I suppose I can title this article “25 Email Marketing Mistakes I’ve Made.” But rather than focus on the negative, below I’ve outlined the best practices I’ve come to adopt over the years. Hope you find something here useful.
1. Diversify your Content: If your entire email focuses on one product, service, or topic, you risk alienating all but the few people who will be interested. Unless you have segmented your database based on previous behavior, do not send an email on only 1 topic. I consistently find that the click through rate increases in proportion with varied content.
2. Don’t Stress about Spam Words: Many experts will tell you to avoid words like “free” or “sale”. In my opinion, ISPs tend to be moving away from content based spam filtering in favor of reputation based filtering. In other words, your sending IP address and from email are more important than whether or not your email contains certain words. Personally, I’ve used words like “free” in the subject line without any affect on delivery rates.