How to Achieve Good Delivery and Response for Your Email Lists

Mailing to email lists is certainly a good form of Sales leads generation. You might just randomly pick the emails from a business directory. But how do you ensure good delivery and response? Here are some tips:

Keep a Clean Mailing List: Be sure everyone on the mailing list has specifically requested info from or about your company. Also make sure you’re not mailing previously unsubscribed or bounced addresses. That went out of style a long time ago.

Treat Subscribers with Respect: Don’t mail subscribers too often and clutter their inbox with mail they don’t want. Set expectations at the time of sign-up: “This is what we’re going to send you. And we’re going to send it to you this often.” Also try to maintain a relationship with the subscriber. Don’t mail them sporadically once or twice a year and expect them to take action with your emails.
How often is too often? How sporadic is too sporadic? I would say once a week to once a month is a good range to keep in mind.
Design with Delivery in Mind: Don’t just put a big image together in Illustrator and think you’re good to go. Make sure the email is easy to read (consider paragraph length and fonts), that images are being used only to enhance the HTML / text content (not as the sole content), and that the email is something that the subscriber would expect to receive based upon their sign-up.