Timing is Everything : Monitor your opt-outs with every send. If you experience increasing opt-out rates, consider sending your E-mail less frequently, or take a more advanced approach and allow your customers to decide how often they want to receive emails by adjusting their profile settings on your website.

Keep Relevancy In Mind : Start by marketing products to those customers who have an interest in them. You can base product promotions upon the customer’s purchase history or even the industry they are in.

Brand Your E-mail : Make it very clear in the subject line and the “From” field that this particular E-mail is coming from your company. Your users will recognize your name & are more likely to open it. Use your company name & logo within the message to solidify your branding within the content of your message.

Design Appropriately : Keep in mind that customer’s usually get their first look at your E-mail within the preview pane of their E-mail program. Place your calls to action and your creative copy in the top of your message. Also be weary of images. Most E-mail clients require the user to download images. If your customer sees a bunch of red X’s where images should be, they are less likely to open the E-mail.

Single Sign-Ups : Make it easy for your customer’s to sign up. Yes, you still need the check box during your checkout or registration processes on your website which allow them to opt-in or out from receiving promotional emails. However, placing a small sign up box in a static area of your site to collect email addresses is much more user-friendly.

CAN SPAM

The CAN SPAM Act of 2003 put regulations in place for those companies that actively participate in E-mail marketing. For a complete run-down of the laws, visit www.ftc.gov/spam. Here are a few to get you started:

• Do not place false or misleading information in your header : The "From," and "To," fields must be accurate and identify the person who initiated the email and the person receiving it.
  
  
• Subject lines cannot be deceptive : The subject line cannot mislead the recipient about the contents of the message.
  
  
• Provide an opt-out method : Whether it be a link or an email address the customer can use to opt-out – you must have it within your E-mail. You have 10 days to stop sending email to the customer’s address.
  
  

So, with these CAN SPAN requirements, how can you insure your message does not end up in a Junk E-mail folder, or get reported as Spam? Start by following these tips:

• Avoid Spelling errors – triple check your copy
  
  
• Font size – Keep it between 8 and 14 points
  
  
• Repetitive Use Of “Spam-Friendly” keywords such as “Free”, “Discount”, “Trial Offer” – one use won’t hurt you, but 10 will
  
  
• Do not use light gray or red fonts
  
  
• Stop typing words in all capital letters – especially in the subject line
  
  
• Do not use Non-ASCII (nonstandard) characters
  
  
• Store attachments, like PDF’s, on your website, and place a link within the email to launch them.
  
  

Measure-Track-Adjust

If you are using a reputable E-mail marketing company, they will provide you with robust reports. You want to know your open rates, and your click through rates. If a certain promotion works, try it again, maybe this time using a different list. If a campaign failed, adjust it and try again. Also be sure to keep track of your opt-outs and bounces so you can remove those E-mails from your lists.

There are many tips, techniques and strategies to consider, and a few you must follow when creating successful E-mail marketing campaigns. Just remember, planning and creativity is key!

For a more comprehensive overview, download our SEO whitepaper.

Questions or comments? Join the conversation online: