6 Do's and Don'ts When Running Email Marketing Campaigns

DO have a clear objective for your emails!

When you’re in the creation stages of your email marketing campaign you need to have a clear action that you want the recipients to take.

Do you want them to call you? Visit your website? Subscribe to a new mailing list? Reply to your email?

Once you’ve identified what action you want your audience to take, you then need to structure your email around that objective.

Three stacked wooden blocks depicting email design, marketing objectives and call to actions

If the main purpose of your email is to target your entire audience and showcase a new offer or promotion that you’re currently running, then you’ll want to have your main call to action closer to the top of the email, including some relevant imagery and keep text to a minimum.

If you’re looking to start a conversation with individual members of your audience, then your content should be more text-focused. You’ll need to use the first few lines to capture their attention and then structure your offer/call-to-action in a way that retains their interest and encourages them to act upon it!

Keep your eyes peeled on this blog as we’ll be creating more content soon on how to use different email call-to-actions!

DO optimise your email delivery times!

Delivering your email at the right time is vital for getting the best open rate and click-through rate performance for your email campaigns.

While the general rule of thumb is that sending emails mid-morning (10am – 12pm) on mid-week days (Tuesday, Wednesday, Thursday) tends to yield the best email performance, it’s not that simple and there’s no ‘one-size-fits-all’ approach.

Red alarm clock surrounding by letters, depicting email marketing sending and delivery times.

To find the right time to send your emails, you need to think about your audience and their behaviour.

Take the entertainment/activity industry, for example. If you run an entertainment or activity venue (it could be an escape room, an arcade, or a museum) would sending a promotional email campaign at 11am on a Tuesday be the best time?

With your ideal audience most likely busy during the week, Thursday or Friday evening likely result in a much better engagement rate for two simple to understand reasons. One, Thursdays and Fridays are the days that they will be looking for things to do over the weekend, and two, in the evenings is when they will be sat with their families with some downtime, rather than in the middle of the workday.

Here are a few important things to remember when considering your email delivery times:

Research your target audience and their behaviour – When are they typically busy? When do they usually read their emails? Are they in a different time zone?

Weekends are not always out of bounds – Depending on what industry you’re in and the subject of your email, sending on a weekend could actually be more effective!

Is your audience correctly segmented – If your audience isn’t correctly segmented, you may struggle to optimise your delivery times fully.

DO proofread your emails!

This of course is a simple one to understand!

Send out an email that is full of bad grammar, horrific spelling mistakes, and is just general unintelligible is a sure-fire way to get your audience to click that big red bin symbol in their inbox.

Before you send out an email campaign, double-check, and triple-check your grammar and punctuation, because you can only make one first impression!

A laptop with an open email that has the words: Proofread, spelling, grammar, and accuracy.

Aside from the grammar side of things, proofreading your content from a marketing point of view is also really important.

You want your email to resonate with your target audience, so checking to see that you’ve made the written content snappy and relatable is vital.

No one wants to receive stiff and bland sales or marketing emails – so make sure you’ve made it stand out from all of the usual stuff your audience will see.

DON'T forget to optimise for all platforms!

Optimising your emails for different platforms is essential for making sure your emails can be easily read by your entire audience!

Take mobile phones for example. Over the last ten years, email open rates on mobile devices have been growing steadily each year, and today, 81% of all emails are opened on mobile devices!

A business man in a suit checking his emails on his mobile phone and his laptop.

With the vast majority of users using mobile devices, you’d think that everyone optimises for mobile, right? But in fact, 1 in 5 email marketing campaigns aren’t optimised for mobile devices.

Don’t make the same mistake, optimising your emails for multiple platforms ensures that your email can be easily accessed and read, and provide a good user experience to your target audience on a range of devices!

A few simple ways of optimising your emails for mobile devices are:

Make use of buttons – if you want your audience to click on links or call to actions, make sure you’re using buttons in your emails! Some links on mobile devices can be easily missed or hard to click!

Keep your subject lines short – you should always try to keep your subject line short and sweet anyway, but on smaller screens, long subject lines can be cut off! So keep it short!

Don’t forget pre-header text! – Pre-header text is the short line of preview text that is displayed in most email inboxes before opening an email. Including this encourage your audience to open your emails!

Track your audiences device habits – If you’re not sure of the percentage of your audience that typically views emails on a mobile device, try using software that tracks device activity. You can then get a better understanding of which devices your audience will use and further optimise and tailor your emails to suit them!

DON'T overwhelm your audience with emails!

Although email marketing is a great way to interact with your audiences and to generate new leads, just be cautious not to overdo it.

Sending too many emails to your audiences can become overwhelming and will cause more damage to your engagement than good, likely increasing unsubscriptions.

A laptop with an email inbox open receiving lots of emails all at once.

This is especially important to remember with your opted-in audiences or subscriber lists.

Just because they have opted-in to receiving your emails, doesn’t mean they want to be bombarded with emails every day; and when you’ve worked so hard to build these audiences, you could be undoing all of your hard work!

Creating a consistent and considerate email marketing schedule is vital for attaining and retaining your audience’s attention and engagement.

Try keeping your emails to once or twice a week to each audience, and if you need to send follow-up emails, wait at least two or three days before doing so, to give your audience a chance to read your emails, digest the information, and potentially take action when they are ready – remember your audience members are likely busy people!

DON'T just use email marketing on its own!

While email can be a quick, effective and low-cost way of reaching your entire audience in one go, it can be even more impactful on your business development when combined with other strategies.

Combining your social media activities with your email marketing for example can help you to promote your email content like newsletters, offers and promotions, and weekly round-ups and encourage your social media audience to subscribe to your mailing lists!

Combining your blogs and other content with your email marketing gives you a range of useful information to send to your subscriber lists to keep them engaged and get them frequently visiting your website!

In the B2B scene, combining your outbound telemarketing activities with your email marketing strategy provides a great way to warm your data with introductory emails, engage with your prospects on an individual level, and spark fruitful conversations that could result in qualified leads!

Three connected puzzle pieces that say: Content Marketing, Email Marketing, and Telemarketing & Telesales, depicting marketing integration.

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