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Best Practices In Email Marketing
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If you’re just beginning in email marketing, you probably don’t have a “list” to start with. That’s ok, because you certainly do not want to buy one or borrow one. The email list of subscribers you do want are those people who have opted into your email subscriber list. These are your hard earned customers and you should treat them like gold. You will also want to adhere to the following information about best practices in email marketing.

Building your list will be the topic of an article coming very soon. For now, though, I am going to focus on the best practices in email marketing. There’s little doubt in my mind that you’ve probably read hundreds or thousands of emails from people or companies trying to convince you to buy something. That’s normal today. We all get those emails. Have you noticed how much better some are than others? By better, I mean the ones that have great graphics that are relevant and with text that does a good job of informing you without being too pushy. People who are following best practices in email marketing write these emails. So should you. You should always follow the same principles that I am going to talk about today.

Perhaps the most important rule, and at the top of the list of best practices in email marketing, is that you should never, ever, spam. This means to never send anyone an email that hasn’t given you his or her prior, written permission. This permission is usually given via an opt-in request that a person received from you, and has explicitly agreed to allow you to send them email. Without it, by law, you don’t have the right to send them anything if they did not agree to receive it. Don’t ever forget this. The last thing you want to happen is to be “black-listed” as a spammer. If that ever happens, you may as well find another line of work.

I referred to great graphics and informational content earlier. This is what you want in your emails sent to your list. You don’t have to be an artist, but adding relevant graphics will capture your reader’s attention and persuade them to read further. However, the content is by far the most important aspect of a good email. When you write your content, be informative, honest, and brief. Make your point, be concise, and always make sure to proofread before you give it your final stamp of approval. Nothing says more about the author of an email than grammar, spelling, and punctuation!

In conclusion, here is a list of the remaining important points to remember when sending out your email campaign:

1. Set a schedule to send out your emails and stick to it. Your readers will appreciate it and will come to expect to hear from you at a “regular” time.

2. Always use your business name or your own name, and in all cases, make sure it is consistent.

3. Make sure that the company you decide to subscribe to will send your emails in HTML as well plain text. Keep in mind that some people prefer text emails only, while others may not be able to receive HTML emails. This assures that your email reaches them.

4. Send your emails in the early evenings and in the early to mid-week timeframe. Weekends are OK, but send on Sunday only when you have something that is time-sensitive or very special that your readers won’t want to miss.

5. Provide your “email” address and suggest that your reader puts your address into their address book to avoid your email from going to the junk folder.

6. Lastly, be certain that you have your newsletter or email sign-up form on every page of your website. Invite as many readers as possible!

Now that you understand what to do in email marketing, start thinking about building that list!

Good luck with your campaign!


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