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6 steps to email marketing best practice

Don't look like a spammer

We all get spam, and by now we all know how to recognise it. You probably don’t give what goes straight into your junk mail a second thought, but what about when your own email campaigns start heading in the same direction?

Here are 6 email marketing best practice tips:

1. Spam lingo


  1. Multiple exclamation marks!!!!
  2. Excessive graphical tricks
  4. Spam trigger words

If you’re not a spammer, don’t make yourself sound like one!

2. Spray and pray approach

Segmented email campaigns get

  1. 15% more clicks
  2. and 14% more opens

Not only will your campaign lack direction with a blitz approach – you could seriously affect your deliverability.

(Source: Mailchimp Global Survey)

3. Failure to keep your data clean and up to date

  1. Data decays at an estimated rate of over 40% per year.
  2. 86% of UK companies regularly educate employees about the risks of spam.

(Source: 2012 survey by GFI)

3 steps to avoiding database decay:

  1. Manage your recipients.
  2. Update old, expired data.
  3. Cleanse invalid or duplicate addresses.

If you don’t do this regularly, it’s likely that the ISPs may assume you’re a spammer due to your high bounce rate, and the number of dead addresses on your lists.

4. Email overload

Ensure that all emails are relevant and interesting to each customer.

(Source: Upstream/YouGov, February 2012 (% of UK respondents))

5. Sending to lots of bought in lists

Sending to bought in lists can be damaging to your email deliverability and IP reputation:

You have no way of knowing how often your purchased email addresses have been emailed or where the addresses originate from – why risk your reputation?

(Source: Hubspot)

6. No ‘unsubscribe’ link

In the UK, an unsubscribe link is required by law. And a clearly navigable unsubscribe link is an effective tool in data list management.