Proper campaign management email marketing It can be a simple task if we take into account certain guidelines. In this note, we summarize the know-how of mail campaigns in 10 juicy concepts:
Populate your list at every opportunity:
Take advantage of any opportunity to get emails from people interested in receiving your offers or news. If you have a commercial premises, incorporate a form to obtain the client's data. If you attend events or conferences, exchange cards. Not to mention if you have a website (who doesn't have one today?); you can use the automatically generated code from our control panel to incorporate emails automatically.
Avoid excess punctuation or capitalization:
Do not use ALL CAPS in the subject of the email, or excessive exclamation marks. Apart from the fact that, personally, I find it very messy, if you do it you could be classified as Spam by the automatic filters. And if you get around the filters, you might not pass the human eye test.
Includes a text version and another in HTML:
Although most recipients can see HTML in their emails, if you don't include a text-only version, about 5% on your list won't be able to read your mailings.
Familiarity fosters openness:
It is convenient that the “From” field be the name of your company or an employee, and, once you have chosen how to fill it, try to maintain it over time. In that brief fleeting moment, where the recipient of the emails decides whether or not to open your email, a decisive factor is whether the “From” field is familiar to them.
Add a note about your email:
To improve the arrival of emails, add a note above your newsletter, or below the content, that says something similar to "To ensure the correct reception of your emails, please add [email protected] to your address book. This will make your emails skip the SPAM filters in the receiver, also improving its level of "unwanted mail" in international detection algorithms.
Be consistent with the frequency of your shipments:
Choose a delivery frequency, be it weekly, every 2 weeks, every 15 days or once a month... And then try to be consistent with deliveries. In this way, your customers will get used to receiving your emails in advance (“oh, yes: it is the monthly newsletter of company X”).
Time is essential for B2B communications:
In most cases, it is best to send B2B emails between Tuesday and Thursday. The most successful time slot is at the beginning of the day, around 9.30am, or at the end of lunch, around 1:30pm. It is always advisable to avoid sending emails after 4:00pm, or on weekends.
Schedule for B2C communications:
For mails to consumers and not to companies, the ideal time frame for sending is between 5:00 pm and 8:00 pm, between Tuesday and Thursday or between Friday night and Saturday afternoon.
Relevant content to the recipient:
As long as you provide value (be it valuable content that the recipient is interested in receiving, or product discounts related to previously purchased items), the public is unlikely to unsubscribe from your list.
Only send emails to those who previously requested it:
We never tire of emphasizing this. Unsolicited mail is spam, not to mention that it is punishable by law in many countries and that your account may be suspended if we detect this type of spam. The legitimacy, as well as the image of your company, can be permanently damaged by carrying out bad practices, so, if you are looking for medium and long-term benefits, forget about making this type of invasive mailings.
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