While you are running an email campaign, you should have enough knowledge on what are the things to avoid. Jim Cecil, president of Nurture Marketing, says it best “Email is one of the most powerful and yet one of the most dangerous mediums of communications we have.” He warns us to be very cautious in our efforts towards establishing a lasting relationship with customer. The point is, if you fail in your first few attempts, it will be next to impossible to make recipients show their trust in you.
It is very important to check the links you put in your email campaigns. Make sure they land your customers into the right page. For example, you have highlighted some special offers or discounts on your products, then make sure that your link is taking your customers to corresponding page not anywhere else, not even accidentally. Confusing landing pages may get them offended and quite likely they never want to hear from you again.
Put yourself in your customers’ shoes! Think why you’d open any newsletter? What makes you get the urge to look into it? Its unique appearance or lucrative content? What is the next question that crosses your mind once you are done with reading it out. Do you look for something special; something for yourself and your family? If there is any discount or special offer, does that attract you? Spending some time on fieldwork will certainly help you understand your customers’ behavior.
Decide what should be the best subject line of your email? It is very important to choose a relevant and attractive subject that arouse urge in your recipients to open your email. Email subject line is the first place where recipients cast their glance.
Choose an email service provider carefully. You have abundance of options for picking out the best email service providers with various features including free email templates, report analytics, auto responder and deliverity reports. Remember, their efficiency really matters for your success.
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While there are many people around who feel disgusted about email marketing and tell you to stay away from it; there are a good few who know how to use it best.
My experience say, “Do not run email campaigns without prior experience!” If needed you may think of taking experts’ help doing it all by yourself could result into disasters. Email lists, no matter what size or type it is, should be used carefully. There is no point sending emails that land into the recipients’ spam box.
Good article, I wish you wrote it more elaborate in nature.
1. Define the email marketing objective and design the email to make it relevant for the reader.
2. Avoid using keywords which can land the email to spam. For example: download, free, offer etc
3. Send email to opt-in/ double opt-in list
4. Use a good email sending tool
5. Don’t send bulk email to large lists in one go
6. Provide unsubscribe and forward option