Four Email Campaign Best Practices

These days, marketing your customers through emails is one of the most effective ways of promoting your business. Research points to the fact that the majority are happy to receive communication via email (as long as it is solicited).

Listed below are four best practices for email campaigns:

1. Be Clear About Who You Are

Let’s face it, although many email providers are hot on the trails of mass spammers, there is still a lot of unrequited mail that gets delivered to our inboxes. Therefore, in order for an email campaign to be successful, you must identify who you are (and what you are offering). The title of your email needs to be very clear and unambiguous, so that the reader knows exactly who it is from. Otherwise, you risk of it going unread or having it deleted without a second glance. After all, we all sign up for things and then completely forget that we have done so. Therefore, you need to let your mailing list recipient know who you are and then tell them why you are emailing.

2. Deliver Your Promises

If you have tempted someone into joining your mailing list by offering rewards, incentives or prizes, then you need to make sure that you fully stick to your end of the bargain. Likewise, if you advertised that you are going to send emails every week, make sure that’s what happens. For example, don’t start sending them every day or disappear into the sunset never to be heard from again. It is crucial that you show your readers that you can be trusted to deliver exactly what was initially promised.

It is also important to make it easy for your readers to unsubscribe. Although it goes against the grain to help readers slip away, we have to accept that sometimes they just lose interest. Better to have a smaller mailing list full of interested participants, than a huge one with most of the recipients ignoring your emails.

3. Think About Your Content

As with the content on your website, the content of your marketing emails or newsletters needs to be of a very high standard. It should have good quality written content, that is informative and educational. Try not to use too much hard-sell and promotion, but in the same token, let your customers know what is happening and what you have to offer them. Another good idea is to use professional looking templates and insert images. Having something to look at, as opposed to just read, is a lot easier on the eye and makes it easier to digest information. Research shows that we retain more information when viewing a mixture of text and images, than text alone.

4. Don’t Overdo it

When crafting the content for you email, remember to keep it concise and to the point. Pages and pages of irrelevant waffle won’t impress your readers. It’s not only the content that needs to be kept to a minimum. Research shows that short subject lines actually increase the chances of an email being opened.

Zane Schwarzlose is an SEO at Fahrenheit Marketing, an Austin based SEO company. Email marketing is not one of Zane’s favorite forms of marketing.


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Mark Montoya has been working in personal branding for more than a decade for hundreds of online and offline companies, small businesses and individual service professionals. His focus has been toward improving the way jobseekers find employment on the Internet. He has synthesized his expertise by helping job seekers obtain their ideal choice of employment over the Internet on his sites and, and through his books 101 Tips Every Job Seeker Should Know and The Ultimate Online Job Search eBook.

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