10 Essential Steps to Developing a Successful E-Mail Marketing Campaign
Developing and executing a successful e-mail marketing campaign is becoming more challenging. The SPAM problem isn't improving and laws are tightening their grip on e-mail marketing. So, you need to carefully develop your e-mail marketing campaign with great care. Here are 10 steps you can use to develop a successful e-mail marketing campaign: Step #1 - Define the purpose of your e-mail campaign Whilst this step may seem pretty obvious, you will be surprised at how many e-mail marketing campaigns are carried out without a clear purpose or goal. This is especially prevalent with online newsletters or e-zines - many don't provide the reader any valuable or useful information. So, start your e-mail campaign right - by first defining a clear purpose or goal. Step #2 - Develop a clear call to action A call to action is a specific set of instruction(s) contained within the e-mail with the sole purpose of leading the reader to take a specific action. Here's an example of a call to action: "Click here to download your f~ree Special Report" With the introduction of the CAN-SPAM act and advancement in SPAM filter technology, it is difficult enough these days to get your e-mail pass SPAM filters, yet alone opened and finally read. It would be a sheer waste of time for both your reader and yourself if you didn't create a clear call to action in your e-mail. Step #3 - Personalize your e-mail message Use your full name in the From: field rather than your company's name. And use your recipient's name in the subject line. This will increase the "open rate" of your e-mail (The "open rate" is the percentage of e-mails opened against e-mails successfully delivered), because recipients will more likely open and read e-mails from people they recognize. Personalization will also reduce the probability of the e-mail being mistaken as SPAM. Step #4 - Develop an interesting subject line It's true. First impressions DO count in e-mail marketing! If you have an important e-mail you want your reader to open and read, you need to develop an interesting subject line to woo your readers attention. The reason's really simple. If your subject line does not appeal to the reader, your e-mail will not get opened and your e-mail campaign will fail miserably. And remember not exceed 40 characters when developing your subject line. Step #5 - Remind your subscribers where and when they opted-in If you do not e-mail your subscribers very often, say once every fortnight, it would be good to remind them where and when they opted-in, right at the top of your e-mail. In e-mail marketing, the popular axiom, "Out of Sight, Out of Mind" bears much truth. Don't expect your subscribers to remember where and when they opted-in to receive information from you if you're not in frequent contact with them. If they can't recall when they opted-in to your list and you fail remind them - don't be surprised if they scream "SPAM"! Step #6 - Provide an unsubscribe link In e-mail marketing, you should never ever hold anyone hostage. You'd rather settle for happy unsubscribers than angry subscribers, right? So, provide your readers with an easy and convenient method to unsubscribe. They'll sleep more soundly at night and so will you. Step # 7 - Check and test your e-mail You've spent a great deal of time crafting your e-mail. So it is a good practice to check through your e-mail to make sure you do not overlook the following: 1) Spell check your e-mail 2) SPAM check your e-mail 3) Test all e-mail links 4) Double-check mail merge codes (if any) e.g. $firstname$ vs. {FIRSTNAME} (especially if you're sending out the same e-mail using different autoresponder software) Step #8 - Use fixed-pitch font and proper formatting Use a fixed-pitch font like Courier and perform a hard carriage return at the end of each line at 60 characters to avoid formatting problems. Step #9 - Track all e-mail links This is an often over-looked step. Tracking your e-mail links will allow you to gain valuable insights and discover what works and what doesn't. Use the tracking information to refine your future e-mail marketing campaigns. Step #10 - KISS (Keep It Simple and Short) Lastly, keep your e-mails simple and short. The more e-mail content you create, the higher the chance of triggering the SPAM filters. If possible, use e-mail marketing to Pre-Sell, not Sell. Follow these 10 steps in your next e-mail marketing campaign and watch your campaign results skyrocket! Copyright 2004 Fabian Lim About The Author Fabian Lim is a Management & Internet Marketing Consultant. He helps organizations and individuals succeed online. He is also editor and publisher of "BizSuccess Tips", a No Hype, No B.S. internet marketing newsletter. Visit his website at http://www.BizSuccessOnline.com
Related News
|
 |
|
|
RELATED ARTICLES
Dont Use FFAs To Build Your Newsletter Subscriber
For those of you who aren't familiar with the term, The initials FFA stand for "FREE For All" and my advice would be don't waste your time! FFA's DON'T WORK!
