Do’s and Don’ts of Email Marketing
Email marketing can be an inexpensive way to reach your customers, directing
them to your website and letting them know of new products or services
you are offering. Here is a list of do’s and don’ts of email
Do’s of Email Marketing
1. Personalize your emails. This is more work but is much
more effective. Write your email in the first person. If you are sending
an introduction email, write to specific people personally and show
them you have done your homework about themselves or their company.
For example, if they have an article on their website, mention it
in the email.
2. Make an offer - What are you going to give them and what
are they going to give you? In the most basic kind of offer, you are
going to give them a product (or service) and they are going to give
you money. An offer doesn't have to involve the exchange of money.
For example, you might offer a free gift in exchange for marketing
data or for filling out a survey form. You might offer a free newsletter
in which case, the visitor might not have to give anything in return.
3. Make messages interactive. Your audience needs to be listened
to. If someone responds to your email, then do answer them. People
like to share ideas, concerns, questions and rants. If you ignore
them, don't expect them to remain (potential) customers for long.
4. Call to action. Include a call to action - tell them what
you want them to do (go to a website where they can find out more
details, fill out a form or send in an order) and ask them to do it.
Make it easy for people to respond.
5. Make unsubscribing easy if these are repetitive marketing
emails. There is a variety of different systems to handle subscriptions.
At the very least, ask the subscriber to email you back to unsubscribe.
6. Be creative with your opt-out clause. Some people set their
email to recognize conventional words (e.g. removal, unsolicited)
and automatically delete any incoming mail that includes them. Instead,
rephrase your message along these lines: ˜If you would rather
not receive these mailings, please send me a blank email titled No
Don’ts of Email Marketing
1. Don’t spam. Email spam is unsolicited bulk email
to more than 200 addresses a day of substantively the same message.
Spamming will cause you nothing but trouble. Make sure that you have
been given permission to email them.
2. Don’t over saturate your customers with too much
information or too often. Make sure your email is brief, straightforward
and to-the-point. Plan your objectives and select customers with care.
Don’t send out your email marketing mailer more than once a
3. Never swap or rent your email list to anyone else. You
won't find many emailing lists for rent because email marketing doesn't
work like that. When you rent email marketing lists you don't know
how they are put together. The chances are people will either ignore