The Dos and Don’ts of Email Marketing

The Dos and Don’ts of Email Marketing

What is Email Marketing?

Email marketing can be thought of as the use of email to promote products or services while developing relationships with potential customers or clients. It’s a way for you to get in front of your customer base and keep them up to date with what’s going on within your company. It is essentially the electronic version of direct mail, with the biggest benefit being that your content is sent out instantly and at a specific time and date determined by you.

Marketing Statistics

•       Marketing Weekly- 73% of marketers said email marketing is the number one digital marketing platform for ROI.

•       Adobe- As much as 58% of millennials claim that they prefer to be contacted via email.

•       Mailigen- 89% of the marketers agree that email is their primary lead generation channel.

•       Blue Kangaroo Study- 7 out of 10 people say that they have used the vouchers/coupons given to them via email marketing in the last week.

•       Litmus- 82% of the consumers check and open the emails sent to them by a company.

•       Experian- Every $1 spent on email marketing yields a $44.25 return on investment.

• Emails convert 3 times more than social media.

• Email marketing is more likely to drive sales than social media marketing

•       61 percent of consumers enjoy receiving promotional emails weekly. 38 percent would like emails to come even more frequently.

• 60 percent of consumers say they’ve made a purchase as the result of a marketing email they received.

Email Marketing Dos:

There are certain things you should be sure to adopt in your email marketing strategy. They will help to ensure that your email campaigns are successful and reaching the right audience.

Build a Contact List

If you’re relatively new to email marketing, building a contact list is one of the first things you should do. In order to send emails, you need contacts to send them to. One of the easiest ways to develop your content list is through form submissions on your website. People can subscribe to your newsletter through these form submissions or submit their contact information to receive more information about your product offerings.

You can also put gated content on your website that requires a form submission to access it. In terms of social media, you could hold contests or giveaways that require users to submit their contact information to be entered. There are so many unique ways to get these contacts, but it’s the first step in successfully implementing email marketing into your overall marketing strategy.

A/B Test Emails

A/B Testing involves sending one variation of an email to a specific subset of subscribers, then sending another variation of the email to another subset of subscribers. The variations can be in terms of subject lines, email templates, an email campaign with images vs. no images, and so on. The ultimate goal of A/B Testing is to see which email variation performed best in terms of how many people opened it, overall clicks, people who unsubscribed, etc. It’s a great tool to test out different concepts or ideas when it comes to your email marketing, so then you can analyze the results and draw conclusions of why certain emails performed better than others.

Practice Email Segmentation

Email segmentation involves dividing email subscribers into smaller subsets or lists based on specific criteria. Some examples would be separating contacts based on whether they’re customers, employees, or their job role or industry. Email segmentation helps deliver more relevant information to customers based on their interests, purchase history, and geographic location. Ultimately, email segmentation helps to avoid the one size fits all mentality. It helps to cater content to specific email lists rather than sending the same mass email to everybody. According to a statistic, segmented emails make readers 50% more likely to click on a link within the email!

Utilize Email Automation

Email automation is just as it sounds – Emails that are sent automatically to customers and prospects. By using an email automation system, it will ultimately help to save time and money for your company. Based on the criteria you required on the form submission, the information can be used to send automatic emails to customers and prospects. Examples would be a welcome email when they first subscribe, happy birthday emails, monthly newsletters, or items left in your cart reminders.

Follow Email Marketing Laws/Regulations

Certain laws and regulations must be followed in email marketing, which are laid out in CAN-SPAM and General Data Protection Regulation (GDPR). The basics of these laws and regulations are as follows:

• Don’t use false or misleading header information.

• Don’t use deceptive subject lines.

• Identify the message as an ad. 

• Tell recipients where you’re located. 

• Tell recipients how to opt-out of receiving future emails from you.

• Honor opt-out requests promptly.

• Monitor what others are doing on your behalf. 

Analyze Campaign Analytics

Finally, once you’ve successfully sent out an email campaign, you need to ensure you’re analyzing the analytics. The analytics help you better understand your email campaign’s success and areas you may have for growth. Some examples of email analytics would include the following:

Open Rate: What percentage of subscribers opened the email.

Click-Through Rate (CTR): How many people clicked on one or more of the links found in the email.

Unsubscribes: How many people opt-out of receiving your emails after opening the email sent to them.

Email marketing Don’ts:

Of course, in email marketing there are also things you should avoid, as they may deter someone from opening the email or remaining subscribed to your email list. Here are a few examples.

Don’t Lead with a Sales Pitch.

Leading with a sales pitch will ultimately cause your subscribers to unsubscribe from your emails or lose interest in opening them. Sales pitches are expected at some point, as the primary goal of email marketing is to draw in conversions. However, don’t make every email a sales pitch or automatically lead off with one. Consider what customers previously showed an interest in and send them similar information down the road. If they have a need, establish yourself as the industry experts so when it’s time to buy, they turn to your company!

Don’t Sound Spammy.

Sounding spammy is just as it sounds. Don’t make email content that could potentially be marked as spam to your subscribers. Subject lines are critical to whether subscribers open or don’t open your email. If your subject line sounds like spam, they’re less likely to open it, or they may never even see it as their email automatically sent it to the junk box.

Don’t Forget About Mobile Users.

In today’s day and age, many people open their emails from the app on their smartphone. Because of this, you can’t forget about mobile users in your email strategy. You need to ensure that the email is formatted so they can open it on a mobile device. For example, ensure that your type size is readable and keep subject lines short. Most sources recommend a subject line of 30 characters for mobile emails. Also, you should limit navigations and links, as this could become burdensome to the subscriber on a mobile device. (You should still have a clickable logo and other external links, just not as many). Today, mobile devices account for nearly 60% of email opens, and email open rates from mobile devices have increased by over 100% since 2011. Because so many people now utilize mobile devices for their email, it’s crucial to account for that in your email strategy.

Don’t Send Everybody the Same Email.

As stated previously, don’t send everybody in your subscriber list the same email. This goes hand-in-hand with email segmentation. Not all of your customers, prospects and subscribers have the same interest. Develop lists based on their interests and send them content that is relevant to them.

Email marketing is crucial in today’s day and age, especially when it comes to having a solid marketing strategy. Although getting started can seem somewhat difficult, by understanding the basics, you can begin to implement email into your marketing efforts and learn as you go. If you have any questions or feedback, reach out to the author below!


Jaclyn King is a Marketing Communications Specialist at Butler Technologies. Butler Technologies is a printed electronics solution provider that develops User Interface and Printed Electronics.

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