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?
Deck the Halls with Boughs of Holly – Falalalalalalalala
We mailed our annual holiday cards this week and followed up with an email. We like to take a moment to show our appreciation to all of our customers and friends for their business over the past year.
Keep your eyes out for these cards and emails; we’ve included a special QR code and pURL you can use to order a (free!!) personalized 3D Cube or Accordion picture display perfect for your desk or home.
Not sure what to get your friends/family – or even a treat for yourself – these personalized picture displays make a great gift!
Happy Holidays to each and every one of you.
How To Get More Out of Your Marketing Program Using VDP
Variable Data Printing (or VDP) has changed the way marketers plan their programs and design their mailpieces. No longer are they creating for a mass market, but instead using carefully mined data to make highly personalized messages.
Data can be gathered from customer calls, interviews, emails and phone calls to create targeted messages relevant to each customer/prospect. Data can be organic from your company or purchased from a 3rd party vendor. Put thought into what data you are gathering; while you don’t want to be intrusive you do want to get as deep as possible.
Pay particular attention to aligning the message of your mailpiece with the artwork. Tie the right art and copy to speak directly to the recipient.
A good example would be a program for a car dealership. Say Mr. Brown bought a mini van 5 years ago. You know (and have within your data) that Mr. Brown has 4 small children. You wouldn’t want to send him a message about buying a 2-seater sports car, would you?
Conversely, Mr. Jones bought a sporty little car from you a couple of years ago. Unless you know from your data that Mr. Jones’ situation has changed, does he have interest in a mini van?
Because this type of marketing is more relevant to the customer/prospect, you should expect to see a greater response rate from your mailing. Consider multi-channel marketing as well. Send a postcard, followed up with an email. Within the email, create a customized landing page with the same or similar message and artwork.
So get to work on that data and start building a truly great, targeted mailing!
Tips for Using PURLs
If you’ve ever considered using a Personalized URL as part of your mail campaign, here are some helpful tips we’ve compiled.
Starting at square one –
- Start with a new domain name. You can use Go Daddy’s bulk registration tool to see which ones are available to you. Get creative and tie your domain name into your campaign vision.
- When crafting your pURL message, don’t offer too many choices to the respondent. Give them one offer or one premium, not 10 different offers. When a respondent has to stop and think over an offer, they are more likely to click away and never respond.
- Keep the landing page clean, simple and relevant. Don’t crowd your message or add distractions. White space is your friend here, just as in a direct mail piece.
- Get them to the submit button as quickly and painlessly as possible. Only ask questions that are absolutely necessary; oftentimes you can get some of this information after they respond.
- If they are able, ask your pURL vendor to customize the thank you page and email follow up as well. Personalization goes a long way in increasing response and customer loyalty.
A pURL offers valuable information. You can track who visited their landing page and responded, who visited but didn’t choose to respond, and who didn’t visit at all. Each type offers unique insight to the effectiveness of your marketing, allowing you to tweak future communications to prospects and clients.
How do you see yourself using pURLs to enhance customer communications? We’d love to hear your feedback.
Contact Strahm today to start your personalized campaign! firstname.lastname@example.org | (816) 756-2733.