Email marketing has been a proven driver of sales and ROI for businesses worldwide. It has a greater reach than any other marketing channel. Best practices can lead to a successful campaign and thus higher ROI and greater sales.
Here are some best practices to make your email marketing campaign a success:
- Clarity of purpose
What result do you wish to draw through this campaign? Keep the motive clear in your mind so that you can
draw results out of the campaign. Remember, a campaign without a purpose may not give you any result
instead may result in choosing wrong target audience and hence in un-subscription.
2. Familiarity with Spam guidelines
i. Don’t use false or misleading header information.
ii. Don’t use misleading subject lines. The subject line must accurately reflect the content of the
message. Use of certain words in subject of any email may land it in the spam folder. Beware of such
words. Make sure your subject line is very clear and doesn’t contain spamming words. For instance,
never use ALL CAPITAL LETTERS in subject line.
iii. Keep the content short and relevant.
Once you are flagged as a spammer, it is hard to get back on the white-list. Staying off the Spam list is easy if
you follow the rules. (Read CAN-SPAM Laws)
- Sending messages to verified email addresses
Verify the emails in your list before sending emails to avoid email bounce. There are various email
verification service providers in the market and you may try any of these. For instance, Quick Email
Verification (quickemailverification.com) is one of such tools.
- Domain blacklisting & use of sub-domain
Having your emails blocked makes it hard to communicate with customers, which can hurt the bottom line.
You may run your IP address through a blacklist assessment tool to know about the status of your IP address.
It is recommended that you make use of sub-domains in order to avoid the main domain being blacklisted.
Also, when you use a sub-domain, other departments’ sending practices no longer affect your sending
infrastructure, due to subdomains having separate reputations. And, over time, your subscribers, and their
ISPs will begin to recognize and trust your sending subdomain.
Make it easy for the target audience to unsubscribe from the list. The consent of target is very important. Do
not send emails to those who have unsubscribed.
There are many email marketing tools available today wherein you can personalise the email even when
targeting bulk audience. Instead of using Dear Concern/Sir/Madam, use the First name of recipient. This will
make the recipients feel that they are important to your company. Golden rule is ‘personalise as much as
- Multiple Contacts
Add multiple contact points in the email- call, email, social media, etc in to the email so as to enable multiple
ways in which the recipient can contact you.
Nobody likes to read long texts. Don’t send boring emails. Make them interesting by adding images, graphs,
etc. Do not forget to create plain text version of the newsletter. Most email service providers (ESP) now
convert HTML emails to plain text versions within the process of sending an email campaign. There is no
point in sending HTML emails when the receiver cannot read the content as the entire email is one big image
and receiver’s email settings do not display them.
Keep the content short by removing irrelevant information. You may make use of bullet points, bold and
italics to highlight keywords and phrases that you want the reader to focus.
- Use ALT Text
At times the images in the email might not be displayed due to slow connection or an error or any other
reason. Use of ALT attribute provides an alternate text for an image, if the image cannot be displayed. The
alt attribute provides alternate information for an image, if a user for some reason cannot view it.
- Clear CALL TO ACTION
What is the purpose of email marketing if it is not able to draw results that were planned? If there is no clear
CALL TO ACTION, the subject might not know what to do next to initiate purchase or sign up to the
newsletters, and hence might leave the page without completing the task. A CALL TO ACTION provides
clarity about what is to be done next and drives the user to sales process.
How is it like when you open your inbox in the morning and you are flooded with emails from a company
every other day? Annoying right?
Limit the frequency of the emails. Make it ‘Interesting’ & ‘wanted’ for the recipients and not boring & irrelevant.
- Track & Monitor
It is very important to track and monitor your campaigns to get an insight about the performance of
If the success rates are low, you need to find out what the problem is. This is the point where you would
decide whether to reinvest in improving your campaign, or call it quits so you can focus on new ones.
If the success rate is high you know exactly what to do for your future campaigns to be as successful as the