You’ve Got Mail – Email Marketing Dos and Don’ts
So, your business is booming, but you’re having trouble converting first-time customers into repeat clients. You need to devise a marketing strategy that’s persuasive but not pushy; an outreach method that keeps you connected but not a constant pest. What your company needs is a successful email marketing plan. Email marketing is a great way to help your business grow, but even the slightest misstep can cause you to alienate clients and lose important revenue. Here’s what your business needs to know about the dos and don’ts of email marketing:
Email Marketing Dos
Do: Take your time crafting a catchy subject line. The average online consumer receives 7.7 email newsletters in their inbox every week – you need to stand out in order to ensure your newsletter is opened. Consumers are more likely to open newsletters that have a simple, direct header (try to avoid pitchy speak).
Do: Craft unique landing pages that correspond with your newsletter. If your newsletter promises a 10% discount to subscribers, make sure that you include a link to a page that prominently displays how a customer can receive these savings. The path your client takes from your newsletter to your shopping cart makes a world of difference – a simple, functional landing page can help improve your conversion rate 10 fold.
Do: Pay attention to when you send your email marketing offers. If you’re product targets business owners and office workers, try to send your email out first thing in the morning on either Tuesday, Wednesday, or Thursday. If you’re targeting general consumers, try sending your email out on Thursday or Friday. (Note: These two tips are just suggestions. For a more specific mailing time estimate use reporting tools from vendors to study benchmarks. MailChimp and Constant Contact have great analytics and tools that breakdown the success/fail rate of every mailing).
Do: Follow the PIPEDA (Canada’s Personal Information Protection and Electronic Documents Acts). This requires that all businesses must seek the consent of individuals prior to collecting, using, or disclosing their personal information. You must also provide your subscribers with a quick and hassle-free way to unsubscribe from your mailing list.
Email Marketing Don’ts
Don’t: Assume that your clients will see all of the images you’ve included. Many email management systems will block images from being displayed until the recipient marks the sender as an approved contact. If you’re going to include images in your email marketing campaigns, remember to tag them with detailed descriptions. It’s also important that you make your message clear without the images.
Don’t: Get blacklisted. A great way to check the “spam-factor” of your email is to run it through a spam checker. Chatham-Kent small businesses can check out free spam scanner tools at Sitesell, and Mailwasher.
Don’t: Send unsolicited email. Never swap or sell or rent your email list to any other company. If your ISP discovers that you are spamming people with unsolicited email they have the right to seek legal action against your company.
Don’t: Forget to spell check. Nothing will turn people away faster than an email full of grammar and spelling mistakes. Remember to take the time to double and triple check your content. Scrutinize your copy until you’re 100% happy with the end result.
Do you have an email marketing strategy? What are you Dos and Don’ts? Share them below!