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Do’s and Don’ts of Email Marketing

Posted In Business - By Techtiplib on Sunday, August 24th, 2014 With No Comments »

Email marketing is the new direct-mail marketing. Therefore, it is not surprising that many individuals and organizations are using this as a means to getting new business, prospects, leads, customers and clients. So, while there is no doubt that email marketing works, the reality is that it only works when done right! This is why you should know the things you should do to get the maximum results you desire and more importantly, what you need to avoid, so your email list does not become unresponsive to you.

Recommended reading: 7 Email Marketing Trends You Cannot Ignore

Do’s of Email Marketing

Email MarketingEmail marketing is an art. It is not your standard off-the-cuff marketing. Many businesses consistently undermine the power of their email lists. According to one smart fellow, “when the purpose of a thing is not known, abuse is inevitable.”

This is why spamming, unsolicited messaging, and rapid-fire selling are common among email marketers and organizations. Interestingly, these never yield significant results. Sure, you can blast an email to one million addresses and have about 500 buy. However, that is nothing compared to a well-nurtured list that can convert at between 1% and 10%. Using the one-million e-mails list above, that’s 10,000-50,000. Do you know what makes the latter different? It is the following:

  • Consistent Value. There are recipients at the other end of your send button. Always remember that. Treat them like human beings, and you’ll get the same in return. Make sure that you continually deliver valuable stuff. This could be in the form of tips, information, free reports, videos and podcasts.
  • Inform, Entertain and Educate. This means building rapport with your list. When you genuinely like people, you would want to spend time with them and help them have fun. This is what you can and should do with your email list. Rapport equals openness. Openness equals friendliness. Friendliness equals likeability. Moreover, likeability equals more revenue for your business.
  • Succinct, Action-Oriented Copy. Nowadays, we all have very short attention spans. So, keep your message short, concise, to the point and action oriented. An email that is easy to read and digest is always appreciated – even when your audience does not tell you.

The email is not where to sell your audience. It is your website or videos. So, let your emails pique their curiosities and cause them to go visit your landing page.Always make sure there’s a call to action at the end of your emails if you want to get results. Always, always, always ask for the sale.

Don’t’s of Email Marketing

Now, let’s examine those things you need to absolutely stay away from in email marketing if you are to succeed and consistently get results.

  • Don’t Churn and Burn. Many organizations are of the mindset that you just need to sell and sell. How wrong they are. People have options. Worse still, they can report your email as spam or even create a filter that automatically sends your email to their trash bin. If this happens, you might as well be shouting in a crowd. Your emails will not get seen.
  • No Graphics-Heavy Design. Most people do not care about how pretty your email looks; they are interested in what you have to say. So, do the smart thing and get rid of heavy slow-loading graphics. They’ll hurt your email’s response rate.
  • No Sucky or Bland Headlines. Quick question: why do you buy newspapers, books or magazines you have not heard of before? Chances are you do that mainly because you saw the headlines. You cannot afford to write bland, non-captivating or over-hyped headlines in your emails. So, as a rule, avoid that like the plague.
  • Don’t Send Emails in a Hurry. We know you are probably in a hurry to get the word out on your new product launch or service offerings. However, before you do that, make sure to proofread and edit your piece. Cross every T and dot every I. Always make sure that you send your emails only after you’ve gone over it thrice at least.

Now that you know what to do and what not to do, it is time to take action. Apply these rules, and you’ll get awesome results from your email campaigns.

Author Bio:

Oscar King does part-time freelance writing, but his fulltime job is as an ecommerce consultant. He primarily helps with new businesses trying to establish an online presence. Another oft-overlooked aspect of ecommerce is the checkout process, and to ensure a smooth checkout process he highly recommends going to fastspring.com. You can learn more about Oscar by visiting him on Google+.

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