The top five email marketing tips have been revealed by dotMailer’s expert Tink Taylor, with some great insights into how to increase the return on investment yielded by campaigns.

Firstly Mr Taylor recommended the use “forward to a friend” and “add to social networks” links in emails, so marketers can allow their recipients to spread the word about a product or service.

Next email marketers were urged to personalise their messages, in a bid to “improve both open and click-through rates”.

dotMailer has found that 70 per cent of the emails examined in its recent annual benchmark study were not personalised.

Third on the list was to make sure emails render properly before they are sent out as part of a campaign – “19 per cent of recipients will delete an email unread if it fails to render (display) correctly,” said Mr Taylor.

Then there is ensuring a good balance of images to text, which the expert explained is crucial for avoiding spam filters and improving readability for the target.

Last but not least, a “call to action” is deemed necessary to coax the recipient into taking the next step – a click-through option or contact details can sometimes achieve this aim.ADNFCR-8000151-ID-19105926-ADNFCR

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