The Do’s and Don’ts of Email Marketing

The Do’s and Don’ts of Email Marketing

By now, every business should be incorporating an effective internet marketing strategy into their everyday advertising. If you’re not, then you need to get onto it. A great way to use your online presence to drum up business and promote your brand to customers is through email marketing – a branch of internet marketing. However, there’s a fine line between effective emailing and badgering, so it’s important to make sure you’re doing it right.

Don’t Be a Pest

If you send out emails too regularly, plastering your customers’ inboxes with promotions and deals, they’re just not going to pay attention. In fact, they’ll probably unsubscribe if you’re that persistent! A good way to find out how many emails your customers would want is to send out a survey, or have a box they can tick when they enter their address.

Do Monitor and Track

A huge advantage of email marketing – and most internet marketing in general – is the ability to monitor and track results. Make sure you’re recording how many recipients open your emails and how many follow through with your call to action. This will give you a good idea of what works and what doesn’t, so you can tweak your emailing strategy until you have it just right.

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Don’t Send Without Testing

Always run a preview of your email before sending it. Make sure that everything is in the right place, easy to read and looks appealing to the customer. You should also make your emails compatible with mobile phones, as many people will be viewing them in this format.

Do Focus on Content

Making sure your content is spot on is essential to good email marketing. Make it well written and concise, focusing on just one topic so it’s easy for the reader to digest. You should also create an eye-catching, irresistible subject line to hook your recipients in. The content of your emails is the most important thing, so never compromise on its quality.

Don’t make it Difficult to Unsubscribe

You have to offer an unsubscribe option for your emails, and – though it may be tempting – don’t make this difficult to find. This will make your emailing seem intrusive and recipients will become untrusting of your content. By allowing easy opt-outs you promote a better brand image. A good idea is to offer selective unsubscribing, so your customers can still receive, say, news of sales and deals, but not anything else.

Do Personalise

By making your emails more personal to each customer, you’ll increase the chance of them actually reading it. This can be as simple as putting each recipients name at the top of the email. Personalised recommendations are also a great idea, and can be done by tracking your customers’ browsing and purchase history to make relevant suggestions.

Email marketing is somewhat of an art and it does take time to refine your strategy. Once you have it down, you’ll be thankful that you spent the time making it perfect as it’ll be much more likely to bring you the results you want.

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