This is a guest post by Ilona Hetsevich.
As one of the oldest forms of online marketing, email marketing is unique in retaining its high levels of effectiveness over the years. This has not happened by standing still, however – marketers need to stay wise to the techniques and tactics that make an email marketing campaign soar above the competition.
Here are 10 dos and don’ts:
1. DO use segmentation to increase conversions
By diligently gathering customer information, you can better target specific customers by mailing them on special occasions, rewarding customer loyalty, or any other way to make customers feel special you can think of.
2. DON’T use word processor programs to design email templates
Word is great for documents but inappropriate for designing email templates due to the problems with transferability. Use template design apps from reliable specialist companies such as dotMailer instead.
3. DO ask customers to write reviews
Email trusted customers with this request, sweetened by the prospect of vouchers or other special offers. This not only gives you valuable insights into customers, but also into how well your online shop is functioning.
4. DON’T venture outside tried and tested HTML standards
When writing HTML code, it’s important to remember that it shows up differently in different browsers. Check carefully that you are using standardised HTML and that you’ve made no mistakes.
5. DO include a plain text version of all emails
No matter how beautiful and well-designed your HTML templates are, there is always the risk they cannot be supported on some email clients or third party email apps. Always give customers the chance to switch to plain text to ensure you get the message across.
6. DON’T leave out alt attributes for your images
Not only do alt attributes assist search engines, they also help users whose email clients habitually block images. With alt attributes, the user can see what the image was and possibly click on through.
7. DO email inactive customers
If you spot customers on your mailing list that have not visited your web shop for a significant period, then you really should send them a “reactivation” email. By striving to win them back, you can increase conversions and site traffic.
8. DON’T make URLs too long
A long URL spoils the look of your email, and should be easily avoided using link shorteners and plain text links.
9. DO reward loyalty
Your best customers deserve to know they are! Give those that provide the top 20% of sales regular incentives, with an automated reward system that triggers emails containing offers and discounts whenever they pass a certain sales threshold.
10. DON’T embed videos unless vital to the message
Effective as videos are, they greatly increase loading times and can make your emails fall foul of many email clients spam detectors.
Ilona Hetsevich writes on behalf of dotDigital Group PLC. She is highly interested in web analytics and market research. She knows 4 foreign languages, is fond of travelling and hiking, and spends free time by exploring new cultures and trying foreign cuisine.