Best Practices For Email Marketing


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This presentation created by Emailer Go provides information on Best Practices, Do's and Don'ts you follow when producing Email Marketing Campaigns.

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Best Practices For Email Marketing

  1. 1. Best Practices for Email | +44 (0)1904 789810
  2. 2. 1st Step: Choose an email marketing provider that fitsyour marketing strategy.There are lots of email marketing providers, who providedifferent features and costs.Considers how many subscribers are in your database and howmany times you want to email them. Some providers imposemaximum sending limits – so read the small print.
  3. 3. 2nd Step: Build your databaseorganically as your company grows.Never purchase email databases. Using purchased databases will onlycause problems, not sales.Grow you data organically, use data collection forms, or manually uploademails collected through you current sales route.Use an email provider with intelligent bounce management systems tokeep your data base clean.Regularly send email campaigns to your database to keep your companyfamiliar, but always limit campaigns to a couple each week.
  4. 4. 3rd Step: Organisingyour email contactsBefore your email database really starts to grow, try to plan ahead. Thinkabout how you intend to target your database, for example you mightwant to send a campaign to a certain age group.If you plan to target groups, make sure you record the requiredinformation about the user in online forms or when manually collectingdata.
  5. 5. 4th Step: Decide the objectiveof your email campaignBefore you start designing your email campaign choose one goal youhope to achieve.Start by deciding one main message, and continue creating thecampaign in a manner that backs up the main message, using customertestimonials, further product or service information is a great way tomake an email informative, yet also increase sales or sign ups.
  6. 6. 5th Step: Keep the design simple.If you don’t have a design background, don’t panic, most email marketingprovider will supply templates. Templates are a great place to start and will helpto keep a consistent theme between your email campaigns.If you are designing your own email campaign or editing a template alwaysmake sure you use enough text and don’t use too many picture. The ideal ratioof text to images is 80% to 20%.And finally, if you do have HTML experience, remember the best emailcampaigns still use table formatting! And many of the HTML tricks we use forwebsites still aren’t supported – So always check your emails before sending.
  7. 7. 6th Step: Ensure your content is perfectAlways double and triple check your email campaigns. Sometimes the simple thingscan be forgotten, like spellchecking and grammar checking.Remember your target audience - always try to write in a style that isappropriate to your target audience.Avoid words like “Free” or “Buy Now” as words like these will be flagged bySPAM filters, meaning your emails won’t be delivered.Try to make content different and interesting, tailor content to your databaseand make sure your chosen goal has a call to action– like a “ClickHere” or “Order Now”.
  8. 8. 7th Step: TrackResultsRemember your goal and use tracking tools such as Google Analyticsor Email tracking tools such as tracking images and links.Closely monitor open and click through rates to look for opportunitiesfor your next campaign…Low open rates, suggests issues with an email subject or a messagethat doesn’t relate to your database.Low click rates, suggests issues with the email message or that call toactions haven’t been clear enough.
  9. 9. 8th Step: Review, Learn& AdaptAs the previous step suggests, learning from previous campaigns is thebest way to continually tweak your marketing.Always be prepared to change, even if a design or a template works forseveral months, it doesn’t mean it will always work.There isn’t a “One shoe fits all” solution; the target market of apharmacy would be significantly different to that of a sports club. As youreview previous campaign data look for differences that could haveimproved the open and click rates, such as the content, time of sendand subject of an email.
  10. 10. Thank You,Ready to get more sales from Email Marketing?Complete your First step here: