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10 Dos and Don’ts For Your Next Email Marketing Campaign

Written by Anna Milward on August 4, 2015

Email marketing is a highly effective strategy for growing a business but there are a few rules that you’ll need to know about if you want to get the best possible results, and avoid any potential pitfalls.

We’ve put together a list of 10 do’s and don’ts for businesses who really want to make the most out of their email marketing. Try these in your next campaign and you could see a big difference in results!

1.Do: Make your emails mobile friendly. Mobile is rapidly taking over as the favourite way for people to read their emails. Emails that don’t display properly in mobile are likely to be deleted straight away, bringing click through, open and conversion rates down.

Don’t: Spend hours creating a complicated design that will be impossible for your readers to navigate. Simplicity is best when you’re thinking about layout and navigation for your email readers, especially if they are going to be reading from a smartphone or tablet.

2.Do: Follow CAN-SPAM guidelines to ensure your marketing emails are legal. Common issues that can trip you up include not identifying the sender, failing to provide an easy way to unsubscribe and sending to people who haven’t actively opted in to receive your emails.

Don’t: Be tempted to cut corners or violate the guidelines, ever. It’s only going to annoy your recipients and could potentially land you in a lot of legal trouble.

3.Do: Use a reputable email service provider (like Sendloop) to send your email campaign.

Don’t: Send emails from Microsoft Outlook or other email client – as well as looking unprofessional, spam filtering systems may block them or file them straight to junk mail.

4.Do: Personalise your emails to the person you’re sending to.

Don’t: Over personalise to the point where you seem creepy. Context is everything when you’re personalising emails. Always be aware of privacy concerns and the general level of comfort your recipients may have with you knowing their personal information.

5.Do: Use abandoned cart emails to increase your conversions. This is a tried and tested technique that can greatly increase the likelihood the recipient will return and complete the sale.

Don’t: Harass people by bombarding them with emails after they have visited your site once.

6.Do: Be consistent. This is crucial to building your brand.

Don’t: Keep switching between different fonts, logos, layouts and tone of voice. This can undermine your brand image and confuse your readers.

7.Do: Segment your list and send different emails to different groups on it. This lets you tailor your marketing message to different recipient types and increase your conversion rate.

Don’t: Send generic emails to everyone on your list. Whatever you send will only be relevant to a few and may annoy the others to the point where they unsubscribe.

8.Do: Create a clear strategy and incentives to grow your list and build up your subscribers.

Don’t: Send to purchased email lists or any lists where you haven’t personally gathered the subscribers yourself.

9.Do: Create email marketing content that’s relevant, valuable and interesting to your audience.

Don’t: Use pushy sales techniques. People don’t want to be sold to over email and if that is what you are doing, chances are you’re going to see a lot of unsubscribes as a result, and very little engagement.

10.Do: Test your email campaign before you send it. Check how it looks in different email clients, browsers and devices. Test all your links to make sure they’re working and your images are displaying properly.

Don’t: Send in a rush, without checking your email first. Mistakes can’t be undone with email and they can make your business look bad.

By keeping these do’s and don’ts in mind when you’re planning your next campaign, you can increase your chances of getting great results and avoid many of the problems that can impact the effectiveness of your email marketing strategy and stifle your business growth.

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