BMS Marketing Services Ltd
T: 0844 8841940
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At Bms we look after over 200 email marketing campaigns, here follows ten tips to make them more successful.

1. Understand your readers.

Like any media, make sure that you provide your readers with the information they want. This will improve the click-through rates and encourage people to read your next newsletter rather then select the "unsubscribe" link.

2. Personalize.

Practice shows that personalized content produces the best results, with better open- and read-rates compared with the one size fits all approach.

3. Do not leave an empty Subject line.

Most empty Subject lines get spammed so make sure you don't leave it empty or your email won't get past spam filters.

4. Do not use deceptive Subject lines.

The Subject line should pertain to the email and be informative enough to encourage the reader to open it whilst not being too long. It should not be in capitals, or contain exclamation marks.

5. Clear From lines.

The From line should clearly state your company's name or your name, anything else could be taken for spam.

6. Provide a plain text as well as an HTML version.

Most readers respond better to an HTML email but sometimes complicated HTML emails get blocked by the recipient's Internet service provider. Plain text, although not blocked as often, is simply not appealing but it is accessible to blind people. So the best is to send your email in both format.

7. Unsubscribe link.

You must provide the reader with the ability to request that you do not send any future emails to that address. These requests must be honored.

8. Make it short.

Just like any web content, people reading your email scan the content to see if anything interests them. Remember, web readers are always in a hurry so keep it short, to the point and ensure it is relevant.

9. Be consistent.

You should be consistent with the frequency with which you send your emails. We advise at least once a month but make sure you stick to it. The more consistent you are, the more your clients will become familiar at receiving your emails and this will help building your brand.

10. Be creative.

Last but not least, unless you create a compelling Subject line your email will end up in the Deleted items box. More companies are sending out more emails, therefore less customers are responding to their communications. The first point of contact with potential clients is the Subject line of your emails. It has to reach an audience that is literally bombarded with email advertising. So try out different Subject lines and compare the open- read-rates for each Subject line.


Registered Office: BMS Marketing Services Ltd, Unit 31 Moorlands Business Centre, Balme Road, Cleckheaton, West Yorkshire, BD19 4EZ. Reg. No.: 06332307 (Registered in England and Wales)
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