When you send out an email marketing campaign your ultimate intention is to appear in your subscribers’ inboxes. Emails don’t automatically appear in an inbox; there are some essential dos and don’ts that you need to follow in order to ensure that your email makes it to the inbox – instead of to the spam folder.
Listed below are the top dos and don’ts of email marketing. Before you press the send button on your next campaign, be sure to follow these essential tips to ensure your email gets sent straight to the inbox…
DOS
· Use double opt-in
Double opt-in involves subscribers filling in the signup form and then confirming their subscription to your list. This reduces the likelihood of high bounce rates and increases the quality of your signups.
· Send a welcome email
Always send a welcome email to new subscribers to make them feel welcome and engaged from the beginning. This is a step in the right direction towards turning new subscribers into long-term followers.
· Set and meet reader expectations
When a new reader subscribes to your mailing list you need to immediately set their expectations by explaining what they have signed up for and how often they can expect to receive emails. In addition, always meet the anticipated expectations.
· Have an easy to locate unsubscribe link
This ensures that if readers do wish to unsubscribe, they don’t reach for the ‘spam’ button instead, as this can negatively impact on your delivery.
DON’TS
· Use rented lists
Using rented or purchased lists is an artificial way to reach out to a huge audience and also means you end up reaching out to the wrong target market. Suddenly appearing in someone else’s inbox is a complete violation of their privacy and will also, more likely than not, encourage them to hit the spam button.
Instead, grow your business organically by doing your research and appealing to people who are genuinely interested in your business.
· Include HTML forms, flash, JavaScript or ActiveX
This type of code has a negative impact on most email marketing campaigns and could result in your email being spammed. Instead, use nested tables and clean HTML code to make it straight to the inbox.
· Ignore reporting
Always keep a close eye on reporting to spot any changes in unsubscribe behaviour. This will help you to plan and create future campaigns based on both positive and negative findings.
· Sent repetitive content
Keep your email marketing campaigns engaging and relevant. Don’t repeat information otherwise you run the risk of losing reader interest which will result in unsubscribes.
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