The reasons WHY to have an opt-in email marketing list are clear. But right at the top of the list, is that a well-maintained list will drive repeated targeted traffic to your web site, and your offers whether it's your own product or an affiliate product.
But in this article today, we're going to discuss the things you should NEVER do in email marketing. So let's get started ...
(1) Never take your loyal customers and subscribers for granted and treat them like a cash machine.
The people that have opted in to become a subscriber on your list have given you permission to send them emails. But remember that they haven't signed on for twice daily advertisements in hopes they will click the link and buy.
Like you and I, your opted in subscribers are people. Human beings. Don't be afraid to speak to them in a personal tone, as if you are writing to one person only. We also don't like being yelled at, so don't use excessive upper case (which is viewed in the email world as yelling.) And since online autoresponder services allow personalization of emails (like placing their first name in the email) you can take advantage of this feature.
What was the reason that they opted in on day one? Are you sending an e-course? A newsletter? Chances are they didn't opt-in to be bombarded with advertisements.
(2) Never neglect your list.
List maintenance is essential. Keep it clean and manageable. One of the worst ways to neglect your list is to ignore it and not use it. I've certainly been guilty of this myself. I set up an online list service, added it to a web site, and started collecting names. After 3-4 months went by I sent my first broadcast mailing. The open rates were miserably low. Why? Because my subscribers couldn't remember who I was. I was guilty of neglect.
Other forms of neglect involve the data itself. Most online autoresponder services offer tools to help manage your data. For example, take notice of your unsuccessful sends. (Bounced emails.) In a few simple clicks you can stop sending mail to these addresses if they bounce more than once. (Remember that there are sometimes reasons that an email may bounce temporarily which include server problems or even a full email inbox.)
(3) Spam.
We all know that there's a slimy part of online business and yes spam is a big part of that. We all get those unwanted emails in our box whether it's for online lending, pharmaceuticals, or a college degree for a fee.
An ethical entrepreneur who wants their reputation to stay intact will stay clear away of those practices.
Never purchase leads for the purpose of importing them into your autoresponder. More often than not, most autoresponder services won't permit this anyway. And don't do the opposite - which would be exporting your list to give to another online marketer.
The result would be at least complaints ... and at worst you'll get yourself banned by your autoresponder service.
(4) Offensive material
Don't put any pornographic, vulgar or other offensive material in your messages. Even sometimes a controversial headline or subject might get you into hot water. Keep your messages relevant to your audience and to your business.
(5) Don't expect your audience to have the same skill set that you have.
In some cases the technical expertise of your subscribers might be quite low. In fact they might not know how to follow a link if it's not clickable, or how to open an attachment. As universal as file formats like PDF and MP3 are today, some low tech internet users with only a minimal exposure to computers may have trouble with terms and processes that are common place to you.
In conclusion, there are many opportunities to find out the important steps to successful email marketing to drive free niche traffic to your web site or to see your recommended product offer. Remember that there are a few things that you should never do such as the 5 things we touched on today. If your email marketing isn't yet where you want to be - keep at it. Because a failed attempt is better than no attempt at all!
