email marketing rules your business should obey

20+ Email Marketing Rules Your Business Should Obey

There are certain email marketing rules to obey for your business to be successful. Small businesses can utilize email marketing as a strong tool to attract, engage, and keep customers.

These rules will put you on top of your email marketing game and give you the results you desire.

Let’s go over some of these email marketing rules…

1. Keep Your Email List Clean And Organised

Take good care of your database because it is the foundation of your email marketing campaign. It’s pointless to keep someone in your database if they no longer want to receive your emails, so you have to make opting out as simple as possible. 

You can do this by adding an unsubscribe link to the top of your emails so any recipients who report them as spam will be removed. It’s also crucial that the email marketing platform you’re using has feedback loop agreements in place with the major ISPs and webmail providers. 

To keep your database active and in pristine form, clean up any hard bounces and exclude inactive accounts from any fresh emailing drives (you can subsequently target them with special resurrection campaigns).

2. Identify Yourself

This is very important among the email marketing rules to obey. A custumer must be able to recognize you at first glance, whether it’s through the sender’s name, logo, photographs, links, or any other element. 

By clearly identifying yourself, you will be able to build a trusting relationship with them, and this will strengthen their devotion to you. Not only that, but clearly identified emails are more likely to reach their intended recipient. 

Spammers hide their identities, which makes it easier for your ISP to block you. Your email marketing software should be your ally in this.

3. Monitor Your Result

Because your audience are always changing, you must be able to spot changes fast and adjust your strategy as needed. Analyzing and comprehending the statistics offered by email-sending systems will allow you to adjust to the needs of your users and maintain the effectiveness of your email marketing activities. 

To do so, it’s critical that your email marketing service partner assists you in getting the most out of this data and collaborates with you to improve your approach.

4. Analyse The Behaviour Of Your Audience And Adapt

The first step is to segment your audience by using all of your customer data to divide your database into homogeneous groups with similar purchase behaviors and brand perceptions. 

Mass emailing is no longer effective. These days it’s all about tailoring your approach to each individual segment and personalizing your efforts. It’s also a good idea to run an A/B test to learn more about your campaign’s receivers. 

To adjust as nearly as possible to what people want from you, you might want to experiment with alternative subjects, sending times, and content. Finally, filter out any inactive accounts and send them targeted ads to figure out why they aren’t opening your emails and pique their interest again.

5. Be Intentional With Your Email Design

The importance of visual identity in conveying your message and instilling trust is critical. It’s a significant aspect of the email marketing rules. Always identify the key areas in your message to place your “calls to action” and other buttons or links. Don’t miss everything together to give your email a jumbled look.

However, don’t forget about the HTML, as the layout of your message is quite important. Check your email on a variety of email applications, webmail providers, and mobile devices to confirm that all recipients can see it correctly. To prevent your email from being marked as spam, you should optimize the HTML code. 

Maintaining a decent mix between graphics and content is another good strategy to avoid having your emails marked as spam. This is because emails with only photos can’t be viewed unless the images are activated, and emails with only text are uninteresting. In this case, your provider’s experienced guidance will be quite helpful.

6. Be Creative With Your Email Copy

If your open and click rates are declining, it’s very possible that your recipients have become tired of your messages or have found them disappointing. In this regard, you must be able to capture and maintain the user’s attention, and the key is to surprise them. 

To create the biggest possible influence on your reader, you may and should experiment with just about every component of your emails, including the subject, the email design, the sending time, the type of email, and the offer, among others. 

Note that if you keep structuring your content in the same way, no matter how good it is, it loses its impact. So keep innovating and stay interesting.

7. Think Adaptability On Mobile

Adaptability is one of the email marketing rules people fail to obey. The way people use the internet is continuously evolving. We’re moving away from just computer consumption and toward multi-media consumption (PC, mobile phone, tablet, smartTV, applications, and so on). This will make email marketing more complicated if you don’t adapt. 

Because at least 30% of your recipients will open your email on their mobile phones, your communications must adapt to this new reality. As a result, delivering a simple HTML file is no longer sufficient if you want 100% of your contacts to see it. Responsive email design allows you to adjust your message to the recipient’s preferred method of opening it.

8. Work With A Reliable Email Provider

Your email marketing provider’s role should not be restricted to assisting you in sending emails; they should also give you information and advice on how to improve your email marketing approach. 

Furthermore, make sure that the email marketing platform you’re using follows all good technical practice recommendations (feedback loop agreements, automatic hard bounce detection and cleaning, technical email identification, and so on), as these will have a direct impact on the emails you send.

9. Your Audience Are Your Customers Not Just Your Email Subscribers

Consider the type of relationship you want to build and maintain with your customers before selecting a suitable tone for email communication. Make your emails more personal to make the relationship feel more intimate, and ‘listen’ to what your users are trying to tell you. 

To do so, you’ll need to set up a reply-to address and make an effort to read and respond to the emails they send you. Instead of assaulting your visitors with promotional offers, try to provide them with some kind of extra value.

Email Marketing Spam Laws

The CAN-SPAM Act of 2003 has made email marketing a little more difficult for businesses, but it has also reassured customers that when they open their inboxes, they will not be flooded with useless or dangerous spam. 

Since the rules were enacted, confidence has slowly been restored, and customers are more willing to disclose their email addresses and other personal information to companies they wish to hear from. So we’re back in the loop, where those addresses you actually own and can legitimately market to are worth their weight in gold.

It’s critical that you understand the legal conditions in order to avoid breaching the law and hurting your clients with your email marketing. It’s $16,000 per violation for every personal email sent, so you definitely don’t want to be breaking the law here.

