Strongmail releases e-mail marketing guide

Strongmail has published a list of habits that businesses should adopt in their e-mail marketing strategies.

With companies set to invest heavily in e-mail marketing, marketers need to send messages customers really want and avoid the perils of apathy, annoyance and unpreparedness Send e-mails that customers really want geared towards their self-reported interests and demographic profile.

Leverage available data to ensure that customers are receiving information that most resonates with them.

Over-mailing your e-mail subscribers can turn even the most engaged recipient off.

Always test to determine the right frequency for your brand.

Test the water by sending a new e-mail offer to a random subset of your recipients to determine response and relevance.

Assess the offer response, adjust as necessary and then share it with the remainder of your subscriber base.

Images should complement your message content, not detract from it.

Make sure your use of graphics supports everything from your brand through your call-to-action effectively.

Remember that a large image can push content below the fold, while excessive images can slow message loading.

Always look to make your messages more relevant by adding personalised, dynamic content.

If you don't know where to begin, you can start with basic mail-merge fields such as 'first name' and move toward personalised content based on past purchases, subscriptions and other unique data to build a deeper relationship with the customer.

Many companies are guilty of delivering large volumes of highly relevant content quickly and then failing to deal with the responses effectively.

Anticipate demand and plan accordingly.

Many e-mail marketers struggle with the issue of data management and can become overwhelmed with volumes.

Therefore it's vital to maintain flexible and dynamic customer databases that include useful details on every customer.

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