Are you getting the most from your email campaign?
08/12/2011
As part of a consistent, integrated
marketing strategy, an
email campaign can be a great way to communicate with clients, customers and suppliers, but don't press send before implementing our top five tips for a successful distribution.
1. Timing is crucial
Are you sending your email campaign at the most appropriate time for your audience? Targeting businesses on a Monday morning could result in your message being lost in the post-weekend email purge, while Friday afternoon emails are at risk of being overlooked in the rush to start the weekend.
Use the intelligence that you have gained from previous email campaigns, as well as your website traffic. Are your pages teeming with visitors in the evening, or on a Tuesday afternoon? Take advantage of the data available to you and use it to your advantage where possible.
2. Add a personal touch
Tailoring your email campaign to each recipient can help build a strong rapport with your audience. Using software to include their name in the greeting and asking for feedback via reply message or in a comment on your blog can help people engage with you - and they could spend more time reading your content and clicking on your links.
3. Shout from the rooftops
The first thing your recipients will see is your subject line, so make sure it grabs their attention immediately, and compels them to open the message.
Calling your newsletter 'December news' won't demand its opening, but creating a time-sensitive offer 'Activate your Christmas discount code before 5pm' might initiate enough interest to get your message read.
Consider using alternative subject lines for different parts of your database. Analyse your data and think of creative new ways to communicate a relevant message to them to increase your chances of your email being read.
4. Be clear and consistent
What do you want people to do with your email? Is it a Christmastime-only offer that has limited availability? Are you simply wishing your contacts happy holidays, or do you want people to take note of your festive opening hours?
Make sure your call to action is clear, strong and compelling - and remember not every message has to be a sales-based one.
5. Follow up
Every email campaign that you distribute will allow you to build information on your recipients. Who spent the most time reading about your latest contract win? Who forwarded your Christmas offer to five friends, and how many people clicked through to your website for more information?
Collating the data is just the first step, analysing the information and tailoring your next distribution accordingly, or even following your email up with a phone call are just some of the techniques you should use as part of your results-driven, integrated marketing campaign.
To find out how Boxed Red Marketing can help you improve your email campaigns, drop us a message at
info@boxedred.com or call us on 01565 632 112.
Adapted from http://theworkpad.com/marketing/get-more-from-your-email-marketing-campaign/
And http://www.copyblogger.com/better-email-marketing/
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