Email Marketing Tips

Format

Emails currently can be delivered in plain-text format or HTML format. Consider the target audience to determine which is the more appropriate format for any specific campaign.

Frequency

The intervals at which email marketing efforts are repeated: weekly, bi-weekly, monthly, bi-monthly, etc.

Goal (Objective) of Emailing

The coherent, defined purpose, which allows targeting recipients appropriately, creating a unified and effective message and measuring the results. Each email, as well as the overall campaign, should have a clear goal.

Hard bounce/Soft bounce

A hard bounce is the failed delivery of an email due to a permanent reason like a non-existent address. A soft bounce is the failed delivery of an email due to a temporary issue, like a full mailbox or an unavailable server.

Headers

The documentation that accompanies the body of an email message. Headers contain information on the email itself and the route it’s taken across the Internet. Recipients can normally see the “to” (identity of recipient), “from” (identity of sender) and “subject” (information in the subject line) headers in their inbox. They can be modified to influence their decision to open or delete an email.

Headline

The opening announcement that greets recipients once they have opened the email. Ideally, this immediately communicates the company’s unique selling proposition and encourages the recipient to penetrate further into the email.

HTML Format

Fully designed graphical look and feel.