Do's and Don'ts of Email Marketing

Posted by Nick Pizzolato on Mon, Oct 26, 2015 @ 12:21 PM

Do's and Don'ts of Email Marketing | Wicked Local Media Solutions

Email marketing offers business owners the opportunity to create a message that speaks directly to their ideal customer. Using consumer demographics, you can find the type of customer you want to attract to your business, but then you have to create a compelling message that will entice them to visit your business. It can be a challenge to create an email that is brief, energetic and inspires consumer confidence in your business or product. Here are some tips you can use to help inspire you as you create your promotional email.

Don’t Omit a Subject Line

The subject line is literally the first thing potential customers will see when opening their email. 64% of users say they open an email based on the subject line. You need to make sure your subject line is clear and also creates interest in your promotion. If the subject line is blank, no one will know what your promotion is and will most likely skip or delete the email.

Do Include Personalization

If you can include a person’s name in the email’s greeting, you should do it. It was reported that when you include personalization in an email, the email is 29% more likely to be opened and 41% more likely to click on the email’s call-to-action.

Do Brand Your Emails

Once your email has been opened, it’s important to make sure that the customer knows who sent the message. Have your logo and slogan at the top of the email, so that it announces your presence to the reader. Email marketing, like any advertising campaign, is about building name recognition. If you don’t brand your email, they may not click on the links you provide, because they don’t know you as a trusted source. Even worse, they like your product, but go to a competitor to purchase it.

Do Use Language that Engages with Customers

Your email message should look to create excitement and buzz about your promotion. Create a narrative that inspires customers to purchase your product and service. Think of a common problem that everyone experiences and offer your solution. However...

Don’t Make the Promotion Complicated

Your message needs to create a sense of urgency to a consumer, but it also needs to do it quickly. Everyone’s time is valuable, and when you send an email offer, you don’t have the opportunity to persuade them with a story. Keep your messages short and direct the consumer to a website where they can learn more or make a purchase quickly.

Also, make sure you are just promoting a single product or service. Don’t offer multiple sales or links, because it will confuse the buyer. You want this email to be an open door that invites them into your business. Once they visit your website or physical location, you’ll be able to update them on other promotions. Keep the email message simple.

Don’t Send it to Consumers who Live in the Immediate Area

The people in your store’s immediate area are probably already aware your business exists. Email marketing is meant to expand your visibility to a larger number of people within your target demographic. Don’t focus on just one community, get several local communities involved.

Do Include Links and a Call-to-Action

Create links throughout the email that will direct a consumer to your webpage or the promotional page. Create hyperlinks for the specific product, but the links don’t necessarily need to be in the form of hyperlink text. Your company’s logo could be a link that directs a user to your webpage. You want to create as many ways possible for a consumer to get to your site. Your Call-to-Action should be bold and create a sense of urgency. It should reiterate the deal and direct the customer to a promotion specific webpage.

Email marketing campaigns are great ways to introduce your business to a new audience. It’s important to make sure you that your email is clear, direct and engaging. These guidelines will help you develop an email format that will work best for you business.

Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at

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Tags: Small Business, Digital Marketing, Wicked Local, Email Marketing