Last week I was cooking, in a rush. A random beep started. I checked the fridge, usual suspect. No. By now I was getting rattled. The random nature of it was particularly annoying.
The culprit? The monitor from our weather station was low on batteries. Now the weather station is very useful but the intermittent beep? No thanks.
When you send emails that accidentally annoy your readers, it can thwart your efforts to win more sales and worse get your email labelled as junk.
If enough people label your email as junk or spam you could get black listed by email servers making it very difficult to communicate by email in the future.
Apply these 10 tips to help avoid annoying your subscribers and discouraging them from hitting the spam button.
1. Use a professional email marketing package like MailChimp. Many are free for small lists (up to 2000 subscribers for MailChimp) and they are set up to help you comply with the anti-spam regulations. They are also very powerful and enable you to be more targeted and effective with your emails. For instance you can segment your lists and track who opened your email and who clicked on any links.
2. Add an email sign up form to your website. This helps build your list and gives you a chance of capturing the data of all those visitors to your site. If they voluntarily subscribe, (rather than you adding their details after you met them at a networking event) there is much less chance of them hitting the spam button when your emails arrive.
3. Make sure everyone has opted in. It’s common sense (and the law) that you’d only want to send sales emails out to those who’ve opted to receive them (especially if you are mailing consumers rather than businesses). So don’t be tempted to cull email addresses from the internet, Chamber of Commerce lists or other sources where explicit permission has not been given.
4. Don’t end up a spammer through ignorance. Educate yourself on the UK law around email marketing.
5. Be specific about what your emails offer. When people sign up, spell out exactly what you’ll send out e.g. Offers, news, event information etc and how often. If you send out articles but also promote events, then say so.
6. Protect yourself Packages like MailChimp allow you to add text explaining why people are receiving your emails to remind them how they opted in. It goes on every email and is good practice in case you ever get accused of being a spammer.
7. Automatic unsubscribe. Ensure it’s easy for people to unsubscribe at any time (packages do this for you). Nothing irritates people more than trying and failing to stop businesses sending them unwanted emails. Have you ever tried to unsubscribe from Groupon, VistaPrint?
8. Steer clear of spammy formatting. Avoid use of bright red fonts and !!!!!! ******* in your emails. Spammers love these.
9. Use compelling, specific subject lines that tell the reader what value lies inside. If you have a special offer, say what it is, e.g. Buy 2 cake tins, get a 3rd free.
10. Keep your content relevant and always keep in mind ‘what’s in it for the reader?’ Always spell out the value for the reader. If it’s an offer, maybe it saves the consumer money, or gives them exclusive access to limited products, services or membership.
The whole point of email marketing is to deliver personal valuable content to your subscribers. Learn how to avoid accidentally annoying your readers and being like that random intermittent beep from electrical devices.
Need training in email marketing?
I regularly deliver workshops in South and West Wales on email marketing, both strategy and practical, hands on, how to use MailChimp workshops.
Find out more about hiring me as a trainer for your project or organisation or for one to one training.