E-mail marketing is a form of direct marketing to communicate promotional messages to potential or current customers. E-mail marketing are often more effective than printed direct mail. Here are a couple of recommendations when setting up an e-mail marketing campaign.
Determine Your Goals
Behind every successful marketing campaign there must be specific goals. You must set goals that are specific and quantifiable. Once the goals are determined, you must be committed to reach the targets. Every campaign sows better results when there is clarity of action.
E-mail Marketing Strategy
Building your Brand name
Let people know about you, your organization and your product. Create a dear image in their mind. A simple way to build branding is sending periodic newsletter over a very short period. Be consistent. Focus on a few messages that are core to your values and goals.
Building good customer relations using emails
The most vital factor in business is creating good customer relationship. Good customer relatioship will foster customer loyalty and increase the possibility of up-selling and cross-selling of your products.
Use your Newsletters or E-zines to promote your sponsors
Once you have established a large mailing list for your newsletters or e-zines, you can potentially bring in more revenues by placing relevant ads, sponsorships or affiliate programs.
Build Trust with Relevant E-mails
Besides providing newsworthy emails you must be focused on making your emails as relevant as possible to your target audience. Keep in mind that your e-mails are competing with hundred other e-mails on your subscribers' inbox. So make your subject line catchy. After all if you don't get their attention, they wont open your emails. Don't forget that the customers will read the email only if they are relevant. "When e-mail is customized conversion rates double. (SmartMoney Magazine, May 2006)"
Make your E-Mail Readable
You must consider on designing your e-mails so they are readable by many popular e-mail programs like Yahoo, Gmail, Hotmail or Outlook. More and more web-based programs have preview panes. If your newsletter is too wide or long to load, your audience may not be able to view your newsletter. Some programs will disable images to load on e-mails for spamming reasons. You may consider not using images when sending important or urgent messages to your customers. Testing your e-mails on variety of e-mail programs and computer settings is the only way to ensure that your e-mails are readable by your audience. Many newsletter providers will provide statistics on your conversion rates. Test and measure your conversion rates. Redesign if necessary to make improvements.
Building your Mailing List with Search Engines
Search Engine marketing is an easy and affordable way to attract customers and generate leads to your website. Entice your visitors with free newsletters, white papers and product demos. Use this opportunity to ask their emails to build your mailing list.
Give your Readers some control
You must consider the recipients requirements first. Give them control. Try to understand what they want. Let them choose the format (text or HTML), of the contents, the frequency of getting e-mail, whether you can send other information, etc. Add a link to your each newsletter to allow your readers to unsubscribe from the mailing list.
Finally, sending message is not your only job. Plan for specific follow-ups. Send automated bounce-back replies. Integrate the e-mail campaign with other channels. Try to generate customer interest in every possible way.
Go ahead, all the best!
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