Don’t do these 4 things when sending marketing emails

by | Sep 4, 2015

I don’t know about you, but I am on more email marketing lists than I remember signing up for. If I find the guy that sold his list… anyway! I wanted to just drop a quick few notes of advice when it comes to sending out emails on behalf of your organization.

Don’t be too wordy

Today, nobody wants to read a long email – especially not a long marketing email – that goes on and on about the service or event that you’re trying to sell them. Just give them some enticing details and send them over to your website using some very clear calls-to-action (links) to the page on your website where they can learn more.

Do not use comic sans as the main font in your newsletter

If you want to be taken seriously, don’t use a font that they use in comic books. If you like the font, use it in your signature at the end of the email, or somewhere less pronounced. Pick a clean, easy to read font that is a web-safe font.

Don’t just send your emails out via Outlook, or any way directly from your email program on your computer.

Why, you ask? Because permission marketing is smart. You give your audience the choice of whether they want to receive your messages. When you use a program like MailChimp, Constant Contact, Campaign Monitor, etc… they have built in controls that allow people to say whether or not they want to continue to receive your emails (unsubscribe buttons). These are important. And maybe for a reason you haven’t thought about. When someone gets an email directly from you, that is obviously just a mass-email that you’re sending out to everyone in your address book, there’s a good chance a few of them are going to want to STOP receiving those emails from you. Maybe it’s an old customer who no longer does business with you. Maybe it’s a failed prospect. Or, maybe it’s even a former coworker that doesn’t really want to hear from you anymore. Let’s face it, this stuff happens. Well, how are they going to let you know that they want to stop receiving those emails. Here’s some scenarios:

    1. Scenario 1: They receive your email and then email you back and say “Please stop sending me these emails, thanks.” – that’s fine, and nice enough of them, but you’d put them in a weird/uncomfortable place. They are put in the spot where they need to tell YOU to stop. Not where they are given the power to choose, without having to contact you directly. You know what I mean? Don’t put people in the uncomfortable position of having to ask you directly to stop emailing them.
    2. Scenario 2: They really don’t want to talk to you, or email you, so they click the Mark as Spam button on their email program. Uh oh! What? You’re a spammer now? Yes, you are. You’re emailing people without their permission. So, people are going to mark you as spam. When that happens, you get flagged. And if you get flagged enough, you’re going to get blocked from sending ANY emails. Yes, that means you can’t even send your coworkers photos of your cat because your ENTIRE domain is blocked and listed as spam. Yeah, you don’t want that. So don’t send emails from Outlook, gmail, whatever. Set up an account with an email marketing system like MailChimp or Campaign Monitor (my two favorites) and use their professional services for sending out your marketing emails. If you need help setting this up, let me know.


Use high quality graphics, and make them the right size – but don’t make your entire email an image.

Don’t leave it up to the user’s screen or the email program to display the images in the email the way that you want them to be displayed. If your graphics are too big, or too small, then you’re putting at risk the level of professionalism that you’re hoping to show when you’re sending your email. And please, whatever you do, do NOT stretch an image (distorting it) just to make it fit the open space within your email.  If an image needs to be 600px wide by 250px high, then resize and crop it down to that. Don’t take a 2000px wide by 1000px high image, stick it in there and expect it to fill the space correctly. The ratio is not the same, and it will either look distorted (depending on how you put it in there), or it will be too tall for the space, and possibly push some things out of place. Even worse, don’t take an image that is already smaller than the area you want to fill and make it stretch. It’s going to look terrible, trust me.If you make the entire email an image, then only some of the people who get the email will even see it. Some email systems block embedded images entirely within emails. This happens often at offices and inside corporations who take hacking and virus checking pretty seriously. Gmail even does this by default. Use images to support the text in the email. Yeah, I know that an image can look prettier, but what’s the point of pretty, if not that many people are even going to see it? And ALWAYS include the text version of the email message when you create it in your email marketing system. Then those of your subscribers who have chosen to receive the text version will actually see something. MailChimp has some great resources on email design best practices. You should read them.

I hope you found this helpful. Let me know if you need help with your email marketing campaigns. I’d be happen to take a look at what you’re doing now and suggest ways we can work together to make it better. If you’re doing any of the things I mention above, stop. You’ll thank me later.