Email marketing—a popular form of marketing directly to the customer/subscriber—has the appeal (and appearance) of being free. Well, it’s not free…but the cost is low, and when done correctly, the Return-on-Investment (ROI) can be remarkable.
In addition to a good email software or service bureau, your investment includes the time required to maintain the process, create timely and meaningful messages, and to sustain an effective relationship with a targeted audience.
But it’s not as simple as it looks…
The apparent simplicity of email disguises the painful fact that it’s easy to get it wrong. Without proper guidance, your well-intended email marketing effort can produce unhappy customers, broken relationships, and zero new business.
Fortunately, some of the top professionals in the email industry compiled a great guidebook titled, 221 Email Marketing Do’s and Don’ts: Best Practices Reference Guide by the Email Experience Council (EEC) and business software company Listrak. The EEC is the email-marketing arm of the Direct Marketing Association (DMA), a worldwide professional organization.
You’ll want to review the entire list of 221 rules of the road, but—with a tip of the hat to the EEC and DMA industry folks, here’s our pick of 20 “do’s” that can kick-start a successful, opt-in email marketing effort:
And for more on this topic, here are several of our previous educational posts from the Healthcare Success blog:
Medical Marketing Email: Eight Essentials for Greater Success
31 Words You Can’t Use in Email and Other Safety Tips
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