Email marketing - do's and don'ts

Emailing a newsletter to your customer database can be a great way to keep in touch, build relationships and encourage referrals, but it can also be a waste of time if not done correctly. Here's a basic checklist of do's and don’ts to help you connect and engage your readers.

DO ...

  • Provide value to the reader. Your newsletter should include a mix of interesting content and solutions, along with offers or promotions. Don’t overuse email to only bombard your readers with sales messages.
  • Be consistent. Send your newsletters out on a regular basis. Select a frequency and keep to it. Ideally your readers should look forward to getting an email from you on a regular basis. The frequency of campaign depends on your business and could be anywhere from weekly to seasonally. Use your experience with receiving emails from companies you have a relationship with - or survey your customers - to judge the right frequency.
  • Use a template. Your emails should have the same look and feel each month. This makes them readily identifiable and easy for you to drop in the content. Loqium will create this template for you.
  • Look at your email marketing statistics. Remember to log-in to your Adobe Dashboard and look at the statistics for each campaign. You'll see who’s opened your email, what they've clicked on, and much more.
  • Be relevant. Think of the season. Think of current events. You may want to target certain newsletters to identified segments of interest, ie different emails to different customer lists. The Adobe system gives you unlimited lists. This will make your email campaigns more relevant and effective.
  • Include a call to action. If you're promoting something particular in your newsletter, include a call to action - for example, a 'buy now' button, a 'more information' button that takes them to your site, a 'call now' button, a 'subscribe now' button.
  • Be concise. Don’t assume people will read everything in your newsletter - it's highly unlikely - and put the important things at the top. Keep your emails short and to-the-point.

DON'T ...

  • Send your email without an unsubscribe or opt-out option. It's not only illegal, it's really annoying to your customers. You don't have to worry about this as the Adobe Email Marketing module has an automatic Unsubscribe function.
  • Send too often. Don't annoy. It's best to decide on a frequency and stick to it. Plan out what you want to do during the year and don't bombard people.
  • Forget to proof it first. Send a test to yourself, proof it carefully, then get someone else who knows what they're doing to proof it again. Once you've sent out your campaign you can't pull it back because you've got a date, time or price wrong, or you've forgotten to link important text. And don't just proof the text - proof the links as well. The Adobe Email Marketing module allows you to email yourself and/or others before sending your campaign so it can be thoroughly proofed.
  • Include too many things. Set a major goal to accomplish and plan your content around that. A secondary goal can work, but don't be tempted to include too many messages because it will dilute the effectiveness of your email.
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