This week, the eec was a proud partner for ClickZ’s Connected Marketing Week. During yesterday’s eec workshop, Optimizing Your Email Campaigns, 3 email experts led by eec founder, Jeanniey Mullen, gave us their top 5 do’s and top 5’s don’ts of email marketing.
Below you’ll find the complete list from:
- Sundeep Kapur, VP, Strategic Marketing, NCR eCommerce
- Debbie Kane, Director, Web & Partnership Marketing, Active Interest Media
- Aaron Smith, Director, Professional Services, Smith-Harmon, a Responsys Company
- Ask yourself, "why should my consumer sign up for my email?"
- Use intrigue versus incentive.
- Build up ‘reverse preferences’ (track what people do & don’t do).
- Run subject line tests.
- Use social media to increase open rates.
- Use web and email designers.
- Use clear calls to action.
- Keep important content/messages above the fold.
- Do respect image blocking and the preview pane.
- Do render tests.
- Do create an iron-clad email production process with tasks, individuals, and even days of the week associated with each milestone.
- Do run a test with every send – and (this is key) – share your results with your stakeholders for short-term visibility; archive them for long-term learnings.
- Do ask yourself these three questions:
(1) What is this email about?
(2) Why do my subscribers care?
(3) What do they do about it?
- Don’t assume something works.
- Don’t convert print promotions directly to email campaigns.
- Don’t overcomplicate your email creative.
- Don’t over-mail your list.
- Don’t under-mail your list.
- Don’t make subscribing – or unsubscribing – too complicated.
- Don’t try to say too much with a single email.
- Don’t silo email – remember your other channels, both offline and digital.
- Don’t forget about the landing page!
- Don’t assume what worked yesterday will work today, or tomorrow. Keep testing and evolving!
- Don’t ignore your reports & front line.
- Don’t badger the lifeless (don’t over-mail your non-responders).
- Don’t say everything in the subject line.
- What should I do next? (no call to action)
- Don’t forget to be timely.
Remember – the don’ts will lead to do’s!