Email Marketing –
Do’s and Don’ts

Many professionals have said that email marketing is dead because of the huge growth of social media. However, it is still an essential direct marketing tool for attracting and retaining customers, making it likely to remain relevant for many years to come – if used correctly. Below we’ll explore the Do’s and Don’ts of email marketing to help you in your next campaign.

Do use catchy subject lines

First impressions count. You need a subject line that your recipients will most likely engage with.  An average of 35% of email recipients open emails based on subject lines alone. The content in your email may be interesting and highly informative but it won’t matter if people aren’t even opening your email. A good subject line will result in a high conversion rate for your campaign.  Mailchimp offers great tips on catchy subject lines.

Do choose quality over quantity

Creating content with value is important  for your audience. The content in your email needs to be unique and original or exclusive. Read more about how to create effective copy in our blog post on this topic. Consider using different content types such as links to blog posts, video content, case studies and infographics to keep things interesting. But be careful not to include too much content. Overall, your content needs to have a clear purpose, whether it’s to drive awareness, increase engagement or to follow and inevitably convert prospects to leads and leads to consumers of your products or services.

This is why it’s important for your email to include an immediate call-to-action so it’s clear what action your audience is expected to perform.  Simple call-to-actions include ‘buy now’ or ‘sign up here’ or ‘contact us’.

Always proofread your content to ensure there aren’t any typos or other mistakes, before you distribute.

Do distribute to a targeted list

So now you have great content, but is your email reaching the right audience? According to Hubpost, the right target audience is the intended audience or group characterised by age, employment, location and interests.

Take the time to cultivate a well-thought-out email recipient list, one that includes existing contacts who have given you consent to email them. Cold emailing will only annoy people, and those recipients are unlikely to open your emails in the first place. With the POPI Act in effect, companies are required to get permission from contacts  before sending them emails. Be sure to include a link for people who wish to unsubscribe.

Don’t bombard recipients

Too many emails will turn off your customers and they’ll end up unsubscribing. Wait at least a week to do a follow-up. This gives people time to think about the product or service you’re offering.

Don’t send emails that aren’t optimised for mobile

Always make sure your emails are optimised for mobile use because most of your traffic will come from mobile devices.

Good luck with your future campaigns!

Bradley is an Account Executive at Rothko. He works on multiple email marketing and digital marketing campaigns for clients.