Quick Tips for Email Marketing Success

The best email marketing strategies strike a balance between recruiting new subscribers and retaining existing customers and long-term subscribers. Concentrating purely on acquisition at the expense of retention is a dangerous game, so our first tip is:

Reward customer loyalty

Turning existing customers into loyal repeat customers is the cost effective way to bring in a substantial return on direct marketing investments.

Existing customer intelligence can always be improved upon. Additional information gained through surveys and purchase behaviour should be used to update their demographic, preference and interest profiles, to improve future email campaigns and offers. So, when a customer helps you, why not help them in return. A special offer, loyalty rewards, exclusive prize draws or a simple 'thank you' is often all that is needed to make customers feel valued. If a customer feels valued by a company, they invariably return the complement.

Think mobile

More and more mobile devices are now able to receive and read emails. When designing and writing your email you should consider how it well be rendered and read in a variety of devices. You might be aware what your email looks like on Microsoft Mail, but what about Hotmail, Blackberry or Iphone? What happens to your mail when different sizes of preview panes are used. What does it look like if the images are blocked?

Simplification is the key to success. Aim to deliver the maximum amount of information in the top 2 to 4 inches. If you think plain text harms your brand, then opt for HTML, but use standard fonts and colours. Move away from using images that ISP's or recipients email clients might block.

Integrate with other marketing activity

Email is an effective marketing channel in its own right, but it works even better when part of an integrated marketing campaign.

Experience has shown that by integrating email and direct mail campaigns - for example by sending a posted catalogue alongside an email to the same target audience - the chances of high response rates are greatly improved compared with an 'email only' or 'mail only' campaign.

Campaign recognition can be strengthened if a design style is carried through from press, to Direct mail, to email to microsite to banner advertising; each adding to the cumulative effectiveness of the entire campaign.

Encourage networking

Your target audience will often have a social network of their own who have closely matching purchase behaviour and preferences. Therefore your offer or information is likely to also be relevant to them. The rise of electronic social networking opens up a far greater potential audience than your data list alone.

To make the most of this potential, aim to create an email marketing program that identifies recipients with high social networking potential and creates an offer so desirable that it is passed on and shared amongst the network. Don't be afraid to explicitly provide text and links that encourage social sharing of your offer.

Test, test and test again

With so much competition in email marketing your campaign needs to be at the forefront for format, copy, design, calls to action, offers, personalisation, subject line, product categories and much more.

Before sending your email, it should be tested for different variables to ensure greatest chance of success in deliverability, readability and response rates.

Marketing Source are
experienced professionals in email broadcasting and will bring success to your email marketing campaign. Contact them to find out how their email list and broadcast service can help you.

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