10 Steps to Effective E-mail Campaigns (940)
Campaign No. 2 asks different questions with links.
By continuing this process during multiple campaigns, you can pinpoint subscribers' needs and come closer to making a sale.
7. Include a call-to-action by, for example, sending readers to a specific page on your Web site created for the campaign. Keep Web forms simple.
Note: If conducting a survey, post a privacy notice on that page. Explain that you're asking these questions to be a better business partner by tailoring future e-mails to customers' specific needs.
8. Concentrate on format.
• Keep your message simple and, if possible, on one screen.
• Make it graphically attractive.
• Remember, your e-mail is a reflection of your company and should be similar in tone to your other marketing messages.
•To ensure that everyone can read your e-mails, create messages in HTML, text and AOL formats.
9. Include change-of-address/unsubscribe options in every message you send. And be sure there's a way—whether by return e-mail or a link to an opt-out option on your Web site—for readers to be taken off your list.
10. Control the timing and number of e-mail messages you send. Remember that quality, not quantity, keeps your messages welcome. Be sure you have something valuable to say every time you distribute.
One way to calculate the best frequency rate for sending your e-mails is to check your unsubscribe rate after each mailing. If it seems high, pull back frequency, or survey your customers to find the right balance. A good rule of thumb: If you don't have something important to say, don't send an e-mail!
These guidelines are meant to give every e-mail marketer the necessary ingredients for long-term success. And success starts with getting your message read before it goes in the delete folder.
Michael Pridemore is CEO of Atlanta-based Socketware, makers of Accucast (www.accucast.com) e-mail marketing software and hosted services. He can be reached by e-mail at firstname.lastname@example.org, or by calling (404) 815-1998.