50 Simple But Highly Effective Email Marketing Tips

50
Ways
To
Get
More

From
Your
Email

Marke7ng
Program

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–
www.PlanToEngage.com

1
It’s
not
because
it’s
legal
that
it’s

a
smart
thing
to
do.
Always
ask

permission
before
you
add

someone
to
your
email
list!

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

2
Sell
your
newsleFer
program
like

you
sell
your
products
or
services.

Make
me
feel
like
I’m
missing
out

if
I
don’t
subscribe.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

3
Sweepstakes
and
compeHHons

are
very
popular
methods
to

capture
email
addresses,

however
addresses
collected
this

way
are
usually
not
very

responsive.

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copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

4
Promote
your
email
program

prominently
on
your
website.
Put

it
above
the
fold
and
make
it

stand
out!

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copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

5
Make
it
as
easy
as
possible
to
sign

up
to
your
list.
The
fewer
ﬁelds

on
your
sign-‐up
form
the
beFer.

Use
progressive
proﬁling
to
get

more
data
once
they’ve
signed

up.

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copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

6
Manage
subscriber
expectaHons:

make
it
crystal
clear
what
they

are
signing
up
for.
State
the

beneﬁts,
content
and
frequency.

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copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

7
Show
potenHal
subscribers
an

example
of
what
a
typical
email

campaign
or
newsleFer
looks
like

so
they
can
see
what
they
are

signing
up
for.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

8
Include
mini
surveys,
polls
and

compeHHons
in
emails
to
collect

further
informaHon
about
your

subscribers.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

9
Make
the
most
of
every

touchpoint
with
customers
and

prospects
by
asking
them
to
sign

up
to
your
email
list.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

10
Ensure
your
emails
are
fully

authenHcated:
add
an
SPF,

Sender
ID
&
DKIM
record
to
the

DNS
seUngs
of
the
domain
you

use
for
sending
emails.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

11
Make
sure
your
emails
are

readable
and
acHonable,
even

when
images
are
disabled.

Over
70%
of
your
readers
will
not

download
images
by
default.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

12 Reach
out
to
people
that
don’t

open
or
click,
ﬁnd
out
what
they

want
and
deliver
that
experience.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

13
Include
value
added
content
in

emails
with
links
back
to
your
site

or
social
media
channels
to

engage
recipients
and
drive

traﬃc.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

14
Repurpose
your
newsleFer

content
on
your
blog,
your

website,
social
media
and
vice

versa.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

15
Always
provide
a
highly
visible

unsubscribe
link
to
all
your
email

messages.
If
they
want
out,
make

it
as
easy
as
possible
to
leave
or

they’ll
mark
your
emails
as
spam.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

16
Ask
why
they
are
unsubscribing

and
use
the
learnings
to
adjust

your
email
strategy,
content,

frequency…

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

17
Create
an
editorial
calendar
for

your
email
/
newsleFer
program

which
includes
launch
dates
and

content
for
the
next
3-‐6
months

and
share
it
with
your
colleagues.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

18
Check
your
html
code
before
you

hit
send
to
make
sure
your
email

doesn’t
get
blocked
due
to
faulty

html
code.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

19
To
increase
conversion
rates,

start
with
the
opHmizaHon
of

your
landing
page.
Test
headlines,

copy,
web
form
length,
images…

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

20
Provide
value
in
each
and
every

email
campaign
you
send.

Whether
or
not
they
open
your

email
depends
on
the
experience

they
had
with
your
emails
in
the

past.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

21
Make
sure
your
call-‐to-‐acHon
is

clear
and
stands
out
even
when

images
are
disabled.
If
I
don’t

know
what
you
want
me
to
do,
I

won’t
take
the
acHon
you
want

me
to
take.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

22
An
open
is
only
calculated
when

the
reader
decides
to
download

the
images.
Use
open
rates
only

to
look
for
trends.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

23
Use
all
the
data
that
you
collect

during
sign-‐up
to
personalize

your
emails.
If
you’re
not
going
to

use
it,
don’t
ask
for
it.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

24
Calculate
the
value
of
an
opt-‐in

email
address
to
your
company

to
eﬀecHvely
communicate
your

program’s
impact.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

25
The
best
day
of
the
week
or
the

best
Hme
of
the
day
to
send

emails,
is
like
the
monster
of
Loch

Ness:
it
doesn’t
really
exist
but

people
keep
looking
for
it.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

26
Your
recipients
don’t
know
that

noreply@company.com
doesn’t

accept
replies.
Read
what
people

reply
to
your
email
campaigns,

you’ll
be
amazed
with
the
insights

they
give
you!

