Do This Not That

Michael Goetz Marketing Blog
Crafting successful email campaigns could quite possibly yield the highest ROI of all of your marketing initiatives. When it comes to email marketing, there are a lot of marketers out there who say you should ALWAYS do this or NEVER do that. Below are what I consider the BEST and not-so-best marketing practices.

The Do’s:

  • DO keep your email subject lines between 30 and 50 characters
  • DO use double opt-in when growing your list
  • DO have a good balance of images to text
  • DO send an email during the middle of the week

The Don’ts

  • DON’T use words like “free” or “deal” or “discount” in an email subject line
  • DON’T use a pop-up (or pop-over) to collect email addresses
  • DON’T send a mostly-text email
  • DON’T send a mostly-image email
  • DON’T send an email with one big image
  • DON’T buy a list
  • DON’T use ALL CAPS in an email subject line
  • DON’T use animated gifs in the body of an email
  • DON’T put the unsubscribe button or link at the top of an email (or make it obvious)
  • DON’T send an email at the end of the day
  • DON’T send more than one email per day