Opt-In Email to Increase Website Traffic and Boost Online Sales
Sending messages and information to people who have given you permission to contact them is a great way to build the kind of relationships that will encourage a steady flow of traffic to your website... and greatly increase your online sales!
The Fastest List Growing Secret
Are you running ads and marketing with tag lines that send people to your website? Then you're missing the point of internet marketing and losing out on your best money making opportunity.
NCOA for Email - Is Your Email Address List Clean and Up-To-Date?
Introduction
A Single Email Is Never Enough
"Repetition is the key to advertising (marketing)". Those words were said by a friend of mine, Jason Olson, back in his days of selling radio and direct mail ads.
What Is Wrong With Email Marketing?
If you are active on the web promoting your products, affiliate programs or services, you probably sense where I'm going with the title of my article. We all put a lot of effort into our internet business. We all have the same hopes and dreams about where our internet business will go. Unfortunately we are all depended on too many variables that have to be just right at the right time.
Email Etiquette II
I had great feedback from my last article, and was asked to write further on the subject; hence my title.
What Is An Email Signature And What Do I Do With It?
You hear it all the time... email signature, sig file, signature box, etc.
Email Etiquette IV
Further to my previous issues this subject continues - part IV. This month I'll share on Blind Carbon Copy (BCC) field and the use of backgrounds for your emails. The use of Bad language in emails will also be mentioned.
Lesson #1: Autoresponders 101
What the heck is an autoresponder?
Autoresponder Services that Boost Your Business
In the world of ecommerce, millions of sites are fiercely competing with each other to gain new clients. For any ecommerce site to succeed, it must capture the interest and the trust of its visitors. It is not enough that your site is impeccably designed or has the latest in animation or content. You should focus your efforts not only in attracting visitors but also in leading them to make a purchase. There are dozens of marketing strategies you can use to attract more buyers and pump up your sales. One of them is by establishing an excellent and professional reputation for prompt and efficient response.
How to Develop the Email Marketing Mindset and Earn Thousands Every Month with Your Lists
Any business today, be it online or off needs a solid foundation,
without one a business will topple.
Make All Your Mailing Lists Double Opt-In
Accusations of spam can be so harmful to your business that every effort should be made to prevent it.
A Guide To Using an Automatic Responder
It's unbelievable....that many people do not know, that an
automatic responder in your first few months of promoting your
service, product or opportunity, is the most important tool in
your box!
How Autoresponders Boost Sales By Up To 400%
Imagine going to bed and waking up in the morning to find
that you made sales while you slept - all because of your
autoresponder!
4 Steps To 1,000.. 2,000..3,000 Subscribers In Days!
Everyone who has been marketing online for sometime already
know the value of an email list. An email list, filled with
targeted subscribers who opt in, is the most valuable asset
for anyone with an online business. If you are not building
an email list, then you need to start building one right now.
Are You Making These Email Mistakes?
Every day, I receive at least 300 emails. I will usually sort them out by checking and deleting every subject line that looks like junk mail.
Why Does Nobody Visit My Web Site?
After endless hours of writing, designing and programming your brand new web site is ready for prime time. You tested your shopping cart software and you made sure that all your external affiliate links have your affiliate id. You're making sure that you will get the commissions you deserve. This is a very exiting moment. You will expose your writing skills and your ability to design an attractive web site to the whole world. All of you who have a website know what I'm talking about.
What A Newsletter Can Do For Your Business
Newsletters are often thought of as easy, do-it-yourself communications projects. The reality is different?and that can be discouraging.
What is Email Marketing?
There are many avenues available for marketing online products. Radios, TV advertisements, newspaper and magazine advertisements, and that big sign on the highway are examples of the traditional marketing approach. Yes, these approaches can work, but then after spending a lot of money it's tough to calculate return on marketing investment. Now these days, there are two effective and low-cost approaches, search engine marketing and Email Marketing.
|
