 5 Tips for Increasing Email Marketing Results
According to the experts at EmailLabs, if your want
to improve your email marketing results, you must
increase the relevance of their messages. Here are
their top five tips.
1. Be relevant - use personalization and
segmentation
The greatest capability of e-mail marketing
technology is segmentation and personalization.
Making emails as relevant as possible to each
recipient is the most critical "must do.” Marketing
e-mail messages are competing for attention with an
increasing number of messages in the subscriber's
inbox. Those that resonate most, through
personalized subject lines, offers, articles,
product showcases, and follow-up e-mails based on
recipient activity, will be the clear winners.
2. Resolve or minimize deliverability and
presentation issues
With a wealth of spam filtering systems and e-mail
client software in the marketplace, there is a
growing need to send pre-campaign test messages to
discover any potential delivery problems before
sending the actual message to real recipients, and
also to monitor results after each message. This
will help marketers identify ISP blocking, filtering
and blacklisting problems.
3. Don't forget blocked images and preview pane
users
Marketers must now design their messages to render
properly and be easily read (and acted upon) in a
world of preview panes and blocked images. E-mail
message templates will need to be designed to
deliver maximum information in the top 2 to 4 inches
of screen space, and increase their creative use of
HTML fonts and colors while relying less on the use
of images that ISPs or recipients' email clients are
probably blocking.
4. Optimize the beginning of the e-mail relationship
Engage new subscribers immediately with an organized
program that includes a welcome message upon
confirmation, followed by the current newsletter or
promotion, and e-mails offering a set of "best-of"
newsletter articles or even an exclusive offer just
for newcomers. It is also important to manage
subscribers' expectations from the start by
adequately explaining the e-mail program's value
proposition, frequency, type of content, and privacy
policy.
5. Get on the permission train
Review permission practices across your web sites
and at all customer contact points company-wide.
Convert any opt-out address collection to opt-in
(for example, don't pre-check permission boxes on
subscription forms, mail-in offers, and so on).
Permission-based email is becoming the acknowledged
best practice throughout the industry.
Source:
thewisemarketer.com
Make a direct hit
to their “in box” with accurate email addresses
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