The Top 10 Dos & Don'ts of Email Marketing

Running an email marketing campaign can be a great tool to help grow your business. Done well, it can help you connect to current and potential customers. That said, a poorly run campaign will at best be ineffective, and at worst, off-putting for those who receive it. Consider the following tactics to get the most from your campaign.

1. Don't Sound Gimmicky

If you send out documents full of promises and tricks, it likely accomplishes two things: it annoys those who are reading them, and it triggers spam filters that may leave fewer recipients reading them in the first place. Avoid gimmicks in favor of substance.

2. Do Write Focused Content

You believe in your products and services so write content that reflects that belief. You should not rely on gimmicks or tricks. Instead, create content for your email campaign that focuses on what you can do for your customers.

3. Don't Buy Email Lists

An email list can be tempting. After all, it gives you immediate access to a large volume of email addresses. When you take this shortcut, though, you don't know whether the recipients actually want your content. You can waste time and money without any real benefit.

4. Do Create a Targeted List

Skip the shortcut and put in the work. Get to know your customers, and research the market in which you operate. Doing this gives you a shorter list, but one much more focused on good leads.

5. Don't Assume You Are Doing Well

If you send the same email over and over, it may be effective. On the other hand, you may be leaving sales behind. An untested, unscrutinized email campaign will seldom be the best you can do.

6. Do Measure Email Impact

Create different messages or styles for your email, and track the results. An A/B test, measured by subscriptions and conversions, can help you find the most effective messaging strategy.

7. Don't Blast and Ignore

Your goal in your email marketing campaign is not to get the largest number of responses. It is to boost sales and connect to customers. If you stop your campaign with the first email, you miss out on opportunities.

8. Do Follow-Up With Subscribers

If you get a subscription, follow-up with the subscriber. If you get a sale, thank the purchaser. These small steps help build your connection and encourage repeat customers.

9. Don't Look Generic

The emails you send say more than what the words include. If it looks plain and uninteresting, or like any random bot could have sent it, you will get less engagement.

10. Do Tailor Subject Lines

Start with the subject line. It should be interesting and grab the reader's attention. Include a logo and pre-header text that pulls people in. To succeed, you need to give people a reason to read.

Emails flood people's inboxes on a regular basis. You want to stand out and earn attention. Focus your campaign for maximum impact.

The Top 10 Dos & Don'ts of Email Marketing

About the Author

Allan Lacoste, Partnership Group, North America

Allan is responsible for managing the overall growth of Nuvei’s North American sales and marketing teams. He is a 22-year fintech industry veteran who has owned and operated ISOs, as well as held leadership roles with Cardservice International, North American Bancard and Total Merchant Services.

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