Email marketing returned $43.62 for every dollar spent on it in 2009, and is expected to return $42.08 for every dollar spent on it in 2010. It has the best ROI available to a marketer. But just like everything else there are a few very important rules that must be followed to have a successful email marketing campaign. Check out a few of our email pitfalls to avoid…
Ignoring CAN-SPAM Requirements
The CAN-SPAM Act of 2003 and other Federal Trade Commission regulations require that email marketing messages be permission-based, in addition to having a true identity in the “From” line, an accurate subject line, a valid postal address, and unsubscribe link in the email. Failure to do so could result in a significant fine from the FTC (up to $200 per complaint) OUCH!
Sending to Non-Opt-Ins
Sending email without having the recipients permission is one of the quickest ways to alienate prospects and customers… not to mention goes against the CAN-SPAM (see above) and Mail Dog’s permission-only policies (bad dog!). Having customers sign up, keeping accurate opt-in records and providing a quality email newsletter makes subscribers happy and keeps you out of the hot water!
Linking only to your Homepage
If your email links just send subscribers back to your homepage, you could be losing major impact points with your subscribers. Instead link to specific products or pages and don’t make subscribers hunt for the information.
Sending Large, Image-Based Emails
Images are overrated, plus they are suppressed by more than 50% of emails subscribers’ software, so the key is to craft an effective offer and feature it using both text and graphics. And always remember to use ALT-tags on images.
Writing Whatever You Feel Like
Pay attention to your copy. It should be short, yes, but not at the expense of quality… and always have someone else proof read to make sure it all makes sense.
Lazy Subject Lines
A good subject line is the most important indicator of open rates. Be short, sweet, and specific. Good rule-of-thumb – spend the same amount of time writing the subject line as it takes to write the copy.
Only Using Email Marketing
Don’t treat your emails campaigns as one-offs, or segregate them from the rest of your marketing. If you have video on your website, be sure to include links to previews of that in your emails. Also, link to your social media pages like Twitter and Facebook to keep your customers engaged.
Sending Before Testing
Always send test emails! Check subject lines, copy, offers, and any other content you are including. Then double check and check again. Once an email is sent it is gone!
