Marketing My Business: 4 Do’s and Don'ts of Email Marketing

« Blog

Email marketing might seem dated in this world of apps, smartphones, and social media we live in, but if email marketing didn't work then companies wouldn't use it. Nor would they spend so much time and effort on getting it just right. Nearly half of the world’s population is currently using email, which means it's possible for you to market to a (potentially) huge audience. Of course, it's also important for you to design your email marketing campaign so that it bypasses the usual instinct people have to just push the "delete" button when they realize someone is trying to sell them something.

If you want your email marketing campaign to be more effective, then you should keep the following tips in mind before you hit send:

4 Email Marketing Do's and Don’ts

#1: Do Give Your Emails a Snappy Subject Line

The subject line is the first, and most important part of an email marketing campaign. It's what determines whether someone opens your message, or sends it straight to the trash, sight unseen. Make it clear, concise, and ensure it doesn't sound like an ad. If it has even a whiff of spam about it, it will get deleted.

Additionally, try to use similar subject lines every time you send out a new email. If your customers are used to looking for a particular line, then when they see your new message they'll know what it is right away instead of deleting it for being unfamiliar.

#2: Don't Rely on Images to Get the Job Done

You should always include images in your email marketing, but it's important to remember that images don't always display automatically or correctly. So, before you send those messages out, make sure you have enough text description to make your point, just in case your pretty pictures don't show up.

You can help your case by using images that load quickly, and by choosing ones that will display on the greatest number of devices. That way it won't matter if someone is checking their email on their work computer, on a tablet, or on their phone; they'll see your message as you intended it, instead of truncated and missing pieces.

#3: Do Include Your Physical Address, and Unsubscribe Information

While it might seem like setting yourself up for failure, it is important that you include both your physical address, and a link to unsubscribe from your email marketing list. Because without those things, your messages will be considered spam, and they'll violate a federal law. So make sure everyone getting your messages knows how they can stop getting them, and that it's a simple, straightforward process. Even if they leave for now, if the process was easy, that will give them a positive impression of your company.

#4: Don't Send Messages No One Wants

No one wants to receive marketing they didn't ask for, and this is particularly true when it comes to email marketing. So make sure you only send your messages to people who have indicated they're interested in your company, and in hearing more from you. If they're a member of a VIP program you have, for example, or if they signed up for your email list in-store (typically in exchange for a free gift, or for some kind of discount on their purchase that day) those are customers who have indicated they want further communication from you. And while they might choose to unsubscribe at some point, at least you aren't digitally cold-calling them. That sort of experience tends to sour a potential customer entirely, and it can make it next to impossible to get them to come to you for their needs.

For more information on how you can get your email marketing just right, check out our Act! emarketing resource center for additional tips.