Email Marketing – 4 Do’s and Don’ts


In this article I am going to share a few of key do’s and don’ts when using email marketing. Email marketing is a fantastic way to promote your products or programmes to people who have already shown their interest in what you have to offer, making them more likely to buy from you. However there are some real no-no’s that will reduce the likelihood that people will stay on your list, let alone buy from you. Conversely there are some key strategies that will have your subscribers eagerly looking forward to your next email, to your next product launch.

So let’s deal with the negatives first. The first thing I suggest you avoid is writing subject lines that are spammy or boring. The chances are if you use any of the key spam words like free that your email may never be seen by your subscriber. If your subject line doesn’t interest or excite them then they are more likely to delete it then to read it.

The next thing to avoid is jumping from just sending out one or two emails a week to emailing every day or even twice a day. People don’t like unexpected changes and even if your emails contain the best information ever you are likely to get a large number of people unsubscribing in this situation. You could make this change but prepare your list by telling them in advance and telling them why you feel it’s in their interests to do so.

Let’s move on to the positives, what you should do. Probably the most important do is do include great value content in the majority of your emails. You need to give, give, give before you can expect to receive. In other words you must deliver content that will really help your subscribers to achieve something they desire or to overcome something that is holding them back from their goal before inviting them to check out your latest products. It also means you should avoid overt sales type language in your emails.

One of the best tips I can give you to make your email campaigns more effective is to interact with your subscribers. So invite them to email you with their questions and challenges and actually respond personally. This will really impress the individual and make them a more loyal subscriber. If from time to time you send out an email sharing the question they asked and your answer (with the subscriber’s permission) then it will also have a positive effect on your readers as a whole as they will evidence that you are a real person and are really committed to help them.

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