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Email Best Practice


Basic Email best practices

Basic Email best practices

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  • 1. By Steven Duong
  • 2. Email Marketing ServiceProvider—  If you are doing email campaign chances are you are using an email marketing service provider such as MailChimp or Vertical Response—  I won’t get into the details of this, but if you are doing email campaigns regularly; you should be using an proper email marketing service provider who can save your company a lot of time, money and most of all agony
  • 3. Best Practice—  Title of the email campaign—  Time of sending the email campaign—  Content—  Creative design—  Segmentation—  Integration—  Anti-spam legislation—  Analyse
  • 4. Title—  Subject title of your email is very important. It can be the difference on whether or not your email gets open—  I find short, intriguing and call-to-action titles to be the most effective, such as “tips on how to be more holistic!”—  Also good to have your company name in the “From” section of the email so the user know who the email is coming from and won’t see it as SPAM
  • 5. Date/Time—  Date/Time plays a very important role of whether or not your email gets open or deleted—  Chances are the individual you are sending your email to is already receiving emails from many other companies—  You must decide if your clients are B2B or B2C. Example I find B2B is best send around 10:30AM earlier in the weekday.—  Find the most optimal time to send your email so that it will NOT be bunched in the middle of 60+ emails (many of which are spams & campaigns), which tend to get deleted without even looking at
  • 6. Content—  Content is very important—  It should be information that 70%-90% of your customer cares about—  They signed up for this email, it should be what they expect—  Else they would unsubscribe or worst mark you as SPAM—  Content shouldn’t be long either and should just get down to the meat. If it needs to be long, then at a certain length, link it to a website if the client decided he/she wants to read more, they will click the link
  • 7. Creative—  In order to compete with the many other emails your client is receiving—  Your email should be creative, but at the same time keep with the branding/look—  A consistent brand/look will let the client know who its from and will prevent a quick deletion—  Many email applications do block images and its up to the client’s decision on whether or not images are to be display—  Always have a text only version of your email
  • 8. Segmentation—  If you are a company that has a huge mailing list or is not specializing in a particular niche market—  You should segment your email listing—  Group your listings into different demographics and/ or interests, etc..—  You want to send the right messages to the right market—  You do not want to send irrelevant information/ messages to individuals in your mailing list
  • 9. Integration—  Integrate your email campaigns with your Website, LinkedIn, Facebook, Twitter, etc…—  Brings consistency to your message and brand—  This also helps to leverage each of your marketing campaigns, like get more “Likes” on Facebook, more followers for Twitter and visitors to the Website
  • 10. Anti-Spam Legislation—  Read over CAN-SPAM and Bill C-28—  Non compliance can lead to severe penalties—  Using a email marketing company will help you with all the regulations and compliances and to make sure you are following them
  • 11. Analyse—  Periodically review your data—  Look over your reports – how many people actually open and looked at the email? How many actually clicked the links? How many unsubscribed? How many subscribed? etc…—  Based on the report, do some experimentation and see if you can increase the click rate, open rate or decrease the unsubscribe. Such as maybe changing the time the emails are to be send out
  • 12. Steven Duong