| Without the time and money of larger companies, | | | | cram all the information into your email. A large chunk |
| many small businesses are reluctant to risk precious | | | | of text can be off putting. An email should really act |
| budget on exploring new marketing avenues. | | | | as a teaser. Provide enough information to entice |
| This article offers companies a quick how-to guide to | | | | your recipient over to your website or landing page. |
| effective e-marketing - an area which has great | | | | Remember to make your content relevant to your |
| potential to help smaller companies if used properly. | | | | target audience. It is counterproductive to fill up |
| Getting good results from an email marketing | | | | somebody's inbox with information that is of no |
| campaign relies upon bringing together a number of | | | | interest to them. All you do is annoy them and risk |
| crucial components, the essential ones being: a | | | | them opting out of future communication. |
| dynamic and effective design, relevant content and a | | | | Your Recipients |
| good quality, targeted marketing list. | | | | You can broadcast your e-campaign to your own |
| Successful Email Design | | | | customers, or use your marketing campaign to reach |
| Yes, an eye-catching design can be important, but | | | | new prospects by purchasing an outside email list. If |
| there is a lot more to creating a successful email. Not | | | | you opt for the latter, it is important that you buy |
| only is it important for your email to reflect your | | | | opt-in data from a reputable supplier. Be clear who |
| company's brand, it is also important that it | | | | your intended market is and make sure you target |
| effectively communicates your message. | | | | them using the selections available on the database. |
| The content of your email and its design should work | | | | An out of date or poorly targeted list can wreck |
| together to reinforce the central message or offer | | | | your whole campaign. After all, if your email doesn't |
| of your e-campaign. Never let a fancy design take | | | | reach the right people, the line of communication |
| away from what you are trying to get across to | | | | stops there. |
| your recipients - unless your design skills are the | | | | Finally, after you've brought together the above |
| product you are selling, it won't bring you any closer | | | | three elements, the last factor you have to think |
| to getting the results you want. | | | | about is broadcasting. Delivering your emails into the |
| Don't forget that not everybody can download | | | | inboxes of your recipients is crucial to the entire |
| pictures. Therefore it is essential that your message | | | | success of your email marketing. There are many |
| is still clearly communicated when the images are | | | | self managed email broadcasting systems on the |
| disabled. Include a text only version to ensure that | | | | market that you can use, or you can let a company |
| everybody has access to your complete email. | | | | do it for you. Warning: Don't try and send mass |
| Is your email displaying properly in all the major email | | | | emails through Outlook. |
| programs? It is crucial that you test your html | | | | A reputable and professional broadcasting system will |
| designs to ensure that all your recipients receive your | | | | have developed a strong server reputation so it can |
| email the way they should. And, don't forget to think | | | | help your emails side step those pesky spam filters. |
| about preview panes. Some people will view your | | | | It is also worthwhile using a broadcaster or system |
| email through a preview pane before deciding | | | | that will give you access to a post-campaign report. |
| whether to open it. Make sure they see something | | | | Tracking your campaign and using the results to |
| worthwhile. Do not forget the ultimate objective of | | | | inform future campaigns is the way to ensure your |
| your email - to get your recipients to click on a link, | | | | e-marketing continues to produce better and better |
| make a phone call etc. Tell your recipient what action | | | | results. |
| you want them to take, and make it very easy for | | | | It may seem like there are a lot of things to |
| them to perform it. | | | | remember in order to produce an effective email |
| Content | | | | campaign, but as long as you adhere to these few |
| Your product/service will dictate the length and tone | | | | simple rules, you can be confident that your budget is |
| of your email content. However, you don't have to | | | | being spent on producing some real results. |