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Email marketing is a valuable business tool and, when done correctly, can generate significant income. Do it wrong, and you can upset your subscribers, or worse, get yourself blacklisted. By following these email marketing best practices, you ensure a happy subscriber base and increase your conversion rates.

Have a Goal

Every email you send should have a clear goal in mind. Do you want to raise awareness about a product or service? Maybe you want to direct people to your latest blog post or video. Whatever the goal is, be clear about that in your mind and compose an email that focuses solely on that – no distractions.

Don’t Spam

No likes a spammer, plus it’s illegal. Think about how often you hit “unsubscribe” because the emails aren’t what you signed up for or are just plain annoying. You don’t want to be that person. So, only send emails to people who have opted in. With most services, you can select a double-opt-in option for added clarity. Also, be sure your subscribers know it’s you and provide an easy way to unsubscribe. Finally, don’t send a million emails. Once a week is plenty.

Use Automation Software and Personalize

There are many free email automation tools available. Find the one you’re most comfortable with and save yourself a bunch of aggravation and time. These tools will auto-enroll and automatically send emails based on a variety of triggers you select. Just be sure whatever you send looks and feels personal, not canned. Include their name and use your brand’s logo and colors.

Be Interesting and Include Links

To go along with personalizing emails, you need to be interesting. Know your subscribers and what they want. It shouldn’t always be about sales. Then craft emails that will interest them and make them want to read more. Once you’ve captured their attention, be sure to include links to the blog, products, or services you set as your goal at the beginning. Also be sure to put your social links and website in the footer.

Keep it Low Key

No one likes to feel pressured to do anything. Don’t use terms like “open now” or “must read.” Also, don’t ask your subscribers to share your email content. The truth is, they will do that on their own if they want to. In addition, it’s important to trust your content, so don’t demand a reply. If they want to respond, they will. You can, and should, track open and click rates with your automation software. Leave it there and respect your subscribers’ time.

Although these email marketing best practices may seem basic, they’re vital to creating a subscriber list that’s loyal to your brand and exciting about hearing from you. Ultimately, those are the people who will become your client base and best advocates. So take the time to hone your email marketing and create a list of happy subscribers.