3 New Rules of Email Direct Marketing
The following is an excerpt from the recent 115-page DirectMarketingIQ report "The Ultimate Guide to Email Marketing: Best practices for copywriting, design, campaign strategy, branding, CRM, B-to-B, mobile and social media integration, and more; 3 case studies; and 2011 trends." Click here to find out more.
While social media may be getting a lot of press these days, email marketing is alive and well across a variety of industries as an effective channel for communicating with customers and prospects. However, inboxes are more crowded than ever. Many emails are deleted without being looked at while others never make it past spam filters. If direct marketers want to capture the attention of their audience, they should make sure they know these three new rules of email marketing (five are provided in the report):
1. General Is Out, Specific Is In
It's not enough to send your entire audience the same email communications unless it's completely homogeneous, which is highly unlikely. You must send specific emails personalized to your subscribers’ needs and interests to be relevant to your audience. This takes more effort, but will deliver better results.
To get more specific, segment your email list. You can do this a number of ways, from simple to complex. Here are some segments to consider:
- products owned or services used;
- customer or prospect;
- markets (geographic or industry);
- behavior based on the types of links clicked or offers accepted; and
- job role.
Once you segment your list, you can create emails with content targeted and relevant to the reader. Personalize your emails by using the name of the recipient in the subject line or in a greeting in the body of the email. Also try personalizing the "From" line by having the email sent from a person's name that your recipients will recognize — e.g., their account rep or a company executive.