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How to guide for Email Marketing

9 elements that work together for strong, healthy emails that work – and help you avoid the most common pitfalls that can send your message to the trash.

  1. Review and select the ideal email campaign management platform that suits your business. There are many available and all offer a variety of plans based on the size of your database and number of emails you send. Platforms such as Mailchimp and Vision6 are affordable, easy to learn and a great place to start.
  2. Use clear and focused subject lines and a clear “from” line to break through the recipient’s first line of defense – inbox purging and spam filters. Position your logo in the top-left corner of the email so recipient’s can quickly identify you.
  3. Personalise content so it’s relevant to your audience. Only send content that your audience will genuinely be interested in. Provide a link directing recipients to an online version of your email in case of inbox display issues.
  4. Keep the email reader-friendly. Responsive and mobile-friendly too. Alternating text and images make the email easier to read and navigate – especially for the increasing number of mobile device users. Use narrow columns for your copy; they are easier to read.
  5. Create dialogue with your audience. Remember, email is not one-way communication. Make it obvious to your reader what you want them to do – ring or email you, click a link, complete a survey. Make it as easy as possible for them to do this. Including multiple calls to action to increase the likelihood of recipients taking action. Experiment using both text and images with your call to action.
  6. Give the recipient the content they expect: focused and relevant. Place your main call to action within the top 400 pixels and make it easy to find without the need for scrolling. Include an offer that has real worth and represents real value to your audience. Test different offers.
  7. Cut out unnecessarily heavy copy, multiply images, groups of links or any other items that aren’t essential to your message – users don’t have time for these.
  8. This is a good place to be social. Include links to your social network pages so that email subscribers can easily connect with you in other ways. Include options that allow recipients to share your newsletter with their own networks. Always include links for subscribers to update their profile or unsubscribe.
  9. Have analytics and measurement tools in place to track ROI after your email is sent… so you can see how well your email is performing.