Five Must-Do Things Before You Begin Your Email Marketing Campaign

Though it sounds relatively easy and economical, email marketing needs a great deal of work. Here’s a post that covers some ground.


Email marketing is convenient and affordable – probably your organizations has used it too.

A lot of time and resources go into in designing that ‘killer’ email.

After hitting the Send button, marketers wait for thousands of leads to follow up on.

Sadly, results are way below disappointing.


What went wrong? The timing was right, the deal was awesome, the technology was in place, the product was great… Then?

To start with, here’s what the Email Service Provider Mailchimp has found: the email open rate is between 13.73% and  28.81%. The click rate is still lower – between 1.29% to 5.4%. Which means, out of every 100 addresses your email was sent to, only about 1 individual may have clicked on the contents of your email.


In other words, you managed to turn away about 99 out of the 100 people you wrote to.

(The flip side is that even if you can get just more person click on the contents of your email, it would represent a 100% increase!)

So here are the 5 top things to keep in mind.

A. Email Address Verification :

turning redundant, organizational structures changing, domains expiring ….

If a certain proportion of your emails return undelivered, the web will label you a spammer. This label will hurt when you send the next round of emails –more emails may automatically be delivered into the spam folder of the recipient. (In a worst-case scenario, some mail servers may completely refuse to deliver your emails in future.)


Professional agencies like the following verify the validity of email addresses. They flag all your email addresses as valid, invalid, cannot determine, disposable email etc. (most offer a free trial):

  1. Data Validation
  2. Quick Email Verification
  3. Kickbox
  4. BriteVerify 

B. Did you categorize the email addresses based on some – any – criteria?

It makes much more sense to classify your existing or potential customers. No point bombarding emails of a product a customer will never buy in her lifetime.

Essentially, when you customize emails for your customers, they know an email from you is something they care for, not trash.

Besides, they will thank you for not swamping them with stuff they have no use of. This will lead to a much higher open-rate and therefore a higher click-rate.


C. Is the subject line appropriate, or cheesy?

Unless the subject line is really compelling, most people will never bother reading your email. All the content, however beautifully crafted and stitched in with great offers, will simply go down the drain.

Research like crazy, put in a lot of time and thinking before you finalize the subject-line.

Steer clear of the cheesy types (this Hubspot post is a good reference of the least desirable words).

Here are some of the many pointers for the subject-line:

  • Oftentimes seemingly harmless words like ‘Save’ and ‘Buy’ can trigger Spam filters
  • An email is more likely to be flagged as spam if the subject line is too long
  • All caps subject line is more likely to be flagged as spam
  • Limit it to about 50 characters
  • Keep it short and legal, yet fair and compelling. (Easier said than done!)


D. What about the contents of the email?

Great content needn’t be esoteric, abstruse or enigmatic (and you may want to avoid such words too because they may put off some, if not all, readers!!!) to be labeled great.  The objective of the email is to engage the reader, not to estrange her.

A wonderful email doesn’t always try to sell something to the reader – she should feel the email added value to her daily readings or solved a minor problem.

As the advertising great David Ogilvy said, “The consumer isn’t a moron; she is your wife.

Your email should

  • have a suitable tone. Tweak it, depending on whom you are talking to
  • have a clearly spelled out purpose.
  • add something of value, however small.

be short and precise. Emails are not read; they’re scanned.


E. Is this one email too many? Or too few?

Because the Internet cannot know for sure whether your email is spam-mail or solicited email, it makes up its own rules.

Emails that are being sent with irregular frequency are more suspect than emails that are sent on an even frequency. Your emails will stand a far better chance if you focus on building a regular frequency. Most reasonable frequencies are fine as long as they follow a proper routine.

(The above write-up isn’t exhaustive – for instance, the marketer needs to know whether most recipients access their emails on computers or hand-held devices.)


Wrap-up :

Verify email address. Classify your database – avoid one-size-fits-all. Have a great subject line.

Remember to have content that adds value or solve a problem. Neither too many emails. Nor too few. You’re good to go.

Author: Mayank Batavia


Twitter: @MayankEmpower

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