I know email isn’t a trendy topic in comparison to all of the new developing technologies, but email shouldn’t be overlooked either. Utilizing your email lists can be a great tool to educate current clients on key brand and marcom strategy points. It is also an essential tool that should be utilized to keep the sales staff informed of your most recent product or service developments, and your internal staff up-to-date on new topics and trends. In addition, it is one of the most inexpensive methods of developing your brand identity.

Here are 10 tips to keep in mind:

1. Know Your Audience. Keep multiple lists or utilize dynamic content so you can target your message to a particular audience who is interested in specific information.
2. Engage Your Audience. Start a conversation with your subscribers rather than just give them information. People are much more receptive to spend time fulfilling a call to action when asked to offer feedback using their method of choice. The subscribers need to feel important enough to you that you care about their opinion as well.
3. Integrate Social Media. Sending emails to your audiences showcasing your social media outlets is a great way to get the word out and invite people to join. Also consider sending a monthly/quarterly email update with highlights from each social media outlet posts and/or testimonials.
4. Keep It Simple. Don’t write a two-page document and send it to your audience. They may not have time to read all the information so they’ll just choose to hit delete instead. Highlight your topics and present a link to your website for them to ‘read more’ or ‘receive more information’. Also, make sure you have one obvious call to action above the fold and only have a few secondary links available.

5. Don’t Cry Wolf. You can’t have a “big announcement” once a week. Make sure you are sending honest content at a frequency that will not over-saturate your list. You do not want your subscribers to feel cheated and annoyed after they open your email. Your audience will either disregard or unsubscribe. Both options would ruin your efforts and reputation.

6. Utilize A/B Testing. Don’t assume the way you’ve sent emails over the past 5 years is the most effective method. Test your audience! Split your email lists into segments and try to send to each list on different days and times, or use a different subject line or layout. Then check your report data and make adjustments.

7. Grow & Update Lists. Stagnant email lists from 2-5 years ago are not accurate today. Just because the reporting data shows an email address is “delivered” does not mean your audience is engaged in reading your emails. Business email accounts are often kept open even though an employee is no longer employed. This means emails are delivered, but not checked. In addition, B2B spam filters are vast and therefore difficult to obtain white listed status. Your email may be reaching an inbox, but it may be just a junk inbox.

8. Outlook or Salesforce May Not Be Your Solution. You are representing your brand, so think about how the design (or lack thereof) is a reflection on your company. Utilizing a consistent header and footer image is an easy way to establish a professional, recognizable presentation.

9. Respect Email Privacy. Don’t just type 20 email addresses in the “To:” line in an email. Use a legitimate Content Management System not only for improved delivery and reporting, but because most people don’t want their email address shared with others in a To: line. “Reply to all” shouldn’t be an option.

10. Be CAN-SPAM Compliant.Not only is it illegal, it isn’t a professional reflection of your business. Make sure you include a text mailing address and an easy unsubscribe link in all emails.