6 Email Marketing Do’s And Don’ts

As you surely already know, developing an effective marketing strategy is one of the most complicated and time-consuming parts of running a business in today’s wired world. Gone are the times when you could simply take out a yellow page ad and buy a few in the local paper, perhaps along with some direct mail, to bring customers into your brick and mortar business, or just a regular catalog and some magazines ads for a mail order operation.

You sometimes wonder if the larger potential customer base offered by having an online business is worth it. You have to service your social media accounts, with more platforms arriving all the time, keep up your blog, practice good SEO, which also changes regularly, maintain business listings, answer inquiries, and everything else required for effective marketing. All while having a legion of experts tell you the latest things to do.

Well, there’s one more marketing tactic that, if you’re not already doing it, you need to, and that’s email marketing. Even with the staggering amount of emails being sent, and a recent study found that over 200 billion emails are sent globally each day, it can still be a very effective tool, as long as you take the time to do it right to get your message noticed. Here are six things to do and not to do when you’re crafting your email campaign. And remember, if you have questions about marketing or any other aspect of selling Kole Imports wholesale merchandise, you can always call and chat with one of our professional sales team members.


  • Create a compelling and attention grabbing subject line. The first thing a potential customer sees is the email subject line, and if it doesn’t make them open the email, it gets deleted and obviously your message doesn’t get across. Try to think of the types of subject lines that make you want to read further and what about them does that. Make readers think that they’ll learn something new and interesting if they open the mail.
  • Keep track of your email metrics and conduct some A/B tests. You can see what’s working for you and what’s not. If it’s not effective change it. Try a few different approaches and compare, and always look for ways to make it better.
  • Take the time to make your emails personal. It’s easy to take the fast and simple route and just create a generic one-size-fits-all message to send out to everyone on your list, but it’s also much less effective than a personalized email. One recent survey indicated that 75% of customers get annoyed with generic messages and dump them. Address your customer by their name and include yours at the end, and anything else you can think of to make it more personal, like it’s being sent just for them.


  • Neglect your mobile customers. Take the time to optimize your emails for mobile devices. It’s possible to create a design that can be read on all screen sizes.
  • Run afoul of anti-spam laws. It’s just not worth the potential hassle. The FTC has published a handy guide for businesses that you can find online.
  • Forget to send follow-up emails. Wait about a week before doing so. That extra nudge or reminder may be all it takes to make a sale.


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