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5 Essential Email Marketing Tips In A Nutshell
So then, why is email marketing still misunderstood, mismanaged and misused? I have put together 5 Essential Email Marketing Tips that you should consider when planning and implementing a successful, well respected email marketing campaign. To the experienced eye some of these tips may seem obvious, but in truth, 63% of my first time clients used little or none of the following: 1) Set your objectives: Whether long-term or short-term, setting objectives should be the first component of your campaign planning process. Dependent on your business type, sector and customer base objectives could be to retain existing clients, increase your opt-in list or to promote a particular product or service. Either way, at this stage you must have a clear vision of what you want out of the campaign before moving forward. 2) Segment/consolidate existing client data: Collate the contact information you already have on your clients. The more detailed the data the more targeted your campaigns become. There are no ‘one-size-fits-all’ solutions here; so if you’re selling a product/service you’ll want to target this to the right segment in your list. DON’T send someone a sales pitch for Widget A if they’ve no interest in Widget A! In other words NEVER broadcast the same message across your entire mailing list. 3) Plan the design: HTML over text only email is considered to be a more successful format although you must consider the rendering issues found in multiple email readers such as Google Mail, Yahoo! & Outlook MSN. If you’re selling a service to existing customers then a ‘text only’ email might suffice BUT if you’re selling a product then you would want to consider including product shots. HTML email and email readers will always have rendering quirks to over come – these should NEVER be ignored. Remember once you’ve pressed ‘send to list’ there’s no calling it back. Test your emails on multiple email readers EVERYTIME. Once again - Test, Test, Test! 4) Deal effectively with all responses: Too many small businesses fail on this count alone. Consideration should always be made to the level of expected response to an email broadcast. NEVER leave a client hanging by a thread. If you have a large list but only a small team to handle the response, consider ‘throttling’ your list to be broadcasted say 1000 emails every 2 hours - or whatever number your sales team deems manageable. 5) Measure campaign response: Email marketing has become somewhat of an art form. Just because you send out 10,000 emails does not mean 10,000 people opened or responded to this email broadcast. It is imperative to have in place a system that can measure the open rate, click through rate and level of non-responders. Over time, this data will prove to be invaluable as every campaign becomes more targeted and therefore yields a higher return on investment. In conclusion - by keeping to these guidelines you will begin to see vast improvements to your email marketing campaigns. Again, there are no one-size-fits-all solutions but keeping a clear vision of your marketing objectives will pave the way for a successful email marketing campaign. Article Directory: http://www.articledashboard.com --------- |
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