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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 marketing.

Do’s of Email Marketing

  1. 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. 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. 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. 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. 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. 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 thanks.”

Don’ts of Email Marketing

  1. 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. 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 month.

  3. 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 your email.


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