Email marketing has become the leading method for brands and companies to communicate. The ability to deliver your message instantly and have it read by your fans or customers wherever they are in the world makes it a way to communicate unlike any other. We’re going to explore three email marketing best practices you should know if you want to effectively reach the people who are receptive.

Practice permission marketing

Remember checking your mailbox and finding a pile of junk mail? Your inbox has probably seen its share of the internet equivalent – spam. Seth Godin wrote about permission marketing in his book that coined the term. Put simply, it’s when a person gives consent to receive marketing communication. In this case, email newsletters or promotions.

There are some real benefits to permission marketing. First of all, it’s the right thing to do. Spamming is illegal and you don’t want to email people who aren’t interested in your content. That will derail your email marketing practices and possibly get you in legal trouble.

The other benefit to permission marketing is that it helps you boost your response rate: your email engagement is a lot higher when you communicate with people who know who you are and are interested in what you have to offer.

For your purposes, permission marketing means you use the double opt-in, which is an email subscription method. Under the double opt-in model, a person would fill out the sign-up form to receive your emails and then confirm they want to be on your list by clicking a link in an automatic email that is sent on your behalf. Although this subscription method requires a 2-step verification process, overall engagement rates tend to be higher for marketers who implement double opt-in.

Clean your list regularly

Even a list that starts out well could be headed for disaster and a lot quicker than you may think. You see, email lists need to be maintained. What starts as a good list becomes infested with undesirable and fake email addresses they include:

  • Invalid email addresses
  • Catch-alls
  • Abuse emails
  • Role-based emails
  • Spam traps

Email marketing best practices involve using an email checker to clean your list of these. Every email marketer should use a verifier. If you are starting a list and have places online (such as your website or on social media) where you allow people to sign up, it’s smart to use an API email checker. This will validate any emails added to the list in real-time. I’ve just got the perfect web scraper API to easily find new contacts and emails, you can use this service with ease and they’re not that pricey as well.

For instance, if a person mistypes or enters fake or other unwanted email types, it will stop them and keep these bad email addresses from being added in the first place. If you already have an email list, you could start using an API email checker but will want to also clean the list you currently have. To do this, you’ll want to use a bulk email verifier.

Whether your list is large or small, you can still use a bulk email verifier to remove the harmful addresses from your list. Doing this is simple. Find a reputable email validation company and upload your email database to the platform. You’ll get the results in your dashboard and it will tell you what percentage was bad. Then you download the clean list which is what you use going forward. Using a neat list will help you maintain your sending reputation and avoid issues such as getting a MailChimp Omnivore warning.

Of course, cleaning it may cause your list size to go down a little bit, maybe a substantial number. Either way, it’s actually a good thing because the better your email list health the more likely an Internet Service Provider (ISP) is to classify you as worthy of the inbox. If the ISP thinks that you’re spam, even if you aren’t, you’ll end up in the spam folder and the likelihood of your subscriber finding you there is pretty slim.

Always include a visible unsubscribe link

One of the most important email marketing best practices is to have a very visible unsubscribe link. Having subscribers who aren’t interested in your emails means that they won’t engage with them. Sometimes they’ll delete them even before opening them. This signals to ISPs that you may be a spammer.

If people aren’t reading your newsletters or promotions, well how will they help you reach your email marketing goals? They could really thwart your efforts. If for some reason you start bugging them or your content is no longer relevant to their lives, make it very easy for them to click and be done with you.

For the best results, follow email marketing best practices

Following email marketing best practices is not only the legal thing to do but also it results in higher open and clicks rates and eventually more sales. So, make sure you get consent from every person you email, use an accurate email list and allow people to leave it whenever they want. In doing so, you’ll stay compliant with email laws and regulations, and build a strong, meaningful relationship with your subscribers.