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5 Important Email Marketing Tips

It can take time to build a responsive email marketing list of people who want to receive your newsletters and updates. Here are 5 important email marketing tips you can apply immediately whether you have a list of 50 or 5,000.

1. Personalise Your Message

Use the recipient's name in your message whenever possible. Something as simple as customising the email in this way can make your subscribers more likely to read through and act on your message.

2. Focus On One Message

It's fine to have a number of items in a newsletter type of email but if you are sending a non-newsletter type email with a particularly important call to action then resist the temptation to add extra padding. The more information the higher the chance the reader's eyes will glaze over and they'll reach for delete. Focus on one message and put it in the Subject Line and the first lines of the text to make it easier for those just skimming to absorb your message.

3. Include A Call To Action

Each email you send should clearly spell out what you want the recipient to do. Make links obvious. It's okay to be repetitive when it comes to the call to action - include it at the top of the message and again at the end.

4. Use A Professionally Designed Template

Use a email newsletter template that reflects your colours and brand of your business rather than sending out generic email. Using the same email template for your messages will help the reader recognise your company and foster a feeling of trust. Don't forget to test how your email looks across multiple email clients to make sure it looks how you want it to. You can see from your reports which email clients are being used by your subscribers. The use of iPhone, iPad and other mobile platforms to read email have increased hugely in recent months - make sure your template is Responsive ie: mobile compatible - if you are not sure ask us.

5. Check Your Reports

Is your list responsive? You should keep an eye on your open rates, click through rates, bounces and unsubscribes. Over time you will see what works for your list and what was poorly received. Asking your subscribers to update their profile with you by clicking the 'update preferences' gives them the chance to change the email address to which they receive your email. Perhaps you have been sending to info@theirbusiness and your email would be best going to sales@ or Tom@ ? Telling your subscribers that they can change the destination email can improve your open and response rates.

Don't be too quick to delete bounced addresses. An email can bounce for any number of reasons such as that the recipient's email inbox is full. It's best to wait and see if the address bounces more than once before deleting it from your list.