Marketing advice - Top tips for email marketing

11-07-17
marketing advice top tips for email marketing marketing tips

Ten top tips for making your campaign effective

Want to do some email marketing but not sure where to start? Follow the tips below to help make sure your email campaigns get through the spam filters and generate positive results.

  • Get permission
    To ensure compliance with Data Protection legislation make sure your email marketing is permission-based which means you need the customer’s consent to contact them. This includes allowing them to unsubscribe at any point from receiving correspondence from you. To build up your contacts database, collect email addresses from your customers at every opportunity! 
  • Plan your campaign
    What do you want to get out of your email campaign? If you want to increase sales, think about how to achieve this. Will you make special offers designed to appeal to specific groups of customers? Do you want to invite customers to an exclusive event? 
  • Call to action
    Include a call to action in every email you send. For example you could invite customers to download discount vouchers, purchase a discounted product online, or agree to attend an event. 
  • Links
    Make sure you have links to your website so customers can find out more about individual offers. By monitoring customer click-throughs you will be able to measure your campaign’s success. 
  • Subject line
    The subject line has a major influence on whether recipients open and read emails. Keep it short and avoid using CAPS, exclamation marks or words like ‘free’. 
  • Design
    Make sure your design works! An HTML design will make your email look more professional, but if you don’t get it right, it will fail to render correctly across all inboxes or will get caught in spam filters. If in doubt, try using the free templates provided by email marketing solutions such as dotMAX 
  • Targeting
    Targeting will ensure your email marketing sends the right content to the right people at the right time. By tailoring email content to different customer groups, you will significantly increase your chances of success. 
  • Experiment
    Find out what works. Consider doing some split testing, by sending slight variations on your email to different customer groups. For example, find out what happens if you change the sender’s name from male to female, or use a different subject header, or send the same email at different times. 
  • Deliverability
    Believe it or not, the main obstacle you will face is getting your email into your customers’ inbox! ISPs delete billions of emails each day. Make sure you choose an Email Service Provider with good deliverability rates. 
  • Measurement
    Measurement is the key to future success. By finding out how many emails were delivered and opened, and which links customers clicked on within the email, you can fine-tune your next campaign.


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Steve Mills

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The Prudent Marketer - Steve is an acknowledged leading marketing advisor, trainer and professional sales and marketing speaker with over 25 years of experience helping small business owners to grow.

Steve is a former international sportsman and he understands the value of having a good coach. When Steve went into business for himself he applied many of the principles he learned as a sportsman, including a continual and never-ending growth to be the best he could be. He now inspires his clients with the same ethos.

Steve is known as ‘The Prudent Marketer’. He is the author of four books on marketing. Steve doesn’t just deliver ideas; he really helps his clients make those ideas work for their business in a practical way. He really cares about people and wants to make a difference by sharing with others what he does best. Steve is committed to consistent and never-ending improvement, both personally and for those he works with.

Steve is the founder of ‘The LinkedIn Academy which is privately run and is not owned, or endorsed by LinkedIn plc.

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