The 10 Commandments of Email Marketing Success (Part 1)

Introduction

When it comes to building a thriving, profitable email marketing business, there are certain unbreakable “commandments” that can make the difference between mediocre results and a $10,000-per-month revenue stream. In this two-part series, we’ll explore 10 essential rules you simply can’t afford to ignore if you want to scale your business. By following these guidelines, you’ll not only cultivate a loyal subscriber base but also boost conversions and long-term profitability.

For more foundational email marketing strategies, you can check out additional resources on the OptinWizard blog.

Let’s dive into the first five commandments!

Commandment #1 – Thou Shalt Not Stop Building Thy List

Key Point: Your list needs constant growth to prevent stagnation.

1. Create Valuable Freebies: Offer compelling lead magnets (e.g., a free report or cheat sheet) that entice people to opt in.
2. Promote via Social Media: Generate buzz around your brand on platforms like Facebook, LinkedIn, Instagram, or Pinterest.
3. Collaborate & Affiliate: Partner with other marketers through solo ads or affiliate promotions to tap into new audiences.

Why It Matters: A steady influx of new subscribers translates to more people seeing your offers, which directly boosts your sales opportunities.

Commandment #2 – Thou Shalt Mail Thy List Often

Key Point: Consistency is crucial—aim for at least three emails a week.

• Regular Updates: Keep your audience engaged with new offers, discounts, and insights.
• Storytelling: Share short anecdotes, then segue into a relevant product or offer.
• Educational Content: Provide tips, tutorials, and problem-solving strategies alongside an offer.

Why It Matters: By emailing consistently, your subscribers get used to hearing from you and are more likely to open your emails and remain engaged.

Commandment #3 – Thou Shalt Mail the Unopens

Key Point: A significant portion of your subscribers might not open the first email.

1. Resend with a New Subject Line: Entice unopened subscribers by testing a fresh, more compelling subject line.
2. Change the Timing: If your initial email went out in the morning, try the afternoon or evening for the resend.
3. Leverage Autoresponder Tools: Most major autoresponder services allow you to target subscribers who haven’t opened your emails.

Why It Matters: Following up with unopens can easily increase your click-through rate and revenue—without added cost.

Commandment #4 – Thou Shalt Clean Thy List

Key Point: Remove inactive subscribers to maintain high deliverability and reduce autoresponder costs.

• Give One Last Chance: Send a re-engagement email asking if they want to remain subscribed.
• Remove Non-Responders: If they still don’t open, it’s time to let them go.
• Better Results: A clean list means more accurate data and improved deliverability.

Why It Matters: Keeping unengaged subscribers can harm your sender reputation and skew your metrics, making your campaigns less effective.

Commandment #5 – Thou Shalt Be DKIM & DMARC Compliant

Key Point: Technical setup matters for deliverability—especially when sending larger email batches.

• Follow Autoresponder Instructions: Check your email platform’s documentation (e.g., AWeber, GetResponse) to set up DKIM and DMARC.
• SPF Records: While you’re at it, ensure your SPF (Sender Policy Framework) records are properly configured.
• Once and Done: After initial setup, your domain remains compliant for all future campaigns.

Why It Matters: Proper authentication helps keep your emails out of spam folders and ensures they reach your subscribers’ inboxes, boosting engagement.

Conclusion

By applying these first five commandments, you’re already paving the way for a more robust, higher-earning email marketing business. But don’t stop here—there are still five more commandments that can make or break your success.

Stay tuned for Part 2, where we’ll cover advanced tips on automation, split testing, segmentation, crafting a welcome series, and ensuring your emails look great on mobile.

Do these commandments resonate with your email marketing experience? Share your thoughts in the comments below—we’d love to hear your feedback and any insights you have from your own journey.