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Email marketing - get it right!

Email marketing can be a great benefit to your business if you get it right.

Email marketing can be a powerful and flexible tool that allows you to promote your product and services quickly and cost effectively if you get it right.

It allows you acquire new customers and build customer relationships through well targeted emails.

Plan your campaign to ensure that the email has a a specific purpose and a distinct call to action, such as \'click here to visit the website\' or ‘click on offer’.


Marketing emails are regulated by Privacy and Electronic Communications Regulations and vary from country to country and you will also need to comply with the Data Protection Act.



1.     Avoiding spam filters

Most ISP’s use spam filters to trap unsolicited email before it gets into a customer\'s inbox.

To make sure your emails don’t get flagged as spam and deleted avoid using words such as ‘Free’, ‘£££’, ‘Save’, ‘Discount’, etc., in both the subject line and the content of the and only send emails that are relevant to people who have opted in to your email list.

  2.     Subject Line

The subject line is everything and should be less than 50 characters. The best subject lines are the ones that tell exactly what\'s in the email and a good subject line can make your email campaign.  

  3.     Content

It’s important to design and send emails that speak directly to the customers in a way that truly resonates with their interests and let your personality show.

  4.     Timing

Identify what works best for your customer, however research indicates that Tuesday/Wednesday ( 2-3pm Wednesday is optimum)are the best days for a mail-out, which means a greater chance to read the content and click on links, leading to  more sales. Avoid sending at 6 p.m. on a Friday.

Ensure your email is sent on the same day, at the same time. Subscribers will come to “expect” your email and thus be more receptive to any special offers or promotions.

  5.     Call-to-action

Ensure the content in the body of the email is well-branded, contains relevant content, and has a clear and compelling call-to-action with links that are easily discernible. Links should always be tracked, so click throughs can be targeted.

  6.     Preview Panes

Lot of people use preview panes on their email programs. When designing emails, it’s important to keep this in mind so that your important messages, branding and call to action are all accessible in the preview pane.

  7.     Email List

Refine your list so that everyone is a good and qualified lead and remove people not relevant to your message.

 8.     Subscribe & Unsubscribe

Always use a double opt-in confirmation process for new subscribers. This means that after entering their email address to subscribe to your list, the visitor is then sent a “confirmation” email containing a link back to the email marketing program. 

There should also be a quick way to unsubscribe via a link that takes the recipient directly to a page where they are removed from the mailing list

  9.     Consistency

For a newsletter or frequent email publications, the look and feel must be consistent to help to maintain and strengthen your brand and image.  Create a template that fits in with your branding.

 10.  The Free Bonus Hook

In order to grow your subscriber list offer a product of value to your visitors (a discount coupon) when they signup to receive your newsletter.

To ensure a valid email setup an autoresponder to send them the free bonus 1 hour after they subscribe.

 11.  Link-Click Testing

Marketing emails should use different text for content and links as well as ensuring a good mix of content and images. Images and logos should also have embedded links.

 12.  Signature

Always include a signature at the bottom of your emails. This includes your personal details, your company details, and an unsubscribe link.

 13.  Know What’s Happening

Make sure you work with the right email marketing platform. What happens after the email is essential as it gives you the opportunity to learn how your campaign works, and what can be done to improve it.

Some of the questions your email platform should be able to answer:

    • How many people open your email?
    • How many people open the email more than once?
    • What time do people open your email?
    • Where are they located?
    • How many people click a link?
    • How many people link through to your website?
    • How many people convert?
    • What platform do they use?


Before you send a marketing email check the following:

    • The subject line is correct
    • Any personalisation is added and is correct
    • Relevant dates – e.g. deadlines – are still right
    • Calls to action are present
    • Your website address is included
    • All links work
    • Spelling is correct
    • Images are working
    • Your company details are present and correct (this information must appear by law)
    • Unsubscribe options is present.


The above mentioned articles can be found at

This article was first published on Aug 2012 and may not necessarily match current events or current opinions and views of Acumen Consulting Ltd. The information contained in this article is intended as a guide.


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