| When compared to other components of the | | | | more successful format - although you must consider |
| marketing mix email is a lower-cost marketing channel | | | | the rendering issues found in multiple email readers |
| and when executed well, and in a timely manor, it | | | | such as Google Mail, Yahoo! & Outlook MSN. If |
| positively impacts the bottom line. The Direct | | | | you're selling a service to existing customers then a |
| Marketing Association predicts that email marketing | | | | 'text only' email might suffice BUT if you're selling a |
| sees return-on-investment of over 12:1 - now that's a | | | | product then you would want to consider including |
| ROI not to be sniffed at. | | | | product shots. HTML email and email readers will |
| So then, why is email marketing still misunderstood, | | | | always have rendering quirks to over come - these |
| mismanaged and misused? | | | | should NEVER be ignored. Remember once you've |
| I have put together 5 Essential Email Marketing Tips | | | | pressed 'send to list' there's no calling it back. Test |
| that you should consider when planning and | | | | your emails on multiple email readers EVERYTIME. |
| implementing a successful, well respected email | | | | Once again - Test, Test, Test! |
| marketing campaign. | | | | 4) Deal effectively with all responses: |
| To the experienced eye some of these tips may | | | | Too many small businesses fail on this count alone. |
| seem obvious, but in truth, 63% of my first time | | | | Consideration should always be made to the level of |
| clients used little or none of the following: | | | | expected response to an email broadcast. NEVER |
| 1) Set your objectives: | | | | leave a client hanging by a thread. If you have a |
| Whether long-term or short-term, setting objectives | | | | large list but only a small team to handle the |
| should be the first component of your campaign | | | | response, consider 'throttling' your list to be |
| planning process. Dependent on your business type, | | | | broadcasted say 1000 emails every 2 hours - or |
| sector and customer base objectives could be to | | | | whatever number your sales team deems |
| retain existing clients, increase your opt-in list or to | | | | manageable. |
| promote a particular product or service. Either way, | | | | 5) Measure campaign response: |
| at this stage you must have a clear vision of what | | | | Email marketing has become somewhat of an art |
| you want out of the campaign before moving | | | | form. Just because you sent out 10,000 emails does |
| forward. | | | | not mean 10,000 people opened or responded to this |
| 2) Segment/consolidate existing client data: | | | | email broadcast. It is imperative to have in place a |
| Collate the contact information you already have on | | | | system that can measure the open rate, click |
| your clients. The more detailed the data the more | | | | through rate and level of non-responders. Over time, |
| targeted your campaigns become. There are no | | | | this data will prove to be invaluable as every |
| 'one-size-fits-all' solutions here; so if you're selling a | | | | campaign becomes more targeted and therefore |
| product/service you'll want to target this to the right | | | | yields a higher return on investment. |
| segment in your list. DON'T send someone a sales | | | | In conclusion - by keeping to these guidelines you will |
| pitch for Widget A if they've no interest in Widget A! | | | | begin to see vast improvements to your email |
| In other words NEVER broadcast the same message | | | | marketing campaigns. Again, there are no |
| across your entire mailing list. | | | | one-size-fits-all solutions but keeping a clear vision of |
| 3) Plan the design: | | | | your marketing objectives will pave the way for a |
| HTML over text only email is considered to be a | | | | successful email marketing campaign. |