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In the first part of this series, we explored some of the most common FAQs email marketers either don't ask or haven't thought of asking. This part explores more FAQ that will benefit both new marketers looking for a starting point and advice and expert marketers looking for a fresh look at email marketing.
Email newsletters are among one of the many kinds of emails you can distribute to your subscribers. Email newsletters typically promote different content weekly, bi-weekly, or monthly in hopes of your subscribers reading them. These newsletters can be informative but can also include feature sales or special offers.
Many marketers believe an email newsletter is necessary however, your email marketing system may benefit from focused content which is customized to your marketing processes. In other words, you might want to consider spending the time to segment your email lists and deliver messages that feature a single piece of content. These single pieces of content should attempt to get subscribers to advance further down your marketing techniques. You can still send email newsletters as a monthly or quarterly rollup of the single content emails you send.
The amount of emails you sends out depends on a number of factors. In the previous question, it was suggested to send email newsletters out as a monthly or quarterly rollup of previous content. The number of single content focused emails you send out can be daily, weekly, or monthly depending on the amount of marketing content you wish to send out.
The subject and purpose of the marketing content you send should determine the amount of frequency of sending. For example, if you own an auto shop you may wish to send seasonal emails with specials on car parts and services related to the season. If its winter, you may want to send out content and sales on snow tires, ice scrapers, and oil warmers. Send emails out as often as your subscribers wish to hear from you. You will only discover the appropriate frequency to send emails by trial and error.
Even though you send emails out to subscribers who have opted to receive content from your site, your emails may not all make it through spam filters. This is because spam filters often pick up on keywords and phrases common to most spam messages. For example, an email with the subject line "Sale ends tonight, get up to 30% off!" might go straight to a spam box because it is generically written and may contain spam. If your subscribers don't add your email address to their approved senders' list (don't rely on them doing this), some of your messages may end up in spam boxes.
While there is no guarantee some of your messages won't make it past the spam filters, you can test subject lines by sending your messages to test email accounts set up in various common domains such as Yahoo, Gmail, Mail.com, Hotmail, etc. This way you can find out what subject lines and emails work and which ones don't. Writing appropriate subject lines is another topic which may be discussed in a future post.
As suggested in the previous question you may want to consider establishing email accounts through various email providers if sending HTML based emails to find out how they appear in different inboxes. Email providers render HTML different from one another. You can work around this issue by sending multiple test emails to find out what works for many common service providers. While this may take some time it will be well worth it in the long run so you can determine which emails work and which fail.
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