May 25 –BBB Business Tip: Do’s and don’ts of email marketing | Columnists

Small-business owners need to do more with less and, unfortunately, those limitations often apply to marketing. Because of their efficiency, email marketing campaigns are an option many small businesses turn to for connecting with their customers while staying within a tight budget.

Here are some do’s and don’ts on the way to pressing send.

1. DO determine who will be on the receiving end of your campaign.

First, you will need to build an email list that includes people who are interested in your products or services. And how do you get their email addresses? Invite them to subscribe on your website, either by using a subscribe button throughout your site or with an exit-intent popup that will give them the option prior to leaving a webpage.

2. DO set goals for yourself and your campaign.

One of your first priorities when looking to run a successful email marketing campaign is to set goals. Ask yourself what you want to achieve and how you plan on doing it. Some of the most common goals for an email marketing campaign are:

• Attracting new subscribers

• Increasing engagement

• Providing value to existing customers and subscribers

• Bringing inactive subscribers back

3. DO create an eye-catching subject line.

The first thing a subscriber will see when your email lands in their inbox is the subject line, and a successful subject line can make or break a campaign. A subject line that attracts the reader’s interest will lead them to open the email and continue reading whatever it is you have to say.

4. DO make sure the body of your email is short and sweet.

Keep the copy short, but not so short you can’t get your message across. Ensure you keep your reader’s attention and lead them to act, including:

• Create a great hook right at the start. Having a great hook at the start of the email will lead to increased interest in what you have to offer and ensure the success of your campaign.

• Personalization is key. Remembering to use your reader’s name throughout the email is an important part of a successful campaign.

• Engage your readers from the get-go. Useful information, interesting content, resources, statistics, polls and surveys effectively educate your readers and keep them engaged with your products or services.

5. DO collect data and follow up.

Collecting data, analytics, and demographic information is a surefire way to make future campaigns even more successful. Additionally, following up on your initial email is an opportunity to add previously left out information, get to know your customers, and receive their input, which can help you shape future mailings.

6. DON’T bombard your readers.

While following up on your initial email will show you are invested in your business and subscribers, sending too many emails will only turn your readers off to what you have to offer and ensure your mailings end up in their spam folders. A good way to plan The number of emails you send is to wait three days to send a follow up. Once that’s done, wait three weeks before you send another one unless your reader answers with specific questions, in which case, respond immediately.

If the aesthetic of your email depends on a large number of images, it may never be read. Image-heavy emails are often perceived as overly promotional. As a best practice, many marketers try to limit images to no more than 50% of the otherwise, your message may have a harder time making it past spam filters.

8. DON’T forget to add a call to action.

A call to action can be as simple as clicking on a link that leads to your website or filling out a subscription form for future content on your site. No matter how great, compelling, or engaging your email is, without an actionable link, success after all, a single email is not enough to show your readers everything you have to offer.

Rick Walz is the President / CEO of Better Business Bureau Serving Northern Indiana, which services 23 counties across the northern portion of the state.

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