Email marketing success depends on positive engagement like opens and clicks and in avoiding email deliverability issues such as bounces, complaints, spam traps, and unsubscribes. The simple yet effective do's and don'ts given below will improve your email delivery rates by helping you avoid the common mistakes email marketers do.

Do's

• Create an identity for your business by using your own domain. It helps your leads to gain trust on you.
  
• Establish a good rapport with your recipients and try to get into their contact/ safe sender list.
  
• Sender name is also an important identification factor. Ensure that the alias is either the sender's name or your organization's name to look more genuine and easy for your leads to remember in the event of further communication.
  
• Have a webpage related to your business/domain with all important information so that the user can look out there to get necessary details.
  
• Make sure your domain is authenticated with SPF, DKIM or both. Complying with DMARC policy can be an added advantage.
  
• Ensure that the email campaign is mobile responsive too as many users may try to open it in their mobile phones.
  
• Mention your firm's name and insert logo for adding more originality and trust in your emails.
  
• Follow double opt-in subscription method to add a lead into your list. It is a great way to maintain a clean list.
  
• Keep your mailing lists updated to ensure it consists only of genuinely interested leads.
  
• Frame an email subject line which is enticing, crisp and to the point (preferably 4-6 words). Check out on few tips to get a safer email subject line.
  
• Personalize your email campaign to suit your leads. This does impact on opens and clicks.
  
• Ensure to add one or more clear call to action buttons in the email content to increase the click rates.
  
• Include images in your email but make sure you add textual content as well (if the display of your image fails, it'll help your leads understand that it's not a blank email). A proper image-text ratio gives higher reach to your campaign.
  
• Check if you have included valid URLs in your campaign. It is wiser to avoid shortened URLs.
  
• Highlight the unsubscribe link to the user as per the CAN-SPAM act.
  
• Keep an eye on email campaign to check out open rates, click rates, bounces, opens based on locations and so forth.
  
• A/B test different versions of your email campaign before you send out to all the recipients.
  
• Reengage with your leads but with reasonable time intervals to evade a spam label.
  
• Make it a habit to see the outcome of your email by sending test mails within your organization.