Email Marketing Strategies

/Email Marketing Strategies

Email Marketing Strategies

Here are some helpful tips for your email marketing campaign:

A good email marketing campaign begins with a well-crafted email offer. Just like traditional direct mail, getting the recipient to open and respond to your message is the first challenge. Here are some tips to keep in mind when drafting your message.

Your subject line should appropriately describe the content of your message: a great offer or a topic the recipient might be interested in. However, with the growing number of unwanted emails, many recipients are now using filters that block out potential spam. Keep your messages from being blocked by using synonyms of words that have been known to trigger spam filters. Example of these words are “free”, “spam” and “Nigerian.”

When writing your email copy, remember the basics of news writing. The lead must contain all the basic information. The entire copy must be short and straightforward using simple words.

In a few words, remind recipient of how you got their email addresses. You can say something like, “A few months ago, you opted to receive offers for new appliances and technology products.” Customers who receive unexpected email are more likely to focus on how their addresses landed in your list than on the offer you’re making.

Don’t clutter your email with so many details. Focus on the essentials – what, when, where and how. Your email message should also serve to pre-qualify prospects – those who want to go further can click on links to your website for more details.

Jazz up your message. Most PCs are now equipped with software that allow users to play music, movies, animation or video clips. You can make your email more attractive by using one or the other, especially if any of these complement your offer. However, keep in mind the recipient’s environment – music may not be such a good idea if most of your recipients are in the office or in a business setting. In case you do decide to enhance your email, make sure this will not reduce download speed, which should not be more than 10 seconds.

Avoid using attachments. These may discourage people from opening your email since attachments may contain viruses and often take time to download. If you think information on your email is not enough, use links to drive people to your website where they can get more details.

Make sure you have a consistent look and sender’s name/address. This should help your recipient develop familiarity with your messages. It also increases your e-mail’s chances of being opened. Use a well-designed standard header, keep your logo visible, and employ consistent font type and color to give your email a consistent look.

Your email message will mean nothing if you don’t have a strong email file. You can begin by collecting addresses based on your house list, or by renting and test mailing an email database to measure response rates of each list. If you’re new at email marketing, you may also need to review your perspective as to how you regard email addresses.

Email addresses are as important as live addresses. Like physical addresses, email addresses need to be verified too. A misspelled word can spell a big difference; will affect delivery of your email and the entire outcome of your campaign. Treat acquisition of email addresses seriously and this will have long-term payoff.

If you intend to rent an email list, choose as targeted a list as possible. Individuals in a general email list receive so many offers each week that they are likely to ignore or overlook your message. Choose a targeted file, say, a database of finance executives for an investment offer instead of mailing to a large consumer file. Your broker should also be able to give you info on the frequency that a certain list is mailed/week.

Beware when appending emails. The process of appending, which involves using a compiled file of opted-in email lists and overlaying it on your house files, may backlash, especially if you’re doing it on your existing customer file. Accuracy is the number one problem with this process – you could be sending your email to a rarely used email address, to another person with the same physical address, to another person with the same name, or worse, to a child with the same name as his father.

When renting an email file, check the average age of addresses. According to a study, 3% of all email addresses change every month. Thus, a one-year old email database may contain addresses that are 36% invalid.

Actively collected email addresses tend to have higher response rates than passively gathered files. In other words, customers who willingly write down their email addresses are more likely to respond to email offers than those from compiled opt-in lists. That’s why it’s important to encourage customers to write down their email addresses on feedback forms, order forms and other documents that they send back to you.

Keep your email file clean. Remember that each time an individual in your list opts out, you’re upping the response rate of your file. Keep in mind, too, that a file containing 5,000 responsive names is better than a database of 50,000 unresponsive individuals.

Here are tips to help you maximize customers’ email addresses, encourage them to communicate with you online, and get maximum benefits from using email in tandem with traditional mail.

Test offers and promos on your house list. Come up with different offers and test these on your house files. Keep track of your successes and apply these on rented email files. Remember that individuals in house files generally respond better to offers and promos that individuals in rented email files.

Use your email file in tandem with postal files. For example, you may send catalogues via mail, encourage recipients to place orders using email and use email to remind them that an order is on the way. This option is not only more cost-efficient, it also helps your customers feel comfortable about contacting you via email, and vice versa.

Set up frequency of email contact and determine which messages are better sent via email and mail. As in direct mail, you can’t email your customers too often. Follow a regular schedule for sending offers via email but remember to reply to customer inquiries as quickly as possible. And although the Web is capable of handling all forms of customer contacts and transactions, some people still feel that certain transactions – e.g. payments, submission of documents, etc are better done via post.

Provide “extras” to customers who use email. Sending an email message is so much more cheaper than sending a mail. But since customers generally don’t care how much you save, you have to make them realize that using email also means better value for them. You can do this via Email Specials, faster response to inquiries sent via email, access to order details, etc.

Track customer responses. The email and the Web is by far the most interactive media now available. Take advantage of this by developing measuring tools that keep track of open-rates, click-throughs, etc, and use this information to boost success of future campaigns.

Keep track of responses to appended email addresses. You can do this by routing opt-outs directly to your address. This way, you have an idea of how accurate the appended addresses are, and whether you should adopt the same process for future campaigns.

Make it easy for your customers to opt out of your mailing list. Don’t you just hate receiving unwanted offers with complicated opt-out procedures? Things like these generate ill will for your brand or company. Make sure your opt-in process is a one- or two-step process. The recipient should be able to click on a link to an unsubscribe page and click on a second link to confirm he did not land on that page by mistake.

