Beginning your E-mail Marketing

Before starting your e-mail marketing, it’s important to ensure that you have all of the right resources behind your campaign: you should have an effective autoresponder tool, your e-mail software provider should be able to boast a very high deliverability rate for e-mails sent through their software and you should also have complete control over how e-mails are customised and delivered to your subscribers.

One of the first mistakes that most people new to e-mail marketing make is failing to send the e-mail in both HTML and text format. This is a very simple mistake to make however it can prove disastrous to your campaign where the user doesn’t have the necessary capabilities on their e-mail client to be able to view HTML e-mails. Needless to say, an HTML e-mail generally makes a far better impression on your users than a standard text e-mail, however, the first objective for any e-mail campaigns should be to ensure that all subscribers who receive the mail should be able to read it in full.

Ensuring that you have complete control over the customisation of your e-mails. For example, many of the best e-mail marketing solutions allow you to insert custom titles and fields into your e-mails based upon the audience receiving that e-mail. A good example of this is being able to use the subscriber’s name in the body of the e-mail and also any other personally identifiable information they may have provided during the sign-up phase.