Shinylead Email Marketing Solution
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    Smart Online Email Marketing Solutions To Build Your Successful Marketing Strategy

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  • Create, schedule and send mass email marketing campaigns

    Best email marketing solution for small business to do more business

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Email Marketing Best Practices

How can we grow our email marketing list? What's the best way to improve our email marketing deliverability?

10 Tips for a Powerful Email Strategy

Email is thriving thanks in large part to the channel's familiarity, flexibility, and universality. A whole new generation of mobile smartphone and tablet users are also driving anywhere, anytime email usage. Listed below are what we believe to be the top 10 tips for a powerful email marketing strategy.

  1. Build an acquisition strategy

    If you've prioritized audience growth, begin by analyzing the places where customers are already engaging with your brand. Then, determine how to enhance those experiences and drive interactive engagement with new tools and techniques.

  2. Optimizing for mobile is extremely important

    For brands that do not optimize email for mobile, the penalty is stiff. Offer an elegant mobile experience from the get-go, beginning with your initial welcome email.

  3. Your data should always be relevant

    Assess your current data to make sure you're sending targeted communications, not “batch and blast” messages. Using simple data points like gender and location can dramatically improve the subscriber experience.

  4. Personalize email whenever possible

    Your subscribers will appreciate your messages even more if they're personalized. Adding personalized product recommendations into marketing emails can increase sales conversion rates by 15-25%, and click-through rates by 25-35%.

  5. Email drives accessibility across channels

    The ability to easily archive and access messages at a later time influences consumer channel preferences. Email remains a powerful channel for its ability to bridge the three-device environment of smartphone, tablet, and PC.

  6. Get permission

    Thanks to the good work of author and marketing guru Seth Godin, the email channel is permanently linked with the concept of "permission marketing"—namely, that brands should first seek permission before sending customers email marketing messages. Equally important, the CAN-SPAM Act of 2003—a law that set the standards for commercial email usage—dictates that it must be easy for subscribers to opt out of receiving emails, and those opt-out requests must be honored in a timely fashion.

  7. Email drives deals

    If you're not making deals available via email, you're ignoring the largest direct audience for this content. According to The Audience Growth Survey, 91% of survey respondents reported being involved with email marketing on a regular basis—because it's a channel that drives results for their businesses.

  8. Sharing isn't just for social networks

    If your brand is emphasizing only that consumers share via social networks, you're reaching just the tip of the iceberg. Private communications are extremely valuable to brands, as a friend's thoughtful personal endorsement will often realize a better response than one broadcast to thousands.

  9. Did they abandon before they bought?

    Tailor the frequency and number of abandoned cart emails to the purchase at hand, and that item's typical purchase window. Pay attention to your industry's typical sales cycle, and send abandoned cart emails accordingly.

  10. Automate your post-purchase messages

    Automate a re-engagement campaign for a week, a month, and 90 days post-purchase. Determine the point when subscribers typically purchase from your brand again (or disengage), and start from there to further personalize the send dates.

Email, in combination with a strong website and customer experience, forms a stable foundation for digital marketing. Email's ability to deliver targeted and exclusive content continues to make it a sound investment of your brand's marketing time and money to reach your customers where they anticipate hearing from you most.

Common Email Mistake

Mistake 1: Not having permission

When you create a Shinylead account, you agree to comply with all anti-spam regulations and Shinylead’s Terms Of Use. These terms require that all lists be permission-based, consisting of subscribers who have signed up through a mailing list signup form or have given their explicit permission to be added to the list. You must have tangible, confirmable proof that the subscriber wants you to communicate with them, and your intent must be clearly identified.

There are two very important things to keep in mind:

1) Make sure you have received permission from all of your recipients before you send your first email.
2) All recipients should understand what they’re signing up for and why they’re receiving email from you.

