Email Best Practices: Version 1

Written by Jack Knollson | 18 December 2009

IAfter hundreds of email campaigns, a few basic rules are self-evident. This list is a good starting point for anyone using bulk email as a marketing method. The focus of these best-practice ideals is to improve sales success and ROI. Creative work is a subset of these goals. Fashion follows function. Original Publication Date: January 24, 2008

1. Avoid Spam – It doesn’t work
Even the best spam, well executed with a minimum of complaints is less effective (has a lower ROI) than most other online Marketing efforts. Rented lists are pushed on Marketers from every angle, but usually come in near the bottom in terms of effectiveness. Interruption marketing drives unqualified leads at best.

2. Email should be an extension of the website
Once they have found your website and assuming you have valuable content, people usually are not bothered if you remind them to come back. All email should lead people back to your site where the normal conversion process can take place. The exception is email to leads already in the sales pipeline.

3. Test, Test, Test
Email response is often easy to measure. If you can’t measure your tests, see item number 4. Always test your messages on a handful of names to see if they work. Often the more personal, simple messages do the best.

4. Manage by the Numbers
Some Marketers spend so much on creative for their email messages, they are determined to send them even if they test poorly. Watch the numbers for deliverability, clickthroughs, leads generated, sales generated, etc. Do whatever the numbers indicate is the best.

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