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Email Marketing Best Practises

In a recent research study of B2B buyers and decision makers, the use of the internet is shown to be increasingly important as a tool for researching and supporting their buying decisions. Online communication is emerging as a powerful tool for both buyers and sellers.

BEST PRACTICES

MESSAGE
Keep it brief one or two short paragraphs whose sole aim is to trigger a response/next step. Incentives can increase response to a call-to-action. It is also better to use the following fonts for your e-mail:

  • Courier New
  • Lucida Console
  • Letter Gothic

Stay within standard line lengths about 76 characters. If you go wider than this, not all e-mail clients will be able to clearly read your message. In order to preserve your formatting, it is recommended that you insert hard returns at 60/65 characters per line of text in your e-mail.

TARGETED OFFER
Never spam or indiscriminately issue e-mails. Prospects and customers will be more likely to respond to messages that match their interest set. Use historical data to apply what you know about the likes and dislikes of your target market segments. Keep the subject line brief and compelling. Create specific messages for specific audiences. Do not over-do e-mailing to your lists. Establish and stick to a frequency: monthly newsletter, bi-weekly offers and urgent updates as needed.

CALL-TO-ACTION
Your campaign primary objective should be to have prospects take action. Examples include: Click to link to more information/buy/join/ communicate with a sales representative/participate in a survey/play in a contest/refer a friend. Incentives can increase response to a call-to-action.

TEXT VERSUS HTML
Give your customers the option of receiving messages in text or HTML format. Some people prefer text to graphics. Give it to them their way. HTML e-mail generates much higher response rates than text (but some e-mail browsers cannot view it).

MICRO-SITES/LANDING SITE
Giving respondents a micro-website to respond to rather than just an e-mail address creates more interaction and measurement opportunities. Plus, a picture paints a thousand words. The quality and functionality of your landing pages have the most impact on conversion rates

ONLINE/OFFLINE INTEGRATION
Create a micro-website as a response option for your offline (direct mail, display ads) promotions. Again, you will create opportunities to interact with your customers.

RESPECT THE CUSTOMER
Messages and offers that go to unresponsive consumers week after week are no better than spam. Make it easy for people to unsubscribe, access and change data.

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