Mistake 2: Purchasing email lists

By now, everyone should know better than to buy a "totally legitimate list of 30 million opt-in emails" from a sketchy piece of spam they found in their inbox. That’s pretty obvious, but there are still some vendors out there selling "opt-in" lists the old-fashioned way. They collect email addresses and ask members if they’d like to "receive special offers from third parties." Then, they sell those email addresses to other senders. It’s not technically illegal, but many ESPs prohibit sending to purchased lists.

Shinylead is a strict permission-based newsletter delivery service. This means we do not provide, sell, share, or rent lists to users, nor do we allow purchased, publicly available, third party, or rented lists in our system. No exceptions!

Mistake 3: Assuming people want to hear from you

Did everyone on your list specifically give you permission to email them? If not, and you’ve added them to your list because you assume they want to hear from you, then you are sending spam. This is true even if you “spent lots of time assembling that list of prospects,” “spent lots of money for this opt-in list,” or the list is made up of “people in your industry who have certainly heard of you.” Shinylead is a tool for sending email newsletters and permission marketing. It’s not for “sales” or “prospecting” to people who have never heard of you. If you want to send email to prospects, you should use your own server, not a hosted solution like Shinylead.

If you’re sending on the behalf of a client, make sure that you know the origins of their list. Don’t be afraid to ask the client how they got their list and if it’s permission-based. Remember, you can be held liable for spam even if you’re sending on behalf of someone else.

Mistake 4: Sending to a stale list

When someone opts in to your Shinylead list, they're giving permission to receive your email marketing campaigns. That permission can go stale pretty quickly though, so you only have a brief amount of time to reach out to your new subscribers before they forget having signed up for your list. Generally speaking, you've got about six months from the initial point of subscription before a subscriber's permission goes stale. If your subscribers haven't heard from you within that timeframe, you'll need to reconfirm your list.

Mistake 5: Confusing transactional emails with email marketing

Do you have a list of customers who have purchased products from your e-commerce store? They’ll expect receipts and shipping notifications via email. Those types of one-to-one messages are called transactional emails, and they're different from email marketing. Shinylead isn't designed for those highly-customized one-to-one (transactional) emails.

Mistake 6: Being in a rush

One of the most common mistakes that people make with email marketing is hasty sending. Take the time to make sure your list is clean and all subscribers have properly opted-in. Asking the sales team for their contact lists and "blasting" out an email may seem like the best solution if you’re on a strict deadline, but it can result in unanticipated headaches. Those contacts could have gone stale. Worse, they may have never given permission at all.

Rushing through the campaign creation process and not taking the time to consider the design, content, and subject lines of your email can prove problematic, too. You could find yourself faced with a decrease in your open and click rates and increase in your spam and unsubscribe rates.

Mistake 7: Not knowing your audience

Email marketing is pretty affordable, so it’s often one of the first attempts at "real" marketing for small businesses. For email marketing newcomers, it might be tempting to use sensational phrases like “BUY NOW!” and “LIMITED TIME OFFER!” or to emulate marketing tactics that you’ve seen Company XYZ use in the past. Keep in mind, however, that the things that worked for another company might not be the best methods for addressing your own subscribers.

  • Create content that will be relevant, interesting, and useful to your subscriber base.
  • Keep your subject line simple and to the point. The best subject lines don’t sell what’s inside, they tell what’s inside.
  • Don’t use pushy sales copy or gimmicky catchphrases. Not only can be it a distracting turn-off to your subscribers, but spam filters could penalize you if they deem your content to look “spammy.”

Mistake 8: Not understanding how spam filters think

Spam filters look at a long list of criteria to decide whether or not an email is junk. In fact, the list of spammy criteria is constantly growing and adapting, because spam filters learn more about what junk looks like every time someone clicks the "This is junk" or "Mark as spam" buttons in their email client. Spam filters even sync up with each other to share what they’ve learned. There’s no magic formula, but these tips will help you avoid common mistakes that often send email marketing to junk folders.

