Email Marketing: Best Practices to Keep in Mind


There are many ways to perform email marketing, but not all best practices are out in the open. These best practices go beyond advertising – they demand respect for the prospective and employ a highly personal style. A personal way of doing email marketing has, in fact, become necessary due to spam abuses and the penalties that are extended to spamming companies. Thus here are some ways to wisely do email marketing – along with tools to beef up your efforts, including both name and email validation services online.

Get permission. Email is a very powerful medium, yet it could be dangerous due to highly level of accessibility and the abuse that it is prone to. Secure permission first – offer something of value, like a free report, a coupon, or special deals or discounts. This is in exchange for the prospective customer agreeing to hear you out and provide personal information. Do this through putting sign-up forms on a site or distributing forms at trade shows or conventions that are related to your service, product, or area of interest and allow the prospect to “opt-in” to your planned email communications.

Build a targeted mailing list. To get a self-screened database of prospects that fit what you offer, have your customers and fans ask their friends to sign up. Put a Subscribe link to your mailing, so that new readers have a way of signing up when their friends pass it on to them. Your list will grow organically this way, and an entire social network will get your messages effectively. Work with a clean, targeted database as well – this is done in various ways, including co-registration service sites that offer a registration form appearing across multiple sites. After these steps, you may validate name lists through name validation services on the Web that will enable you to validate and parse names into components while also determining gender and name origin.

Strategize, too, when it comes to being persistent. Set up expectations for the relationship once your prospect signs up. The first few emails are critical, because this is where the customer gives permission for future communications and where you explain future benefits and deliver your promises through a newsletter or discount offering. Tell a story as well. Storytelling – a successful marketing strategy – can be done by providing company history, focusing on specific content, and crafting your newsletter well.

Let readers drive design (offer both plain and rich text emails, for instance), and have an exit strategy when your prospects stop responding. One final best practice is to know what you want: be sure about what you get from your email marketing campaign and how to alter them once your business needs change. Don’t hesitate to take advantage of online tools, too, including powerful and easy-to-use name validation and email validation tools that are ideal for Web forms. These tools force Web site visitors to enter their real name by verifying validity, ensuring that the addresses and other crucial data they provide are complete and accurate.

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