| In the continuing search for more effective ways to communicate with customers, fans and prospects, email marketing has stepped into the breach and delivered the goods. |
| More and more companies are finding that the relatively low cost medium gives the ability to speak to customers in a personalized way and the ability to measure results makes email marketing a very attractive channel. It all boils down to a simple truth: Most people spend more time reading their emails than they do surfing the web, so it makes most sense to target this section of users. |
| Here are a set of best practices that can make email marketing realize its potential: |
| 1.Provide Alt Tags |
| Most Email clients block images in email that is sent out. One solution is to completely eliminate graphics and provide entirely text-based emails. (Of course you can still use HTML to format mails.) Alternatively, you can provide descriptive Alt tags to images; thus the image block will then read, for example, “50% off on Sony SLR Cameras”, which will compel the users to display the images thus ensuring that they see the email they way you designed it. |
| 2.Avoiding Spam Filters |
| Internet service providers (ISPs) now use rigorous spam protection mechanisms to trap unsolicited email before it gets into their customers’ in-boxes. Spam filters generally ‘rank’ each email by a number of different criteria, and if an email rates above a certain level (such as 10 spam points), then it is flagged as ‘spam’. |
| To ensure your emails don't get flagged as spam - and deleted before they even get to your subscribers |
- Avoid using words such as 'Free', '$$$', 'Save', 'Discount', etc.
- Avoid using “click here” more than twice in the html file
- Avoid using bold colors (such as red and black)
- Avoid using ‘Purchase’, ‘Sale’, ‘Offer’, or anything related to buying or selling
- The size of the HTML template should not be greater than 94 KB
- An unsubscribe link should be present in the email
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| Before the email is sent ensure that you use your email tool to check the spam scores. Spam score checkers come built-in with mailer tools like: |
- GraphicMail
- Constant Contact
- Power of Personalization
|
| The Power of Personalization has gone from being an option to an imperative. In-fact, by simply starting your email with "Hi [subscriber_name]" instead of the boring "Hi there", you can increase both your reading and click-thru rates by up to 650%. Why? Put simply, it's because your subscribers feel like they already have a relationship with you as you've addressed them by their first name. |
| Subscriber names can also be used in the subject line to increase open rates. |
| For example: John your portfolio is up by $1000 at 1:00 PM! |
| 3.One-Click Unsubscribe |
| The unsubscribe link should take the recipient directly to a page where they are then removed from your mailing list. The unsubscribe process should comply with certain provisions as mentioned in the CANSPAM act: |
- A link or ‘Reply - To Unsubscribe’ must exist in every email sent and these unsubscribe processes must remain functional for at least 60 days following an email campaign.
- The Reply-To send-an-email opt-out request must remove the address within 10 days.
- If choosing a link to unsubscribe, the link must either immediately unsubscribe the user on click or, alternatively, lead only to a single page that contains a simple one-page one-click unsubscribe form.
- The unsubscribe form must consist of a simplified one-step form.
|
| 5.The Preview Pane |
| Popular email clients such as MS Outlook, show a preview of an email when it is selected in the inbox. Always have some interesting content at the very top of your email, as this is the part that will show in the preview window of your subscriber’s email program. If it is interesting enough, then your subscriber will open your email and continue reading. |
| 6.The Subject Line |
| When your email arrives in your subscriber’s inbox, you generally have about half a second to catch their attention with the subject line of your email. After this, they will either delete your email or ignore it. In your subject line, try and specify a benefit that the subscriber can expect by reading your email. For example, instead of using 'DollarValue Newsletter Issue #1' (where DollarValue is the name of the business sending the newsletter), use something like '3 Steps to Financial Freedom'. |
| 7.Mind your lists |
| How relevant is your list? You should only add recipients via responsible opt-in practices, removing bounced accounts and unsubscribe requests immediately. Never use distribution lists that are severely outdated or purchased. Many purchased lists include spam trap or HoneyPot addresses, intended to lure and catch spammers. Your lists should not contain alias IDs such as
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
,
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
, etc. |
| 8.Be Professional |
| What does your message say about your company? Advance your brand and professional reputation by sending well-designed, organized and relevant email communications. Segment distribution lists and customize messages whenever possible. |
| 9.On Time, Every Time |
| Every time you send an email to your customer, make sure that you send the e-mail on one particular day of the week and at a particular time. This tends to make customers more receptive to any special offers or promotions from your company. Also, if they are following your emails, they would start expecting an e-mail from you at that particular time. |
| 10.The Free Bonus Hook-In |
| ‘Free’ is overused these days, especially on the Internet. However, if you're looking to grow your subscriber list, then create or source a product of value to your visitors (such as an eBook or discount coupon) and offer it to them for free when they sign up for your newsletter. |
| Bear in mind that these best practices are intended to support the basic value proposition that your company is offering to its subscribers/customers. Once you’ve got that right, email marketing can get the word out! |
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