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Creating
Winning E-Marketing Campaigns |
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Rich-text
e-mail marketing campaigns provide a low-cost marketing tactic
with the potential for high return. But as the saying goes “the
devil is in the details” and success depends on the right
execution.
Here are some tips for a winning campaign:
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- Build a Quality Mailing List
With the explosion in e-mail communications
and the increase in spam-oriented messages, many users are
filtering out unrecognized messages. As a result, e-marketing
campaigns work best with contacts that either know you or
have seen your name before. To increase the chances of your
message reaching your target audiences, make sure existing
customers and active prospects are included on your e-mail
marketing list. Rich-text e-mails are a great for cross
selling new services to existing clients. For prospects,
e-mail marketing works well as an ongoing “touch”
in a multi-exposure marketing campaign or during a long
sales cycle, helping to keep your name top-of-mind. To maintain
the quality of your list, offer people the chance to “opt-out”
if they don't want to receive your message in the future.
If your doing an e-mail newsletter, you can also offer people
the chance to “opt-in” by signing up for it at
your website
- Choose a Great Subject Line
Avoid misleading subject lines, like
“How Are You,” that could lump your message in
with unwanted spam. An effective subject line should relate
to the target audience and be benefit-oriented, such as
“Lower Your Home Heating Costs by 25%”
- Make Your Content Readable and Relevant
With rich-text e-mail content, the
key is the “shorter the better.” Your e-mail should
have no more than 2-3 paragraphs to keep the readers attention.
Include a strong hook early in the copy that's relevant
to your target audience. Present information in small doses,
using bullets, check boxes and maximum use of “white
space.” Make sure your brand identity is also highly
noticeable. Finally, place your call to action in the top
2 inches of the e-mail for those who use preview feature
to scan mail.
- Make Your E-Mail Spam Compliant
With a little attention to detail
you can avoid the spam filters and get your message through.
Avoid things that trigger these filters, like superfluous
language in your copy, excessive punctuation in copy and
subject line, and over use of color in graphics. You should
also include your full company name and address at the bottom
of the e-mail as well as clear opt-out information. Send
out your e-mail campaign during normal business, rather
than late a night when a lot of spam messages are transmitted.
- Measure Your Effectiveness
Lastly, hyperlinks in your rich text
e-mail should go to separately developed sections of your
website or landing pages so you can measure effectiveness
and response rate. With these mechanisms in place, you can
utilize the data to improve the results of future mailings
and campaigns.
Source: www.entrepreneur.com
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