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  • Know How to Make Email Marketing WorkKnow How to Make Email Marketing Work

    • Date: 21/05/09

    • Category: Email Marketing

    Here are a few necessary know-hows to make your email marketing campaigns work.

    Know your customer…

    If you have it, always address your customers by name. Similarly, try and include your company name, or the name of someone at your company, in the “From” box.

    Know what your customer wants…

    Never send content the customer hasn’t asked for.

    Know when you’re welcome…

    Only ever use opt-in email marketing. Opt-in - or permission-based - email marketing, is about building a trusting relationship with customers, and is the solid foundation of sustained visitor-to-sale conversion rates.

    Know when you’ve outstayed your welcome…

    Always afford your email marketing recipients the opportunity to unsubscribe.

    Know how to avoid spam triggers…

    Content-based spam filters analyse words within subject lines and message bodies looking to bin your email. Resist words and phrases such as “Free”, “Act Now” or “Discount” to avoid the trap.

    Know the picture…

    Remember to include both a plain text and HTML version of your email. This way, your recipients won’t be faced with the choice of a blank screen or a message that looks like a complex mathematical equation!

    Know the bigger picture…

    Avoid sending email marketing campaigns during seasonal or public holidays. Customers will more than likely be spending time with friends and family, and if they do happen to log in to check their email, yours will likely get skipped to catch up on Aunt Doris’ plans for Boxing Day.

    Finally, know the time!

    Business to business email marketing should be targeted Tuesday through to Thursday, and either at the start of the day (8.30-9.30am) or just after lunch (1-2pm). Emails after 4pm may not be received until the next working day. Business to consumer email marketing should be targeted between Friday evening and Sunday afternoon, with 5-8pm being the best time.