Email marketing do’s and don’ts

Written by Femke van Zelst

Recently, Robert Rebergen, founder and owner of e-Village, was a guest at 7 Ditches TV’s Ronnie Overgoor. Robert explained the do’s and don’ts of email marketing. Are you also planning to get more from your email marketing? We summed up the do’s and don’ts for you in this blog.


1. Think of a strategy and collect email addresses

It turns out that, despite the rise of alternative means of communication and social media, email is still one of the most effective marketing channels. But using email marketing alone is not enough. It is important to have the entire communication chain in sync, and to formulate a strategy. In order to email people, you need email addresses. Collecting email addresses can be done several ways. In theory, you could ask the client for their email address at every touch point, for instance in the store or on the website. However, it is important that you make clear to the client what’s in it for them. The client will often only give up their email address if they get something in return. For instance, you can offer the client a discount on their first order. It used to be that email addresses were purchased in bulk from third parties. Those practices, however, are outdated. Your own data is much more valuable.

2. Segment your target market and listen to the data

Listening to the data is done by looking at your reports. What does a mailing achieve for me? Based on the click behaviour, you can for instance find out which groups read which content most, and which product a group is most interested in. Based on this data, you can further segment your next mailing, and fine-tune your content to this.

3. Use marketing automation

Marketing automation enables you to automate phases of the marketing process. The systems can engage in marketing for you automatically. You don’t have to plan out your campaign 100%, because clients will always behave different from what you expect. Plan out about 80% and learn from that last part how to create a smarter marketing plan. For instance, the client receives a newsletter with items A, B, C, and D. He clicks items A and B. You know these items are interesting to him. In the follow emails, you could show him only those items. This can all be automated, and in the end that will save you a lot of time. You can also make use of marketing automation to personalise the entire email per individual, making the customer feel like the email was written especially for him.


1. Don’t spam

Spam is bothering someone with your information without them asking for it. On 25 May 2018, the GDPR will take effect. This legislation means that you need explicit consent from the recipient to email them. Give the recipient control and make sure that when they want to opt out, you have a smart opt-out procedure that does not automatically opt them out of everything. When you create an opt-in process in a web form, use a double opt-in. The client signs up through a web form and then receives an email asking for a second confirmation that they want to receive your emails. The conversion of these sing-up emails is considerably higher than that of other emails. This makes it a good time to offer the client an introductory discount.

2. Don’t use boring subject lines and pre-headers

The average consumer receives between 40 and 70 emails a day. So you’ll have to stand out. Your subject line has to catch the eye. If it doesn’t, odds are you email will directly go into the recycle bin. Using automation, you can ensure every individual receives an email with a personalised subject line.

3. Don’t use unnecessary and irrelevant information

Make sure the client receives the right bit of information at the right time. Your timing is crucial. There is no optimal day for sending; this depends on the sector. So you will have to test for yourself which days and times create the highest conversion. In our Email Benchmark lyou can read which days and times various sectors use to email and what the accompanying open ratios and click through ratios are.

The ROI on email is high. If you do it well and listen to your data, email can mean a lot for your business!

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