| Everyone wants to be recognized in some way. | | | | and services. People trust people. Make sure your |
| We are not all the same. We have our own | | | | testimonials stand on real names and companies. |
| individual attitudes and reactions to what comes | | | | 3. Frequency: We are all bombarded by spam. |
| before us. One size does not fit all. Whether | | | | Don't give anyone a reason to trash or spam your |
| dealing with correspondence or clothes, we are all | | | | email marketing campaigns. Do your research. We |
| unique individuals. | | | | walk a tight rope in this area. Start out slow and |
| Do your email marketing campaigns target the right | | | | build from there. |
| audience, reflecting those differences? Sending out | | | | 4. Privacy: Assure your recipients that any |
| generic email marketing campaigns are not only | | | | information they share will remain confidential. Build |
| inappropriate but when you do that, you are letting | | | | your lists from double-opt in preferences. Avoid |
| your audience know that they are just commodities | | | | sending unwanted email communications from the |
| to be marketed. Successful email marketing is not | | | | beginning. Everyone wants to make a choice on |
| based on quantity. It is not about the amount of | | | | what they read and receive. Building lists of willing |
| email addresses you have acquired. Smart | | | | recipients is priceless. |
| marketers endeavor to know the person behind the | | | | Communication is Conversation |
| message. They need to craft the right message, | | | | Email marketing campaigns must be viewed as a |
| while meeting their prospects' expectations of value | | | | two-way conversation. Who wants to engage in a |
| and relevance in each campaign. This is the way to | | | | conversation that does not allow us to speak or |
| begin creating a campaign of quality. | | | | express our opinions? Finding out our recipients' |
| Quality Email Marketing Campaigns Start with | | | | reactions can only be attained by managing the |
| Knowledge | | | | results of each campaign. You cannot manage what |
| Having someone's email address becomes valuable | | | | you cannot measure. Buy email campaign software |
| when and only when it is coupled with the right | | | | that will give you the ability to track and measure |
| message. Sending information about a sale on golf | | | | your campaign from start to finish. |
| clubs becomes irrelevant if the person does not | | | | Evaluating the results of each campaign enables you |
| golf. That may sound simple and possibly funny, but | | | | to see patterns of behavior that will help determine |
| that is exactly what you do when sending out a | | | | the relevancy and clarity of your content and call to |
| campaign that does not benefit the recipient. | | | | action. Knowing what messages are opened and |
| Manage what you Market | | | | what links are clicked, are valuable tools towards |
| Creating accurate demographics for your email | | | | improving on every campaign and message. Make |
| campaign is imperative. You need to know your | | | | sure your email marketing campaigns are clear and |
| target market. A person's age, gender, marital | | | | your call to action is easily found. |
| status, location and income, have a great affect on | | | | By applying these simple principles, conversion rates |
| what they buy. Knowing your audience means you | | | | can increase and customer retention can improve. |
| can accurately target your campaigns – sending | | | | Forrester Research reported that 92% of marketers |
| the right message to the right person. | | | | felt that email was "very effective" for customer |
| 1. Engage your Audience: Use your email | | | | retention while only 54% saw it a very effective tool |
| marketing campaigns to communicate and build trust | | | | for customer acquisition. It's all about relationships. |
| with your recipients. Do you know how they feel | | | | Respect Me by Seeing Me |
| about what you send or say? Creating a survey | | | | We may never meet our clients or prospects. Our |
| with honest questions, will give you the first step | | | | email marketing communications may be the extent |
| towards a more personal outreach. More | | | | to our relationships. Caring enough to research the |
| importantly, take their suggestions and put them into | | | | behavior and buying habits of your target, while |
| action. There is no greater trust builder than finding | | | | integrating just the right message and design, is |
| a marketer who stands by their word. | | | | recognizing their individual preferences and interests. |
| 2. Breathing Space: No one wants to be | | | | When a product or service is relevant to someone's |
| marketed all the time. Spend some time creating | | | | life, the interest and curiosity is naturally aroused. |
| useful tips and interesting stories in your | | | | With this approach, your chances to increase your |
| e-campaigns. Share updates on your company's | | | | campaign success will improve, no matter what |
| expansions or personnel. Sharing testimonials from | | | | audience you approach. Let them know you see |
| your clients will also give credence to your products | | | | them and respect their differences. |