Email marketing do’s and don’ts

Sarah Matarazzo
Wednesday October 30, 2019

In today’s social-media-centric age, it can be easy to forget about the somewhat old-school strategy of email marketing. The benefits of email marketing are often overlooked, but it can actually be one of the most effective ways to maintain customer loyalty and interest.

If you employ clever and creative tactics with your content marketing here, you can help to grow brand awareness whilst also keeping your audience up to date on new products, services and company news. Whilst this marketing channel is certainly one to explore, it is important to note a few of the key dos and don’ts before you dive in.

DO: Hook the reader from the subject line

Make your first impression count with an exciting and enticing subject header. Don’t waffle; keep it snappy and to the point. If you can’t tempt your audience to even open the email it won’t matter how well written and grabbing the body of the email is, so make sure that you give this small, but very significant, part the time it deserves.

DO: Keep it short and sweet

The chances are the people you are reaching don’t have loads of time, or the attention span, to read a long email. Keep it clear, clean, simple and engaging. Get your message across and make sure that it actually offers useful content to your reader. If you can’t represent your company’s ethos and intentions in just a few lines, then you need to reconsider what it actually is that you want to achieve.

"80% of business professionals believe that email marketing increases customer retention - HubSpot"

DO: Create a targeted mailing list

You could be writing the most engaging and interesting emails – but if they’re reaching the wrong audience then you won’t be able to grow your brand, and will be losing out on valuable customers. Create a mailing list from your current customers as well as industry professionals and other social media connections. Remember, it’s better to target fewer but more potentially valuable customers than to assault a large number of uninterested users. Just remember to gain consent first, otherwise, you’ll be violating GDPR laws.

DO: Make sure your email design is responsive

Mobile opens account for 46 percent of all email opens. What this means for designers and email developers is that getting your email newsletter to display optimally on mobile devices is just as important as view-ability on more traditional platforms like Outlook and Gmail.

DON’T: Send a generic email

Anyone can send an emotionless and general email – but people value people. If it feels like there’s a person behind an email rather than just another computer your email is far more likely to make an impression. One step towards this is to address your recipient by their name in the opening or subject line of your email.

DON’T: Send emails to your subscribers all at once.

You can massively boost the chance of your emails being opened by adjusting the time you send your emails; be aware of subscribers or users’ time zones and target their inbox arrival accordingly. Need help with our content marketing strategy? Then look no further than Socially Grown; we’re a company dedicated to helping businesses reach their maximum potential online web-traffic through creative and innovative strategies.

Interested? Then get in touch with a friendly member of our team today.

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