What are the real do’s and don’ts of email marketing?
That was the question that was fired at me in a recent interview for the new DMA TV Channel – It did surprise me somewhat, not least because it wasn’t on the list of questions I saw before the interview!
But the question did get me thinking.
Perhaps I’m often guilty of getting really excited about what email marketing is going to let us do in the future, how true individual marketing emails will be flying around the internet, recipients will only ever receive messages that are relevant to them and marketers will generate hundreds of pounds for every penny spent on email marketing. May be we all are.
Based on the pause before I answered the question there is certainly some truth in the above.
I asked the interviewer afterwards why he had asked the question, he explained that he was interested by what we were talking about but wanted something he could take away and use today for his own campaigns. A do and don’t style question gave him exactly what he needed to make a difference tomorrow not next year.
So I thought I would keep this posting really simple, by listing three do’s and three don’ts that we can all use tomorrow on our next campaign.
Do
• Do consider what the recipient wants to receive not what you want to send them
• Do send your message at a time that is relevant for your audience
• Do remind the recipient in the message why they are receiving it and when they signed up
Don’t
• Don’t send an email for the sake of sending it, only send when you have something relevant to say
• Don’t make your subject line to long
• Don’t crowd your key message, ensure it is very clear what the recipient needs to do
I’d be interested in hearing other people’s thoughts on their do’s and don’ts for email marketing that we can all adopt tomorrow.
Oh and there is a final do…
Do let me know how you get on if you try any of the above.
James Bunting
Director of Research & Strategy
Communicator Corporation
James Bunting is Director of Strategy and Research at Communicator Corp. View the full bio here.-
http://www.returnpath.net Stephanie Miller, Re
Our bloggers
Follow us
Photostream
|
|
|
|
|
|
|
|
|