Are Email Campaigns Part Of Your Marketing Strategy?
Lately we’ve focused quite a bit on direct mail and specifically on Every Door Direct Mail. Let’s not forget that there are many marketing channels available to you and, often, a mix of these channels is the best plan for getting your message across.
Email marketing does not have to be intimidating. It is a simple, effective means of communication when you keep these tips in mind.
Grab the Readers Attention
- Create a compelling subject line
- Make sure you don’t look like spam
- Identify yourself
- State the intent of the email clearly
- Provide an opt out
- Personalize whenever possible; include the persons name, a reference to a previous purchase, etc
- Make the message relevant. Tie the subject line neatly to the body of the email.
- Keep the tone of your message conversational
- Be brief! No one wants to read a long, drawn out email. Studies show that on average, people spend about 15 – 20 seconds with each email message.
Before You Hit “Send”
- Test the email through several different email clients, both in text and HTML. You’d be surprised how different one email may appear through different devices.
- Make sure your email list is appropriate. Whenever possible get permission to email a person or place of business.
- Check again that your current marketing message is relevant to those on your list
- Keep your list clean. Remove any hard bounces from previous campaigns and always remove anyone who has opted out
Test, Track and Measure
- Track your click through rate, conversion rate and delivery rate. You want to make sure people are receiving your email, opening your email and clicking through
- Try variations of your message – change the subject line, offer or call to action – and see if your results vary
- Subscribe to feedback loops and pay attention to the data they provide
- Try launching your email campaign on different days or at differing times of the day and measure your responses
Properly executed, email marketing provides you yet another avenue for reaching and speaking to your customers and prospects. Why not make an email campaign part of your marketing strategy?