In just a few short years, email marketing has become a main ingredient in most modern marketing plans. The reason for this is simple: the ROI for email marketing is $57.25 for every dollar spent, according to a study by the Direct Marketing Association. That’s double the ROI of other online marketing tactics. Marketers are not expected to slow their spending on email marketing anytime soon, increasing at a compounded annual rate of 4.5 percent. . Email marketing has been growing for several reasons. Most important, the tools have been getting better and best practices have been established.
If you are new to email marketing or have been refining your email strategies for years, there are seven initiatives that are essential for your continued email marketing success.
1. Increase Your Segmentation Efforts
2. Rethink and Refine Your Opt-in Campaigns
3. Clean Your Lists and Try to Maintain Them
4. Design for Disabled Images and Preview Panes
5. Institute Authentication Standards
6. Expand Your Email Testing Efforts
7. Rethink Tired Campaigns.
Understand What Constitutes an “Opt-in”
As email has grown from a communication vehicle to marketing superpower, the industry has fought to keep up with best practices. While marketers would like to believe recipients are all overjoyed to receive email from them, that’s not always the case. To this end, the Email Sender & Provider Coalition (ESPC), an association of email industry leaders, has composed its Email Marketing Best Practices Guide. Among other clarifications, the ESPC defines “opt-in” as “the point of email address collection at which a person has affirmatively requested to be included on an email list to receive commercial email.” Furthermore, the ESPC establishes that commercial email should not be sent without:
1) Prior affirmative consent of the individual, as defined by the CAN-SPAM Act of 2003; or
2) Prior consent of the individual as defined by the European Commission Privacy and Electronic Communications Directive.