Dear Jann,
This month I'd like to share some of the obvious
- and not-so-obvious - tips for building
a successful email marketing campaign.
Email is arguably the most cost-effective means
of communicating with prospects and clients.
But leveraging it can be tricky. Here are a
few ideas to get you rolling.
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and Web Design also offers Search Engine
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Quick
Tips For Creating
Effective Email Campaigns
The Obvious
— Be Relevant —
Provide information that is useful to your
audience. Believe it or not, they really
aren't all that interested in what's
going on with you. Nothing personal.
It's just that everyone is really busy.
Now if what's going on with you will save
them money, that's relevant
— Be Brief —
If reader's have to dig for the relevant
information, it will not get read.
Keep the message short and up front.
Most people will only scan their messages.
Quick tip:
Use the space above the disclaimer
snippet ("if this message does
not display properly...") to
insert a summary of your message.
Mobile readers and those with
message preview on may see
nothing but this message.
Not-So-Obvious
— Test, Test, Test —
Not all email clients (Outlook, Gmail, Eudora, etc.)
render email the same way. Test in as may email clients
as you can. Some services, such as MailChimp, will
allow you to preview your message as it appears to
many of the top mail clients.
— Link To A Specific Page —
When creating a link to your website,
send your reader to a landing
page that is specific to your
topic. Sending them to your
home page is a bit like dropping
off Red Riding Hood in the
forest. Get her straight to
Grandma's house; that's where
she needs to be.
— Track Your Readers —
Most email services will allow you
to track your readers. This
information provides you with
the opportunity to follow up
based on what action - or inaction
- your readers have taken.
This is the gold that email campaigns offer. For
people who click through to your site you can
follow up with more information. For those
who don't, you can create special offers.
Word of Caution:
Don't be Big Brother. No one wants
to get an email that reads
"Dear Joe Smith, thanks for
visiting our widget page on
Wednesday at 1:00." But you
can build your message around
that information. |
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