April 10, 2020

Do’s and Don’ts of Email Marketing for WordPress

Emails play an important role in promoting and selling a company’s products or services. At the same time, it helps develop strong relationships with customers.  

Although Email is an old strategy used by marketers, it has worked over the years. In addition to its simplicity and reliability, email marketing also has the potential to give higher ROI. 

But, Email marketing can be tedious especially when you have a long mailing list.  Thankfully, WordPress has various email subscriptions and marketing plugins that make email marketing a simpler task. 

Making it possible to create great Emails right from the WordPress dashboard to help develop strong relationships with customers.  These relations foster brand loyalty, customer retention and customers may even become brand ambassadors.

But, even with plugins to do most of the heavy lifting you still have to do it right. 

This article will look at the do’s and don’ts of email marketing. These will help you follow Email etiquette for optimal campaign results. 

Do's and Don'ts of Email Marketing for WordPress


  1. Send Professional Emails
    Professionalism makes your subscribers highly regard your brand. For professional emails use a clear subject line, add images, include meaningful links, use a readable font, and include a clear call to action.
  2. Personalization
    Automating makes the task of emailing easy. However, it’s important that you personalize the emails as much as possible. For instance, instead of using “Hi subscriber” use HI <first name>, where you get the names from your list of subscribers. Also, include this as part of the body of the message to make it sound less robotic.
  3. Automate
    Email marketing helps build a relationship with your connections and generate more leads. However, it also takes up a lot of time, resources and energy. You may also spend too much effort only to end up with poor conversion rates. Automation helps to increase efficiency, know open rates and streamline processes. This makes automation the best option for optimizing your email marketing process.
  4. Segmentation
    Group your customers according to their interests, age or location. This will help you manage emailing lists, promote the right products to the right group, and avoid sending irrelevant emails.
  5. Grow an organic list through a subscription form.
    This gives you a guarantee that the subscribers gave their contact details willingly and are interested to learn more about your products and services. Always remember to send a welcome message to your new subscribers immediately to set the tone for future messages.
  6. Choose the right time to email
    In today’s connected world it’s highly likely that you have subscribers located in different time zones. In such cases, you need to send out emails according to their time zone. To make this easy you could use a WordPress plug that includes a Time zone-based scheduling feature such as the PushAlert, MailPoet, and MailChimp.  
  7. Use multiple sign-up forms 
    Placing multiple sign-up forms in different locations of your website will help increase the chances of more sign-ups. 


  1. Not having a plan
    A specific marketing plan will go a long way into helping you achieve your marketing strategy. Failing to have a plan will only lead to wasted time and resources. This means that you need to plan out days and times to send your emails. Random emails would not keep your audience hooked. In case you run out of inspiration or content to send, avoid sending filler emails just to keep up with your plan. This may result in users unsubscribing from your emails because of not-so-interesting emails sent. 
  2. Don’t use the blog subscription tools like an email list
    WordPress comes with plugins such as the Jetpack or the Feedburner service that enables sending of blog posts through email. Avoid using this as an emailing list as you do not own the contact list. Such tools also don’t help in capturing more email subscribers. 
  3. Don’t start late
    Most people want to focus on content creation and SEO strategies and put email marketing in the backseat when starting up a WordPress project. Note that email marketing doesn’t have to wait until you have a lot of readers to start asking them to subscribe. Think of it as a way to engage users immediately when you start a new project, lest there are those who will just visit and never come back.  
  4. Don’t ignore mobile users
    Today a lot of people check their mails on the go using their mobile phones. Failing to consider such users will only result in high bounce rates. 
  5. Fail to clean up your e-mailing list
    When people unsubscribe to your emails and you fail to update your lists, you could be damaging your brand reputation and deliverability.
  6. Don’t spam 
    Never send emails to people who haven’t given consent. They will only block you. This is not good for your brand reputation. 
  7. Don’t treat all your subscribers the same
    Failing to segment your subscribers by age, location, and interests will mean that you only send one email to everyone. This will only mean you will not catch the attention of the subscribers well. 
  8. Don’t ignore Google Analytics
    Google Analytics is a powerful tool that can help you make effective marketing decisions. This is because the tool gives you insights into the location of your target audience. You can use this data to make an emailing list. 
  9. Don’t buy emails
    It may sound easy that someone sells you a list of emails and saves you from the task of collecting emails. Unfortunately, some of these emails may not be real. And worse it could be people not interested in your service or products. So, this will only be killing your whole email promotion efforts.  
    Assuming the emails bought are real, you risk being marked as a spammer since these people didn’t subscribe willingly. 

Final words 

As a marketer, an awareness of the do’s and don’ts of WordPress email marketing will save you a lot of time and raise your conversion rates. 

Keep in mind that to succeed in modern marketing one must be in touch with the existing and potential customers and email marketing provides a good option.

Disclosure: Some of the links in this blog post might be affiliate links. When you purchase through a link on our website, we receive a small commission, at no added cost to you, which helps us run Epitrove and keep producing great content. This does not influence our recommendations; we only recommend products we work with or love. Thank you for your support!

Alice Njenga


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