221 Email Marketing Do's and Don'ts: Best Practices Reference Guide
By Megan Ouellet, Director of Marketing for Listrak
November 10, 2008
Companies across all industries are devoting more of their time, resources, and budgets to email marketing. Email typically costs less than other direct marketing channels and the return exceeds all other initiatives. This year, the average return for every dollar spent on email marketing was $45.06. Compared to non-email Internet marketing’s return of $19.94, direct response newspaper advertising’s $16.86, non-catalog direct mail’s $15.55, telemarketing’s $8.61, and catalog marketing’s $7.28, it is easy to see why companies are ramping up their email marketing programs.
In order to achieve the highest ROI, email marketers must get savvy and revise their strategies. For example, monthly email newsletters that were sent out to the entire subscriber base are being converted to targeted weekly mailings that only contain the information that is most relevant to each subscriber. Targeted emails nearly double the click-through rates of bulk emails so if you aren’t already using advanced tactics like dynamic profiling and dynamic content to segment your lists, now is the time to start.
Listrak, an innovator in the email marketing industry and the email service partner to companies like Waterford Wedgwood USA, The Islands of the Bahamas, Hitachi, and Motorola, has put together a list of the top 221 email marketing do’s and don’ts. This best practices reference guide will help you whether you are just getting started with email marketing or if you are a seasoned veteran.
It’s important to note that everything on this list does not apply to every email that you send. If you need help or have any questions, our experts are available to discuss your strategies, requirements, and processes.