Top 10 Email Marketing Do’s and Don’ts (Part 1 of 2) by Jae-ann Rock

Posted on May 9, 2017 in Blog, Meeting/Event Planning, Principles of Success, Training and HR

When DONE CORRECTLY, email marketing can be a highly effective way to:

  • Generate leads
  • Boost sales
  • Build brand loyalty
  • Increase website traffic
  • Nurture leads over time

This week, in part one of a two-part series, let’s review the top 10 email marketing “Do’s” to help you achieve success in your email campaigns.

10 Tips to Maximize Email Marketing Success

  1. Follow all CAN-SPAM Laws. Within your email content, be sure to include:
    • Your physical address
    • Email address
    • Phone number
    • Ability for the recipient to easily unsubscribe from your email campaigns
  2. Develop an Email Marketing Strategy
    • Determine goals/objectives.
    • Identify hot topics of interest to your target industry (see #5 for more ideas).
    • Create an email marketing schedule and stick to it. Remember: Consistency is the key.
    • Sending an email once a month is a great start; twice a month is even better.
    • Be sure your email marketing strategy is linked to your sales strategy and goals.
  3. Use a Current, High-Quality List
  4. Use an Email Marketing System
    • Use an email marketing system (e.g. MailChimp), designed to track all email activity, including opens, clicks, and unsubscribes.
    • Leverage email marketing automation tools to improve marketing efficiency.
    • Create workflows to automatically nurture interested leads using “hot list” triggers. (i.e. the number of times a contact opens your emails; the number of times they click on certain links, etc.)
  5. Create Value-Added content (versus SALES content)
    • Develop educational, thought-leadership content the reader will find helpful in their business.
    • Write about industry trending topics.
    • Take a controversial stance on something to get the reader’s attention.
    • Think from the recipient’s perspective. What interests your readers? What kind of content would YOU OPEN? (On the flip side: What makes you delete an email? What makes you unsubscribe?)
  6. Create a Compelling Subject Line
    • This is critical! Have a powerful, interesting subject line that builds curiosity.
    • Keep it short and sweet for ease of mobile reading: Aim for simple/concise text.
    • Use a number in your subject line. (e.g. “Top 5 Ways to Improve Email Marketing Results”) Numbered lists entice people to open emails.
    • Try something controversial.
    • Avoid using SPAM-trigger words or all caps in your subject line. (Do not use words including: Free, offer, trial, clearance, sale, buy, order, click, call, deal, guarantee, compare, sign up, urgent, open, opt-in, etc.)
  7. Use an “Email Teaser”
    • Do not give away the whole article in your email campaign. Provide just enough information, an “email teaser,” so readers will be enticed to “Click to read more.”
    • Include trackable links where people must “Click to read the full article” (This is the only way you will know who is actually engaging with your content!)
    • Make the message personalized and relevant – Use the person’s first name.
    • Keep the content short and EASY to read – Use bullets and bolded text.
    • Include a SINGLE, CLEAR call to action. (e.g. “Click here to read article.” or “Click here to register for webinar.”)
    • Use a simple email template design without too many graphics which can get caught in SPAM filters.
  8. Test Messages
    • Test your email messages on various popular email systems to be sure your content looks good across a variety of platforms.
  9. Measure, Analyze, Tweak
    • Use Trackable links to track and measure opens, clicks, and unsubscribes to see what works well and what doesn’t.
    • Continue to test, analyze results and tweak your campaigns based on results.
    • Try different topics, subject lines, frequency, email templates, marketing lists, etc.
    • Always seek to improve results.
  10. Make it Mobile Friendly
    • 55% of email is now opened on a mobile device.
    • Be sure your email design fits the screen.
    • Keep the word length short and manageable.
    • Ensure the loading time doesn’t take forever.
    • Keep up with changes in technology to ensure optimal results.

Remember, Mentor Tech Group is a highly specialized company offering marketing intelligence data for companies selling and marketing to decision-makers in e-learning, corporate training, talent management, and HR.

You can outsource to an expert in your business. Mentor Tech Group provides:

See what our customers are saying, then contact us at (651) 457-8600 Extension 3.

Listen to a 2-minute message about how MTG can help you.

If you would like to sign up for our twice monthly newsletter, please click here.

Leave a Reply