At a cost of just pennies per send, email is still one of the best marketing values around. However for many marketers, the amount of information 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 looking to boost results. Either way, getting these seven keys for achievement right will place you on the road to email marketing success.
Tip #1: Keep it Simple
Sure, the different options are hundreds of dollars on fancy email template design and rack your mind for creative subject lines - but it is most likely not money or time wisely spent. Most email marketing services offer customizable, ready-to-use templates that provide a clear, polished look. So when it comes to 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. And while it can be difficult to develop a massive uptick in your response rate, it's quite simple to develop your list by offering a good sign up incentive like a valuable white paper, report or coupon and promoting your list in every possible way including email footers, webpages, conferences, industry events and social networking.
Tip #3: Offer Value
Whether it's information, a shopping discount code or even a laugh, make sure each email you signal offers something of value to your readers. If your subscribers aren't benefiting from your emails, they will be sure to tune you out of trouble.
Tip #4: Allow it to be Personal
Typically, an email from the person performs slightly better than an e-mail from a business. For instance, an email from "Santa Claus" would be much better than an e-mail from "The Up North Toy Factory".
Tip #5: Stay on the Radar (Within Reason)
If you maintain an e-mail list, make sure to use it at least once a month. If too much time goes by between emails, subscribers may forget who you are or why they signed up for your list. On the other hand, if you are sending more often than once or two times a week, your subscribers may opt out because the annoyance factor rises.
Tip #6: Experiment
Email marketers often ask questions like "What subject line is best?" and "What is the best time of day to transmit?" The answer: this will depend. What works well for one list may not work well for yours, so most email programs offer something called an A/B split. It divides your list into two groups so you can test various factors, like the best day of the week to transmit or the best subject line. Just remember to test one factor at a time and track of your results. When done consistently, testing will result in the constant improvement of the email marketing efforts.
Tip #7: Know Your Goals
Knowing your e-mail marketing goals, you will be able to better tailor the information of your emails. For instance, if you want to increase brand engagement you may offer polls or incentives for following company on Facebook. If you wish to generate new leads for any computer software, send out an invitation to download a white paper on a related topic. Perhaps most importantly, goal setting techniques will help you determine the outcomes of the email marketing program and pave the way for future success.