Email Marketing Etiquette

Email marketing is a great way to engage with your audience and promote, well, whatever you'd like to promote! If you're currently sending emails to a database, or are thinking about doing so, read on for some quick, best-practice guidelines.

Who Are You Sending To?

The mail shot service you use will in part determine if your emails are actually reaching your subscribers' inbox. Some services have stricter sign-up processes and so tend to have a better 'reputation'. This means mail shots sent via their service are more likely to make it through the recipient's email SPAM filters. 

It is also vitally important that every recipient has consented to receiving emails and that you provide an 'unsubscribe' link in each mail shot. You can read more about these regulations via the Information Commissioner's Office here.

'Bad' lists can give you a bad reputation. Do keep a close eye on your mail shot stats - particularly the number of bounces, unsubscribes and abuse reports. High numbers of these three things give you a good indication of the quality of your email list. 


Grab Their Attention and Keep It

The first thing subscribers will see is your email subject - make sure it's eye catching. In the words of MailChimp, "keep it relevant and non-spammy". It should make people want to click through. If it's not interesting enough your email may simply be deleted without being read.

When sending out your mail shot it's always a good idea to offer something back to your subscribers, be that a discount, giveaway, or freebie. As well as giving people a reason to open your email in the first place, it rewards them for continuing to subscribe to your mailing list. 

Finally, why are you sending them this email? Be sure to include a clear call to action in each section of content.

Inform, Don't Bombard

Your business might have a lot of promotions, events and offers going on but not every one needs to be emailed out to your database. You may think you're being helpful by sending all these deals to their inbox but too much of a good thing is called clutter. 

Save your mail shots for the big things and keep them simple. All the peripheral stuff can be promoted via your social media accounts. As a general rule, we'd advise sending out mail shots every 6 weeks for a database with around 2,000 - 10,000 subscribers. 


Are You Providing a Good User Experience?

A good proportion of your subscribers will be viewing your email on a mobile device. When your email is not responsive it can cause frustration for the user as they pinch and zoom trying to read your content. We like this infographic from ExactTarget Marketing that explains the different types of design and how you can accommodate each one in your email marketing.

5 Top Tips

  1. Never buy email lists and ensure all subscribers have consented
  2. Keep your subject line relevant and non-spammy
  3. Offer a giveaway or freebie
  4. Include clear call to actions
  5. Make sure your email is readable on all devices

Need Help?

It can be a bit nerve-wracking clicking the 'send' button on a mail shot to 10,000 people, which is why we're on hand if you need some help. We offer pay-as-you-go mail shot design, platform set-up and sending as well as more regular mail shot sending and strategy when needed. Get in touch if you have any questions.