email marketing

  1. Be sure to link articles back to your site. This is a BASIC but very important rule. Start your article and include a “read on” link that accurately describes what the article is linking back to. For instance if the article is announcing a sale, introduce the sale in the enewsletter, then say “Find more items on sale here.” This in itself serves several purposes:
    1. It cuts down on the "mile long" scrolling, never-ending email that no one will read. Giving them bite-sized lead-ins to articles will allow them to pick and choose what they want to read. Remember online readers tend to skim for information.
    2. When you review your stats of your email marketing campaigns, you can see precisely which links had the most click throughs and find out what your clients are most interested in.
    3. You are getting them back to your site to make a purchase, browse and see what they are missing!
    4. It significantly helps your SEO by bringing more traffic back to your site.
  2. Send during peak reading times. Send B2B (business to business) emails Tuesday through Thursday just after the start of the work day around 9:30am or just after lunch around 1:30pm. It’s best to avoid sending B2B emails after 4pm or on weekends. B2C (business to consumer) emails are best sent between 5-8pm Tuesday to Thursday or between Friday evening and Sunday afternoon.
  3. DON’T TYPE IN ALL CAPS. It’s proven that in the English language we recognize shapes of words and can scan quicker when there is differentiation in the word shapes. With all caps, you don’t have that. Besides your readers will think you are yelling at them.
  4. Be consistent with your frequency in sending. Pick a schedule that works for you, whether it’s weekly, monthly or quarterly. Your readers will look for your emails. Just remember not to bombard your readers with too many in a short time. It will lead to many unsubscribes, reports of spam or banning you from the email service or ISP usage.
  5. Make the From Name either your company name or the name of the person at your company and keep it consistent. It may make the difference in whether your reader recognizes the name and opens it or thinks it spam and deletes it.
  6. Don’t use all caps or multiple exclamation marks within your subject line or body. Doing so may trigger spam filters.
  7. Build your list at every possible opportunity. At conferences or events, ask those you speak with if you can add them to your list. Add a “Subscribe” form to every page on your website. If you are in retail, add a point-of-sale sign up form at the checkout.
  8. Include links to other noteworthy pages in a side column “Table of Contents” or “Quick Links” area, to offer more opportunities for viewers to visit your site.
  9. Include a “Forward to a Friend” option in the email. Odds are that if they are interested in your product, they will know others that share the same interests. This is an excellent opportunity for growing your client base.
  10. Send only to those persons who have requested to receive them.

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