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Email : First Impressions

Five keys to email marketing success in a multichannel world

November 2010 By Len Shneyder
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Direct marketers are much like the town criers of yesteryear. In days of yore, a crier would stand on a street corner with a bell in hand and shout the news for all to hear. Today, unsophisticated marketers use a bullhorn to spread the word and hope that they're casting a wide enough net.

Good thing we're not living in the past, because today's marketers have the means to cast not only a wider net, but a more sophisticated one across channels such as mobile, social, email, Web and direct mail.

The trick, if you want to call it that, is to understand that each of these channels has its own unique nuances and requirements. Successful marketers are able to integrate all of these in order to reach not just a broad audience, but specifically the right audience.

Here are five ways direct marketers can better reach that audience through email.

1. Focus Is Key
A focused message is the first key to successful email communications. The idea of focused messaging isn't new; we all know that a good message is one that takes into account the customer's needs and translates those needs into the right offer to the right person at the right time.

However, email is a more fluid channel with users who tend to be moving at faster "rates." The right message for an email audience is generally a limited message. Because the virtual inbox is a crowded place, marketers need to limit the calls to action and number of offers in any given email to what are most relevant for that particular customer.

Yes, less is more where email is concerned. By limiting how much you send, you keep people interested. Otherwise, their eyes glaze over when they get an email that resembles a newspaper ad. The days of three-column designs with every offer under the sun are over. The most successful marketers are focusing their email marketing efforts and engaging their customers in relevant dialogues.

2. Know Your Customer
The concept of relevancy brings us to another key tenet of email marketing: Know your customer. Successful email marketing means understanding how your customers consume your digital marketing. Consider providing them with a preference center so they can tell you exactly how often they want to be contacted. If they use mobile devices, analyze the addresses you collect and determine the most popular domains in your house file. By knowing how your customers read email—as in which email clients they are using—you can ensure that the emails you design meet the often nuanced and varying design criteria of today's email environments.

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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(PDF Format)

From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his new book.  

Drawing Attention takes you step by step, to explain how you can unleash the incredible power of cartoons in various missions in your life, from marketing, advertising and sales promotion to job search, social media, VIP contact campaigns and more. 

With forewords by New Yorker Cartoon Editor, Robert Mankoff, and Sandler Training President, Bruce Seidman.  Free "Stu Heinecke Dingbats" font with purchase. 

<b>Note: You must have Adobe Acrobat Reader in order to read Drawing Attention, which is in PDF format.</b> Drawing Attention

(PDF Format) From David Ogilvy on down, the "experts" have claimed "humor doesn't work." Boy, were they wrong. Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his...

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MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

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Most Recent Comments:
email marketing - Posted on November 01, 2010
Direct Marketing works. All your points are crystal clear. We need to send the right message to the right audience. But, who is the right audience? That takes time, research, demographics and behavioral stats. The town crier most certainly would be crying if he had to do that.
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Archived Comments:
email marketing - Posted on November 01, 2010
Direct Marketing works. All your points are crystal clear. We need to send the right message to the right audience. But, who is the right audience? That takes time, research, demographics and behavioral stats. The town crier most certainly would be crying if he had to do that.