The 5 New Rules of Email Direct Marketing
4. Testing Is Timeless
Email testing is not new, but it is more important than ever if you want to continually improve the effectiveness of your email marketing efforts. You can test various components of your emails and make adjustments based on what you learn to increase your results in terms of clickthroughs and conversions. It’s best to test one variable at a time so you can measure the impact of that specific change.
Key variables to test in emails include:
- from line and subject line;
- day of week and time of day for sending;
- number, placement and type of links;
- call to action; and
- layout and use of graphics.
5. Try New Tactics For Hard-To-Reach Prospects
No matter how much effort you put into growing your opt-in email list, there still will be a multitude of potential customers you are not able to reach because they haven’t heard of your company or you haven’t met them.
One way to connect with these potential customers is to advertise in third-party email newsletters that your audience reads. You can place advertisements that promote your products or brand and drive prospects to your website for conversion purposes. Another advantage of e-newsletter advertising is that the publisher handles all the work of list management and email deliverability. Look for a publisher with expertise and a respected reputation in your specific market.
Chris Chariton is senior vice president of product management & supplier marketing for GlobalSpec, the leading providers of online marketing programs for companies interested in reaching the engineering, industrial and manufacturing communities. Reach her at email@example.com.