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Eight Things You Need for a Dynamite Email Marketing CampaignA successful email marketing campaign allows you to use your direct mailing list to reach a large number of people with a fraction of the cost of telemarketing, direct mail, and other types of marketing. However, email marketing campaigns need to be planned carefully to take full advantage of the medium. After all, it’s easy for consumers to ignore and delete your emails before you get your message across. Discover the eight essential elements that will ensure your e-mail marketing campaign is thorough and ultimately effective:Define Your AudienceCreate Compelling ContentDesign: Keep It SimpleUse Basic HTML Code Test Your CampaignBlast Your CampaignFrequency of MessagesResults Reports1) Define Your AudienceHow large is your consumer email list? How many people are you targeting? Which demographic? Where are they located? Decide on the scope of your campaign. What is its intended outcome? Are you trying to sell a product, promote a new brand, or alert consumers to your company? What kind of content do you want to send? You may want to focus on an upcoming event or include special limited-time offers in your email. 2) Create Compelling Content Once you have an idea whom you want to target and how you plan to do so, you need to create content that creates a clear call to action. Start with a short subject line – under 50 characters – that describes your message. It’s especially important to hook your audience in with your first sentence. Always consider why your target audience should be interested in your message. What’s in it for them? 3) Design: Keep It Simple When designing the graphics for your campaign, always keep your target audience in mind. What is going to be the most attractive to them? Make sure your call to action is in the beginning of your message. A simple design is best to make sure it doesn’t overwhelm your message. However, don’t be afraid to jazz up your text with fonts, colors, borders, or even background images to grab the reader’s eye. 4) Use Basic HTML Code You want your design to appear in every possible inbox. CSS layout is a poor choice for HTML emails as major email clients often mangle the design when it is displayed in a consumer’s email. Here are a few tips when coding:Create a plain-text version of your HTML email by sending it in Multipart/Alternative MIME format. Host your images on your publicly-accessible server. Take care using tables. Set widths in the cells rather than on the table itself. Some email clients have trouble deducing the correct width of a cell, so it’s safest to explicitly set one.?Nest your tables for consistent spacing. Watch out for whitespace. Remove any spaces between the closing tag of one cell and the opening tag of the next to avoid gaps and layout problems.5) Test Your CampaignCreate a checklist before releasing your email marketing campaign: Do all your images and links work? Will your email look good on different email platforms and clients, including mobile? Does your call to action stand out and is it easy to understand? Test against spam filters and see what your spam score is. Avoid certain key words and phrases such as “free” or “sale” in your email and especially in your subject line. It’s also important to avoid attachments, which will be a red flag for spam filters. Don’t forget the CAN-SPAM Act. All commercial emails must have an easy opt-out method. Most commonly, this is an “unsubscribe”, but you should also include clearly-printed contact information for your company.6) Blast Your Email CampaignNow that your email marketing campaign is ready to release to those on your consumer list, how do you plan to send it? Doing it yourself may not be feasible if your company is smaller with limited resources. A third-party service with the right software and a large amount of bandwidth is a good option. There are also many programs online you can use to blast your campaign, such as SalesForce, iContact, MailChimp, dotmailer, and Vertical Response.7) Frequency of Messages Repetition is very important in email marketing, but it is more complex than it may seem. Email makes it fast, cheap, and easy to send repeated messages to ensure your message is read by your target audience. However, a 2015 survey by TechnologyAdvice stated that over 45% of readers report emails as spam because they are sent over and over. If you wish to send emails repeatedly to those on your marketing list without annoying your audience, vary your message while keeping your underlying call to action. Don’t send the same email twice. 8) Results Reports Your email provider should give you a detailed report regarding your marketing campaign, including: Percentage of recipients opened your emailPercentage that clicked on a link in the messagePercentage that unsubscribed due to the emailPercentage that marked the email as spamPercentage that shared the message over social networks like Facebook or TwitterIt should also include statistics on unique opens (the number of total times the message was opened, including repeated times by the same viewer), as well as the number of emails that were bounced, i.e., not delivered. An email marketing campaign is a fast, convenient, affordable way to get your message across to a large number of customers. Campaigns require careful planning to maximize their effectiveness. Poorly-designed or overly- repetitive emails may put your target audience off your product or company. The wrong subject line may make them ignore the message or, worse, report it as spam. However, by using this list of eight essential elements, you will ensure you get the most out of your consumer list and that your e-mail marketing campaign is thorough and ultimately effective. ................
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