CMI Shares 19 Do’s and Don’ts of Email Marketing

In 2024, email marketing is increasingly personalized, leveraging AI to deliver hyper-targeted content. It’s a crucial tool for nurturing customer relationships and driving engagement through tailored, data-driven campaigns.

Content Marketing Institute contributor Ann Gynn has published an article featuring 19 do’s and don’ts of improving email marketing.

She says, “Email presents a marketing benefit unavailable on any social media channel: Your brand can show up directly in your audience’s inboxes whenever you want.

But to gain email’s true advantage, you don’t just hit the send button. You must do the things that attract audiences to open, read, click, and act.

To help, the experts presenting at Content Marketing World share 19 do’s and don’ts to improve your email marketing:

1. Do see its true value

It’s tempting to see email as a traffic-driving channel intended to send folks to our site, social, or elsewhere to get value. I highly recommend inserting more into the email for actual value so that there’s self-contained value in any email they open, which creates an added incentive to open it. — Melanie Deziel, co-founder, CreatorKitchen.com

2. Do the upfront work first (and don’t presume)

Front-load the value, remembering (with few exceptions) that what you are presenting, offering, hosting, or writing about is not what’s valuable to the owner of that inbox.”

Make an Open-and-Clicked Case: 19 Do’s and Don’ts To Improve Your Email Marketing