Best practices for email marketing

  • Don’t show all recipients in the ‘To’ box.

When sending an email don’t put all the email addresses of the recipients in the To: box, instead enter them in BCC(blind carbon copy).  That way no one can copy the email addresses that you have and misuse them.

  • Don’t pass on viruses

It’s very important to check that the computer you use has a proper virus protection programme.

  • Don’t spam

Don’t sell or pass on email addresses you have to people who might use them for indiscriminate commercial emails – known as spam. This can get you blacklisted – and result in your emails being blocked by the ISPs.

  • Make sure you update your list
  • One of the things that can annoy people most is if you get their personal details wrong, so if people email with changes make sure you update their details.
  • Have a privacy statement in the footer of your email and give people the opportunity to unsubscribe
  • Irrespective of whether you have data protection law in your locality you should have about how you store and use data.
  • Always include an email address at the bottom of any email you send that enables people to unsubscribe.  For example:“If you no longer wish to receive emails from us please send an email to unsubscribe@advocacy.org with unsubscribe in the subject line.
  • Take steps to assure that you keep the list of your email addresses private
  • Make sure you keep email addreses secure and that they are not public in anyway, particularly if you are working on sensitive information.
  • [add should be on
    security of email adresses – especially considering many of our people
    may be working on sensitive issues. Making sure lists are not in any
    way public and that you store email addresses securely]

  • Always include a link to your website
  • Hopefully people will read your email and want to learn more.  Provide them with a way to do that by including “for more information” and a link to your website.   Once they get to your website they may find more things that interest them.
  • Target your emails as much as possible
  • While email gives you the ability to reach thousands of people with a click of a button, the more you personalize it and target it to the interests of the reader, the more effective it will be. 
  • Ask the recipient to forward it to others who may be interested
  • Encourage the recipient to pass it on to appropriate friends, but don't encourage them to become a spammer themselves.



Also add

1. How to promote your site through email

2. How to do email targeting and capitalise on interest (i.e. how to build on this over time)

 

More Resources:

 

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