What Are Email Marketing Best Practices?

Facebook
Twitter
LinkedIn
Telegram
WhatsApp
Reddit
Email

Email Best Practices

Get Permission

This is, by far, the single most important measure to take in order to help ensure good deliverability — the foundation of an effective email campaign.

In a broad sense, make sure that whether you are adding subscribers or they are adding themselves, it is quite clear to them that they’re giving you permission to receive email messages.

More specifically:

Don’t use purchased leads

Ask people if they want your email and don’t simply assume that they do based on another transaction with you or your business

Use Confirmed Opt-In to protect your sender reputation

Read some examples of methods of obtaining email addresses that can or cannot be used with responsible email marketing services.

Stay Relevant

If you were asked to give a speech on golf tips at a conference, and you spent your time at the podium talking exclusively about your country club, what type of reception would you get from the crowd?

Your subscribers will give you that same type of reception (through complaints and unsubscribes) if you don’t stick to meeting the expectations you’ve set for your email campaign.

Start by focusing on maximizing the value of each message you send to your subscribers, and stick to it.

Promptly Remove Unsubscribes

Responsible email senders automatically remove subscribers who opt-out using the link at the bottom of any of the messages sent from your campaign.

In some cases, however, subscribers will respond to your email messages asking to be removed from your list. To avoid issues:

Use a reply address you check regularly

Manually remove people who ask to be unsubscribed.

Send Frequently Enough… But Don’t Overwhelm

Sending too frequently can cause an increase in:

Complaints

Unsubscribes
…while not sending often enough can lead to the same issues, plus more undeliverable email addresses on your list.

Set expectations for how frequently you’re going to send messages to subscribers and stick with it. You probably don’t want to send every day, but you certainly don’t want to wait several months between each message you send.

Review Your Message Content

Once you’re finished at the drawing board and have saved your message, review it and make sure:

It has a plain text version, even if you’ve written one in HTML

You’ve avoided using excessive punctuation within words and phrases

There is a sufficiently high text to HTML ratio — messages should not consist of large images with little text

You haven’t hyperlinked URLs in HTML messages

To check its SpamAssassin score for content filtering issues

Also, by sending a test of your message to a few of your own email accounts, you can help ensure that it appears consistently the same way to each of your subscribers.

Get Whitelisted

Encouraging your subscribers to add your email to their address books has benefits.

Email users add only certain chosen parties — senders who they know, trust, and expect email from.

Because of this, senders who appear there sometimes get better email deliverability often with an added benefit of images appearing automatically.

Use an Effective Reply Address

Though it takes only a few moments to decide on, choosing the reply address that appears in the from line of your messages is important to the success of your campaign.

Along with the subject of your message, the first thing your subscribers see of your messages when they’re browsing their inboxes will be the reply address and/or the “Name” you also set.

You reply address and name should be:

Recognizable

Hosted at the same or similar domain as the website subscribers signed up at

Avoid using free addresses (e.g. hosted at yahoo.com, gmail.com, hotmail.com, etc.) you use for personal communications.

Free addresses tend to stand out less to subscribers and when deciding whether to deliver your messages, some ISPs consider messages from free addresses to be slightly more risky since anyone (including spammers) can get their hands on them.

Keep Complaint Rates Low

More of something to understand than it is strictly a practice, keeping the rate at which subscribers report your messages as SPAM at an acceptable rate is crucial to email deliverability.

Don’t Let Perfect Be the Enemy of the Good

Starting off on the right foot is a virtue worth noting; however, obsessing to get it right the first time or trying to do it all can prevent you from starting to see the positive returns you’re assured with an effective email marketing campaign.

Instead, get started with by:

Publishing a form to your website

Setting up your autoresponder and possibly one or two other messages

Our Education Team regularly hosts free How to Get Started live seminars that will give you the instructions and confidence you need to get set up with something that will benefit your business.

Once you have a basic set up, you can move onto optimizing your campaign including:

Considering HTML versions of your messages

Split Testing Web Forms and Broadcast Messages

Customizing the branding of your campaign

Targeting specific segments of your lists

But take a step-by-step approach and don’t try to do it all at once. Start somewhere, then use the results you see to motivate your improvements!

Leave a Reply

Your email address will not be published. Required fields are marked *

What Our Clients Say
482 reviews