+ Writing Your Email

A good email marketing campaign begins with a well-crafted email offer. Just like traditional direct mail, getting the recipient to open and respond to your message is the first challenge. Here are some tips to keep in mind when drafting your message.

Your subject line should appropriately describe the content of your message: a great offer or a topic the recipient might be interested in. However, with the growing number of unwanted emails, many recipients are now using filters that block out potential spam. Keep your messages from being blocked by using synonyms of words that have been known to trigger spam filters. Example of these words are “free”, “spam” and “Nigerian.”

When writing your email copy, remember the basics of news writing. The lead must contain all the basic information. The entire copy must be short and straightforward using simple words.

In a few words, remind recipient of how you got their email addresses. You can say something like, “A few months ago, you opted to receive offers for new appliances and technology products.” Customers who receive unexpected email are more likely to focus on how their addresses landed in your list than on the offer you’re making.

Don’t clutter your email with so many details. Focus on the essentials – what, when, where and how. Your email message should also serve to pre-qualify prospects – those who want to go further can click on links to your website for more details.

Jazz up your message. Most PCs are now equipped with software that allow users to play music, movies, animation or video clips. You can make your email more attractive by using one or the other, especially if any of these complement your offer. However, keep in mind the recipient’s environment – music may not be such a good idea if most of your recipients are in the office or in a business setting. In case you do decide to enhance your email, make sure this will not reduce download speed, which should not be more than 10 seconds.

Avoid using attachments. These may discourage people from opening your email since attachments may contain viruses and often take time to download. If you think information on your email is not enough, use links to drive people to your website where they can get more details.

Make sure you have a consistent look and sender’s name/address. This should help your recipient develop familiarity with your messages. It also increases your e-mail’s chances of being opened. Use a well-designed standard header, keep your logo visible, and employ consistent font type and color to give your email a consistent look.

+ Building Your Email File

Your email message will mean nothing if you don’t have a strong email file. You can begin by collecting addresses based on your house list, or by renting and test mailing an email database to measure response rates of each list. If you’re new at email marketing, you may also need to review your perspective as to how you regard email addresses.

Email addresses are as important as live addresses. Like physical addresses, email addresses need to be verified too. A misspelled word can spell a big difference; will affect delivery of your email and the entire outcome of your campaign. Treat acquisition of email addresses seriously and this will have long-term payoff.

If you intend to rent an email list, choose as targeted a list as possible. Individuals in a general email list receive so many offers each week that they are likely to ignore or overlook your message. Choose a targeted file, say, a database of finance executives for an investment offer instead of mailing to a large consumer file. Your broker should also be able to give you info on the frequency that a certain list is mailed/week.

Beware when appending emails. The process of appending, which involves using a compiled file of opted-in email lists and overlaying it on your house files, may backlash, especially if you’re doing it on your existing customer file. Accuracy is the number one problem with this process – you could be sending your email to a rarely used email address, to another person with the same physical address, to another person with the same name, or worse, to a child with the same name as his father.

When renting an email file, check the average age of addresses. According to a study, 3% of all email addresses change every month. Thus, a one-year old email database may contain addresses that are 36% invalid.

Actively collected email addresses tend to have higher response rates than passively gathered files. In other words, customers who willingly write down their email addresses are more likely to respond to email offers than those from compiled opt-in lists. That’s why it’s important to encourage customers to write down their email addresses on feedback forms, order forms and other documents that they send back to you.

Keep your email file clean. Remember that each time an individual in your list opts out, you’re upping the response rate of your file. Keep in mind, too, that a file containing 5,000 responsive names is better than a database of 50,000 unresponsive individuals.

+ Emailing Tips

Here are tips to help you maximize customers’ email addresses, encourage them to communicate with you online, and get maximum benefits from using email in tandem with traditional mail.

Test offers and promos on your house list. Come up with different offers and test these on your house files. Keep track of your successes and apply these on rented email files. Remember that individuals in house files generally respond better to offers and promos that individuals in rented email files.

Use your email file in tandem with postal files. For example, you may send catalogues via mail, encourage recipients to place orders using email and use email to remind them that an order is on the way. This option is not only more cost-efficient, it also helps your customers feel comfortable about contacting you via email, and vice versa.

Set up frequency of email contact and determine which messages are better sent via email and mail. As in direct mail, you can’t email your customers too often. Follow a regular schedule for sending offers via email but remember to reply to customer inquiries as quickly as possible. And although the Web is capable of handling all forms of customer contacts and transactions, some people still feel that certain transactions – e.g. payments, submission of documents, etc are better done via post.

Provide “extras” to customers who use email. Sending an email message is so much more cheaper than sending a mail. But since customers generally don’t care how much you save, you have to make them realize that using email also means better value for them. You can do this via Email Specials, faster response to inquiries sent via email, access to order details, etc.

Track customer responses. The email and the Web is by far the most interactive media now available. Take advantage of this by developing measuring tools that keep track of open-rates, click-throughs, etc, and use this information to boost success of future campaigns.

Keep track of responses to appended email addresses. You can do this by routing opt-outs directly to your address. This way, you have an idea of how accurate the appended addresses are, and whether you should adopt the same process for future campaigns.

Make it easy for your customers to opt out of your mailing list. Don’t you just hate receiving unwanted offers with complicated opt-out procedures? Things like these generate ill will for your brand or company. Make sure your opt-in process is a one- or two-step process. The recipient should be able to click on a link to an unsubscribe page and click on a second link to confirm he did not land on that page by mistake.

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