Sometimes it is good to refresh your memory on best practice when it comes to email marketing to ensure you are doing it right. Here are some gentle reminders that you could go through against the next piece of content you are planning to release:
- Always give your reader the option of opting in to future content – or opting out and ensure the unsubscribing mechanism is as easy as the opt-in one. It could mean that they will revisit you later and opt-in when they are in the market for what you have on offer.
- Ensure that your timing is impeccable – for instance people tend to check their mail on their mobile devices on their way to work so there is really no point in trying to reach them at 11pm at night.
- You should always ensure that a reader knows the email is from your brand and the best way to do this is to ensure that the sender address you use is a corporate one. Having your manager address it would also make it more personal. For instance: fred@yourcompany.com
- Your subject line should let readers know what is in it for them if you want them to read on. Most email marketing tends to forget that the ability to craft a powerful subject line could go a long way in making someone actually open and read the rest of the email.
- It is not good practice to have attachments in your emails – instead opt to have links that would take readers’ on to your website or a landing page that would give them more information or even download any content from that point. This way they aren’t taking a while to open their mail and you aren’t taking up mailbox space.
- Try not to sell and instead attempt to build relationships with your readers through your content. You could open your email with a simple thank you for their time for instance and this could go a long way for you. If you are able to make reference to how you made the contact such as a business card drop or a store visit, this would make it all the more personal.
- While you shouldn’t be making a sales pitch in your email it is always good to reward your readers for actually making the effort to read. Making a discount offer for instance could spur the reader to want to engage with your content more frequently.
- Try to personalize the email as much as possible. Bulk email senders such as Maxmail will allow you to have address each mail personally so it won’t look like an impersonal mass burst of content.