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The Dos and Don’ts of Email Marketing Success

Written by Anna Milward on August 26, 2014

Email marketing has stood the test of time as one of the most effective ways to grow your business and engage with customers but as an email marketer, there are certain steps you should take if you want to get great results and avoid the pitfalls. Here are a few of the dos and don’ts of email marketing to help you make the most out of your email marketing efforts.

Do:

  • Spam Legislation
    Make sure that all your marketing emails are compliant with spam legislation. Ensure that your recipients have opted in to receive emails from you and that they can easily unsubscribe if they no longer want to receive them.
  • Personalization
    Personalise your emails. Sending a blanket email to everyone on your list isn’t likely to get you the best results. Try to tailor your marketing emails to your customers and what they need. Even something as straightforward as using their name can make a big difference.
  • Quality Content
    Take time to write good quality content that will be valuable to your readers. This will help improve your open rates, increase engagement and ensure that your emails don’t get deleted as soon as they arrive.

Don’t:

  • Sender Email Address
    Send your marketing emails from a do not reply address. How can you build a relationship with your customers if you make it clear you aren’t interested in hearing from them? Always use a monitored reply address and take time to respond to feedback and interact with your customers.
  • Spammy Techniques
    Use spammy techniques in your marketing emails. Nothing screams low quality sales pitch than using too many exclamation points, writing in all capitals or highlighting phrases like “buy now” and “limited time offer”. Not only will this make your business look unprofessional, techniques like these are also likely to trigger spam filters which means there’s a good chance you won’t even get near your target’s inbox.
  • Testing Testing Testing…
    Forget to test. There’s only one way to know what is working and what isn’t and that is to test different email subject lines, formats and content across different groups of recipients. Look for trends and analyse the results so you can use them to improve your future campaigns.

Email marketing can be highly successful or it can be a legal and marketing disaster, especially if you send emails that aren’t compliant with spam legislation. By paying attention to the dos and don’ts of email marketing you can ensure you send great campaigns which get the results you are looking for and avoid many of the pitfalls that could hinder your marketing and damage your reputation.

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