This presentation created by Emailer Go provides information on Best Practices, Do's and Don'ts you follow when producing Email Marketing Campaigns.

1. Best Practices for Email Marketing
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2. 1st Step: Choose an email marketing provider that fits
your marketing strategy.
There are lots of email marketing providers, who provide
different features and costs.
Considers how many subscribers are in your database and how
many times you want to email them. Some providers impose
maximum sending limits – so read the small print.

3. 2nd Step: Build your databaseorganically as your company grows.
Never purchase email databases. Using purchased databases will only
cause problems, not sales.
Grow you data organically, use data collection forms, or manually upload
emails collected through you current sales route.
Use an email provider with intelligent bounce management systems to
keep your data base clean.
Regularly send email campaigns to your database to keep your company
familiar, but always limit campaigns to a couple each week.

4. 3rd Step: Organisingyour email contacts
Before your email database really starts to grow, try to plan ahead. Think
about how you intend to target your database, for example you might
want to send a campaign to a certain age group.
If you plan to target groups, make sure you record the required
information about the user in online forms or when manually collecting
data.

5. 4th Step: Decide the objectiveof your email campaign
Before you start designing your email campaign choose one goal you
hope to achieve.
Start by deciding one main message, and continue creating the
campaign in a manner that backs up the main message, using customer
testimonials, further product or service information is a great way to
make an email informative, yet also increase sales or sign ups.

6. 5th Step: Keep the design simple.
If you don’t have a design background, don’t panic, most email marketing
provider will supply templates. Templates are a great place to start and will help
to keep a consistent theme between your email campaigns.
If you are designing your own email campaign or editing a template always
make sure you use enough text and don’t use too many picture. The ideal ratio
of text to images is 80% to 20%.
And finally, if you do have HTML experience, remember the best email
campaigns still use table formatting! And many of the HTML tricks we use for
websites still aren’t supported – So always check your emails before sending.

7. 6th Step: Ensure your content is perfect
Always double and triple check your email campaigns. Sometimes the simple things
can be forgotten, like spellchecking and grammar checking.
Remember your target audience - always try to write in a style that is
appropriate to your target audience.
Avoid words like “Free” or “Buy Now” as words like these will be flagged by
SPAM filters, meaning your emails won’t be delivered.
Try to make content different and interesting, tailor content to your database
and make sure your chosen goal has a call to action– like a “Click
Here” or “Order Now”.

8. 7th Step: TrackResults
Remember your goal and use tracking tools such as Google Analytics
or Email tracking tools such as tracking images and links.
Closely monitor open and click through rates to look for opportunities
for your next campaign…
Low open rates, suggests issues with an email subject or a message
that doesn’t relate to your database.
Low click rates, suggests issues with the email message or that call to
actions haven’t been clear enough.

9. 8th Step: Review, Learn& Adapt
As the previous step suggests, learning from previous campaigns is the
best way to continually tweak your marketing.
Always be prepared to change, even if a design or a template works for
several months, it doesn’t mean it will always work.
There isn’t a “One shoe fits all” solution; the target market of a
pharmacy would be significantly different to that of a sports club. As you
review previous campaign data look for differences that could have
improved the open and click rates, such as the content, time of send
and subject of an email.

10. Thank You,
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