Posted by: Paul Vangura, Project Manager

Email marketing is a great way to stay top of mind with your prospects and customers, but it’s increasingly difficult to make it into the inbox and catch attention. Check out the tips below to help improve your email marketing performance:

• Use good design and formatting to make your message stand out. Include your company name in the “from” field, write an engaging subject line and keep important content near the top of the message. Also keep in mind the limitations of email services; most programs have a display area of 500-650 pixels wide, for instance.
• Develop a Web version of the email message. Some recipients may be using an older email client or have HTML turned off; in either case, your message won’t display as intended. By providing a link to a Web version, you provide another option for proper viewing.
• Pay extra attention to your subject line; in most cases it will be the determining factor for whether the message is opened and read. In addition, subject line content is taken into account by many spam filters. A good subject line will engage recipients with informative, actionable language.
• Segment and target your email list. By using demographic and behavioral segmentation, you can send your customers the right message at the right time.
• Always make sure your email complies with CAN-SPAM standards. Include links to your privacy policy, a profile update page for customers and an opt-out process. Additionally, ensure that opt-out language is clear, and that opt-outs are processed promptly.
• Measure your results. Give some thought to the types of actions you would like to keep track of, such as the open rate, click-throughs and forwards. Opens can be tracked by using a simple empty .gif image, clicks and forwards through specific tracking URLs. Be consistent with the way you calculate these metrics and then compare them to industry averages, or use them as benchmarks for future emails.

In the end, email marketing comes down to thoughtful design, relevant messaging and accurate measurement. If you can execute well on these elements, chances are your email campaign will be a success.