22 Quick Tips for Better Email Marketing

WHITE PAPER | MARCH 2010
Best Practices in Email Marketing
22 Quick Tips for
Better Email Marketing
Practical and actionable advice for getting the most out of your email programs through improved strategy, content, testing and technical considerations.PUBLISHED BY
StrongMail Systems, Inc. StrongMail Systems UK, Ltd 1300 Island Drive, Suite 200 Prospect House, Crendon Street Redwood City, CA 94065 High Wycombe, Bucks P 650-421-4200 HP13 6LA F 650-421-4201 Telephone: +44 (0) 1494 435 120
Copyright © 2010 StrongMail Systems, Inc. All rights reserved.
No part of the contents of this publication may be reproduced or transmitted in any form or by any means without the written permission of StrongMail Systems, Inc.
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StrongMail Systems UK, Ltd is a company registered in England and Wales at 5 New Street Square, London EC4A 3TW. Reg. No. 6398867. VAT # GB 925 07 6228.Trading Address: Prospect House, Crendon Street, High Wycombe, Bucks HP13 6LA.
www.strongmail.comTable of Contents
TIP 1 KEEP THE LINES OF COMMUNICATION OPEN........................................................1
TIP 2 DEFINE YOUR OWN BENCHMARKS............................................................................1
TIP 3 TEST SUBJECT LINES - IN REAL TIME........................................................................2
TIP 4 SOCIALIZE YOUR EMAIL.................................................................................................2
TIP 5 DON'T SAY SO MUCH.....................................................................................................3
TIP 6 BEING RELEVANT IS STILL RELEVANT........................................................................3
TIP 7 PAY ATTENTION TO SUBSCRIBER ENGAGEMENT..................................................3
TIP 8 DO SOME LEVEL OF LIFECYCLE MESSAGING.........................................................4
TIP 9 BE GRACIOUS, SAY WELCOME.....................................................................................4
TIP 10 REMIND SUBSCRIBERS OF YOUR VALUE..................................................................4
TIP 11 DON'T LOSE SIGHT OF THE CUSTOMER EXPERIENCE.........................................5
TIP 12 IF YOU COLLECT IT, USE IT.............................................................................................5
TIP 13 DON'T BE CREEPY WITH BEHAVIORAL TARGETING.............................................5
TIP 14 INCLUDE EMAIL SAMPLES AT REGISTRATION........................................................6
TIP 15 ALLOW RECIPIENTS TO DICTATE FREQUENCY.......................................................6
TIP 16 USE AN EMAIL MINI-SERIES..........................................................................................6
TIP 17 DON'T SAY BLAST - PLEASE, WE IMPLORE YOU...................................................7
TIP 18 GET PERMISSION!.............................................................................................................7
TIP 19 DON'T SEND EMAIL FROM PEOPLE AT YOUR COMPANY...................................8
TIP 20 HOLD A CONTROL GROUP...........................................................................................8
TIP 21 ALLOW FOR SUBSCRIPTION MANAGEMENT..........................................................8
TIP 22 DON'T JUST REDESIGN - OPTIMIZE CREATIVE......................................................8
Conclusion....................................................................................................................................9
About StrongMail Systems.................................................................................................9Whether you're new to email marketing or have years of experience under your belt, keeping up with the latest best practices and integrating them into your email marketing programs can have a profound effect on their ultimate success.
The truth is that changing technologies, regulations and consumer behavior make it imperative that you constantly review your email programs and optimize them with the latest strategies.
In the spirit of that... [download for more]