  • Subject line: Avoid the overuse of punctuation, special characters, and phrases like “free,” “act now,” or “open immediately”
  • Formatting: ALL CAPS, crazy colors, and extra exclamation points!!!!
  • Content: Anything about getting money, paying less money, or money-back guarantees
  • Code: Sloppy code, extra tags, code pulled in from Microsoft Word
  • Images: Too many images, or one single image and no text to balance it out

Mistake 9: Not testing a campaign before sending

Before you send a campaign to your entire list, make sure that you look at it in Shinylead’s Preview Mode and send yourself several test copies of the email, utilizing as many email clients (Gmail, Yahoo!, Outlook, etc) as you can. Check to make sure your images and links are behaving correctly and that everything looks just right. Once you hit send, there’s no “undo” button, so it’s very important to test as thoroughly as possible before sending to your entire list.

Mistake 10: Ignoring your campaign reports

One of the benefits of using Shinylead for your email marketing is the ability to measure the results of every campaign that you send. Shinylead reports contain a lot of valuable information, and they can help you analyze your campaign’s performance and provide insights that you can use to improve your future campaigns.

If a marketer isn’t checking their reports regularly, they might not notice when their open rates drop significantly or that their list size is steadily shrinking after every campaign. They may not realize that emails they send on Thursday have the highest open rate, while emails sent on Monday tend to have much lower engagement.

After you send a campaign in Shinylead, take the time to navigate over to the Reports page in your account.

Quick Tips for Growing Email Subscribers

If you could start with only a single piece of data about a customer, you'd probably choose email because this channel is direct, easily measurable, and can be immediately activated. For this reason, consider email the bedrock audience because it's so foundational to your overall marketing.

In a recent survey of marketers, 91% of respondents report being involved with email marketing campaigns on a regular basis. But some of the most popular tactics for subscriber growth don't have the highest effectiveness ratings. Instead, they may be widely used simply because they're so easy to implement. These tactics include:

General email sign-up form on website (74% of survey respondents use, 42% rate it as effective)
Sign-up requests specific to different sections of website (52% use, 45% rate it as effective)
Email capture via Facebook (45% use, 31% rate it as effective)

Offline tactics are high in reported effectiveness, but are used by a relatively small group of marketers because they require a call center or brick-and-mortar location that not all brands have. In this category, these are the top performers that drive email subscriber growth:

Capture email during inbound sales calls (23% use,71% rate it as effective) and service calls (23% use, 63% rate it as effective)
Acquire email for loyalty program registration in-store (18% use, 67% rate it as effective)
Sales associate requests email during check-out process (20% use, 57% rate it as effective)
Email acquisition tied to emailed receipt or ticket delivery (13% use, 55% rate it as effective)

For marketers who don't have the option to test these offline tactics, consider implementing parallel tactics online, such as:

Require email to create an account on website (57% use, 70% rate it as effective)
Registration with incentive on website (50% use, 63% rate it as effective)
Drive online loyalty program registration requiring email address (35% use, 58% rate it as effective)
Promote content via social media that requires email registration to access (39% use, 59% rate it as effective)

The greatest promise may lie in the tactics that are not as commonly used, but are highly rated as effective . Several mobile tactics could also fall under this category:

Option to opt into email when viewing mobile app content (12% use, 59% rate it as effective)
Require email to register mobile app (13% use, 55% rate it as effective)
Paid mobile ads (12% use, 41% rate it as effective)

You can implement subscriber growth tactics online or offline, depending on how your customers prefer to interact with your brand. Meet your customers where they are, and refine your strategies as each communication channel evolves.

Request For Free Trial

Before select any price plan, try free trial and test your campaign with 200 emails.

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Since we discovered the wide range of Shinylead email marketing capabilities, we decided to pursue email marketing campaigns. As a result, traffic to our site increased by 120% -250% and we have cultivated a very loyal customer list.




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