When using email marketing it is very important to have a clear and accurate database. This will enable you to segment your data more easily, as well as keep a correct measurement of open rates and click-throughs on your links.
1. Use double opt-in when signing up subscribers. A double opt-in is when a subscriber initially signs-up on your website, but then needs to give a second opt-in action such as clicking on a link in a subscription confirmation email. Double opt-in enables you to verify that the subscriber’s email is valid and it is easier to prove the subscriber has specifically opted-in in case of spam complaints, and it prevents fake opt-ins (such as a from a friend or a computer virus). It is also email marketing best practice according to Australian Communications and Media Authority (ACMA), CAN-SPAM and ISP guidelines.
2. Never download or buy a list of emails. Sending email campaigns to a purchased list is a fast way to get black listed by a domain and affects your email deliverability in the future. Always approach email marketing with a “quality before quantity” mindset. It is better to have a shorter list with subscribers that are genuinely interested in your business, than a purchased list of subscribers who haven’t opted in to your communication. The open rate and click-through rate of your campaign will be much higher if you concentrate on a quality list. The likelihood of your email being reported as spam is also significantly slimmer, especially if you ask your subscribers to double opt-in.
3. Read, and follow, the Australian SPAM laws. Any commercial email requires the prior consent of the recipient.
4. Use segmentation. Only capture the information you require, i.e. don’t ask for a subscriber’s date of birth if you don’t plan on using the information to send them a birthday card. A clear and concise database also enables you to use information provided by subscribers to send out your campaigns at different times, to help you estimate when your campaign’s most successful times and days are.
5. Have a personalised database. Make sure your database at least captures the recipient’s name. You can then personalise your email and address your subscribers with their first name. Personalised email marketing is proven to get a higher open rate and more link click-throughs.
If you capture your data correctly your email marketing campaigns will shine!
And remember, quality before quantity!
Piggieback
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