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

27
Social
media
are
a
great
way
to

grow
your
email
list.
I
managed
to

double
my
list-‐size,
just
by

publishing
my
newsleFer
to

TwiFer.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

28
Don’t
make
changes
to
your

email
template
or
your
email

program
before
tesHng
the

changes
to
see
if
they
have
a

posiHve
impact
on
response.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

29
At
unsubscribe,
allow
subscribers

to
choose
what
content
they
get

from
you
at
the
frequency
of

their
choice.
If
you
don’t
they
will

just
unsubscribe
from
everything.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

30
A
preFy
design
with
a
lousy
offer

won’t
get
you
the
response
you

hoped
for.
Focus
on
the
content

or
offer
first,
then
worry
about

design.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

31
What
your
subscribers
say
and

what
they
do
are
two
diﬀerent

things.
Don’t
base
your
content

only
on
stated
preferences,
but

make
sure
to
include
click-‐stream

data
as
well.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

32
Develop
a
test
plan
and
make

tesHng
an
integral
part
of
your

email
strategy.
It’s
the
only
way

to
increase
response
and

conversions.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

33
Your
CEO
doesn’t
care
about
high

open
and
click-‐through
rates.

Management
only
cares
about

what
those
numbers
mean
to
the

business.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

34
The
top
300x400
pixels
of
your

email
is
your
most
important
real

estate.
Together
with
the
sender

name
and
subject
it
needs
to

work
hard
to
get
the
reader
to

open
and
read.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

35
The
ﬁrst
email
you
send
to
a
new

subscriber
typically
has
the

highest
open
and
click-‐through

rate,
so
make
the
most
of
that

email
and
send
it
immediately

aher
sign-‐up.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

36
Introduce
new
subscribers
to

your
brand
and
email
program

slowly
by
sending
them
a
series

of
“welcome
emails”
before
you

add
them
to
your
regular

program.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

37
If
you
send
me
3
emails
that
I

don’t
ﬁnd
interesHng,
do
you

really
think
I’ll
open
the
4th
email

you
send
me?
Don’t
send

everything
to
everybody:

segment!

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

38
Set
up
an
email
markeHng

dashboard
so
that
you
have
a

good
overview
of
campaign

staHsHcs
over
Hme.
It
helps
to

spot
what
works
and
what

doesn’t.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

39
People
don’t
read
emails,
they

scan
them.
Make
sure
that
they

know
what
you
have
to
oﬀer
and

what
they
need
to
do
in
under
5

seconds,
even
when
images
are

disabled.

©
copyright
2011
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to
Engage
–
all
rights
reserved
–

40
Drive
new
fans
and
followers
to

your
sign-‐up
page
and
convince

them
to
opt
in
to
your
email

program
so
you
can
talk
to
them

in
a
personalized
way.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

42
Build
subscriber
personas
for

your
email
program.
Give
your

ideal
subscriber
a
face
and
an

idenHty.
This
will
help
you
write

copy
that
resonates
beFer
with

your
readers.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

43
Keep
your
copy
as
short
as

possible.
Use
short
sentences,

short
paragraphs,
subHtles,

bulleted
lists,
bolded
words
and

links
to
break
it
into
digestable

pieces.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

45
In
most
cases,
a
hard
bounce

means:
this
email
address
does

not
exist.

If
you
conHnue
to
send
emails
to

these
addresses
you
risk
geUng

caught
in
spam
ﬁlters.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

46
Sign
up
to
the
feedback
loops
of

the
major
web
email
clients
so

that
you
can
remove
everyone

that
marks
your
email
as
spam

from
your
list.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

47
Test
one
thing
at
a
Hme.
Don’t

compromise
your
test
by

introducing
mulHple
variables.

Make
sure
a
higher
open
rate,

results
in
a
higher
click-‐through
or

conversion
rate.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

48
Don’t
forget
to
menHon
your

contact
details
in
your
email

campaigns
or
newsleFers:
phone

number,
email
address,
website

url,
physical
address.

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–

50
Become
a
member
of
the
Email

Marketer’s
Club,
the
largest
and

most
acHve
email
markeHng

forum
and
community:

www.emailmarketersclub.com

©
copyright
2011
Plan
to
Engage
–
all
rights
reserved
–
51

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