Questions and things to do before starting an email marketing campaign
- Have the users agreed to receive your mail? They must opt in, they must want and expect your email.
- Be targeted, don’t mass mail, target to those interested in the specific subject, don’t ever buy databases of email addresses, these are far too general and you don’t have permission to send email to these people, besides the success rate is lower than 1%. Target those people who have willingly signed up to a newsletter or those who are existing customers.
- Subject is essential, the subject brings the user into the email, a bad subject means it goes in the Deleted items with all the other junk.
- Personalise the mail, this is relatively simple to do but making the recipient feel like you have emailed them specifically improves your chances of success
- Make the email interesting, don’t waffle, get to the point, you have a chance to pre-sell here, use it wisely, make your user want to read more.
- Make the email attractive, think about layout. HTML emails are good but think about how it will look in other email clients. Be sure to have a plain text alternative. Remember to think about size, don’t send out massive emails this will frustrate your potential customers.
- Make it clear, be blatant about where the link back to the site is, after all this is the point right?
- Ensure you provide an opt out system within the email that is clear and simple to use, spamming will lose your credibility
- Read your email before sending it out, read your email before sending it out, yes, read it again, and again, be sure you don’t get egg on your face. Once that send button is clicked you cant get them back!
- Ensure you have some method of tracking your campaigns success (we will discuss some methods to do this in a later article)
If you have yor own list or any other golden rules that should be considered please do add them to the list.
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