10 Steps to Effective E-mail Campaigns (940)

10 Steps to Effective E-mail Campaigns

By Michael Pridemore

More marketers are embracing permission e-mail marketing as an effective and affordable way to improve customer relationships.

However, marketers face a significant challenge when developing such campaigns. Research shows consumers read only about one-third of all e-mail messages received. The remainder get deleted without ever being opened.

To keep your carefully crafted campaigns from going straight to the delete folder, follow these steps:

1. Get permission. Do it every chance you get. Your Web site is not the only place consumers should be able to opt-in to your e-mail marketing programs. Trade shows, reader reply cards, traditional direct mail and print ads can extend the reach of your e-mail program. Direct prospects to your Web site to opt-in.

2. Carefully craft the "from" line. More than 30 percent of e-mails are deleted because the reader doesn't know the sender. In the "from" line, put your company name or brand name, whichever is more recognizable.

3. Keep the subject line short and direct—35 characters or less. Subject-line copy that's guaranteed to be turn-offs include the words: "Important Message," "Hi," "Unlimited Access" and "Guaranteed." Also don't use: ALL CAPS, "$$$" or "!!!." Above all, don't bait and switch.

4. Personalize it. When addressing a message, always use the recipient's name. This is one of the hallmarks of good e-mail marketing.

5. Write tight. The copy editor's age-old mantra applies here, too. Body copy should be brief, compelling and immediately engaging. Here are a few more guidelines to follow when creating the content of your e-mail:

• Benefits should be stated early in the text. Be sure your message is relevant to subscribers' needs. Sending useless, non-relevant copy in a campaign is one of the best ways to watch your unsubscribe rate rise.