as spam, and if that happens often enough you could get blacklisted, fined, or even sued by your email service provider and lose your ability to send out email campaigns. Three words: Not Worth It. 🙅
  •  Overwhelm your subscribers. I think we can all relate to the feeling of inbox overload. The average person receives about 121 emails DAILY 🤯, and receiving too many emails is the #1 reason recipients unsubscribe from a mailing list. With that in mind, it’s important to plan your email marketing efforts strategically and avoid sending emails too frequently so you stay on the right side of those statistics. A good general rule of thumb is to try not to send out more than one email campaign per week. Daily emails can be inundating unless your customers are expecting that from you (i.e. your daily lunch specials), and sending more than one email campaign per day is more than likely to ruffle some feathers and cause people to unsubscribe. 🚫
  • Use the same format every time. As convenient and helpful as email templates can be, using the same layout for every email campaign you send out is a good way to get your subscribers to lose interest fast, or glance over your content without giving it much thought. Thankfully, our Email Builder makes it easy to switch up the placement of text and images in your email campaigns so you can keep the format fresh with minimal effort required. (Phew! 😌)
  • Go crazy with the fonts. There are a LOT of amazing fonts to choose from these days, and we couldn’t blame you for getting excited about all the options available to you… but as far as your email campaigns go, three typefaces or less is the magic number. Using more than three fonts in one message becomes visually distracting for your readers and can appear less professional. In this case, less really is more!

Now that we’ve told you what you should do and what you should avoid in your email marketing efforts, we’ll leave you with some examples of graphics we’ve designed for our customers’ email campaigns to give you some ideas and inspiration!

Looking for help with creating and managing your email strategy? We’ve got you covered! Reach out to us today for help getting started.


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