Bloomquist Interactive Marketing's 21 Rules of Email
Marketing
1 .
Test Early and Test Often
 Test
three subject lines; use the best.
Test
three email versions; use the best.
Test
two landing pages; use the best.
2. Know the “Job” of Each Email Component
The
job of the subject line is to get the user to open the
email.
The
job of the first line is to insure that the email survives
the preview pane.
The
job of the preview pane line is to get the user to open the
email.
The
job of the email content is to get the user to engage the
CTA.
The
job of the CTA is to get the user to the landing
page/microsite.
The
job of the landing page/microsite is to convert the user.
3.
Calls to Action (CTA)
Use
the CTA in subject line.
Repeat
the
CTA several times in the message.
Use
dates to suggest a sense of urgency.
Position
first the
CTA so it shows in preview pane.
Position
the second the
CTA at the top to display “above the fold”.
Include
a CTA at the end.
4. Your E-mail Should Reflect Your Brand
Have
a visual and editorial style unique to your brand/company.
Include
your logo and make it clickable to the relevant (CTA) not
your website.
5.
Always Include an
Unsubscribe Option
It's
not just a courtesy, it's the law.
CAN-SPAM
a functional opt-out.
You
have 10 days to suppress opt-outs.
6. Include “White-Listing” Instructions
Encourage
recipients to add you to their (not spam) “white list”.
7. Beware:
SPAM Lists are the “McCarthyism” of Marketing
If
somebody reports you to a SPAM list you’re guilty,
period.
You
have prove you are not spammer
It’s
a painful process.
8. Your E-Mail Service Provider Should
Do
more than just “send out” your campaigns.
Be
conversant with ever-changing best practices.
Be
CAN SPAM compliant.
Keep
you off SPAM lists.
Provide
e-mail-through landing page performance analytics.
Use
performance analytics to recommend strategy improvements and
modifications.
9. Don't Overwhelm Your Recipients
Sending
too many e-mails is a bell that you can’t un-ring.
Ideally,
let recipients opt-in to their own frequency choice.
Err
on the side of fewer emails to each unique list.
10.
Brevity is Best
Subject
line should be short, loud & basic.
Use
simple words and short phrases.
Paragraphs
should be short.
11.
Don’t Be Clever
Write
in a “catchy” style but don’t be overly “cute”.
Your
CTA should be the main “catchy” component, not the writing
or design.
Use
CTA in subheads so a quick scan can convey the key message.
Use
bullet points.
12. “Build
for Speed” in Email Design and Writing
Just
because you can gee-whiz program an email, doesn’t
mean you should.
Exclude
any and all design and programming that doesn’t serve the
CTA.
13. Email Is No Laughing Matter
Oh,
man. Don’t use humor. Okay? Just don’t.
What’s
funny to you will likely annoy your recipients.
No
message is more memorable than the annoying one.
14.
Proofread Twice, Send Once
Mistakes
are a cue to the user to hit the delete key.
You
never get a second chance to make that first impression.
Use
third-parties (fresh sets of eyes) to double and triple
check copy.
Do
not expect the primary writer to proofread what she or she
wrote.
The primary writer
is too "close" to the work to proofread it effectively.
15. If You Make a Mistake that Inconveniences
Your User
Send
a correction email immediately
No
mea culpa; keep it short, sweet and to the point.
Fix
the broken process that allowed the mistake to occur.
Don’t
do it again.
16. If
You Make a Mistake that Only Embarrasses You
Live
with it.
Do
not call attention to it by sending a correction.
Cringe,
blush, and move on
Fix
the broken process that allowed the mistake to occur.
Don’t
do it again.
17. Know Your Spam Filters
Know
the kinds of spam filters your recipients are likely to use.
Know
the “spam flags” that your recipients spam filters look for.
“Spam
flags” can be text, images, coding, words, phrases and
punctuation.
Create
your emails inside the “spam flag” zone.
18. Okay,
Just Stop Now
Don't
keep sending messages when there is no interest.
The
silence of low open and click-through rates is a cry for
change.
If
a change in tactics and offer don’t resonate, scrub your
list and rethink everything.
19. Don't Send E-Mails Without A Clear Purpose
Keep
in mind that even opt-in email is inherently intrusive.
Make
sure your recipient knows WHY he/she is getting your email.
Clearly
state your raison d’tre in your e-mails opening line.
20. Know Your Audience and Be Relevant
Speak
your audience’s “language” based on market segment, etc.
Address
THEIR pains, needs, desires, problems FIRST.
Pitch
your solutions SECOND.
Empathy
translates to effectiveness.
21. Use Dedicated Landing Pages/Microsites
for Email Marketing
Remember
that “Action” is the last word in CTA.
Have
visual and textual continuity between the email and the
landing page.
Make
it easy for users to immediately DO what you want them to
do.
Use
best practices for landing page design, writing, processing
and fulfillment.
Never
send users to your general website, expecting them to find
your CTA.
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