10 Tips to Optimize Your Email Marketing Campaigns
9. Include some information, but not too much. If your industry is one that people may not know much about, it's important to educate them. Give them basic information, often what you take for granted, but which might be interesting to them — e.g., benefits of creative child care, key financial information or steps to take when looking for a new car, etc. However, don't give away too much or your subscribers will simply use your information without having a need to follow up with you first.
10. Find a convenient sending solution. Most small- to medium-sized businesses aren't set up for mass email marketing, yet email has a payoff in terms of its reach, efficiency and cost effectiveness. Most mass email providers will only let you send to your current customers from your own opt-in list. But you want to reach new people, too. There are companies out there that can do the whole process for you, from design to supplying email lists to sending your emails to tracking your results — all while still staying CAN-SPAM compliant.
Greg Brown is vice president of Melissa, provider of global contact data quality and identity verification solutions that span the entire data quality lifecycle and integrate into CRM, e-commerce, master data management and Big Data platforms. Connect with Greg at firstname.lastname@example.org or via LinkedIn.