‘Email marketing’ is all about using email to promote products and/or services. However, a better definition of email marketing is about using email to cultivate relationships with potential customers in addition to clients.
Email marketing is one segment of digital marketing. This form of marketing looks at, for example, promotions using websites, social media and blogs. It is the same as the traditional direct mail except that instead of sending messages through the post, mail is sent electronically via email.
‘Direct mail’ is a form of marketing which entails marketers sending a hard copy piece of promotional material to a home or business. Some recipients refer to direct mail as “junk mail”. This is because direct mail generally arrives uninvited.
Test your content before you send your campaign. This is so you don’t send emails with data that is missing or broken links. It’s best practice to send a few test emails to yourself. This is to ensure everything works and looks the way you want it to.
Tracking these metrics gives you an idea of the kinds of content your subscribers respond to. This can inform future campaign decisions.
As an email and digital marketer, it is your goal to send campaigns that prompt subscribers to engage with your company and brand. Ensure that your content remains relevant. Most importantly, as a digital marketer you need to make sure that it remains consistent with your brand. Make use of your subject line in order to inform your subscribers about what’s in your email.
Spam filters are always on the look-out for certain types of content. This means that you need to avoid using words that are all in capital letters. Also, you need to avoid using too many exclamation points as well as words or phrases that could be considered to be gimmicky.
If you’ve been accumulating email addresses for a while, but haven’t sent anything to your subscribers yet, it’s a good practice to send a quick reminder campaign. This is to make sure they still want to receive emails from you. Although you may have collected addresses through an opt-in form on your website, we recommend you confirm their interest in receiving messaging from you before you send out your first campaign.
Provide an unsubscribe link in every email campaign that you send. This is to comply with anti-spam laws.
Usually, CSS is placed in HTML "head" tags. However, most e-mail clients take the "head" and "body" tags out of your e-mail’s HTML. If you use CSS, make sure that it is inline with your HTML code.
URLs and image files are an exemption to the rule of no excess code. When you code your email marketing template, include the following:
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