Email Marketing Guidelines

So, what is email marketing?

Email marketing is one of the tactics that your digital marketing team can use to generate leads. It has been found to be even better than SEO search.  A successful email marketing strategy is one that captures your readers, convert them into leads and even look forward to your next email. Email marketing has the best ROI results amongst other marketing tactics.


A quick search on brings the result below:

Email-messages distributed by electronic means from one computer user to one or more recipients via a network.

Marketing -the action or business of promoting and selling products or services, including market research and advertising.

That is exactly what email marketing is when you put them together, the action of promoting your business electronically via a network.

Here’s what you can do to make your emails better.

  1. What you can do with your list of buyers

you craft out your email, you have to know your readers by doing a buyer profile. The goal is to segment them to different categories. At what stage of the buyer’s journey are they at? What are their hobbies? What product did they buy and why? – so you will know what to recommend them next. Where do they live? What is the psychology of your buyer? Or even as simple as where you got their email. There are many ways to segment your buyers. Below is simply one of them called Customer Insight Mapping by Ian Brodie.

Source: Email Persuasion by Ian Brodie (ebook)

Not all buyers want to receive emails. However, you also need to grow your subscribers’ list. Methods to grow your list includes a very convincing eBook, signing up for a free one-month trial, or even a video with valuable content. A clever opt-in form will automatically get permission from your readers to be contacted for follow-ups. Below is an example of an opt-in form set up from WordPress. You can use email automation such as MailChimp for this too. Respecting your customer is the first step of getting and retaining them and you have moved in the first direction of by empowering them with a choice of what kind of updates they want (sales or newsletter for example) and frequency.


  1. Be a copywriting pro

Having a good subject title is just as important as having a good copy. It promises the reader valuable content and you have to keep it in line with your email content. Good writers have a main topic and break it down slowly for readers into smaller digestible sections or topics for readers. Each email should be brief and have a single focus. Good emails will need good storytelling such that it will hold your reader’s attention.

You will need to talk about benefits more than features of your product. People only want to hear the good stuff and how it can benefit them. You could keep a proportion of three-quarts benefits, one-quart features. As you are speaking to your audience, you will use more of “you” instead of “we”.

Write simply – there’s no need to be bombastic. Sometimes, less is more – good copywriting is brief yet punchy in narration to stay in your reader’s memory and yes, it makes your reader think – what more can I know about this awesome product? This goes for call-to-action and subject headlines too. You can use action words (verbs) to keep your readers on the ball.

A good story has all the punches and keep your audience anticipating (scrolling down).  Let’s take a look at how Uniqlo does it well in their emails.


Another thing before you start typing is to consider the information you have. Are you going to fit them into a newsletter or a promotion poster? What should you leave out to capture your readers? Remember, less is more. You might want to break your email up into a series.

Adobe frames email marketing in 3 maturity levels of sophistication to help you think about your email marketing progress. The first level classic uses tactics like welcome emails sent after signing up. The next level is dynamic which tackles problems like cart abandonment, post follow-up surveys and birthday triggers.  The third level is Contextual where you meet the customer in the context of their needs. For example, the customer has just booked a holiday and the next email that they receive helps them to plan for their trip.

  1. Know your tools

Autoresponders: After your buyer has kindly given your his or her address, you must keep the conversation going. An Autoresponder is a software to help you to disseminate your emails according to your instructions. You can command your autoresponder to disseminate a “thank you note” after a person has purchased a product, help you to push your client to the next marketing level following a buying action. You can also set it to a frequency for the best results and trigger birthday emails. It can help you to check in on your potential lead o see why emails have not been responded to and automatically drop emails to pull him back. If you need to send out a series of emails (called a drip campaign), it will make it convenient for you.

Marketing Automatons like Mailchimp and AWeber and GetResponse can cleverly allow you to do the above. It also makes you think about how to segment your readers and manage them.

A/B Test. One of the reasons why email marketing is so popular is because they generate one of the highest ROI. However to get the result, you must do an A/B test to find out how to make your email work best for you. For example, you want to find out whether a short subject headline would work better than a long headline. Another test is the words you use in copywriting. You can test different types of A/B testing – images, copywriting, schedule, etc. The list goes on depending on your creativity and need. One interesting test which has been conducted is which part of the week is most effective for you to send out your emails.

  1. Email Marketing Fails and Faux Pas

There are some things that you definitely do not want to happen during your email marketing campaign. One of which is entering the spam filter. Your copywriting team needs to think carefully about avoiding words like “buy” and “discount” in your Subject Heading to say the least. Continually clean up your email list to keep only the active emails. The last thing you want to get involved in is a fine for not following the Personal Data Protection Act. Always get your subscribers to give you permission to send you the email.




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