It’s important to have all of the details since you can miss out on taking advantage of email marketing if you believe it’s too difficult to use. Rules are rules, and they must be adhered to. However, once you’ve gotten used to them, they’re simple to handle.

The CAN-SPAM laws should be counted among the email marketing rules your business should obey. Here are the top email marketing spam laws to be aware of:

1. Your Audience Must Opt In

Oral or written consent can be given by a customer to receive information from you. They can give you this consent by willingly providing their email address on your website.

2. Don’t Use False Or Misleading Header Information

Customers have a right to know who sent the email, thus your “From,” “To,” and “Reply To” fields must all be filled up with your company’s name, or the name of the organization or individual who sent the message. Also, your routing information, including the source domain name and email address should be clear.

3. Don’t Use A Deceptive Subject Line

A seasoned spammer knows that enticing subject lines are the fastest way to hook people in. so you shouldn’t go this route of using extremely deceptive and spammy subject lines in your emails.

The simple rule of thumb is that your subject line should appropriately reflect the message’s content.

4. Treat The Email As A Marketing Strategy

This is one of the major email marketing rules to obey. Most clients recognize an advertisement when they see one, and, as a result, they frequently ignore it. Because of this, brands have devised strategies to be more unobtrusive over time, so that the advertisement or message appears more like a recommendation than an advertisement. 

The CAN-SPAM Act frowns at this and mandates you to inform your clients that the email is an advertisement. It’s all about making sure they aren’t duped once more.

5. Include Your Location

This gives your consumers another way to reach you and establishes trust by demonstrating that you’re a legitimate business. The law requires you to include a real mailing address in your email. 

6. Give Your Audience The Permission To Opt Out.

In email marketing, it’s always about the customer’s choice. It should be their choice whether or not they want to hear from you again, as well as when they decide they’ve had enough. 

Make it obvious in your email that the receiver can opt out of receiving future emails from you and include steps on how to do so. It’s pointless to use small or translucent fonts to hide this message or the unsubscribe links; you need to make it simple for them.

You should also include a return email address or another internet-based method for people to inform you of their decision. There should be an “unsubscribe” option if you give the receiver a menu of options so they may choose which communications they want to receive. Using an email service provider, such as Aweber or MailChimp, has this feature built-in and makes it very simple.

7. Respect The Opt Out Requests

Check to see whether your spam filter is blocking the opt-out requests from going through. Once you’ve received them, make sure to comply with the request within 10 days. Any opt-out method you provide must be able to handle requests for at least 30 days after your message is sent.

You must make opting out as simple as possible, which means you can’t charge a fee, ask for personally-identifying information other than their email address, or compel them to do anything other than a request to opt out. 

You should not sell or transmit the recipient’s data to anyone else after you’ve removed them from your list, with the exception of any organization you’ve hired to help you comply with the CAN-SPAM Act.

8. Forward To A Friend

You don’t have to worry about the CAN-SPAM Act if you include a link that allows the recipient to send the email to a friend. However, if you add a reason for your customer to share it, such as a discount code or a chance to win a prize, you are accountable for the email’s distribution. As a result, you must be extremely cautious about following the guidelines.

9. Keep Track Of Your External Email Activities

There’s no excuse for blaming a mistake on someone else, so keep an eye on any company that handles your email marketing for you. The law applies to both the company that sends the email and the company that has a product to sell.

Types Of Email Marketing

You can include one or a combination of these types of emails in your strategy.


Email newsletters are one of the most widely used email marketing tactics. You may utilize an email newsletter as a small business to deliver valuable information and resources to your readers. 

Create engaging material, such as thought leadership, how-tos, and news about new services/products, to offer value to your subscribers’ inboxes. When evaluating the effectiveness of your newsletter, ask yourself if the material helps you create a relationship with your readers, promotes retention and engagement, and strengthens subscriber loyalty.

Acquisition Emails

Acquisition Emails can assist your small business in acquiring clients who have signed up to receive your emails but have not yet converted. You may demonstrate the value of becoming an active client to the folks on your email list by producing appealing offers and helpful articles. 

Acquisition emails is a good way to move leads through the conversion funnel more quickly, develop your business and generate more income, and target customers who have shown an interest in what you have to offer.

Promotional Emails

Promotional emails are an excellent approach for your small business to increase sales, signups, and introduce new product offerings. You can include offers that tempt and encourage your target to buy a new product or service in your promotional emails. 

You can also use promotional emails to thank loyal customers with special offers, introduce new products or services, and cross-sell products to your existing customers.

Retention Emails

Consider retention emails for your small business if you have any expertise with email marketing campaigns. Your small business can keep the channels of communication open by sending a message asking for feedback or an offer to subscribers who haven’t interacted with your company or email campaigns in a while. Retention emails are a great way to keep your hard-won customers.

Email Marketing Rules Your Business Should Obey: FAQs

Do I need permission to send marketing emails?

Permission is one of the most crucial things to remember when it comes to email marketing, especially for promotional purposes. For opt-in offers and other similar techniques, be sure you have permission from your subscribers. It’s possible that you’ll need to seek authorization twice in some circumstances.

What are the 5 T’s of email marketing?

Content marketing, as we all know, can help you establish your brand, enhance customer engagement, and generate income. These “5 Ts” will make your email marketing game effective: tease, target, teach, test, and track.

What is the 80/20 rule in email marketing?

The 80/20 rule suggests that 20% of your emails will generate 80% of your opens, clicks, and responses. When looking for new subscribers, it’s important to identify which ones will fall into the 20% category.

What are the 4 types of email marketing?

Newsletter, promotional, retention, and acquisition emails.

Final Words

Now you know the email marketing rules you should apply to your business, go on and implement them.

Don’t forget that obeying these laws will give you better results.

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