This post was originally written by Anna Levitin & Jordan Snapper. I've added some notes for clarification.
🔥 Warm-up process.
No tricks here, just a gradual growth of volume. This is key to helping keep your brand and IP reputation.
🟰 Subject Lines
Stop using Re: and FWD: in the subject line. Consider this as a personal request from all of us expert email marketers.
📋 Don't Buy Lists.
Santa won’t bring you conversions if you use purchased lists and send emails without users’ consent. This helps us follow CAN-SPAM laws.
💯 "Last Chance" Offers
Let’s all agree that the "Last Chance" should indeed be the last chance. While some thing the FOMO is a great way to increase sales. Having multiple "Last Chances" will lose its affect, and customers will no longer have the urge to purchase.
🔗 Unsubscribe Links
Don't hide the unsubscribe links. Nope, neither the transparent link nor invisible-in-the-dark-mode. Every user/customer/prospect should have the right and option to unsubscribe from marketing and promotional mailings. Again, CAN-SPAM!
📱 Don't Forget to Test!
Sending out mail blasts without properly testing emails across different device formats, especially mobile including accessibility testing, can lead to broken emails, and end-users not having the best customer experience. Don't forget to test for screen readers & color blindless!
👨🏻👩🏻👦🏻👧🏻 Segment Audience!
Sending out any emails before correctly segmenting your audience, will inhibit the user experience. Use different messaging for different personas. Einstein Dynamic Content is great for that (an SFMC tool).
🚫 Don't be over pushy!
Watch how you set up a drip campaign. Don't set follow-ups 2 days apart. Give the prospect a chance to breathe. Maybe they are busy. Maybe they are at an event. Maybe they need to process your offer. Don't be overly pushy.
🥫CAN-SPAM Part 3!
Don't ignore permissions. Not only can this land your emails directly in the spam filter, but you are also violating privacy laws and could be reported. Enough of these and you're brand will be damaged, and potentially fined.