Make Email Marketing Work: 6 Easy Rules

Hitting a larger target audience for less money seems like a bit of a no-brainer at the moment and email marketing certainly hits the nail on the head. However, as effective as it is, it's also easy to get wrong. Get it right and you can generate further sales and leads and retain client loyalty.

We believe there are 6 simple rules to making sure your campaigns deliver results.

1. Plan, Plan, Plan
Like any marketing exercise, you need to ask yourself some fundamental questions:

  • Who are you talking to?
  • What will they get from what they read?
  • What do you want them to do?
  • What happens after that?

2. Segment and Personalise
Make sure you target the right people with the right message. What have particular customers shown interest in before? What are their individual business and personal pains? Separate your database and send personalised messages that resonate with the recipients. Not only will you generate more click-throughs, you will build greater loyalty long term.

3. Get your copy, layout and messaging right

  • Keep it short and simple with just enough graphics to support the message
  • Address a fundamental emotional need
  • Have a clear, simple and valuable offer or message
  • Keep calls to action simple
  • Sell the benefits of your offer or message
  • Mark your click-throughs and headings clearly so recipients know how to respond and where to click

4. Use a dedicated email platform
Believe it or not, many companies still send email campaigns through Outlook. Not only does this give you absolutely no reporting on the campaign, you could get your main company domain black listed as spam.

A good system will be able to report on a plethora of details:

  • Received emails
  • Opened rates
  • Click-through rate
  • Top viewers
  • Bounce rate

All this data is vital when analysing your campaigns and developing a further understanding of your customers and their behaviours. Some systems even include the facility to do a spam check, essential in maximising the potential of getting your email in the inbox.

5. Test, Test, Test
After all of the hard work, don’t simply press the send button without testing the hell out of your email. Send it to as many people as you can with as many different set ups. MAC’s, PC’s, Blackberry’s and iPhones, they all need to be considered. You also need to check your email to ensure it gets through the spam filters. Most good dedicated email platforms include a facility to check this.

6. Get your landing page right
Last, but most certainly not least, you need to get your landing page right. Just follow these simple rules to complete a great mailing:

  • Make sure your page is relevant to your mailing
  • Be consistent with the design and message delivered in the mailing
  • Keep the page simple and uncluttered, focus the page on the campaign objective
  • Where possible collect further data, again building the chance of greater relevancy on future marketing

If you follow the six steps above you are sure to see how effective email marketing can be in your marketing mix.

Good luck!

 

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