5 Email Marketing Tips for Beginners
There's a good reason that email is once again getting the respect it deserves as a prominent method for online marketing. Consider the following email stats: marketers see an average return off $44.25 for every $1 spent on email campaigns, while nearly half of all email recipients made at least one purchase in 2012 based on a promotional email. The benefits of choosing email as an essential ingredient of your broader multichannel marketing strategy range from reduced strain on internal resources to the ability to deliver a targeted message that not only yields results, but also crucial data to help maximize performance.
While practices, tactics and innovations rapidly evolve as businesses large and small strive to outpace the competition, the basic elements of a winning email campaign remain constant. If you're ready to reach more leads, ramp up revenues and forge powerful consumer relationships, consider these essential tips for successful email marketing:
1. Build your list. Email marketing is among the most effective ways to communicate with prospects, but you won't get far without an extensive list of qualified recipients. While it's fine to supplement your initial base with rented or purchased email leads, you'll be far better served concentrating on building an extensive list of subscribers who have purposely opted in to receive your communications. If internet marketing is on your radar in any way, a comprehensive effort to collect customer email addresses along with permission to receive promotional messages is in order. Take the following steps:
- Begin soliciting email addresses at every opportunity, including during the purchasing process, via a website registration page, customer service and direct mail communications.
- Use social media to reach pervasive pools of qualified leads, providing enticing rewards for those who subscribe to your communications and endorse your brand to their extended circles.
- Build trust with your contact base by providing options at the time of subscription as to the type of information they wish to receive as well as the frequency of your emails.
2. Avoid spamming. While a high rate of unsolicited emails inevitably end up being relegated to the spam folder, studies have shown even messages sent to those who have expressly requested to receive them will fail to reach their destination. In certain cases, emails simply fall prey to overactive filtering. That said, about one in five users who have opted in still press the spam button. Obviously, the higher the rate of successfully delivered messages, the better your prospects for increased revenues. While it's virtually impossible to reach 100 percent, it's essential to keep spam figures to a minimum or run the risk of being banned by an ISP. Consider the following tactics:
- Study best practices for keeping promotional emails from being labeled as spam, such as using a sender email address that includes your official brand or business name.
- Send an initial confirmation email each time a new user opts in, following up with a timely marketing message with a special promotion to welcome new subscribers.
- Test your emails with as many prominent service providers as possible, and include a non-HTML version for those who prefer it and as a fail-safe to bypass incompatible email clients.