There are many intricacies awaiting for a person, sending out cold e-mail marketing campaigns for the first time. First and foremost, cold marketing has to stay in line with legislation of the countries, your business is operating in. Just recently in 2018 a new GDPR policy has gained force and brought about more fine print to anyway complex procedure of cold marketing.
Covering the topic for the most uninitiated, below are few basic rules, that will help you stay out of trouble when it comes to cold e-mail marketing. We will only touch upon those under 50 emails campaigns here – that can be done manually without services, like MailChimp, SendGrid and such.
1. Do not spam. Using highly targeted hand-selected e-mail lists for the top decision makers and make sure the essence of your letter will be highly pertinent to the recipient. Your major objective here is for the person to be sufficiently engaged in the subject, not to report your email as spam. Once that happens, your e-mail address, IP and domain may get into blacklists – that is bad for your email deliverability overall. Checking status of your email is quickest with MX ToolBox.
2. Make sure your email address has SPF records and DKIM records set. The procedure may differ from hosting to hosting, but can be usually done by a rookie with the help of a good Youtube demonstration. This basically helps recipients identify your e-mail as such, that has been genuinely authorised to be sent from that domain.
3. Subject line:
“UK.Toys – national level domain”
“Domain of premium calibre UK.Toys”
The more diversity there is to your emails, the less spammy it will appear to algorithms. You don’t have to come up with individual subjects for all 20-30 emails, but alternating them is a good trick to use.
4. Use plain text in the body of the email, wherever possible. HTML is more likely to be perceived as spam, than plain text.
5. Use only limited amount of links – the lesser the better, keeping maximum as 2 or 3. Hiding links in the signature is also a great idea, as algorithm knows you have to have all the social media icons linked in there, so you can slip in a link to your portfolio too in signature.
6. Only use pictures if absolutely necessary and keep them to the minimum. The more imagery you use, the more spammy alarms are blinking in the system.
7. Vary Text in the body of the email slightly every other email. Ideally, your email list will be as closely targeted as you will naturally have to change text depending on the recipient. Even if this is not the case, try and substitute some of the words with synonyms or swap paragraphs here and there.
i.Definitely try and address the recipient by the name.
ii.In the closing of the email you may limit yourself to a formal
“Kind regards” or use something more friendly, like
“Have a great Monday” or
“Wishing a fruitful working week ahead”
8. “Unsubscribe”option should also be part of your email text – whether as part of the body or signature – at least as per EU regulations. It is also important to unsubscribe people from your list once they send you a request.
Naturally, mass e-mail marketing requires special services, that are plentiful and readily available, with some of them having minimal packages free for life, like MailChimp.
The above tips are just a few of the very basic principles, that will help your email and domain to grow good positive reputation and stay out of blacklists. Email deliverability is certainly a huge issue that is a surprise for many rookies out there. Hopefully this is useful for you and your email karma.