15 Email Marketing Tips

in Email
In 2003 the adoption of the CAN-SPAM Act essentially defined spam as marketing messages sent without permission and set penalties not only for spammers, but also for companies whose products were advertised in the spam.

Smart marketers, recognizing that people's aversion to spam destroyed the customer loyalty had already begun to address the problem with best practices. Today, what's best is often defined by the size of your company and the industry you're in. But here are a few core practices:

1. Get Permission: Without permission you risk losing customer goodwill and actually, it is not difficult to get. Offer something of value -a coupon or discounts- in exchange for the customer agreeing to receive your messages.

2. Build a Targeted Mailing List: The very best way to get permission is to have your best customers and your biggest fans ask their friends to sign up. It results in a database with prospects who are probably interested in your offering.

3. Avoiding the Spam Filters: To make sure your emails dont get flagged as spam avoid using words such as Free, , Save, Discount, etc., in both the subject line and the content of your email.

4. The Power of Personalization: The power of personalization should be used in your emails. In fact, by simply starting your email with Hi [subscriber_name] instead of the boring Hi there, you can increase both your reading and click-thru rates by up to 650%.

5. The Half-a-Second Subject Line: In your subject line, try and specify a benefit that the subscriber can expect by reading your email. For example, instead of using OurSite Newsletter #1, use OurSite Newsletter: 10 Tips for Financial Freedom.

6. Adopt a Strategy of Persistence: It takes time to build customer relationships. The first three emails are the most critical. The first should be an introductory message in which customers give permission for future communications. The second sets up customers' expectations by explaining future benefits (discounts, coupons). The third should begin to deliver on their expectations by sending the promised newsletter, whitepaper, or discount offering.

7. Repeat Email Communication: An autoresponder is an email that is scheduled to be sent at a certain time interval after someone subscribes to your mailing list. For example, if you provide a free newsletter, you could setup 3 autoresponders: the first is sent 1 hour after they subscribe. It contains a thank you message. The second is sent 24 hours after they subscribe, telling them about your community message boards, and the third is sent 72 hours after they subscribe, in which you can offer them a special deal on becoming a paid member of your site.

8. On Time, Every Time: When sending an email to your subscribers, always make sure that its sent on the same day, at the same time. Your subscribers will come to expect your email to arrive in their inbox on the same day at the same time every week.

9. Tell a Story: Email offers the opportunity to tell the story in continuous installments.

10. Let Readers Drive Design: Filters often block logos, graphics, and Flash animation. It is recommended using flat text with hyperlinks to your Web site.
Numerous research papers tell us that the majority of Internet users respond better to a plain, bold, blue text link - such as this - as opposed to a banner or button.

11. Link-Click Testing: When creating marketing emails, try re-positioning images such as logos and buttons. After sending about 3 different emails, compare the click-thru stats and see which one worked best. You will know that you will be sending the right mix of content and images that will attract the most click-thrus.

12. Have an Exit Strategy: People who gave you their email address did so because they wanted to hear from you. But that can change and often does.
That number differs by industry. Travel companies, cannot predict when their customers will be traveling, but on the other hand, a high-tech B2B company is probably only going to want specific information on wireless security when it's addressing the problem internally. After the problem is solved, continued mailings about wireless security are likely to irritate. Devising a successful exit strategy is much like determining a successful formula for content: Know your industry.

13. One-Click Unsubscription: If you want to grow your mailing list, then you must have a quick way to unsubscribe. In some countries, its actually mandatory by law that every email has an unsubscribe link in it.

14. Best Practices--Know what you want: The key to maintaining a set of successful best practices is to know what you want from them and be prepared to rewrite them as your business needs change.

15. Always Sign on the Dotted Line: Always include a signature at the bottom of your emails, as its one of the easiest ways to attract more traffic to your website. This signature should include your personal details, your company details, and an unsubscribe link.

With over 10 years of combined experience in Web development, new media and graphic design, social media and online marketing, SEO, Pay Per Click and banner advertising, media buying, marketing management, and corporate branding and identity. Motive8 Media is a full-service Internet marketing and Web Design agency in Vancouver. They mainly work with small to medium sized businesses looking to increase their online exposure and visibility. They offer integrated and customized marketing solutions to fit any business need or budget. For more information and examples of their work, please visit on the web at http://www.motive8media.ca
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Gabriela Rodrigues has 1 articles online


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15 Email Marketing Tips

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This article was published on 2011/01/14