How to Send Emails Your Subscribers Love: 12 Email Marketing Do's and Dont's


When you’re new to the online business world, email marketing can feel a bit scary and overwhelming.

You might have questions like: How often should I be emailing my list? What should I talk about in my emails? Should I include links to my new blog posts in my emails?

We'll cover all of that and more in today’s post, as we dive into my 7 do’s and 5 dont’s of a solid email marketing strategy that moves the needle in your business. Let’s jump in!


This post contains affiliate links for products I love. If you purchase a product through my link, I will receive a commission at no extra cost to you. Thanks for your support!


My 7 email marketing “do's”

Just like your social media and blog content, your emails should always be focused on helping, educating, and inspiring your subscribers. By showcasing your expertise and building up trust and a personal connection with your newsletters, you’ll make sales more easily and authentically when it’s time to promote something.

Here's how to knock your email newsletters out of the park!

1. send emails regularly and consistently.

Once a week is a great starting point and what I generally recommend. If possible, try to send your emails on the same day and at the same time each week so your subscribers know when to expect them.

2. be consistent with your visuals.

Stick to your brand's style guide in terms of colors and fonts. Your emails should look relatively similar from one to the next so your subscribers get used to your aesthetic and immediately think of you and your website when they see your email.

3. use images in your emails - but not too many!

Big chunks of text can be boring, so break them up by adding relevant and branded images to emphasize your points and make your emails look better.

4. create a fun name for your email list.

One of my favorite weekly newsletters is Melissa Cassera’s "O.M.G. - Original Melissa Goodness". I love that. So much better than "Melissa's Weekly Newsletter", right?

5. build a sense of community amongst your subscribers.

Your subscribers all have something in common — an interest in whatever your niche is — so you have a starting point to work from. Why not create a Facebook group for your email subscribers? Or start a Twitter chat? Anything to connect people and bring them together!

6. ask for feedback and start a conversation.

Don't just assume your subscribers are enjoying the content you're sharing with them in your newsletters. Send out polls and surveys every so often and ask your readers what their favorite topics to learn about are, what they struggle with the most, and how you can improve your emails to serve them better. At the end of each email, ask an open-ended question and encourage your subscribers to hit “reply” and send you their answer.

7. include bonuses, freebies, and discounts.

Your main goal with your email list is to provide extra value for your subscribers — that is, things that they can't already get on your website. And freebies are a great way to do that! 

Related Read: 5 Steps to Creating an Opt-In Freebie Your Audience Goes Crazy For 

You can also try pre-selling your newest product to your email list before releasing it to the general public, either for free or at a discounted price, as a way to show your subscribers how much you appreciate them. 

My 5 email marketing *dont’s*

On to the not-so-fun part. Here are five things to avoid doing in your email newsletters...

1. DON'T talk to your subscribers like "clients" or "customers".

Talk to them like they're your friends, because that's what they are! Use your brand voice and be friendly and relatable. You don't want to sound overly professional and stuffy, or worse, like a total robot. 

2. DON'T just re-hash your latest blog post. That's boring!

You might think that an RSS feed is the easiest way to generate content for your email list, but that's not providing any extra value for your subscribers beyond what they can get on your website.

The best newsletters teach extra content that wasn’t already covered on your blog. 

Go the extra mile! Share a bonus tip that wasn’t included in your recent blog post in your weekly newsletter. Give your email subscribers a content upgrade you created just for them and nobody else. Trust me, they won’t forget it!

3. DON'T constantly pitch your products in your emails.

If you want to use your email list as a way to earn income, you need to spend at least 70% of your time educating your followers. The other 30% can be devoted to selling or "pitching", as long as you keep it genuine. Focus on how your paid offerings will benefit your subscribers instead of thinking about how their money will benefit you.

4. DON'T send all of your subscribers the same emails.

If possible, you should segment your email list so that different groups get different email from you.

As an example, let's say that half of your subscribers are interested in one specific topic you teach about (let's call it Topic A), but the other half isn't all that interested in that topic. They’re more interested in Topic B. I

f you send all of your subscribers a bunch of emails about Topic A, the second half might unsubscribe because your content isn't relevant for them. 

If you use ConvertKit (*affiliate link), you can send different emails to different groups of subscribers by tagging people when they complete a specific action — such as opting in to a freebie or clicking a certain link in one of your emails.

5. DON'T stress about it!

Every email you send to your list doesn't have to be a Pulitzer Prize winner. Have fun with it! Be chatty. Be yourself. And don't feel like you have to write a thousand words in order for your emails to be "worth it." Just be you and have fun!  

So there you have it — my 12 email list do’s and dont’s for sending epic newsletters your subscribers will love. Have you started your email list yet? How do you feel about sending regular newsletters to your list?