Email Marketing Strategies: The Dos and Don’ts

Here are some of the dos and don’ts of email marketing

Permission-based email marketing is an important aspect of promoting your business, driving more traffic to your website and developing a network of regular clients.

This marketing tool should not be overlooked as a good, cultivated mailing list allows a company to reach out to the right people with the right offer.

You get a steady online market for your products and services and the people get timely information on offers they are interested about, without having to lift a finger and everybody wins.

But there are some rules to the online email marketing game, and following them is what will set you apart from desperate small business owners, Taiwanese factories and Nigerian Princes that rarely get past the spam filters.

ask people for permission

Do: ask people for permission

If you have a well-designed website, and some truly good offers, be they in the form of services or items for sale, and you ask people to sign up to your newsletter or email updates on special offers and discounts, there is a good chance that they will play along.

This way you earn some devoted fans and you can begin to slowly, but surely develop a mailing list of clients you know are willing to spend their money on what you have to offer.

Do: Segment your email database

If you want to achieve true personalization, you should segment your email list.

Segmentation helps you to target prospects based upon their needs, demographics and interests. 

Targeted emails result in higher click through rates.

It goes without saying that if someone is interested in a topic, they will spend more time reading it.

You can segment your audience via a number of methods.

This could be:

Age

Demographic

Marketing persona

Subject interest

Past purchases (if you’re an ecommerce merchant)

Such as, you might decide to segment your email list based upon your service offerings, because those who have engaged with your SEO content and those who have engaged with your PPC content have different needs.

Do: not spam random offers to random strangers

Quite frankly spam emails are infuriating, laughably ineffective, confusing and downright comical.

You don’t know who is getting the email or whether the recipient fits your target demographic, so you can be sure that the message will get deleted without even a second glance at the title.

 pay attention to proper grammar

Do: pay attention to proper grammar

You need to reclaim the forgotten art of writing before you can even begin to address your online email marketing plans.

First of all, have a plan and make the email simple, keeping good sentence structure throughout.

Explain what the purpose of the email is, structure the information properly and stay concise.

Keep the same, appropriate font throughout the email, make no changes in colors or font size and be sure to use the proper punctuation.

Do: Create a snappy subject line that doesn’t sound like an ad.

People are more likely to open e-mail that has a simple, newsy, and direct header.

Do: Use HTML rather than plain text.

A well-designed newsletter or pitch containing product photos will help you get your message across.

Do: Design with e-mail reader preview panes in mind.

Make sure key elements fit into an area no larger than about 600 pixels wide by 400 pixels deep.

Do: Rely on list-management software

Or services to deal with subscription changes, bounces, and new opt-in subscribers who have clicked links on your site or in your e-mail messages.

Do: Track your messages’ effectiveness.

Most list-management tools track open rates, numbers of subscribers who unsubscribe, and click-through response.

Test different messages and subject lines to see which ones produce the best results.

Do: Offer a weekly newsletter for loyal customers.

People that frequently visit your website may be interested to learn about your new projects, the company’s development, plans for the future like expanding to foreign markets or technological developments in the field.

So giving them a weekly news feed that can be very advantageous to you.

Giving the customers a glimpse behind the scenes, and information about projects ahead of time will help develop a strong and loyal fan base.

 Inform clients of important changes

Do: Inform clients of important changes

Talk to your clients.

It is important to have a reason for sending email, and it usually comes down to changes made recently with regard to your company’s structure or pricing of your items.

If you are launching a new product, organizing an event or offering bargain deals on certain items, your clients will appreciate the information.

Sentences like: “This month we are offering discount prices on all purchases above $30…” or “During the holidays, certain items on our online store will come with free shipping…” are simple and to the point, without being too pushy.

Don’t: Get blacklisted.

Use a spam checker to see whether your e-mail will pass through common filters or put you on a spam blacklist.

Don’t: Use JavaScript or background images.

These will not show up for recipients who are using Outlook.

Don’t: Fail to include an unsubscribe link and a physical mailing address with your message.

This is required by federal antispam law.

Consider including a link to your company’s privacy policy, too.

Don’t: Assume that message recipients will see included images.

Some e-mail programs won’t display them.

Provide text descriptions for all graphics, and make sure your message is clear without the images.

Never send attachments.

Don’t: Send at the wrong time.

The best days for business-to-business mailings are Tuesday through Thursday before 3 p.m.

For residential customers, evenings and weekends work best.

Don’t: sound like a spammer

You want to avoid Caps Lock and Bold like the plague, avoid using excessive exclamation marks and amassing keywords like Super Sale, Special Offer, Incredible Discounts, Cheap and Free.

You also want to avoid particularly bad structures, like using repeated buzzwords and a bunch of short phrases mashed together instead of full, intelligible sentences.

send emails more than once a week

Don’t: send emails more than once a week

It’s important to provide useful new information in your email, and if you are sending emails every day, chances are you are going to exhaust useful news very quickly and you will end up angering the people on your mailing list, which will cause them to mark your emails as spam or unsubscribe from your newsletter.

Don’t: send the same message over and over

There are a few things more irritating than getting the same message over and over again.

If you have nothing new to say, don’t say anything at all.

Give the people some time to breathe and don’t assume you will gain new customers by repeating your mantra.

Take the time to create a completely new email, giving it a personal touch instead of sounding like a broken record.

When you choose to engage in some online email marketing on your own be sure to follow the advice in this post to avoid some of the basic mistakes people all too often make.

You can approach a company that specializes in the field and already has dedicated mailing lists and an experienced workforce.

Just know that permission-based email marketing can be a very powerful weapon in the right hands.

Email Marketing Tips – Proven Subject Lines
Here is a great article to read on: The comprehensive list of Email marketing No-No’s

Read my latest blog on: Email Marketing Strategy: 6 Essential Pointers

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About Maria Barina

Maria Barina is a mother and grandmother who worked for the NYC Board of Education as Laboratory Specialist Bio/GS for 26yrs till the age of 56. Her husband, after 37 of marriage, passed away from Lung Cancer. She came to myEmpirePRO to seek guidance on how to get freedom that an online business can provide. Freedom to her is being able to do what she wants, when she wants to and to show others they can do the same to. Since she done that she is able to do this by working anywhere she goes and became a mobile-prenuer

2 thoughts on “Email Marketing Strategies: The Dos and Don’ts

  1. Pingback: Email Marketing Strategy Tips and Tricks | Maria Barina Live

  2. Pingback: Email Promoting Methods: The Dos and Don’ts | Sell Email Addresses

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