10 Essential Tips for Email Marketing

Email marketing is a great method to get the word out for products, services, and promotions – without too much investment. As a small to medium sized business, your advertising budget can be very limited, so developing an inexpensive email marketing plan can be the way to go. However, there is a fine line to walk between helpful and pushy, informative and repetitive. Power is not to be abused, as businesses have a responsibility to those who hand over their email address.

To help you walk that line and become a thrifty advertiser, here are 10 essential email marketing tips:

1. Subscribing to Success – The most basic step to email marketing is developing a pool of subscribers. A simple link from your website is a must. Also, mention if your business has retail check-out(s) or interacts with the public via other means (conventions, etc.).
2. Expecting the Best – When people click, “Subscribe,” or choose to give an email address to you, be sure they know what to expect. For instance, how often does your newsletter get sent out and what kind of material does it include? Coupons? Special event notifications? Fundraisers? The more the public knows, the less likely they will become frustrated or unsubscribe down the road. Certain inclusions may also act as an incentive.
3. A Warm Welcome – In response to a new subscriber, an automatic welcome email may be appropriate. Keep it short, sweet, and to the point. It’s also a chance to remind subscribers what they will be getting out of the email marketing you send.
4. Branded – If someone has subscribed to your business email, it’s because they liked something they saw. Be sure that your emails are on par with the brand that you portray elsewhere (online, in brochures, in person, etc.).
5. Options – Say you have ten subscribers. Each of those subscribers has a different amount of time to check email, a different reading style, and potentially a different interest in your business. Be sure that the email is scannable, and easily navigated. Titles and subheadings should be clear, and the organizational layout should be consistent.
6. Mark the Calendar – Every email marketing campaign needs a timeline. If your business has claimed to send out a newsletter each month, a date should be set for writing, editing, and sending. Planning ahead can help prepare for big events, holidays, etc. and make sure your subscribers are not disappointed!
7. Edit and Test – Speaking of editing and testing, your newsletter or whatever email marketing you choose to send is a direct reflection of your business. Consistent spelling and grammatical errors, missing links, or incorrect images suggest a lack of professionalism that could damage your business’ reputation.
8. Mobile Friendly – The days of looking at your inbox on a laptop or computer are over. Most people check email messages on-the-go from a mobile device. Be sure that your newsletter is compatible on multiple platforms.
9. Don’t End Up in the Spam Folder – Many of the tips above help your business emails stay free of the trash or spam folders. But aside from these, the best way to steer clear is by only sending email marketing to those who agreed to it. Make sure to remind subscribers why they signed up in the first place. In addition, it’s a good idea to include an “unsubscribe” link at the bottom of each email.
10. Make it Share-Worthy – Last but not least, keep the word circulating in regards to your business, by making the emails you send shareable between friends or colleagues.

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