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Do’s and Don’ts of Email Marketing

Do's and Don'ts of Email Marketing


Email is a great tool for marketing. Email is accessible, low cost and allows you to connect with many people at once. But email does have rules and guidelines you should follow when using it to market. Read on for a few of these very important do’s and don’ts of email marketing.

Do Have an Authentic Subject Line

It can be tempting to send a subject line that is exciting and gets people to click open. Like, “Open to Learn How to Become a Millionaire” but unless you can promise people a path to riches in your email, this should not be your subject line. Use your subject line to give a quick overview of your email and what you want to do. Try, “Learn Tips from a Successful Affiliate” or “ Sign In and Join My Team.” This emails get to the point of the email, but also encourage the receiver to open them.

Do Write Conversationally

Often times in email marketing, you may be sending an email to many people at the same time. While this is efficient, it can quickly trap you in robotic writing style. Trying to accommodate many people with one email is intimidating, but not impossible. Write your emails in a conversational way, like you’re writing to a friend (but beware of grammar and slang!). When in doubt of how to write, look through your own inbox for examples of emails you received that you liked, and others that turned you off their product. Try to imitate the style of those emails that connected with you.

Don’t Share Everyone’s Email Address

You don’t need an email service to send marketing emails to many contacts at once. While you can use GDI’s Inviter tools to send multiple emails, you can also easily use Email.ws. However, when sending emails to multiple people, make sure you’re not sharing all your contacts with strangers. You don’t want to show your recipients the email address of everyone you’re mailing to. This is impersonal and shares emails of people who might not want their email public.

To email multiple people without addresses being shown, use the BCC option in the “To” box. BCC stands for Blind Carbon Copy. This means all the names in that box are getting the same copy of the email, but the recipient line is blind, meaning others can’t see recipient addresses other than their own.

Don’t Email Too Frequently

How often does your email inbox get out of control with emails you don’t want? Daily? Hourly? We all get too many emails, so its important to respect that your recipients probably feel the same way. If someone signs up for email from you, be clear about how frequently you will email them. Try not to email someone more than once a week unless they have given you an OK to do so. Respect when someone asks to stop receiving emails or just get less.

Don’t Send Unsolicited Emails

Due to opt-In laws, you can’t just email anyone marketing emails out of the blue. People must opt in to receive emails. To get people to opt in, set up a simple signup form on your website. When someone signs up, send then one email first asking them to confirm they signed up, ensuring they sent the right email address and they are ready to receive correspondence. Now you’re ready to start sending marketing emails.




Effectively Using Email Marketing Part II

mailboxWhat Next

The purpose of your email marketing may be to get subscribers to complete an action they weren’t on your website. To do this, it can be as easy as just asking. If you want users to sign up to be an affiliate, provide them real value and information with your emails, then ask them to consider signing up and share your link. If you want them to visit your business, provide a reason why, like a special. Always consider what your goal is for your readers when drafting an email.

Allow for Unsubscribes

People who signed up to receive your email may change their mind and wish to stop. You do need to accommodate this. To again avoid being labeled as SPAM you must provide an option for receiver to unsubscribe from your email list in each email. This can be accomplished by adding small text at the bottom of your email with unsubscribe information.  This information is whatever action the receiver needs to take to no longer get your email. An example of this it to add the text “Please reply to this email with UNSUBSCRIBE in the subject line to remove yourself from this list” or something similar. This will meet the requirement of having an unsubscribe option. If you do use a separate email marketing service, this is already included in each email you send.

Miss Part I of this series? You can find it here

Effectively Using Email Marketing Part I

mailboxYou’ve created a great website and you’ve got traffic, but not the kind of signups or actions you would like. What do you do next? Consider using email marketing. You don’t need to sign up for an email marketing service, you can do it yourself easily. Emails sent by you can help to support your website and engage your audience. Once your audience is engaged, you can ask them to the do the next step, whether it’s signing up to be an affiliate, buying your product or visiting your store in person.  An example of a type of email you might send to a website visitor is one with more information, a deal, or an action item. It’s up to you to decide the content of your email to take your audience to that next step.

Before you get started with email, here are a few points to keep in mind.

Users Must Opt In

To avoid being labeled as SPAM or worse, people who will be receiving emails from you must first opt-in. This means that they must provide their email address to you, understanding that they are signing up to receive emails from you. This can be accomplished by a simple contact form on your website. Both SiteBuilder and WordPress allow you to add a contact form to your website. Simply adjust the text above the contact form to say something like “To learn more by email” or “Subscribe to our email list for deals” and you’ve met the requirement for opt-in. Double opt-in are helpful as well, but require more services. If you’re interested in using a double opt-in, you can learn more here.

Provide Real Value

Now that you’ve got subscribers to your email, you want to make it worth their effort. You can do this by providing real value. Value can be helpful information, a coupon or deal,  or a collection of links that may be interesting to your new subscribers. Consider all the emails you see in your inbox, what makes you open the few you do? Keep this in mind as your draft your email and your email subject line.

Check back for Part II on Friday. Please leave any questions in the comments.