The document outlines eight essential strategies for creating a successful email marketing campaign, including defining business objectives, providing value to customers, determining frequency, and drafting a content plan. It emphasizes the importance of design, avoiding spam filters, maintaining a clean database, and ensuring compliance with the 2003 Spam Act. Key topics also include crafting engaging subject lines, obtaining consent, and using clear calls to action.

1. TOP 8 TIPSto aSENSATIONALemail marketingcampaign

2. The Strategy1Business ObjectiveWhat business objective do your want your email marketing to achieve?

3. Sit down with your team, or if you’re a sole trader, with some quiet time and consider how your business can benefit most from email marketing.

4. Is it the best medium for your business?The Strategy1ValueWhat value will your customers get from your email?

5. Every time you send and email campaign, you’re asking your customers to stop what they’re doing, and give you their full attention.

6. Make it worth their while – or you risk losing them as an active subscriber, or worse still, they might unsubscribe altogether.The Strategy1FrequencyHow frequently will you send your email campaigns?

7. How often do you have something of value to share with your readers?The Strategy1PlanDraft up a content/topic plan for the next 6-12 months.

8. When running a small business, it’s easy to let your email newsletter fall to the bottom of your to do list.The Strategy1PlanAn email marketing plan helps to keep your email marketing regular!Avoid the ‘JUNK’ box2I’m a big fan of ‘good looking’ email campaigns.A good design will serve your brand well and also draw the readers attention.But it’s important to balance the aesthetic with the practical - especially if you want to avoid the junk box and reach the inbox.

9. Avoid the ‘JUNK’ box2Plain Text EmailAlways create an HTML version and Plain Text version of your email.

10. Why? If you only provide an HTML email, subscribers whose email clients are set up only to hand text messages will display a jumble of text, odd characters and HTML code.Avoid the ‘JUNK’ box2ImagesUse Image Alt Tags. Most recipients have images disabled by default. Email that arrives with blocked images often looks like a puzzle of blank boxes. Alt tags can help communicate email content.

11. Set your image size (ie “width=“100px height=“200px”) so they appear the correct size and your email design keeps its ‘shape’ when images are disabled.

12. Set the back ground colour so there are no big ugly white spaces when images are disabled.Images DisabledImages Enabled

13. Avoid the ‘JUNK’ box250/50 RuleYour email client cannot ‘read’ images.

14. If an email client cannot find enough text content to ‘read’ within an email, often it will send it to the junk folder.

15. Use text where possible.

16. As a general rule, for image heavy emails, stick to 50% text, 50% image content.The Database3Purchased ListsNever...Buy/borrow a list from any source and add it to your database.

17. Take internal data that has been ‘lying around’ and add it to your active database.

18. Take data from a partner and add it to your database.Why?You don’t have permission – it is illegal to email commercial messages without inferred or express consent from the recipient.

19. You don’t know the source, age or quality of these lists – or who else has purchased them.

20. You risk high complaints (clicks on the ‘report spam button), which will quickly destroy your sender reputation and get all your messages blocked to all subscribers, even those who actually like receiving your emails. There is no quick fix to relationship building!

21. The Database3Home grownis bestThere are lots of great ways to build an active and engaged list...Capture email addresses every time you come into contact with existing or potential customers.

22. In person.

23. At events

24. On your website.

25. On social media sites.

26. On the phone.

27. During the purchase process.The Database3The power of segmenting your listBetter target your email campaigns and understand your relationship better with more information about your customers/subscribers.

28. Collect additional and information when you collect the email addresses. Eg. Postcode, Industry sector, purchase type etc.

29. This information will help you to better target your messages.Timing4There is no ‘one time/day’ fits all solution.

30. Your customers are unique to your business. Consider when they will most likely be receptive to your message and your call to action.