4 Things You Should know When It Comes to Email Marketing

by Nov 22, 2016B2B Lead Generation, B2C Lead Generation, Email Marketing, Marketing

4 Things You Should know When It Comes to Email Marketing

You’ve heard the term “email marketing” thrown at you in meetings, online and by content marketing specialists, but do you know why email marketing is such a buzz word?

To understand how to use email marketing right, we need to first understand the term.

What is email marketing?

According to StreamSend, “Email marketing occurs when a company sends a commercial message to a group of people by use of electronic email. Most commonly through advertisements, requests for business, or sales or donation solicitation, any email communication is considered email marketing if it helps to build customer loyalty, trust in a product or company or brand recognition. Email marketing is an efficient way to stay connected with your clients while also promoting your business.”

Businesses are using email marketing even if they don’t know about it. Every email you send to your prospects or clients is a form of email marketing. It may not be done right, but it is email marketing nonetheless.

If everyone is using some form of email marketing, then to succeed in it, you must do something different.

How to succeed in email marketing?

Here are 5 ways to become better at email marketing:

  1. Understand your audience. The more relevant the information you provide, the more people will subscribe to your list. Offer an e-book or free sample to every person who subscribes to your list.
  2. Protect your list. People will easily subscribe knowing that they’re not going to be spammed by you, and that their details is protected. To deal with this risk, add a short “we will not spam you” disclaimer at the bottom of the sign-up button. Also, add a link to your privacy policy.
  3. See what others are doing. Subscribe to your competitor’s email lists and take a note from what they’re doing right.
  4. Personalise the email. Most of these automatic platforms such as Mailchimp allows you to personalise emails quite easily. You may add your name in the “to” field and add the client’s name in the “from” field. Also, craft your messages as if you were speaking to the client over coffee.
  5. Craft catchy subject lines. The subject line is single-handedly the only thing that can make a reader click on your email. That’s all they see when mail comes in. Learn how to write catchy headlines that will get your emails opened. With that said, avoid click-bait. The subject line should reflect the email content.

Now you know how to craft successful email marketing campaigns, but before you click the “send” button, there are four things you should know about email marketing:

#1 People are inundated with information

Just think of all the emails you receive daily. It is sometimes difficult to sift through all the trash to find the important emails. Have the courtesy to send only quality content to your list. When your subscribers know that they will receive only good information from you, they will start looking for your emails amidst all the junk.

#2 You need permission to send email marketing campaigns

Just because they showed initial interest in you doesn’t entitle you to add them to your contact list. The same goes for previous clients – just because they previously bought from you, does not mean they want to be added to your list.

Request permission from every individual before you add them.

#3 You should get whitelisted to increase your email delivery rate

To ensure email delivery, prompt your subscribers to add you to their contact list. Some email providers label email campaigns as spam if the sender is not on their contact list.

In addition, make sure you test your campaigns before you send them. Popular email marketing platforms such as Mailchimp allows for A/B testing to make sure you send the most optimised campaigns to your subscribers.

#4 Put yourself in the reader’s shoes and avoid spam

Avoid spam language. Avoid using these words in your subject line:

  • Free
  • Trial
  • Quote
  • Sample

Rather use words that pique interests. Below is an example of a great email marketing campaign:

Bonobos (Image: Buildfire)


This was an email campaign that prompted readers to buy shoes. But what’s so great about this? This campaign did so well for many reasons:

  1. It made it so easy and interactive for readers to buy the shoes. All they had to do was select their shoe size to purchase.
  2. The picture is enticing enough to make you want to read more.
  3. The words “last day” creates a sense of urgency, making you want to purchase before the sale runs out.
  4. The call to action font is bigger than the other writing in the campaign, this draws your attention immediately.


After reading this post, you should be more comfortable with setting up good email campaigns, but for detailed assistance to get your campaigns read and links clicked, contact us.