Good and bad practices in email marketing that drives results

Good and bad practices in email marketing that drives results
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One of the most used communication channels between companies and customers is email. It not only provides the possibility of sharing the content of interest but also helps manage customer conversion. It is one of the best methods to reach out to new and old audiences. Many digital marketers say it is one of the best marketing methods in this online world.

Through email marketing, you will get the best return on investment, but you need to do it perfectly. According to the data, email marketing is the best option for sharing content and getting sales.

However, many companies run the risk of making some errors that turn their email marketing strategy into spam in inboxes. So, this option needs to be constantly reviewed and updated so that it can meet its loyalty goal.

In this article, you will look at some good and bad practices in email marketing. So, let’s learn about good and bad practices in email marketing.

Read on and follow these good and bad practices in email marketing that drive results. That will keep your customers engaged and increase your return on investment.

What is email marketing?

It is a marketing tool to create contact between companies and their customers. For it to have the desired effect, it must try to be personalized, non-invasive, and provide valuable content. 

For a user to receive an email, they must first have shared their data through acquisition strategies such as the generation of content of interest or the delivery of value-added material for the user, such as eBooks.

One of the great advantages of this strategy is that its measurement can be done quickly. The platforms that provide the mass email service analyze the campaigns in detail. providing important data such as clicks, the average bounce rate, and opens. 

Although the qualitative results are not seen immediately, there should be no doubt that this communication channel, if used properly, manages to have a positive impact on the perception that users have of a brand.

Did you know with GetResponse you can create an effective email marketing campaign in a few minutes? ” GetResponse comes with ready-made templates, drag-and-drop editors, and other practical tools that will help you send email campaigns to your audience. You can start with the completely free plan. Sign up for free on GetResponse.

The Advantages

The automation of emails brings many benefits as it creates a direct communication channel between companies (sender) and customers (receiver). If you are looking for the best and most popular email automation tool, then is best for you. provides a free plan. is an all-in-one tool that provides all the necessary tools that are required for online business. Also, it is an incredible platform for online marketing management.

Also read: How to write an email to establish the first customer.

4 Tips for Choosing the Right Email Marketing Provider
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Most people check their email daily, so the reach can be very high. In addition to being an easily accessible tool for companies regardless of their size, everyone uses email. This is one of the easiest ways to reach out to the audience.


Proper database segmentation is essential when it comes to having an email marketing strategy. This will allow you to fulfill one of the keys to marketing. sending the right message to the right person at the right time.

In addition to being able to guarantee a better opening indicator, people will feel that the message is designed for them and not for a general database.

If you personalize emails then the customer feels more connected to you. This will build close relationships with your audience.


Email marketing allows us to send relevant content to users, such as information about the brand, promotions, and product offers. content on a topic in the sector, birthday wishes, or messages on special dates. 

It is easy to send many emails with one click with the best email marketing services like GetResponse, MailChimp, and GMass.


As mentioned above, one of the great advantages of email marketing is its easy measurement. Since the platforms that offer the service give access to campaign metrics, which allows us not only to know their impact but also to be able to quickly apply the changes that are necessary to increase customer interaction with emails. In addition, the return on investment (ROI) may be more effective.


Sustaining an email marketing strategy will have a great impact on the perception of users. Since, through it, the brand can be in people’s minds. achieving that when they want to acquire a product or service, they will have the company as a strong option.


Good email marketing practices:

The big problem with email campaigns is that they can become spam. So, it is necessary to take into account some practices that guarantee the effectiveness of their use:

Below are some of the good email marketing practices which you have to follow while doing the email marketing campaigns. Let’s move next to our article on good and bad practices in email marketing.

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Planning the campaign:

This is perhaps one of the most important points. Since, in this way, it is guaranteed that the messages sent have a clear intention from the beginning. This will have a specific objective and audience and will avoid continuous mailings that may cause rejection for the subscriber.

Update the database: 

An automated database allows you to have control over user subscriptions and avoid continuing to send information to those who do not want to have contact with the brand. In addition, being able to segment by groups, interests, age, stage of purchase, etc.

Relevant and reliable information: 

A clear message subject, a friendly greeting, and reliable commercial information with a visible and clear intention are some of the practices to be taken into account. Likewise, you should try to have good writing and adequate use of images and texts.

Include forms and calls to action in emails.

The more information you have about customers, the better segmentation you can apply and therefore better personalization, so including additional content that leads to more data about a person will be very useful when it comes to building the email.

Use the best email service:

Using the best email services can be good practice in email marketing. Our all-email marketing campaigns depend on the email service providers. When it comes to email service providers, we need to choose the best email service provider as per our needs.

These are the best and most popular email service providers. You can try because they provide free plans, so you can first try and then decide which one fits you or your business.

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Bad email marketing practices

Like any marketing strategy, sending mass messages can involve some practices that harm the objective of loyalty. Here are some bad email marketing practices that you need to avoid while doing an email marketing campaign.

By avoiding all these bad email marketing practices, you can take your business to the next level. So let’s look at bad email marketing practices.

Purchased databases: 

Although it is a common practice even among large companies, it is much more harmful than is believed. If the consent of the users is not available, the emails will be marked as spam, which will not only hurt the perception of the brand but also affect the company’s metrics.

Frequent sending 

The constant arrival of emails from the same company in the inbox is one of the most common reasons for the cancellation of a subscription. That is why the frequency of sending and the times in which it is done are factors to take into account. 

Each brand must establish the times and days for its shipments and avoid getting carried away by fashions or schedules that promise to be the ones with the greatest openings. 

It’s important to put yourself in the subscriber’s shoes and try to figure out the best time of day to receive the type of content you want to send.

Do not change the subject.

The subject line can make the difference between opening or deleting an email. For this reason, the subject must attract attention, provide information, and even appeal to emotions.

You should try different versions of subject lines. A/B testing is the best way to test different versions of subject lines. By A/B testing, you will be able to check different versions of the subject lines, photos, templates, and more options. If you don’t know what A/B testing is and how to do it, then click on the link below.

Related article: A/B tests in email marketing and how to perform successfully.

A/B testing in email marketing
Not analyzing the data: 

One of the big mistakes that brands make is not analyzing the data of their campaigns and, consequently, not knowing which aspects have worked and which ones need improvement. 

Email campaigns require constant updating of their objectives and methods to have the expected results. You have to check all the data continuously so you can create an ideal email marketing campaign.

Unresponsive email templates.

While sending the emails, you have to think about responsiveness. In today’s world, most of the audience check their emails on their mobile phones. All of your images and email templates should be responsive.

All of your email marketing templates should be mobile-friendly. You can check out our article on responsive templates by clicking below.

Related article: Responsive templates for email marketing that will help you.

Responsive Templates For Email Marketing


Email marketing is undoubtedly a great tool to connect with customers and create a long-term relationship, which allows for better conversion results and creates a customer experience with better loyalty rates.

Now you know all the good and bad practices in email marketing. So, what will you first focus on?

I hope you like the good and bad practices in email marketing. If you have any questions regarding good and bad practices in email marketing, then feel free to comment below.

And keep an eye on our articles. We will keep you updated with email marketing tips and tricks that will grow your business. You can allow us to push notifications or you can bookmark it.

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