5 email marketing rules you must follow

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To keep up with your digital marketing competition and outperform it in your business, you need to constantly improve. Since email marketing is an important part of your digital strategy, we have highlighted 5 email marketing rules that Chad White believes you must follow. If you haven't heard of him already, Chad White is the author of the book Email Marketing Rules .

1. Permission to use email is the foundation of every email marketing relationship between a brand and a user/customer
Since people voluntarily leave their email address, you should never abuse it, otherwise you will be labeled as a spammer, and this would certainly jeopardize the reputation of your brand. You should also whatsapp number accept the fact that there is an "expiration date" for the permission to use someone's email address. If someone left their email, but hasn't interacted with the emails you regularly send them for a long time (they haven't even opened them), consider that they are no longer interested in your content. Therefore, you should determine after how long you will stop sending emails to an inactive user or reduce their number, depending on the type of your brand. However, regardless of the brand in question, after 25 months of inactivity, you should definitely stop sending emails to that address . Here's what else you should always, but always keep in mind:

If the user/customer has multiple email addresses, use only the one they have given you permission to use.
If users have followed you on social media and your email addresses are visible to them, do not use them without first asking permission.
If someone wants to be removed from your mailing list, make it easy for them to do so.
2. Rules for growing your mailing list
To keep your mailing list healthy, you need to know that not everyone who leaves their email is equally valuable to your marketing campaign, regardless of where they came from (your website, social media, an email address left in a physical store, a contest, etc.). That's why you need to carefully observe how users who came from different sources behave, and this will help you assess which source needs to be improved, resulting in a larger list. Then, focus on sending quality content to those who interact with your emails most often.

rules for growing your mailing listYour website is one of the most important sources from which you get an audience interested in delivering fresh content to them via email. Therefore, the opt-in form on your website should be simple and located near the top of the site itself (don't let people scroll the site to get to your opt-in form). If you want your opt-in form to be located on the side , choose the right side - the right corner has been shown to have better results because users are used to the form for filling out data being more often on the right, and less often on the left. Also, make sure that these forms are on every page of your site.

3. Tell users what the benefits of receiving your emails are
No user wants to sign up for your mailing list just to receive your newsletters. They are interested in the solutions you can offer them for their problems. If they are "warmed up" to buy, they will be happy if they receive a discount code in their email. Also, useful tips, product news can be potential solutions. So tell them what the benefits of signing up for your mailing list are and what they can expect in your emails, how often you will send them emails, ask them to share useful content from the email with their friends, etc. The best way to do this is with a nicely worded welcome message.

4. Tips for a successful welcome message
The welcome message should give the user a sense of the tone that will be present in other emails. It should arrive while the user's data is still "fresh". Don't delay sending this message, but automate it so that it arrives as soon as someone leaves their email. This first email that people will receive from you is also promotional, but it should not be aggressive, but should subtly promote the values ​​of your brand. If you have a lot of information that you want to provide in the welcome message, you can arrange it in several meaningful welcome messages (a welcome message chain). When creating welcome emails, don't forget the source from which your new audience comes, and accordingly create several variants of these emails, with which you will address newcomers to your email list.

Example: If someone has left their details in your physical store, it means they are already familiar with your brand, so you don't need to "introduce" them to your brand in a welcome message, or if someone has followed your brand on Twitter, don't ask them in an email to follow you on that network, but suggest they follow you on other social networks where you are active.

Even though it's a welcome message, you should also include a link that allows someone to unsubscribe from your list. This will help you remove people who, for some reason, regret giving you their information and keep your mailing list clean.

Bonus tip: Pay special attention to new members of your list in the first few weeks, as they are most likely to make a purchase. You can offer them a discount or ask them about their interests so you can send them personalized emails. If you choose the latter, be careful and make sure to clearly state the reason for your questions, as users are particularly wary of giving out personal information.

5. Design and content rules
Make sure your design looks good on all platforms and devices – that's why you use responsive design. More and more people are reading and responding to emails on their phones these days, so it's good to have phone numbers that users can click on and call.

responsive email design

You should design the emails you send so that there is a clear hierarchy in the content and calls to action (it is clear that the reason for this is that we do not read, but "scan" the content that is placed on our screens). The design of your email should resemble the design of your website. In the best case, the content of your email should be seen by the user in its entirety at once. If the content of the email is larger, it should be divided into "portions" of text that you will break up with titles, subheadings or photos. Avoid lengthy paragraphs, use bullet lists or spaces between paragraphs, highlight the call to action - the most effective is to place it at the top or bottom of the email (try to have one or at most two calls to action within one email, so as not to confuse users). Your email should not contain all the details of the offer, people will find that on your website, the content of the email should interest people to click on the link to the website.