Tags: effective

Effective Email Marketing Practices

Effective Email Marketing Practices

Beyond • July 17, 2009

Building a successful email marketing campaign is a lot like constructing a pyramid. Your email campaign requires a firm foundation that you can build on. To generate success, ensure a solid base is laid down before you launch a full scale campaign. Take a look at the foundation points mentioned below that will help you build campaigns effectively: 1. Provide for quick unsubscription Your emails must display a prominent opt-out link that readers can access easily. Keep in mind the following pointers: Readers who click the opt-out link should be removed immediately. Some readers request unsubscription through an email message; in such cases do the needful as soon as possible. Always be polite while confirming unsubscription. 2. Ensure consistent emails Consistency is the key to an effective email marketing campaign. Use the following practices to ensure regularity: Adhere to selected delivery times and frequencies for sending email messages. Ensure error-free email messages. This practice includes maintaining suitable text-image ratio at all times. Maintain consistent layouts or templates for email messages. This might help create a strong bond with readers because they expect a certain look and feel. 3. Create effective subject lines Creating the perfect subject line is tricky. Readers take a half-a- second glance at your email topic and make a decision; a subject line that doesn’t pass the test results in instant deletion – there are no second chances.  To create an impactful subject line, ensure you use the following pointers: Keep a clear goal in mind and formulate the tone of your subject line accordingly. ‘Increasing click-through rates’ and ‘expanding client lists’ are examples of objectives you can use to set the tone of your subject lines. Keep your subject line short – preferably between four to seven words. Always keep your subject line to the point. Do not deviate from your goal. Avoid using spam words such as ‘free’, ‘hello’ and ‘buy’ in your subject line. These words have an adverse effect on customers’ minds and generally lead to instant deletion of emails. Use the brand name of the product in the subject line. Research indicates that readers are more likely to ‘open’ emails when subject lines include products’ brand names. 4. Always obtain permission Obtaining permission from prospective customers might set the base for a successful email marketing campaign. Acquiring permission is beneficial for the following reasons: It protects your reputation. It provides better results for your campaign as the people who receive your emails are genuinely interested in your products or services. It prevents your emails from being labeled spam. 5. Personalize your email messages Never underestimate the power of personalization! Want to know why? Reaching out personally to your readers can result in a jump in reading and click-through rates by as much as 650%! Using a reader’s name either in the subject line or in the email, grabs the attention of the reader immediately. Seeing their names acknowledged in email messages make readers feel they share a personal relationship with you. This should lead to long lasting relationships and increased customer loyalty. 6. Include signatures An unsigned cheque has no value, similarly, an email without a signature lacks impact and does not create a binding impression on readers. People appreciate details of the person who has sent them mails. Your email signature should contain: These tips are sure to turn around your email marketing campaign! If you have any more suggestions, please let us know! An appropriate sign-off saluation: ‘Thanks’ or ‘Regards’ Your name Your designation A link to your website A link to unsubscribe These tips are sure to turn around your email marketing campaign! If you have any more suggestions, please let us know!


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Email campaigns and newsletters: 4 good copy writing tips

Email campaigns and newsletters: 4 good copy writing tips

Beyond • June 24, 2009

When you sit down to write your email and newsletter campaigns, do you know if you\'re pleading to your customers\' practical or emotional sides? Is your writing voice passive or active? Are you using basic marketing writing techniques that have survived the passage of time because they\'re so effective? If you can\'t answer any one of these questions, you could most likely use the 4 tips below to make your email marketing writing the best it can possibly be.   Write to your subscriber\'s desire and emotional needs. It\'s well documented: people make purchases based on emotion, not cold facts or schematics. For instance: what\'s more likely to get someone to buy an ice cream cone? Lower sugar, 100% real strawberries and less lactose makes this ice cream cone sweet and easy on the stomach. Or On a hot summer day, nothing soothes and pleases like the sweet, creamy taste of strawberries and cool cream. If you guessed the second one, you would be correct. Look for ways in your email copy to enhance your recipients\' lives. Don\'t bother listing out a litany of boring facts and schematics, really show them how their lives can be more enjoyable or easier by buying your product.   Use an active voice Using an active voice means cutting out the words that tend to slow down what you have to say and make your writing more passive. Active voice is like going from point A to point B, rather than going from point A to point B to point C. For instance: Passive voice The token you purchase enables you to board the train. The train will then transport you to Coney Island. Active voice Buy a token and ride the train to Coney Island The second sentence cuts out the words that stretch out your sentences, but don\'t make them better. Use active voice in your email and newsletter campaigns because it keeps the customer interested. An added bonus? It also saves space.   Define your subscriber and write to who they are. Not all subscribers are alike, but most subscribers to any given list share some things in common. Make a list of these attributes and write in a voice that caters to them. Here are some examples of possible attributes: Practical Frugal Busy Smart Wise Your emails will grab more attention and make you more money if you write to who your customers are in this respect. If you can harness that skill, you will see an interest in sales, guaranteed.   Practice economy of language. To practice economy of language, write your copy and look it over in its entirety. Can you cut out certain words and still preserve the meaning of certain sentences? Can you rearrange sentences to save time and space? Are you getting to the point sooner rather than later? Keep these questions handy when you\'re writing your HTML email copy. Give your email copy a second pass with these questions in mind. Change your copy to make it leaner and more focused and you\'ll see your ROI and interest go up.


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