10 Steps to Effective E-mail Campaigns (940)
• Interesting and relevant copy can make your database grow. Use your e-mail marketing tool's conditional content feature, which lets you embed a specific message or offer related to that person.
• Think of how many times you passed along an interesting e-mail to a friend or colleague. Why did you do it? Undoubtedly it was because of well-written copy, the heart of viral e-mail marketing. The tone of your message should be conversational, not hard sell. Remember, you're trying to build relationships, not end them.
• Keep it short. Don't overwhelm recipients with long e-mails, especially if you frequently send messages. If written concisely, you should be able to convey your message in two or three paragraphs. You can always include click-through URLs to redirect customers back to your Web site for more information.
• E-mail can allow you to maximize the power of the Internet as a direct-response tool. By inserting Web site content, such as surveys and feedback forms, into the body of your e-mail campaigns, you open opportunities to learn more about your customers and continue a dialogue with them.
• Banner ads also are a great way to market seamlessly with e-mail and your Web site.
6. Remarket to your subscribers. Surveys can provide the necessary information to remarket to your subscribers. Suppose you're sending e-mail campaigns for a travel agency. Consider campaign No. 1 (see graphic on page 46), which asks the survey question: "What transportation method do you prefer for leisure travel?" Two answer choices are given as links: airline or cruise ship.
Depending on the answers supplied by your subscribers in campaign No. 1, you can remarket to them with relevant information on the topics of their choice. That way, if subscriber A chooses cruise ship, and subscriber B selects airline, you can use your e-mail marketing tool to send them unique messages based on their preferences.