Do’s and Dont’s of Email Marketing

Despite the potential, we at times tend to take this lightly, email marketing is the one of the most effective marketing used by 87.5% businesses, enterprise and service provider to send and receive emails. This is the safest and secure way to stay connected to existing clients and also reach out to potential ones. The recipients take action, engage, revert in a manner that generates sales and leads way for future engagement too.

A responsible marketer will ensure his actions and strategies are well implemented so he can achieve the desired result and provide close net support for his clients marketing initiatives. In doing so, your clients start to trust you and this leads to positive results and recommendations.

FACTS

According to the most recent statistics, emails are proven to be the most used communication medium and the data below proves that right and this is achieved by a well-planned Email Marketing structure.

Why do we need email Marketing?

The global market is flooded with smartphones, mobile apps, convenient apps and various digital innovations –yet email is the most sought-after medium of communication. If we explain in layman’s term. Email marketing is probably the most affordable, customized and simple option to reach the right audience.

Knowing email as the most powerful mode of communication, it is imperative to understand, whatever marketing strategies we implement to boost this, the truth is every email marketing campaign is not going to be a hit. So What should be done differently to ensure email marketing generate positive output.

Well, you need not be a scientist or a researcher to find the solution as to how we can make email marketing success- it can be just a simple idea and few important elementary do’s and don’ts that we need to follow

With this target in mind, we share our 10 most important do’s and don’ts that has yielded positive results for many.

Do’s

#1 Identify your target audience for the email marketing campaign

The first step to successful email marketing is to have a clean and updated database. If you want to reach to a certain segment, you must make it clear who you want to target. This involves good homework at your end to keep the email contact list updated and sorted.

#2 Identify the purpose of the email

Before sending an email, one has to decide the purpose of the email. Is it for product information, product relaunch, confirmation, approval notification, reminder or even renewal of the existing subscription? A purposeful mail always yields the result

#3 Email content must be short and focused –

At a time when our workload presses us against the wall, we hardly have time to go on reading long emails. Make sure your email content is short and focussed. The smart way of starting content is to create an anchor point that will engage your recipient and will keep them connected. Keep your email personalized as they will feel important and build an emotional connect- Use their name as this helps make good emails successful.

#4 Use the smart catchy subject line

Smart and catchy subject lines always grab the readers attention, even if the recipient is viewing the mail on his mobile, the recipient gets tempted to use to click and open the email. Too long and two short subjects is not preferred. Use simple content which anchors the subject.

#5 Use smart technology tools

Smart and technology tools boost email marketing tremendously. Useful tools such as software integration, automation templates, and analytics are all instrumental to send promotional mailers, segment your audience and plan to send emails based on the demographics. Finally plan all updates, mailing schedules and response mechanism based on the campaigns.

#6 Collect relevant data and ensure apt followup

Remember the data collection; analytics from clients is a sure way to plan and build your future email campaigns. It is also beneficial to follow up with your clients to receive their feedback. This helps plan your business better

#7 Maintain confidential recording of client’s coordinates

Try not to breach any confidential rules and regulation. If your client shares any personal information, you have to make sure to secure it and not share with any third party. The subscriber trusts you and hence shares the details.

#8 Personalize the initial lines

Remember when you start the email, personalize the content with a salutation-this click a connection immediately and the reader gets engaged. Generic salutations look boring and personalized. Addressing your potential customers by name builds a connection and engages your subscriber.

#9 Set goals and milestones for each campaign

To experience the successful yield of your email marketing campaigns, you must set your goals right –well in advance.Identify what is it that you want to achieve? What steps will you require to achieve this? Start with inviting new subscribers, accelerate engagement, offer value-added services to clients and prospective leads and try to reinstate dormant subscribers with information about services and products you want to offer.

# 10 Influence through word of mouth

If reviews, feedback and client testimonials you received for your products and services are included in your email campaign –it breeds a sense of confidence and trust for your subscribers. Happy clients lead to more happy clients.

Don’ts

#1 does not send lengthy mail

Planning an email campaign, try not to send stretched content which turns off all possibilities of the subscribers. Long and cluttered content is a strict no-no. Be very specific and ensure the content framing is well planned. A wrong message format and overused words can have an adverse effect.

#2 Do Not bombard your subscriber with multiple emails

When a subscriber accepts to receive your emails, notifications and updates, plan a schedule of sending emails. Try not to send more than 2 emails a month. It is advised to send 2nd email after 3 weeks of the first email –this invites positive reverts and action from the client.

#3 Do Not avoid opt-out option

Never ignore using Opt-out option or link to facilitate subscribers an easy way to opt-out. In case they do not find the option, they tend to ignore and at times tag them as Spam Mail. This impacts the sender score.

Remember to use the Out-out option without fail.

#4 Do not forget to include a CTA in your email

Using a call to action invites subscription and it has proved to be more compelling and engaging for users. Many times not including a Call-to-action has proved fatal.

#5 Do not sell your subscriber’s email address

This is illegal and a breach of trust. The subscription permission that your subscription gives you is just for a specific use, selling, sharing it with a third party can cause consequences.

#6 Do not use triggered words

Using the right headnote in the header section draws the viewer’s attention straight on. If you are planning a promotional campaign or a product promotion, you must remember to use the right header. Never use misleading or trigger words as these tend to upset the subscriber

#7 does not try and pitch in any offer right at the start

While email marketing campaigns are meant for promotions, product launch and keeping the client connected, it is also important not to stuff with a lot of content and be pushy with offers or pitch your purpose straight away. Useful information, engaging content and surveys and polls boost the purpose.

#8 does not use too many images

Over 87% of the viewers use mobile to views email and since the data usage is limited, it is advised not to use too many images which takes in a lot of time and proves unsuccessful.

There is a possibility that your email will never be opened and read.

#9 does not forget to add a physical address to your email

Including a physical address to your email authenticates it to be a real email. Of course, this does not mean you will add your home address for the world to know whom they are dealing with but a valid PO BOX is enough to validate your email.

#10 doesn’t leave your email list unattended for long

It is a general tendency for people to change their job, career and these results in new email addresses. Continuing with a badly managed email list can impact negatively.

Try to regularly update the email list and reduce bounce rates.

Email marketing offers a variety of options to facilitate email marketers to reach their subscribers and keep them connected and well updated.

The purpose of your email marketing campaign must be well supported by a strategic plan, well-thought schedules, right and engaging content with a direct line of communication with the targeted audience.

One simple error can wreak havoc on your sender score and reputation, draining all your efforts down, do keep the do’s and don’ts list handy while you embark on your email marketing journey …