Email marketing quoteOnly send email marketing campaigns to people who have signed up for or requested them. Email campaign companies offer resources like opt-in buttons or sign-up forms to help build permission-based contact lists.* 

Pick a send schedule and try to stick to it. Test different days and times to see which combination has the best open rate (the number of list subscribers who opened the email message, a percentage of the total number of emails sent). It’s important that you’re consistent with your email frequency. 

Only include subject matter requested by your contacts. If you’re in the business of selling widgets, and you ask website visitors to sign up for your monthly newsletter to receive exclusive widget discounts, stick close to that expectation. Deliver the kind of information your contacts signed up for and you’ll continue to build credibility and trust. 

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Create interest groups to organize your contacts. Market more efficiently by placing your contacts in different groups based on their interests or preferences. 

Avoid spam and trash folders. To prevent triggering spam filters, avoid using all caps or multiple exclamation marks in the subject line or body of your email. 

Give your subscribers several reading options. Send both HTML and plain text versions of your newsletter so all of your contacts can read your message on their computer or mobile device. 

Put a name to your email. Consistently use either your personal name or the name of your business as the From or Sender name. 

Keep building your contact list. Add calls to action and sign-up forms to your website and social media profiles, and collect contact information in person at events or conferences. 

*Email marketing helps you comply with anti-spam laws by insisting that you create and maintain a 100-percent permission-based Contact list. You can learn more about the Telephone Consumer Protection Act (TCPA) and the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act through the Federal Communications Commission at

Have a question about email marketing? Connect with a SCORE mentor online or in your community today!

Email Marketing