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Successful Email Marketing
by Mackenzie Fogelson, M.A.
Printable Version
Email marketing has become one of the most powerful marketing methods used today. This tool can assist businesses in communicating with existing & potential clients, enhance print & Web marketing efforts, and build company awareness and credibility by strengthening brand identity. There are many factors that contribute to the success of an email marketing campaign.
What
is Email Marketing?
Email marketing is the process of communicating with current and potential clients
via email. These communications utilize a custom design or regular text format,
and can include anything from company newsletters, new product or service announcements,
or invitations to events. Email marketing makes it easy for businesses to become
and remain connected with potential and existing clients.
A Successful Campaign
Ask for Permission
It
is certainly appropriate to send email marketing campaigns to clients
who have already used or investigated your product or services without
verbally asking for permission.
Permission for additional campaign emails can be collected by providing a space to sign up on your Website, requesting emails at a trade show or event, or simply when connecting with a client to collect general contact information. Out of respect for your recipients, in the actual email sent, be sure to provide a way to opt out of your campaign if desired.
Separate Lists & Update Emails
When
collecting emails, be sure to create separate lists so that different
groups and audiences can be targeted with different materials
or information. Update lists periodically in order to clean up
the addresses of those who have unsubscribed (must be done within
10 days of request), to eliminate outdated or incorrect addresses,
and to reduce delivery failures.
Deliver Relevant Messages
Deliver
a strong and relevant message to your intended audience. What
topics would be most useful to your recipients? Including useful
news and information that can be applied directly to a recipient’s
business is a great way to encourage interest in your company
and reinforce your expertise.
Showcase Credibility & Strengthen Brand Identity
Like
your print and Web marketing materials, the design of your email
marketing campaign says a great deal about the credibility of your
company. Combine an effective design with strong content. Coordinate
your email marketing campaigns to be used in conjunction with your
print, direct mail, and Web marketing. This can help to enhance
overall marketing success, build company awareness, and strengthen
brand identity.
Choose When to Send
In
the business world, most emails are opened between 11am and
4pm on Tuesday, Wednesday and Thursday. Most SPAM email is
sent on evenings and weekends. Sending campaigns during this
time can cause messages to be blocked or sent to trash by association.
Evaluate Frequency
The
frequency of an email campaign is directly related to the interests
and preferences of your intended audience. Sending emails too
frequently or too seldom can diminish successful results. Through
trial and error, you can evaluate when to send and how often
in order to achieve desired results.
Measure Results
One
of the benefits of email marketing is that you can measure your results. You
can determine the exact percentage of those who opened your emails and whether
they accessed your materials, or even clicked through to your Website. These
results can help determine campaign effectiveness and drive your next marketing
mission.