If you take a survey of business marketers you will find that there are many who are utterly convinced of the efficacy of email marketing and can provide ample statistics and metrics from their own experience which prove the innumerable benefits which a proper email marketing campaign can provide, but you will also find a minority that simply cannot understand what all the hype is about due to the fact that they have failed, sometimes miserably, in implementing a successful email campaign. Implementation is the key factor in these determinations since even the best-budgeted brands can launch email marketing campaigns which totally lay an egg while a small business marketer with a shoestring budget can craft an email campaign which is a blow out the barn doors success. These statistics may surprise you as email marketing is not as well implemented across the brand spectrum as you might think. Almost a quarter of all of the brand email marketers in the United States do not follow a predetermined strategy for dictating their email send frequencies Just under half of all American brand email marketers don’t have a background in the actual functional documented concepts which drive the procedure About the same percentage of marketers fail to put into place an effective methodology to assess their email marketing ROI and therefore are essentially unaware of how their campaigns are performing Since you emphatically don’t want to be in the sizeable percentage that is implementing email in a haphazard or outright incorrect manner, your first step should be to establish a clear definition of exactly what your intangible objectives actually are. The primary reason that some email marketing campaigns fail to live up to their potential is due to the fact that the marketers who have devised their strategy are not exactly sure of what they are trying to achieve. Do you know what your end goals really are? That is why that you should never engage in the launch of an email marketing campaign unless you are able to clearly define precisely what the end goals are. Only once you are vividly aware of what you’re trying to achieve from your campaign will you be able to actually craft the best way to achieve your objectives. The main implementations for email marketing campaigns include: 1. Driving traffic to your online presences 2. Creating and raising awareness about your brand 3. Promoting brand events and occurrences 4. Nurturing the reputation of your entire business 5. Generating leads that turn into conversions Don’t ignore 1-to-4 in your rush to gain conversions The last item in that list is the one that most online brand marketers concentrate upon to perhaps a greater degree than all the other ones combined, and although that is fair enough given every business’ necessity to have their efforts score on the bottom line, you should not ignore numbers 1 through 4 as you remain laser focused on the sell-sell-sell aspect of your entire email campaign strategy. Granted, it is important to generate leads through your email marketing campaigns and strategies in order to facilitate and motivate as many leads as possible into becoming hard conversions which lead to checkouts. However, even though the direct relationship between driving traffic to your social media pages and the actual sales you derive from those new followers and fans may not be calculable in an absolute manner, today’s online sales are powerfully based on brand awareness and reputation. All of those factors add up to the trust in your brand which is a prerequisite for any customer relationship. Email marketing is one of the most adaptable, versatile, and flexible promotional channels to be found anywhere in the online world. You certainly don’t want to be counted among the sizeable percentage of brand marketers that are failing to derive the maximum benefits from their email marketing investment. Therefore, it becomes imperative that you are able to intelligently and wisely sift through the vast number of different ways that email campaigns can be implemented in order to derive the procedure that is most effective for your business’ bottom line.
Although David Ogilvy, the genius \"Mad Men\" co-founder of Ogilvy & Mather advertising agency, did not live to see the day of universal email marketing, he set out a series of rules in his books of the Fifties and Sixties which are just as applicable to modern email marketing as they were in placing a full page ad in Life or a 60 second commercial on The Ed Sullivan Show. Ogilvy stated that he hated \"rules\" yet his books laid out rules for proper advertising which remain somewhat equivalent to the Stone Tablets of Madison Avenue. \"I am sometimes attacked for imposing \'rules\'. Nothing could be further from the truth. I hate rules. All I do is report on how consumers react to different stimuli.\" Research demonstrates what hits a chord with your customers and what doesn\'t, so it pays to do the research and then most importantly structure your efforts so that they fit the research results. Creative Is Good, But Effective Is Better \"I do not regard advertising as entertainment or an art form but as a medium of information. When I write an advertisement, I don\'t want you to tell me that you find it \'creative\'. I want you to find it so interesting that you buy the product.\" You must never let your goal waver from the essence of your message which is to take action. Although email marketing can be informative and educational, the bottom line is that it must sell. This Ogilvy \"rule\" accompanies his: \"You cannot bore people into buying your product. You can only interest them into buying it.\" How many times have we composed an email message by rote without taking the care to truly delve into why it is, again, \"so interesting that you buy the product\"? Honesty & The Big Idea \"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.\" Great email marketing contains an idea so big that your readers literally stop and take notice. It has to be so unique that your more savvy customers must wonder why they didn\'t think of it themselves. \"Don\'t try to imply that your product is better. Just say what is good about your product and do a clearer, more honest, more informative job of saying it.\" The reality of competitive commerce is that it likely is very true that although your product or service may have some leading features it\'s not necessarily the end-all. Your readers will appreciate your honesty in proving that it\'s the right one for them. Stick With What Works \"If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.\" This may just be one of the truly great dictums for email marketing. If you find something that really works, stick with it. Due to the nature of email marketing you can\'t just repeat the same message verbatim, but when your metrics show an essential approach which is a winner, you can be confident in establishing your campaign on it. The Subject Line Is Your Headline \"On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your products, you have wasted 90 per cent of your money.\" All we need to do is replace headline with subject line, and the overarching truth is so evident it needs no further explanation. Although David Ogilvy wrote these words when cars had fins and backyards had bomb shelters, the cosmic truths they contain can still serve as a beacon to email marketers in our world of instantaneous global interactive communication. Although he never knew it, David Ogilvy was a great email marketer.