You probably already know that email marketing is a great way to reach potential customers, regardless of the size of your business. It’s also a particularly customizable marketing strategy that can be as diverse and interconnected with other forms of marketing, or as simple and straight forward, as needed. Whether you want to send out just a few dozen emails or launch a full-scale campaign, email marketing is often the easiest and most cost effective route. As with anything in life, however, there are some rules to follow when conducting an email marketing campaign. Follow these simple dos and don’ts in order to ensure that your email marketing game is the highest quality and most effective possible.
Do Use an Engaging Subject Line
Your subject line is easily one of the most important parts of an email marketing campaign. Subject lines make or break the interest for a reader, and they’re the first thing your recipient will see. Make a good impression and keep them curious to read what’s inside.
A good subject line will grab the attention of the recipient and entice them to open the email rather than sending it to the trash or spam folder. Because users receive so many emails, it’s likely that they scan through them quickly, and delete anything that doesn’t strike their fancy. This might seem like an insurmountable downfall to email marketing, but in reality creating an intriguing and exciting subject is simply a skill to master. To keep your readers interested, use subject lines that tell them how the content inside will help them or their business.
Don’t Use a Deceptive Subject Line
We’ve all seen the “click bait” article titles that use something outlandish in the heading to catch readers’ attention, but then write about something only tangentially (at best) related. Don’t be that person! As discussed above, your subject line should offer your recipients value and insight into what they can expect tor read. If you create fake subject lines with click bait and then write about something completely different, you’re going to irritate a lot of people. That dissatisfaction can quickly lead to a lot of complaints, and you might find your email list rapidly dwindling.
Don’t Spam Your Readers
If there is one thing that will irritate recipients and motivate them to unsubscribe from your list, it’s spamming them with multiple emails. Instead of bombarding your readers with multiple emails a day, develop a schedule to which you can refer when sending out emails. Not only does this help build goodwill in the eyes of the recipients, but it also helps keep you from triggering the spam filter and wrecking your deliverability rates.
Do Use a Call to Action
Call to actions are a great way to encourage readers to visit your website and sign up for your service – but be sophisticated with them! Instead of using a simple “click here” to direct your readers, try using something more specific to your subject. Something like “choose from a wide array of designs”, for example, lets readers know what they’re clicking on, what they can expect to see, and offers them a way to purchase the product or service in question.
As you can see, there are lots of things you should avoid when creating an email marketing campaign – but there are also a lot of things that you can do to help increase your deliverability and read rates. Follow the above tips to create a straightforward email that engages readers from start to finish, and watch your business flourish as a result.