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GOOD PRACTICES FOR EMAIL MARKETING
Email marketing is one of the brightest spots in the hands of businesses and their marketing teams to increase customers & revenues as well as disseminate information, and keep engaged with clients & stakeholders from time to time. To make sure that your email marketing works for you, we have compiled some good practices to help you in this process.
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Do not buy contact lists at all. If you do this, then you will quickly notice a fall in the performance of your email campaigns. In Europe for example, a person must give his / her consent before you can send them communication in any form. Bought contact lists contravene this regulation and thus can end up getting you in trouble.
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Kindly avoid the practice of "no-reply" being used in auto-replies or as a part of the email ID from which the marketing email goes out. This bad practice deters prospects & clients from replying or even choosing to continue further engagement with your brand. It's better to have emails sent out on behalf of a real-life company team member.
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Use one font throughout the email to show clarity and consistency.
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It's ideal to include an email signature at the end of the email with contact details, name, designation and website name listed on it.
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It's always good to give links to your social media handles in the signature block in the email. Thus, the clients can explore and engage with you in a more holistic manner going forward.
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Make sure your data of contacts and their details is reviewed, cleaned on a regular basis. Clean data is the backbone of a marketing team. Therefore, all outdated and wrong details and information should be cleaned on a weekly or monthly basis.
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Make sure that your greetings are personalized to show a connect with the person. An email addressed to the person always grabs their attention and ensures the person reads the email and there is further involvement.
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Your email should not be more than 500-650 pixels wide. A template with more than 650 pixels means scrolling to read the entire message which is a tad cumbersome when doing the same on the mobile devices. Thus, do not ignore the pixel width.
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Display the brand or company logo in the centre or upper-left-hand side of the email. Research has shown that viewers look for logos on the top left-hand side as most businesses have it there on the web. Branding at the beginning is always a good idea as that way the clients know the email is from you.
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Your subject line should not only be catchy/attractive but give an incentive to the viewer to open the email. It could be an offer, a sale, a deal, a discount, a voucher, or a gift. Anything to grab attention and get a higher open rate. Have a decent incentive themed subject line.
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Add a "subscribe" option/link/button at the end of each newsletter/marketing series so that if your content is shared by receivers with people in their social circles, the chances of them also subscribing to your newsletters etc is greater.
About the Author
Mohit Sharma
Mohit is Practice Lead, 4x Certified Salesforce Consultant, Salesforce trainer, blogger, writer, and full-time husband. With over 8 years of experience implementing Salesforce, and an obsession for innovation, ready to tackle any new project that comes his way.
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