Email Marketing Guidelines
Email is an inexpensive yet effective way to reach an expansive audience relatively quickly. Following some simple guidelines can ensure that your promotional emails don't get lost in an inbox full of messages or deleted without being read.
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Be Respectful
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The key to successful email marketing is your mailing list. The most effective list contains email addresses for people who are most likely to follow your call-to-action. Manage your email marketing the same way you manage your business relationships, with respect and integrity. If you have opt-in opportunities in place, be sure that you are clear about your intent. For example, if you ask event attendees for their email addresses, be sure to let them know they're signing up for your monthly e-newsletter.
Keep It Short
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Don't lose your key messaging in text that has no value to your potential client. Be direct and keep it short. Most people scan emails for information that they deem to be important. If it's too long, they will lose interest and delete it. Be efficient with your words.
Also, remember that most email programs offer a preview window of about 4 inches. If that space is taken up with a graphic header or a block of text, people are likely to delete it. Headers can graphically enhance email messages, but they also can be distracting. If you choose to use one, design it on a smaller scale so that the header and one or two lines of text are seen in the preview window. This increases the likelihood that the recipient will scroll down and read your email.
Build an Effective Plan
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When setting up your email marketing campaign, establish a plan that will help you meet your goals but expect to make some adjustments. Don't send email for the sake of sending something; communicate with a purpose. Be sure your content is timely and relative.
Consider the Content
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Each component of an email message must be carefully crafted because it can ultimately affect your campaign. Subject lines should be short and should clearly communicate the message; consider what someone will see if they view their email in list form. "Special Donor Update from Smith University" is much more effective than "Special Message for You."
Images are a good way to enhance the look of the message, but you should only use one or two per message. If there are multiple images or photos, include a link for the user to access them. Also, If you decide to include images, compress files to make them smaller (in storage size) so they don't take up a lot of space in the recipient's mailbox.
Because email software varies, be sure to have an HTML version and a plain-text version to send. Most email marketing software is able to determine which version is better suited for the recipient's inbox.
Data Management
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Always include an opt-out option for people to remove their names from your mailing list. When people opt out, try to think of other ways to engage them, such as asking if they would prefer hard-copy material instead.
Avoid Spam Filters
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Consistency is one of the best ways to avoid the spam and junk filters. Sending email messages from the same address with a name that can be displayed lessens the likelihood that your message will be filtered. It doesn't have to be a specific person--the name could be Smith University with an email address of donorrelations@smithuniversity.edu. Be sure that you are sending emails under a working email address in case someone responds to the message.
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