| One of the most frequent questions my customers | | | | higlhy-targeted, personalized and effective email |
| ask me is "What should I do to make sure my email | | | | campaigns. |
| marketing campaign is a success?" My answer is | | | | 3. When a reader clicks on a link from my email, it |
| always different, depending on the client's industry, | | | | doesn't matter if they end up on a page that looks |
| campaign goal, and many other factors. But in today's | | | | nothing like the actual email. |
| e-marketing landscape, there are a few pointers that | | | | Um, actually, it does matter. First-off, you want to |
| stand true for any client, a few things that can really | | | | provide a consistent image of your brand. That's just |
| make or break an email campaign. | | | | Branding 101. You wouldn't create business cards that |
| You could overlook these, and you'll still have an email | | | | look one way, letterhead that looks another way, |
| campaign. But if you're stuck wondering why your | | | | and a store sign that looks completely different. So |
| email messages are yielding little to no response, you | | | | why would your email marketing campaign look |
| may want to take a closer look and consider if you're | | | | nothing like your website? Chances are you already |
| commiting any of these 5 email marketing sins: | | | | have a website, so all you really need to do is |
| 1. When new subscribers sign up, I should treat them | | | | customize your email campaign to have the same |
| just like my old subscribers. | | | | look and feel. Many email service providers will be |
| One of the most overlooked aspects of email | | | | able to create you a custom template that matches |
| marketing is the welcome message, or the message | | | | the exact look and feel of your website. However, |
| your subscribers receive as soon as they sign up for | | | | beware of the price. While some email service |
| your email list. The welcome message is your first | | | | providers charge at least a few hundred for this, |
| opportunity to connect one-on-one with your | | | | others offer free custom templates as part of their |
| subscribers. Think of it as your first impression, since | | | | services. |
| this is the very first of, hopefully, many email | | | | 4. My email recipients may enjoy my messages, but |
| messages you'll be sending them. Of course, you | | | | they don't really want to share them with their |
| want to make a good first impression: be courteous, | | | | friends. |
| friendly and very mindful of your audience. Make sure | | | | Here's the good news: According to a January 2006 |
| to remind them of the benefits of signing up, include | | | | report by Sharpe Partners, 89% of US adult Internet |
| links to your website and tell your readers how to | | | | users share email content with their friends, family |
| get a hold of you if they need. It's also important to | | | | and associates. And 75% of them forward emails to |
| ensure the welcome message arrives shortly (if not | | | | up to six other recipients. It's called viral marketing, |
| immediately) after the recipient signs up. So your | | | | and it basically translates to word-of-mouth through |
| best bet here is to choose an email service provider | | | | email (as long as you provide good content, an |
| that sends automatic welcome messages to your | | | | essential aspect of any email maketing campaign). |
| subscribers on your behalf. Some of the top email | | | | Some email service providers have taken this insight |
| programs will allow you to fully customize your | | | | into consideration, so they have integrated the |
| welcome message, so it reads, looks and feels just | | | | all-important "Forward to a Friend" feature in every |
| like your company. | | | | email you send. A few email providers will even go a |
| 2. All my subscribers are the same, so I should just | | | | step further, and allow you to track which |
| send the same messages to all of them. | | | | subscribers are forwarding your messages, so you |
| Well.. actually, no, and no. It's not rocket science: | | | | can get a true glimpse at your "brand ambassadors" |
| subscribers are individuals, just like you and I. They | | | | (and maybe offer them some extra perks). |
| have different preferences, different habits, different | | | | 5. After I send out my email campaign, there's |
| personalities. Addressing your subscribers by their | | | | nothing left for me to do. |
| names is a good start (and an easy thing to do, since | | | | If you look at it that way, you're really missing half |
| most reputable email service providers automatically | | | | the process, and jeopardizing the success of your |
| insert your subscribers' names into the greeting field). | | | | future campaigns. Here's why: any reputable email |
| But, in most cases, this personal greeting is just not | | | | marketing program will include campaign tracking and |
| enough. Say you own a clothing store, and you sell | | | | reporting. These allow you to view how many of |
| men's, women's and children's clothing. John Smith is a | | | | your messages were opened, which bounced back, |
| customer, and he loves your menswear collections. | | | | which links were clicked on, and, with some email |
| But he's busy, and he has no women or kids to shop | | | | providers, exaclty which recipients clicked on each |
| for. So why would he waste his precious time | | | | link. This data not only converts email marketing into |
| browsing through your specials on blouses and bibs? | | | | an incredible lead generation tool, but it also allows |
| It's been proven: In a recent study by DoubleClick, | | | | you to learn more about your subscribers. So if you |
| email users were 72% more likely to respond to a | | | | operate a travel agency, and you see nobody clicked |
| business e-mail if its content was based on the | | | | on the Mexico vacation link, but 200 readers clicked |
| interests they had specified. Choose an email service | | | | on the New York vacation link, you'll know next time |
| provider that allows you to set up interest groups, | | | | to place a greater focus on New York vacations. You |
| and then allows your subscribers to choose which | | | | could even send a follow up campaign to those 200 |
| groups they want to belong to. Back to the clothing | | | | readers with a special offer for a New York vacation |
| store, you would produce 3 separate emails (men's, | | | | upgrade. That's lead generation and a highly-targeted |
| women's, children's) and only send them out to the | | | | upsell in one shot. Are you taking advantage of |
| subscribers who want to read them, creating | | | | these? |