The people at Pathos are experts at delivering creative, safe, and successful email marketing solutions. With years of experience in the field, we’re happy to share our knowledge with you.
Email marketing is an excellent way to reach out to clients and prospects. Staying in touch with your market is important and although Facebook and Twitter are all the buzz, the effectiveness of email lives on. Email is a fast way to maintain fluid communication without interrupting the recipient. The key to email marketing success is to be strategic with who you send to, how you send it, and always following good email etiquette.
WHO are you emailing? It’s important to identify your target market carefully. Emailing generic messages to large groups from a database is not the best use of your time. Start by identifying those who may be interested in information you specialize in, or something you recently learned. Your message doesn’t always have to be about something you’re selling.
HOW are you emailing? The worst way to send out a mass email is to put all a group of recipients in the “To:” field and send. Another equally poor method of emailing is to group your recipients in the “Bcc:” field and send. Both of the above will likely tag you a spammer by your ISP, your email host and/or the recipients email host or ISP. Once you’ve been tagged a spammer you could end up on a blacklist, making it difficult to send emails in the future. The only safe ways to include an opt-out option in your message and to send your marketing emails individually (one recipient at a time), or to use a reputable mass emailing program which can send emails (to a group) individually for you.
What is considered good email etiquette? The following are useful tips to remember when using email to market your products/services:
- keep it short and clear, as many people don’t have the time (or patience) to read multiple pages of info
- use proper spelling, grammar, and punctuation; it’s important to always look professional
- do not use all caps; it can be seen as annoying and doesn’t earn the right attention
- try to avoid file attachments unless they’re integral to your message; if so, limit to 1 attachment that’s a small file size (easy to download on a mobile phone)
- use a short and clear subject line
- avoid putting more than 1-2 recipients in the To: or CC: fields
- do not put any recipients in the Bcc: field (multiple recipients in the Bcc field is a spam trigger)
- limit the photos used in your email; they can add style but they text should still be the focus of your email
- adding links to your email can be effective but too many links or shortened URL links can be a spam trigger
Want to learn more about email marketing? We’d love to hear from you.