Dos and Don’ts of Email Marketing to Avoid Being a Spammer

Evinex Blog Dos and Donts of Email Marketing to Avoid Being a Spammer

Email marketing is one of the most targeted and cost-effective marketing methods of gaining brand awareness and improving sales conversions. By sending useful information on a regular basis, you can stay in touch and build relationships with customers and prospects. However, the most significant issues of email marketing are that you can quickly become a spammer. You may already send spam emails if you don’t know what makes your email spam.

Check your email contents over time before sending with this Dos and Don’ts list below.

Dos and Don’ts of Email Marketing


  1. Apply a Double Opt-In Option

    Getting permission to send emails is critical. Apply a double opt-in option, and you will have much fewer troubles, and you can better target the people who really have interests in your business than one time opt-in. This will help you to avoid unnecessary complaints, and it will be able to measure the results of your email marketing correctly. Moreover, it will improve the open rates and the conversion rates!

  2. Allow Subscribers to Unsubscribe Your Emails

    You must provide the unsubscribe link to your emails every time. If you don’t have it, people will put a label on your email as junk, and it will harm your business reputation. Make it easy to unsubscribe because it is also for you. The worst case is that they don’t unsubscribe and they move your emails to a trash box. Besides, you must remove them from your list as soon as possible when you receive their unsubscribe reports.

  3. Ask People to Whitelist You

    To have a better relationship with a subscriber, it is best to ask people to register you in their contact list to avoid being a spammer. You can ask when people subscribe to your email list like at the “Thank You” page or in your first email. I highly recommend you to ask it more than once in your emails at an interval of a specified period in case they missed it or forgot. It’s better than nothing.

  4. Segment Your Email List

    Each subscriber has a different level of the engagement and business with you. You may have other things to say to who have contacted you and have used your services, compared with who are just receiving your emails. Segmenting your email list and dealing with each stage, will develop a better relationship and send the emails that fit their needs. Check out “6 Smart Ways to Build an Email Marketing List.”

  5. Think About the Frequency

    It is true that sending emails too often accelerates subscribers to unsubscribe. You might mean to be useful and earn worse results instead. Don’t drive away your subscribers because of the frequency. On the other hand, if you rarely send emails, people will forget about you, or it will discourage them stay subscribed. Send emails a maximum of once per week and a minimum of once per month.

  6. Add Alt Texts to Images

    Using alt texts is not only for SEO, but it is also for subscribers who don’t have a good internet connection. You need to add alt texts to images in emails in case your pictures are not downloaded, or they failed to display correctly. Without alt texts, subscribers cannot understand what your image file is and may consider your emails as spam.

  7. Consider The Image (Link) to Text Ratio

    Not having any images is the safe way, but it doesn’t attract subscribers via texts only. Use the minimum amount of pictures in an email and do not deliver any words on pictures without explaining what it is. In addition, it is same to links. Most spam emails tend to contain a lot of links to increase the possibility of being clicked, so your email might be labeled as spam if you do.


  1. Don’t Purchase Email Lists from Others

    If you buy email lists from related business to you to build your lists quicker, they may be your exact targeted audience, but they may feel discomfort to your emails. Maybe you can get permissions from them to send emails, but you must gain your own email list by yourself to have a healthy business.

  2. Don’t Use All CAPs and Special Characters

    The subject must be attractive enough to get people to read your contents, but it doesn’t mean that you need to decorate texts. All capital letters and special characters including $*!#~ are easily recognized as spam. Especially in the subject line since the possibility that your email will end up in being not opened is high. Also, you should be careful with text colors. It is useful to emphasize certain words, phrases, and sentences from the other texts, but the overuse makes it hard to read.

  3. Don’t Forget About Spammy Keywords

    There are a lot of spammy words you have seen. For example, “Free,” “Guarantee,” “Click here!,” “Make $,” “Buy Now,” etc. These familiar words are considered as a spam, so you may like to use some in your emails, but you should avoid them especially in the subject line. Use unique words to differentiate from spam and attract subscribers.

  4. Don’t Include Blacklist Links

    Although social media prefer shortened links like because of the limit of the number of characters, you shouldn’t include the shortened links. Some of these services are already in a blacklist of spam, so your email might be judged as spammy. We suggest you show the original link. However, this only works if your domain history is clean.

  5. Don’t Hide Who Sent Emails

    Do you mention your name in the content? Showing the personality helps subscribers feel more close to your company, and it will develop a better relationship with you. Make it clear who sent emails! Also, think about designing emails with your branding elements. Subscribers will know who sent without looking for the sender and it will impress your company/brand stronger.

Finally, analyze what makes subscribers unsubscribe, particularly when some of your subscribers report issues or unsubscribe. Or try a spam check tool. It will help you understand what to do for the future emails better!

Do you have any rules for email marketing? Let us know your strategies in the comments below!

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