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January 6, 2014
5 Things to Resolve NOT to Do in 2014
Happy New Year! January is the perfect time to think about new beginnings and giving your email marketing efforts a fresh start. It’s common to make resolutions, essentially promises to do things different or “better” in your personal and professional lives. When applying these directives to your email marketing, here’s your “resolve not to do” list for 2014. Think of it as your mission not to be the asshole in someone’s inbox.
1. Include an unsubscribe link. Make it easy for someone to say, “Sayonara” to your messages. Don’t hide the link or make it a 20-click process to opt out. Forcing your messages upon someone won’t endear yourself to them and can do more harm than good.

2. Keep a tidy mailing list. When someone opts out, make sure they’re removed from future mailing lists. (This should really be a built-in feature of your email software.) Have people on your list from 2009 that haven’t opened an email since then? Segment them out and develop a reengagement campaign. Quantity isn’t better than quality.

3. Give serious thought to the calls to action in your emails. Are they beneficial to the end user (not just to you)? Are they hidden? If someone has to hunt for a way to respond, you’re not doing yourself any favors. Include text and image action areas. For mobile email users, leave space around the button/link to avoid mistaken clicks and frustration.

4. Think of the email and the landing page in tandem. These two important components of your marketing campaign shouldn’t be developed in silos.

5. Cutesy subject lines may seem like a fun idea or a great way to stand out in a sea of email, but it’s best to be clear about what someone can expect to find inside your email. Add a touch of persuasion and clarity to your subject lines to get the desired result — an opened email!

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Sandi Solow has over 15 years of professional experience in marketing, web content development, and media relations. Before focusing on email, Solow worked in marketing for a Big Four consulting firm and as a web content producer for CNN.com and CNNSI.com. She is a past member of the Board of Directors for the Atlanta Interactive Marketing Association (AiMA). Check out her blog at isendyouremail.com/blog. Connect on linkedin.com/in/sandisolow and Twitter @sandisolow.
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