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Health Works Collective > Business > 20 Rules to Kick-Start Successful Email Marketing
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20 Rules to Kick-Start Successful Email Marketing

Stewart Gandolf
Stewart Gandolf
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emailEmail marketing—a popular form of marketing directly to the customer/subscriber—has the appeal (and appearance) of being free. Well, it’s not free…but the cost is low, and when done correctly, the Return-on-Investment (ROI) can be remarkable.

emailEmail marketing—a popular form of marketing directly to the customer/subscriber—has the appeal (and appearance) of being free. Well, it’s not free…but the cost is low, and when done correctly, the Return-on-Investment (ROI) can be remarkable.

In addition to a good email software or service bureau, your investment includes the time required to maintain the process, create timely and meaningful messages, and to sustain an effective relationship with a targeted audience.

But it’s not as simple as it looks…

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The apparent simplicity of email disguises the painful fact that it’s easy to get it wrong. Without proper guidance, your well-intended email marketing effort can produce unhappy customers, broken relationships, and zero new business.

Fortunately, some of the top professionals in the email industry compiled a great guidebook titled, 221 Email Marketing Do’s and Don’ts: Best Practices Reference Guide by the Email Experience Council (EEC) and business software company Listrak. The EEC is the email-marketing arm of the Direct Marketing Association (DMA), a worldwide professional organization.

You’ll want to review the entire list of 221 rules of the road, but—with a tip of the hat to the EEC and DMA industry folks, here’s our pick of 20 “do’s” that can kick-start a successful, opt-in email marketing effort:

  • Build your own list and collect data at every customer touch-point, both online and offline.
  • Keep the opt-in process quick and simple—only collect the profiling attributes that are most important to your business.
  • Allow visitors to opt-in to your email list from every page of your website, not just the home page.
  • Focus on the quality of our subscribers, not the quantity.
  • De-dupe (remove duplicate entries) in your list to ensure subscribers only receive one copy of your email messages.
  • Keep message design simple, clean and easy to read.
  • Write a clear call-to-action and keep the offer visible above the fold.
  • Don’t distract the recipient from completing a call-to-action by including too many offers, graphics, etc.
  • Include your company name in the FROM address of your messages so recipients know that the message was sent from a legitimate sender.
  • Keep your brand identity in front of your audience with regular emails that are relevant to their needs.
  • Remember that your brand is more than just a logo and corporate look—it’s also your corporate voice and personality.
  • Segment your list by many different attributes, not just one, as you’ll be targeting smaller groups with information that is even more specific to their needs.
  • Remember that relevant messages do not rely on a sending schedule—you can send emails more often as long as each message contains information that is important to each subscriber.
  • Keep emails short and to the point.
  • Remember that any unwanted messaged is considered spam, even if the recipient opted-in to the list; sending only relevant emails will protect your reputation.
  • Include a way for subscribers to opt-in to your list again in case they unsubscribed accidently or changed their minds.
  • Remove “unsubscribers” from your list within 10 days; or better yet, immediately.
  • Write compelling subject lines.
  • Use your email marketing to enhance your direct mail campaigns and social networking channels.
  • Ensure that you have the proper resources in place to handle the additional traffic, calls, etc. that emails generate.

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