I’m a subscriber to the new Email Marketing Daily newsletter from the folks at Media Post. Sign up for the free newsletter at their website: www.mediapost.com.
Today’s newsletter has a great post via www.business2community.com. They highlight 3 Best Practices from the past that might not be so “best” anymore (visit the pull post here):
- Stop thinking a person’s name is personalization. Contrary to popular belief, “personalization” via the inclusion of a recipient’s name can actually have a significantly negative effective on your email marketing program. A 2012 study done by Temple University’s Fox School of Business concluded that personalized email advertisements are far more likely to repel customers as opposed to endear them.
- Don’t follow the Rule of Seven. The Rule of 7 (which posits that your audience needs to hear your message 7 times before responding) is liable to earn more spam complaints than conversions.
- Use double opt-in. A mere few years ago, we were all trying to get anyone and their mother to subscribe to our email marketing programs. Now, with the ubiquity of email communication and online buying acceptance the shift has officially gone from quantity to quality. It’s now about capturing the audience that wants to hear your message. Those will be the people that respond, engage and eventually buy.
Lastly, when following the rules above, be sure to use a reputable Email Service Provider (ESP) to ensure your emails are delivered and follow the CAN SPAM act policies. Constant Contact is what we use and recommend. For your free 60 day trial, click the button below:
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