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For around just pennies per send, email is still among the best marketing values around. But for many marketers, the quantity of information available on this topic can be overwhelming - or even paralyzing.
Maybe your organization is simply getting started with email marketing. Or, perhaps you're a skilled email marketer seeking to boost results. Either way, getting these seven keys for success right will put you on the road to email marketing success.
Tip #1: Make it simple
Sure, you can spend hundreds of dollars on fancy email template design and rack your mind for creative subject lines - but it's most likely not money or time wisely spent. Most e-mail marketing services offer customizable, ready-to-use templates that provide a clear, polished look. And when you are looking at subject lines, research proves that clear, direct subject lines consistently outperform cute and creative ones.
Tip #2: Build Your List
It is rather simple math: subscribers x response rate = results. Even though it can be difficult to generate a massive uptick inside your response rate, it's fairly simple to develop your email list by offering a good register incentive such as a valuable white paper, report or coupon and promoting your list in each and every possible way including email footers, webpages, conferences, industry events and social networking.
Tip #3: Offer Value
Whether it's information, a shopping promo code or even a laugh, make sure each email you signal offers something of value to your readers. In case your subscribers aren't benefiting from your emails, they'll be sure to tune you out.
Tip #4: Allow it to be Personal
Typically, an e-mail from the person performs slightly better than an e-mail from a business. For example, an email from "Santa Claus" could be much better than an email from "The Up North Toy Factory".
Tip #5: Remain on the Radar (Within Reason)
Should you maintain an email marketing list, make sure to use it at least once a month. If too much time passes between emails, subscribers may forget what you are or why they subscribed to your list. On the flip side, if you're sending more often than once or twice a week, your subscribers may opt out as the annoyance factor rises.
Tip #6: Experiment
Email marketers often inquire like "What subject lines are best?" and "What is the greatest time to send?" The answer: it depends. What works well for one list may not work nicely for yours, so most email programs offer something called an A/B split. This tool divides your list into two groups so that you can test various factors, like the best day to transmit or even the best subject line. Just be sure you test one factor at a time and keep track of your results. When done consistently, testing will result in the constant improvement of the e-mail marketing efforts.
Tip #7: Know Your purpose
Knowing your email marketing goals, you'll be able to better tailor the information of your emails. For example, if you want to increase brand engagement you might offer polls or incentives for following your company on Facebook. If you wish to generate new leads for a software program, send out an invitation to download a white paper on a related topic. Perhaps most importantly, setting goals can help you determine the results of the e-mail marketing program and pave the way for future success.
