DO DON’T Segment your lists Send the same email to everyone Add value Push a sale on your prospect from email one Keep your emails short Send confusing essays Use a friendly, conversational tone Use confusing jargon, formal language or write like a robot Personalise your emails by using Make your email too generic merge fields Make it all about how you can help Make it all about who you are and your prospect how great your product is Make your CTAs clear Include too many CTAs Use short, clever subject lines Use long subject lines that include numbers or spammy words Use text-only emails for sequences Overload your prospect with images, GIFS and videos Embed links over words like ‘Our Include open links and tell a website’ or ‘here’ prospect to click on it A/B test Stop testing and bin your campaign Provide exit routes in nurture Send your recipients content they programs for the unengaged don’t want over and over Proofread. Does it sound like you’re Overuse exclamation marks and a human talking to another human? spammy words Include an unsubscribe button Trap prospects in never-ending nurture campaigns Track metrics Continue doing the same thing without optimising your campaigns The ANYTHING BUT BASIC guide to email marketing / 41