5 Often-Overlooked Email Rules of Thumb

Author:

Chris Marriott

Source:

Not every element of email marketing is covered by tried-and-true best practices. Thus, let's take a look at some guidelines that aren't quite rules.
In matters of email and mobile messaging, we always want the best practices -- the approaches that bring the highest degree of success. While experience has allowed us to codify some sure-fire best practices (keep subject lines under 50 characters, make sure offers are visible with images turned off, etc.), we still have to make decisions without the benefit of best practices regularly. In these cases, we turn to rules of thumb -- anecdotal evidence in the form of simple directions that allow us to act with some degree of confidence. In time, we may generate enough results from these rules of thumb to consider them best practices, but for now, they remain mere plausibilities.
 
Today, I'd like to share with you some rules of thumb I've used for a while. As always, your mileage may vary. If your experience differs from mine, or if you have your own rules of thumb to add, please share them in the comments section below.
 
The 24-hour rule for SMS
 
SMS, or text messages, offer a terrific opportunity for immediate communication. Consumers who use text messaging tend to give these messages priority over email, often reaching for their phones as soon as they hear the message alarm.
 
As a result, marketers must choose to employ SMS selectively for outbound communications. We employ the 24-hour rule, which means that if a text message would have the same value 24 hours from now, then it doesn't merit sending as an SMS. For instance, announcing a four-hour sale today has immediate import; a consumer might miss a sale like that if she doesn't check her email frequently enough. However, announcing a new product to be launched next month does not come with the same urgency.
 
By abusing this rule, marketers run the risk of crying wolf. Consumers don't want their SMS inboxes filled up with irrelevant and potentially costly messages.
 
The reputation rule for "share with your network" (SWYN) ...