So, you want to launch an e-mail campaign. But what are the best practices every business owner needs to know? Abide by these guidelines for an effective, ethical e-mail campaign:
Address Audience Needs
That starts with the first point of contact: the subject line. If the subject line of your e-mail fails to address the needs of the recipient, the communication stops right there. Consider this: Why did this person (or people) subscribe to your e-mail newsletter? Use the answer to formulate an enticing headline that meets that need.
Keep it Simple
As for the body of the e-mail, it should be brief and on point. You can have multiple topics, but they should be made more readable by dividing each into its own section with the main marketing message as the centerpiece. Whatever you want to promote first is your main marketing message; everything else gets a small section underneath.
Get Their Attention
…And do it the right way. This is achieved by using appropriately descriptive adjectives, spelling all words correctly and making sure punctuation and capitalization practices are top notch. And by capitalization, I DO NOT MEAN ALL CAPS. You don’t want to be noticed for your obnoxiousness or bad grammar. No matter your industry, it is a mistake to assume that your audience doesn’t pay attention to these things.
Abide by CAN-SPAM Guidelines
The Federal Trade Commission’s CAN-SPAM act was designed to help e-mail marketing messages become legitimate marketing tools, rather than pervasive nuisances. It outlines best practices for obtaining subscriptions, avoiding misleading information and identifying your message as an advertisement. Obtain a copy of the guidelines for yourself here.
The best practices for e-mail campaigns are simple and straightforward. The average business owner can run a successful e-mail campaign by practicing these guidelines. Good luck with your e-mail marketing endeavor!