Buying email lists
Purchased lists damage deliverability, breach GDPR and produce terrible engagement. Grow your list organically with consent, it's slower but it works.
Sending everything to everyone
A single blast to your whole list gets ignored. Segment by interest and behaviour, and send relevant content, open and click rates rise sharply.
Ignoring consent and unsubscribe
Hard-to-find unsubscribe and unclear consent hurt deliverability and risk GDPR fines. Make opting out easy and keep consent records.
Frequently asked questions
How often should I email my list?
Consistency beats frequency. A regular cadence your subscribers expect (weekly or monthly) outperforms sporadic blasts.
What's a good open rate?
It varies by industry, but 20–30% is typical for small business newsletters. Focus on trends and clicks, not just raw opens.
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Written by Darren Dudley
Experienced practitioner1 July 2026