Best Practices for Mass Email Campaigns
Create an Email List
It is important to maintain a list of updated email recipients. Be aware of requests to unsubscribe or outtdated email addresses in order to maintain an accurate email list.
Subject Line
The subject line needs to be clear and concise. A clean subject line offers readers the chance to quickly scan their emails across multiple devices while bringing awareness to the content of an email.
Customize Communication
Addressing the recipient by name creates an instant connection. Creating relevancy and connection with receipents often results in higher opening rates.
Communiication should be easy to read, clean and visually appealing.
Segment an Audience
Interests and needs can vary, therefore, tailoring communications to specific groups is important. Knowing your intended targeted audience improves connection and engagement.
Keep it Brief
Brief email communications shows your audience that you value their time. Here are some helpful tips for writing brief emails:
- Present problem audience is facing
- Explain how you can help solve
- Add an example
- Conclude with a call to action (i.e. reply to this email, etc)
Images
All images should be optimized or compressed for email rendering. Follow standard image formatting of jpeg or png files. Provide alternative text for screen readers and to be in compliance with federal accessibility laws.
Best Times to Send
What are the best times to send a mass email? This can depend on the day of the week, time and your audience.
An option is to try sending at various dates and times then analyze the highest open rate. Use your best judgment to find what works best for you.
Following these tips and guidelines as a starting point to creating and sending mass emails will ensure your communications are clear, defined and have to potential to experience an increased opening rate.