Email marketing

  

1. Don’t send the same email to everyone in your email database … segment your list according to whatever criteria is appropriate and tailor the message accordingly

2. Only send proactive emails to contacts who have “opted-in” or with whom you have an existing, appropriate relationship

3. Make sure it is clear who the email is from, assuming the recipients are aware of your company/organisation.

4. Make sure the subject line is short and compelling and tempts recipients to open the message

5. Include a link to a landing page where the full marketing message will be visible to all, however their email was presented to them

6. Check all images and links work correctly

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7. Include an easy to use and clearly visible unsubscribe link

8. Include a physical contact address if possible

9. Check how your email appears with several different email systems including AOL, Yahoo and Hotmail. If you are B2B, check Outlook 2003/2007, Outlook Express and Lotus Notes.

10. Most recipients of you email will first see your message in the preview pane which gives you only a few inches of visible content …. so get to the point fast!

11. Your main call to action and navigation links should appear high up in your message; don’t rely on the recipient scrolling down to the bottom of your message

12. Several email systems incl AOL disable images by default. These settings can be changed by users but many won’t. Therefore, your graphics will not be seen by many intended recipients. Include everything that's important in text as well as graphics.