The concept of email marketing may seem simple, but there are protocols and technicalities that should be considered to ensure that your emails do not go straight into a spam folder or even are deleted without being opened. Here are just a few of the things that you should NOT do (and we are only scratching the surface here).
- When sending HTML emails do NOT overuse images – many viewers will have images disabled.
- Do NOT make your email too ‘busy’ and do NOT provide too many choices – if you are including a call to action, then no more than one call per email.
- Do NOT launch any campaign without first running A/B tests.
- Do NOT send your mail to an uncategorised list of recipients. Intended recipients should have an interest in the subject of your mail. Take it a step further and send ‘one-to-one’ emails when you can (they can of course be automated).
- Do NOT send just one email. Many people will take action on perhaps a third email whereas they will ignore a single email but also……
- Do NOT overdo it – almost certainly you will know already how annoying can be a flood of unwanted mail which leads us nicely to the big No! No!………..
- DO NOT SPAM! DO NOT SPAM! DO NOT SPAM! Got it? DO NOT SPAM! This can get you blacklisted, banned, your account shut down or worse – apart from which it is simply bad manners and will not win you any friends!
