10 Do’s and Don’ts When Writing Emails and InMails


10 Do’s and Don’ts When Writing Emails and InMails


  1. Never use “dear” or “hello” when addressing someone you don’t know well.
  2. Avoid polite text such as “I hope this email finds you well”; you’re writing to someone who doesn’t know you, so just cut to the chase.
  3. Don’t write a long message. No one will spend more than 10-15 seconds on your message, so try to be as clear as possible.
  4. Don’t send marketing emails from outlook! This is a big no-no. Give your audience the option to unsubscribe by clicking on a link (and NOT by replying).
  5. Never send the same exact email twice. If they don’t react to the first email, alter your message and try creating a sense of urgency.
  6. Don’t put more than 1-2 links in an email. The more links you include, the greater chance they will click the unsubscribe link.
  7. Try to avoid hard selling emails. Engage with people first by showing them the opportunity that comes from their problems or difficulties.
  8. Don't send emails just for "the click". Focus on your content and try to create value for the target audience.
  9. Don't neglect your subject line! Also, don’t use words that are known as “spammy” words, avoid writing complete words in capital letters, and avoid "!" (spammy subject lines often include things like "special offer”, or “download our latest ebook").
  10. Avoid using a general signature such as “marketing team”. Use a personal signature with your title.


  1. Make it personal – use “Hi” at the beginning of your message and add the lead’s first name.
  2. Use line breaks when needed, as large amount of content looks spammy.
  3. If you’re sending an email, use normal font colors, normal font sizes, and a normal font-family – have you noticed that most of spam emails look more or less the same?
  4. Talk briefly about the problem and state that the solution/opportunity is here (“click here to see”).
  5. Build a smart journey for your leads so they will engage with you.
  6. Track your success, using UTM parameters and other tracking methods in order to see the results of your efforts. If there’s no tracking, there will be no success.
  7. Think ahead – what happens next? Always consider using gated content, so your leads will have to do something (fill out a form, or even just click a button) to get what you are offering them.
  8. Target your audience. Send emails only to people who might have an interest in your product or service.
  9. Consider using A/B test in order to determine the effectiveness of several versions of your emails.
  10. Use a catchy subject line! Give serious thought to it, because this is your first impression and this will decide if your clients choose to open your email.

Bonus - make sure that the unsubscribe link has the same color like the email text and not the blue link color

Good luck,

Ronen Wasserman, Marketing Automation Expert

Responsive Online Marketing


Ronen Wasserman
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Re: 10 Do’s and Don’ts When Writing Emails and InMails

Hi Ronen,

Could you give a little more detail on your #1 Don't vs. your #1 Do? I may be missing it but they seem to contradict each other.

Thank you.


Re: 10 Do’s and Don’ts When Writing Emails and InMails

Hi Devin,

It is a little bit tricky. Using "hi [first name]" is personal but not flattery - It is like you introduce yourself to someone: "Hi Jim, I'm Ronen".

Words like "dear" reserved for people to people who have previous relationship with them.


Ronen Wasserman