| There's a lot more to an email marketing campaign in | | | | algorithms to rate unsolicited emails using a hierarchy |
| the UK than just buying or renting a list and sending out | | | | of criteria. If an email accumulates a high rating, the ISP |
| a barrage of emails. If you're looking for a good | | | | will treat is as spam and at times even discard it. To |
| response rate, increased feedback, registrations, | | | | avoid this, don't use certain words in the subject line of |
| opt-ins or orders, a thoughtfully designed and targeted | | | | the email. Examples are "Save," "Free," "Discount," and |
| email marketing campaign is a powerful communication | | | | "£££." |
| tool. One underlying idea that controls the success or | | | | Instead, follow the half-second rule for subject lines. It |
| failure of email marketing is the idea of "best | | | | usually takes about that long for a recipient to scan a |
| practices." Here's some information about best | | | | subject line, so be sure it offers a benefit or reward |
| practices and how to implement it. | | | | for reading the email. |
| What is a Best Practice? | | | | For example, "ABC Company Newsletter: October |
| A best practice is a methodology, process or | | | | 2009 " is much less effective than "10 Tips for |
| technique that is more effective at achieving a specific | | | | Maximising Profits from ABC Company." |
| outcome or behaviour than other methodologies, | | | | Finally, personalise the email generously, especially in |
| processes or techniques. Within the best practices | | | | the opening. This can increase your click-through rates |
| model, there is a dimension of repeatability, meaning | | | | by a very high percentage. Click-through rates |
| that a best practice is the optimal way to accomplish a | | | | measure the success of an email advertising |
| task over time with similar results. Also, best practices | | | | campaign by determining the percentage of users who |
| can be applied to large it numbers of people, | | | | click on an ad. If you deliver 10,000 emails and 100 |
| standardised and replicated. As you'll see, it can be | | | | people click on a link in it, the click-through rate would |
| very beneficial to apply best practices to email | | | | be a disappointing 1%. To improve click-through rates, |
| marketing campaigns. | | | | make sure to follow best practices. |
| Small but Important Best Practices | | | | By implementing these and other best practices in your |
| To avoid getting flagged as spam by the aggressive | | | | UK email marketing campaign, you'll be more likely to |
| filters virtually all ISPs (Internet service providers), | | | | increase your credibility and attract more subscribers. |
| understand how they work. Spam filters use complex | | | | |