The dos and don’ts in email Marketing

E-mail marketing or electronic marketing is using e-mails to directly send a message and communicate with a group of people for commercial purposes. E-mail marketing has become the best way to increase a company’s brand image and the best way to attract new customers. E-mail marketing has extremely high potential if used properly. Since many companies are having problems with this very importance aspect of their marketing strategy, external e-mail marketing companies have been rising up very quickly and competing with each other fiercely with different softwares which make the tasks like getting inbox deliverability, sending mails, creating proper mails etc easier.

Email marketing is used by millions of businesses to create, send and track promotional email campaigns because it’s affordable, fast, has coverage everywhere, creates brand awareness, builds relationships with the clients, demonstrates expertise etc. However, if not used properly, it has its disadvantages as well. Without proper technical configurations, there is a high probability of your mails going into spam because of the various filters internet service providers have kept to prevent and delete unwanted messages (spam) from reaching the subscribers. To avoid this, you have to take a lot of precautions and possibly hire an e-mail marketing company to help you with your email marketing planning. Your emails should be short and the content should be precise, attractive and to-the-point with the shortest number of characters allowed. The longer your mails are the lesser would be your subscribers’ engagement level. Since you have to be very careful with the number of words you can use to properly implement your mail, it restricts your creativity to a certain extent.

Similarly, the "Subject" and the "From" lines should be written carefully because they play a big role in your inbox deliverability. They are important because, if they are suspicious or unattractive and reach the inbox (which is almost impossible for a mail with a suspicious "Subject" or "From" lines) they can get deleted or sent to the spam folder by the customer if they find it annoying or unattractive. All it needs is one-click on the ‘report spam’ button, and your online domain reputation would be seriously hampered. Still, you can easily ensure that your emails reach the inbox of your subscribers, if your create one ensuring that all the demands of the internet service providers is met; abiding by the policies of CAN-SPAM; creating an option for the subscribers to unsubscribe etc. It also helps if you have a strong sender reputation and a well built customer engagement level, that is, most of your mails are being accepted and opened by your subscribers.

There are several email marketing companies in India that provide such detailed support in ensuring that your emails reach the inbox of your subscribers. Make sure you conduct a few tests on several such companies and choose one company that suits your business needs before you finalize on an email marketing company for your marketing requirements.

ICubes, is a dedicated Email Marketing solution provider that assists organizations with their email marketing requirements. Its services mainly include Email campaign management, lead generation, Email marketing consulting, trainings & workshops.