If your day is anything like mine, you send a lot of emails. A. Lot. You hope for swift responses and perfect messaging every time, but that’s not a realistic result. To prevent getting discouraged or stuck in a rut, I read up on email efficiency and best practices periodically to update my routine. Here are some of my favorite email marketing “don’ts” that help maintain solid open and response rates.
Don’t send without permission. Always get permission before adding anyone to your marketing mailing list. If your company is like The Simons Group, you’re proud of the work you do and want to share it with the world. But we never send out our newsletter or announcements without a contact’s permission. This common courtesy shows that you respect your audience – and even increases your open rates! So, before you sign up everyone you met at your last networking event for the company newsletter, be sure they are just as excited as you are to receive it.
Don’t go for the hard sell. Readers may opt-out of emails if you bombard them with sales pitches. Instead, send an email with industry tips, thought leadership advice or case studies. If you send information that can help them or get them to think in a new way, they are more likely to continue following along.
Don’t abuse your contact list. Sending emails every day can be too much. Studies show that sending marketing emails one to four times a month can be very successful. Keep in mind that your contacts may be overwhelmed with the number of emails they receive from other companies or internal issues, so you don’t want to add to the chaos. Reach out sparingly and your audience will look forward to your next email.
What are some of your favorite email marketing “don’ts”? Let us know in the comments.