Email Marketing is an electronic form of direct marketing. There are different types of emails used for marketing, for example:
These tend to be sent on a regular basis and contain content such as an introductory paragraph, images, articles, news stories, products and offers. These can be branded, with links to the site.
These are generally informative with one basic message, for example “Thanks for registering with PushON”, and can be branded and designed to include latest offers and increase the chance of users visiting the site again.
Promotional emails may concentrate on one product or offer; these emails are often single purpose, but are individual for each campaign. Typically this type of email would have links to a specific page of the site – a “landing page” – rather than the main homepage.
Legal Requirements for Email
Email marketing is now highly regulated, and the laws governing this area of marketing are constantly updated. This is to ensure emails are accessible and to help combat the vast quantity of spam sent each day.
It is important to conform to these requirements, because along with annoying any potential customers, companies may be blocked, blacklisted or face legal action.
It’s a bit of a minefield, but PushON has the advantage of specialist in-house legal advice to ensure all email campaigns managed by PushON are legally compliant.
Other Things to Consider
- Check your email works in all the main email clients (e.g. Hotmail, Gmail, Yahoo, Outlook)
- Provide a plain text alternative
- On registration, ask your user whether they prefer plain text or html
- Use a meaningful subject line without spammy words (e.g. buy now!)
- Always include an ‘Unsubscribe’ link in a clear location
- Use tracking, so you can see what works
If you’d like further information, give us a shout on 0870 757 4888, or send us a message.