I get this question a lot from people who have just finished an online email marketing certification. They want to know how they can avoid the mistakes some of their colleagues make in writing and sending out emails. This, I believe, is one of the most straightforward questions to answer because it comes with its very own set of dos and don’ts.

I’ve prepared a quick step-by-step guide for you.


1. Always speak in the second person

i.e., ‘you.’ Keep it professional and educational, not gossipy or promotional in any way. Avoid phrases like “Hey there” since that might insult your readers with its casual tone.

2. Use bold letters to highlight what you consider essential.

It will add more meaning to your content without affecting readability so much (i.e., they won’t be distracted by the emphasis). Don’t use too many of these, though; just two or three keywords should do. This is also known as the Emphasis Method; some email marketing software has this feature built-in.

3. Never leave a subscription field

(that is, the first box you fill in when you want to subscribe) blank if it’s required. Leaving that space either empty or with no text will make your readers feel like they can’t go ahead with registration since you haven’t given them an option to do so. On the other hand, by filling it out, even if you’re putting tick marks or x’s where there are supposed to be letters, you give the impression of neutrality and thus encourage people to go on.

4. Keep paragraphs short.

People skim emails these days; having one long text block won’t help since they will skip the whole thing. So instead, use sub-headings to separate your points and guide people into reading each part on its own.

5. Always keep your email personal

Do not use a template or have it come from some nameless place like ‘Mike’s Promotions.’ It makes it seem as though you’re doing mass mailings instead of individual work, so take a little time out to add at least one sentence with more details about yourself – where are you from? On the other hand, don’t put too much personal information either because readers might feel uncomfortable or wary if they know too much about you (i.e., what you plan to do with their email addresses).


1. Don’t leave large spaces or unnecessary gaps between paragraphs. It just makes your email appear disorganized and hard to read. 

2. Don’t include too much personal information about yourself or any colleagues at all unless that is what your email is about since people might feel uncomfortable reading personal stuff they weren’t supposed to know in the first place.

3. Don’t write your email in all capitals; it may be OK for serving customers at a pizza joint or screaming for help across a desert island, but not so great for sales emails.

4. Graphic elements such as images, icons, logos, and emojis can be used to add visual appeal to your email, but don’t overdo it.

5. Always keep about the same length for all emails. It may take some time to gauge what works best if you’re new on this, so do a few tests around different sizes (from very short to longer ones) and see which get the best response rates. Just make sure whatever you go with will fit into people’s inboxes no matter where they are in the world!

What Number of Emails is Unsubscribes Normal?

Email marketing certification training is still essential for companies looking to develop a formal email marketing strategy. For example, a properly executed email campaign, one with good email frequency and without a high unsubscribe rate.

This article will attempt to explore how many email unsubscribes are within your email list. Is it normal? If you aren’t familiar with this term, then let me explain. It’s widespread for those running an email marketing campaign to see a certain percentage of people unsubscribe from their emails on occasion; this is why we say un-subscribed or opt-out as opposed to just unsubscribed because most likely they never fully opted in the first place and were added to the list automatically by using a third part company like MailChimp or ConstantContact, this is especially true with those who are running an email newsletter.

What Does Unsubscribe Mean?

This term refers to an individual clicking an unsubscribe link within your email that says “Unsubscribe.” Every time you send out emails, click trackers like Google Analytics will tell you how many people clicked the link in question and which page they clicked from, so these stats can be used to determine if someone has unsubscribed from your email list or not. Of course, this doesn’t mean that they will no longer receive any future emails by clicking the unsubscribe button. It just means they will no longer receive email updates from that particular sender.

What Causes People to un-subscribe?

Well, there are several reasons why someone might not want to continue receiving your emails anymore, but it stems from them feeling either bored or annoyed by the content you’re sending out. Other times it could be that your emails didn’t keep up with their interest level and stayed relevant, meaning they became irrelevant fast, and this is a big one; Always try to stay ahead of the curve by being as current as possible in terms of topics, trends, etc. although if you like then spamming out stuff that has nothing to do with what’s going on doesn’t help anyone.

Why is My Unsubscribe Rate High?

There are many reasons why your unsubscribe rate is high, but you need to make some simple adjustments in your email marketing campaigns to fix the problem. When a subscriber opts out of your emails, they will not receive them again, and at the same time, they may also report it as spam if they aren’t happy about it. This way, your email marketing reputation will be affected.

If you want to learn how click-through rate is calculated, u can check out our latest article!

Has your call to action on the landing page been effective?

It would be best if you made the message eye-catching to not bore people by only throwing statistics into their faces. Content needs to look great visually and also to stimulate enough for the reader.

Sometimes, headlines or subject lines can be misleading, too; don’t promise something you are not about to deliver. The objective is to make email subscribers stay and read , so the first paragraph should keep them reading up to the end.

If you use different time intervals for sending emails (such as daily) or a gap between campaigns (you don’t send emails out regularly), it may not be evident for readers. They might opt out without even opening an email. Keep things consistent; otherwise, you won’t get the best results…

Email frequency is fundamental. Too often will cause subscribers to opt-out of your list, and too little (not being relevant enough) will be boring to them over time…

How do You Calculate Unsubscribe rates?

Unsubscribe rates are a statistic used by email service providers to determine the quality of your list. The unsubscribe rate is the number of subscribers who are asked to be removed from your mailing list during a given period, compared against the total number of subscribers in that period.

Accordingly, If you have an unsubscribe rate of 50%, then half of your subscribers are asked not to receive any more emails from you.

Therefore, please don’t ignore this number because it indicates that some people will not open or read your email message and might even consider using spam filters on their computer or webmail account.

Email marketing service providers use these stats as one factor considered when determining how they display a sender’s reputation (this may influence the delivery of an email message, the sender’s position in search results, or other services to which the sender has subscribed).

The basic formula used by ESPs is a Total number of unsubscribes / total number of active subscribers * 100.

In your case, you will get a simple answer like this :

Your Subscribers list is 5,000 persons. You have sent 100 emails from this subscriber list, and from these emails, two people unsubscribed from your email list. So your percentage will be: 2 / 500 = 0.4%


I hope that these tips help reduce your email unsubscribe rates, but I must point out that you have to keep testing and improving.

Please take a moment and share this article with others if it has helped you out! 🙂 You can also start sharing your advice in the comments section below… 🙂


A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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