5 Surefire Tips For Effective Email Marketing

5 Surefire Tips For Effective Email Marketing



Over the​ past few years,​ research has continued to​ prove the​ benefits of​ e-mail marketing for business: low costs,​ high conversion rates and detailed tracking are all notable features. But e-mail marketing is​ becoming much more than just a​ tool for spammers and e-businesses. Consumers are becoming increasingly savvy on​ the​ differences between spam and permission-based emails,​ and more and more of​ them are accepting permission-based e-mail marketing as​ a​ positive replacement for direct mail.

The best news is​ that the​ majority of​ people who receive permission-based e-mails open,​ on​ average,​ 78% of​ them.

Jupiter Research reports effective email marketing campaigns can produce nine times the​ revenues and 18 times the​ profits of​ broadcast mailings. But crafting an​ effective business email is​ both an​ art and a​ science. Here is​ a​ list of​ factors,​ potential problems and effective solutions to​ keep in​ mind:

1. Spam! Spam! Spam! I don't need any Viagra!
The average consumer receives more than 300 emails a​ week,​ 62% of​ which are spam. No wonder there's such hostility towards the​ industry. But spam filters,​ bulk folders and "report spam" features are helping consumers become more at​ ease about the​ perils of​ spam. While 89% of​ users cited spam as​ a​ major concern in​ 2003,​ that number dropped to​ 85% in​ 2004,​ proportionally to​ an​ increase in​ the​ use of​ spam-fighting tools.

So as​ a​ permission-based business email marketer,​ what can you​ do? One tip is​ to​ remind your subscribers to​ add you​ to​ their "safe senders" list. the​ second,​ and most important,​ tactic is​ to​ make sure your email marketing service provider has a​ good relationship with ISPs. This will ensure that your email marketing campaigns go into your subscribers' inboxes,​ not their junk mail folders. When choosing an​ email marketing software,​ make sure the​ company has strict anti-spam policies and complies with the​ guidelines of​ Can-Spam.

2. Images and formatting: Why do my emails look broken?
Broken email campaigns are an​ increasing concern among email marketers,​ especially since several companies and web-based email providers now block graphics as​ a​ measure to​ combat spam. in​ fact,​ according to​ ClickZ,​ 40% of​ email marketing messages delivered to​ inboxes are "broken."

This was actually something that came up during Eliteweb's beta-testing phases,​ as​ we had a​ client in​ the​ Canadian Government whose recipients were mostly using highly secure email programs. the​ solution we came up has now become one of​ our key competitive advantages.

What Eliteweb does is​ it​ publishes every single email marketing campaign sent to​ a​ secure location on​ the​ web (a location only original recipients of​ the​ email can access,​ thanks to​ encrypted technology that automatically authenticates the​ user). the​ technology also ensures you​ can track your users' behaviors,​ even if​ they are reading your email campaign at​ the​ secure web location.

3. Personalization and relevant content: in​ a​ business e-mail,​ one size does not fit all.
In a​ recent study by DoubleClick,​ email users were 72% more likely to​ respond to​ a​ business e-mail if​ its content was based on​ the​ interests they had specified. That number points out the​ absolute importance of​ allowing users to​ choose their own interest groups and have control over which business e-mails they receive. the​ most popular interest categories,​ according to​ the​ study,​ are coupons and household goods.

But your coupon is​ no good unless the​ user opens the​ email. Users in​ the​ study said the​ most compelling reason for them to​ open a​ business email is​ the​ name in​ the​ "from" field. So it's a​ good idea to​ make sure your company name is​ clearly stated there. Another major factor is​ the​ "subject" line. Users cite discount offers and interesting news as​ the​ most compelling subject lines,​ followed by new product announcements and free shipping offers.

4. Click-through and conversion: Show me the​ money!
So the​ user has opened your email and read the​ content. Great. But where's the​ sale? There's good news here. For one,​ consumers are increasingly likely to​ make purchases as​ a​ direct result of​ a​ business email campaign. One-third of​ users in​ the​ DoubleClick study had purchased something by clicking a​ link on​ an​ email. Another 42% clicked on​ an​ email link for more information,​ then purchased the​ product at​ a​ later time. Second,​ online couponing is​ booming: 73% of​ consumers have redeemed an​ online coupon for an​ online purchase,​ and 59% have redeemed an​ online coupon offline.

In terms of​ industries,​ the​ top performers are travel,​ hardware/software,​ electronics,​ apparel,​ food,​ home furnishings,​ gifts/flowers and sporting goods. All companies sending business emails in​ those categories said between 71% and 80% of​ recipients have purchased their products because of​ an​ email campaign.

There's no need to​ fret if​ your company doesn't fit in​ to​ one of​ those industries. the​ overall landscape for email marketing conversions is​ looking brighter every day. the​ average click-to-purchase rate has increased nearly 30% since 2004 and the​ average orders-per-email-delivered rate has increased more than 18% since last year.

5. Stats tracking: who are my real consumers?
E-mail marketing is​ an​ increasingly popular tool in​ effective CRM,​ and it's about time more businesses recognize that. First off,​ if​ your provider's email services for business do not include detailed,​ real-time tracking,​ you're getting a​ raw deal. Real-time tracking is​ now an​ industry standard,​ and it's highly valuable,​ as​ it​ allows you​ to​ see the​ exact moment a​ user opens your campaign,​ clicks on​ your link and makes that purchase. Studying your users can help you​ improve your communications efforts,​ so each campaign performs better than the​ last (several email service providers also let you​ compare the​ performance of​ your campaigns).

But many marketers are still in​ the​ dark. According to​ a​ recent WebTrends research,​ only 5% of​ marketers are very confident in​ the​ measurement of​ their online marketing efforts,​ while 26% admit they're "flying blind." WebTrends says the​ low confidence comes from a​ lack of​ knowledge when it​ comes to​ measurement,​ which means there's still a​ lot of​ work to​ be done.

In email marketing,​ a​ blind shot won't take you​ very far. But if​ you​ aim properly by following these essential rules of​ play,​ you​ should soon be reaping the​ same major results as​ so many online and offline businesses.




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