Program Your E-mail Marketing
Six Ways to Improve Your Strategy
By Tricia Robinson
E-mail marketing is a cost-effective way to communicate with customers and sales prospects, but are you optimizing your strategy? An e-mail program can help increase sales, build customer satisfaction and save marketing dollars.
A program is a regularly scheduled, reoccurring e-mail campaign. You probably receive several e-mail marketing programs, such as weekly airline offers, daily weather forecasts, news updates or monthly newsletters. E-mail programs are effective because they establish dependable, expected communications with recipients. When designing an e-mail marketing program, consider the following six tips for e-mail marketing success: content, frequency/timing, creative/layout, data, testing and consistency.
Compelling content convinces readers to subscribe to your communications. When formulating a topic for your e-mail marketing program, determine the value of what you have to offer recipients. If your goal is to educate readers about your business or industry, provide educational (not sales) material. Relevancy and value are the keys to building loyal readership.
Many people skim their e-mails rather than read each word carefully. When writing content, make the value proposition and call to action prominent. State your purpose early in the message, so that even if it receives a quick glance, recipients can determine whether they'd like to continue reading.
E-mail technology makes it easy to personalize and customize the content, body and subject line of your message. Include a first name in the subject line, or insert special body copy for loyal customers. Consider using past purchase history or stated preferences to tailor the offer to recipients' tastes.
Most people are inundated with e-mail. Time the delivery of your message so it doesn't arrive when your recipient's in-box is already full. Use these suggestions as a starting point, but also test your campaigns to determine how your audience will react.