Even when users subscribe to your email lists, they are constantly bombarded with spam from other businesses that make them hesitant to open any email that doesn't look interesting or that they don't recognize. In order to get your users to engage with your marketing, follow these best practices for writing effective, spam-free emails:
Don't buy mailing lists. Are the people on your contact lists expecting your emails? Many times, people will “acquire” email lists from third party vendors or other companies. This can severely impact your deliverability because if people haven’t agreed to receive your message, they will not want you in their inbox.
Think of your newsletter like a magazine or newspaper. Give it distinct sections so people can build up a relationship with it and skim read it easily. Use headlines, introductions and keep text snappy. Drive people to your website, social media or blog for full articles and interaction. Track what parts of your emails people are interacting with and expand and provide increased interaction within these sections.
Make sure your emails have a purpose. Don't just send emails for the sake of sending emails and don't send advertisements or promotions to people unless that's what people have signed up for, and even then give them something special like a discount or a pre-release product order. Emails should be useful or entertaining, and always worthwhile. If you're on the hard sell all the time, people will soon lose interest. Deliver on the promise you made that persuaded people to give you their email addresses. Make sure there is value to your email along with your promotional opportunities.
Make sure users know the email is from you. Make sure that the sender's name (Reply To name and Reply To email) is your website or company name and not the name of an individual in the company who sends or edits the newsletter. First-time readers and repeat readers will recognize your company and respond to it but might dismiss an email apparently from a stranger as junk mail.
Have a clear (and accurate) subject line. User should not only know who the email is from but what it's about. Don't have a subject like 'Free Offers For August!' which could be construed as spam. Instead, have a title like 'eMerge™ - Best Practices for Writing E-blasts'.
Respect your users wishes. Make it easy for people to unsubscribe from your mailing lists (eMerge™ has this functionality built right into the footer file of every e-blast). Just because you're losing a mailing list member, it doesn't mean you're losing a customer. Everyone has reasons for wishing to opt-out. Don't opt users back in once they've unsubscribed....respect their wishes and they will appreciate it.If you see a high number of opt-outs then you should re-evaluate your message: Are you sending too frequently? Are you lacking purpose or value to your e-blasts? Be conscience of the message you are putting out and how it's being perceived.
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