Do’s and Don’ts of Email Marketing

Posted on 01. Nov, 2010

Email marketing is a powerful tool to maintain contact with your existing customers and attract new ones. Even so, like all tools, you have to use it properly. Before you start hammering away at your mailing list, here are some guidelines to make the most of your efforts.

Do’s

• Do create a subject line that catches the reader’s attention without begging for a sale. Ask a question readers will want to know the answer to, or make a compelling statement that entices them to read more. If you are not feeling very creative then write your subject line like a simple, direct news headline.

• Do use an email program that supports HTML. Your marketing emails should always appear professional and well formatted.

• Do remember that not everyone uses the same email program. Keep your design so that even if recipients view it in a preview pane it still looks good. Your key elements should never go beyond 600 pixels wide.

• Do use a highly regarded list-management service like AWeber or Get Response. Manually tracking new subscribers, opt-outs and bounce backs is tedious work that takes away valuable time that could be spent managing your business.

• Do use a spam checker to make sure that your email will pass through most spam filters. Email management services generally offer a service like this as part of your subscription package.

Dont’s

• Don’t omit an unsubscribe link. Not only does the federal anti-spam law require one, but you’ll also alienate customers if they feel they’re pressured to receive your emails. Including a link to your company’s privacy policy is also a good idea.

• Don’t try to use JavaScript or background images; they simply don’t work in many email programs.

• Don’t assume that the recipient’s mail reader will show your images. Make sure your headlines and text describe your message without them.

• Don’t send emails when they’re likely to be ignored. It is best to send business-to-business mailings between 8 a.m. to 3 p.m. For residential customers, it is best to send your emails during the evenings.

One of email marketing’s biggest strengths is that it is a personal way to reach out to your customers. You should approach them as professionally via email as you would face to face. Create your marketing emails wisely and customers will have a better appreciation of what your small business has to offer.

Chris Darling works with service based businesses who struggle with getting their websites found for more online visibility within their local market and in social media. You get Pain Relief for Your Social Media SEO Aches setting the stage for you to earn more online revenue.  If this speaks to you and your online business goals secure a free website analysis now.  Call 302-894-7412.