The 10 Most Important Things to Know About Email Marketing

The value of email marketing continues to increase as companies realize its true potential for wealth generation. The ability for companies to reach a consumer immediately at their home or job is essential for success in today’s competitive online arena.

Here are the top 10 most important things to know before clicking that “send” button on your email marketing campaign.

1. Make Sure Your Newsletter is Spam Proof

Email spam detectors have become increasingly clever over the years. Your email can very often get caught inside a spam folder, preventing the consumer from reading it. Various email marketing tools like AWeber, MailChimp or ExpressPigeon include spam scores that will notify you if your message is likely to hit spam folders or not.

2. Test Your Emails on Different Platforms

Testing Email

People read their email in many different ways; PCs, Macs, tablets, smartphones, and different browsers. Some platforms are notorious for having issues when they handle complex emails. Therefore, you need to be certain that all of your emails look the same on most of them. One tool for testing this which I highly recommend is called Litmus.

3. Set a Reply-to Email

It’s very common for newsletters to originate from email address such as [email protected] If recipients try to unsubscribe or have comments about the email, they’ll be unable to do so if the reply-to email address isn’t set correctly. When preparing your newsletter for distribution, be certain that the reply-to field is correct, with an email address to a staff member who can respond.

4. In/Out is Crucial for Your Reputation

Many websites continue to make the same mistake of making it too complicated to subscribe to or unsubscribe from a newsletter. A company’s reputation can be severely damaged if they fail to give clear instructions about how to unsubscribe, not to mention legal repercussions. The procedure should be simple for readers to do.

5. Give Something Valuable

A good way to gain the reader’s trust is to give them something they want or need. Advice, tips, discounts, and coupons are all great ways to keep consumers interested and ensure that they tell other people about your services. Contests and promotions will also keep consumers coming back to your website.

6. Frequency and Timing are Important

Many companies make the mistake of sending too many emails to consumers. This overload of email irritates people and could cause them to unsubscribe. Likewise, sending email too infrequently could result in people forgetting who you are and wondering why they are receiving emails from you, resulting in spam complaints. Think carefully about how often you send out newsletters and emails. Also, consider the timing. If your website recommends restaurants, make sure you send out emails on Wednesdays or Thursdays. This will allow people to plan their weekend meals.

7. Include a Call to Action with a Link

Be certain that every email you send contains at least one call-to-action with a hyperlink. An email without a call to action doesn’t do much good for you, and a link makes it easier for the reader to take action.

8. Build Loyalty

Always provide useful, quality content that keeps the reader interested in receiving emails from you. Offer ways to connect with your brand in social media channels as well, such as Facebook, Twitter, Google+, and LinkedIn. Studies have shown that users who are connected with brands in social media channels are much more likely to have higher brand loyalty. Go ahead and entice your readers to follow you in social media channels for a reward, whether that’s a coupon or a chance at a raffle drawing.

9. Brand Consistently

Design an email template that is branded with your company’s logo. Develop a “voice” for your company as well, which is evident in the email copy as well as throughout the website and in social media. This will help establish your brand’s identity online while building organic relationships with your readers.

10. Put Calls to Action Above the Fold

Studies have shown that readers typically only spend a few seconds skimming most emails. This means it’s important to get your message across succinctly. Place your call to action prominently above the fold to maximize click-through rate.

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22 thoughts on “The 10 Most Important Things to Know About Email Marketing”

  1. Erwin says:

    Hi everyone,

    good tips. your tips are very helpful and we must do emial marketing with this tips in mind.
    Thank you.

    All the best and see you on top.


    1. IM How To says:

      I use getresponse and it’s spam-proof lol.. no matter what some of the messages will end up in spam folder

  2. sandi says:

    Great post as always! 🙂
    I think #5 is very important.

  3. I. C. Daniel says:

    “One tool for testing this which I highly recommend is called Litmus.”

    Rampton Litmus link is broken. Need to be fixed in case was a link.

    Best regards from I. C. Daniel

  4. Amal Rafeeq says:

    Well written John,
    Putting Calls to Action Above the Fold is something I should take care of. I really enjoyed it reading and kinda feel like sharing. Allow me to do that 🙂

    Keep going. Cheers!

  5. Jennifer says:

    Thank you once again for an informative post!

  6. Sahith says:

    Great post! I would highly suggest using Aweber for better email marketing and the tips you have mentioned is very important for building a better blog.

  7. Edson Hale says:

    I think in email marketing every that step must be avoided which may annoy the receiver like repetition of benefits, insistence to buy instead of convincing and more than many references to prove your claims also go against you sometime. so we must take care of all the points in your post that is nicely written

  8. Gugulethu says:

    Nice one John. A lot of people make a big mistake by hammering their list with offer after offer. You’re right, you need to provide value then have a call to action. Great tips, Thnx.


  9. thanks for the tips. Im learning about email marketing and I found your blog.

    I think Ill give it a try with Aweber.

  10. faisal says:

    Mostly please dont email anyone more than twice a week, it’s irritating.

  11. sivakumar says:

    Fabulous Article John Chow .

  12. Arbaz Khan says:

    Hi John,
    Those are some of the best things one should know about email marketing. To maintain a list of healthy subscribers, one should not send out lots of emails promoting different offers as by doing this the list would no longer be responsive.
    Great article 🙂

  13. Ashley says:

    Thanks John this was very helpful I am new to email marketing and this really helped.

  14. Josh says:

    Hi John,

    Just came across your blog via a testimonial you left on ViperChill. Just having a read through a few of your posts. Seem to provide some good value so far.

    Although I have done a lot of email marketing point 3. “Set a Reply-to Email” is something I haven’t thought about!

    I am interested to see what else I can learn from you.


  15. Robinoz says:

    I’ve been using GroupMail for perhaps 10 years (so long, I can’t remember) and like the degree of control it provides instead of using AWeber or other pay for service providers. It improves at every issue and is very inexpensive. There is even a free copy for people with short lists which provides an opportunity to see how good it is before buying.

    The tips John gives are excellent and as always, spot on.

  16. Robert Black says:

    Nice post John, thanks for that.

    Like most of us reading on this site, I’m on a number of marketers’ lists. One thing I have noticed recently is that a few marketers have started to use extremely short sales copy (one sentence) in their emails, such as

    “This unemployed bricklayer has made $3,000 since Saturday from his Facebook account.” Click here

    That’s it, none of the usual longer pre-selling emails listing benefits, testimonials, etc. I have found that I am more likely to click the link within those emails than with a regular long email. I guess it’s the curiosity factor.

    But I wonder if anyone has tested “very short copy” versus “long copy” in emails, and if they’re prepared to share those results?



  17. Really nice tips for email marketing. Call to action is most important in your email to redirect your customer from e-mail to your website. But you need to keep a proper landing page for your customer for more conversion from e-mail. Thank for sharing!!!

  18. Great post! Some people say the email marketing is dead. But I do not agree with that. I totally agree with all of the points you have mentioned. Especially the one about allowing people to get out if they want. I have heard so many people complain that they get added to a list without their knowledge and then they can’t get off of it. Email marketing is highly effective if used correctly. And these points are a great starting point.

  19. ataur says:

    Thanks for your great post. I do believe with email marketing every single in which stage need to be prevented which might provoke this phone similar to repetition regarding benefits, insistence to acquire rather than effective plus more than several recommendations to verify the promises furthermore opposed to anyone at some time. therefore we have to care for all the points with your write-up that’s properly published.

  20. Jacobs says:

    I must say that it really contained a lot of great tips. Email marketing has become an effective way for business now a day. Thanks for the tips.

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