7 Proven Methods To Ensuring Better E-Marketing Results
In this day and age of high tech and minimal personal touch, there is one marketing style that is increasing in popularity daily. Email marketing is now very much a part of many businesses but if not done correctly, it just becomes annoying and pestering to the reader. Sure, they probably do want to buy from you at some point or have already bought from you but they do not want to be funnel feed with information overload or a begging business owner like he forgot to get a website built (it used to be the yellow pages advertisement).
So how can you effectively ensure your are getting better results from your e-marketing? Here’s a couple of fundamental strategies to apply:
- Know Your Times
When you know the demographics of your customers i.e. are they B2B customers or leisure seekers? Business customers tend to have more time to read emails on Tuesday, Wednesday or Thursday between 10 – 2pm achieve the best results or between 7 – 8am as they arrive for work whereas a leisure seeker would be looking out of business hours, either early morning or over the weekend. Often Thursday evening is effective for matters that happen on a weekend, giving them enough notice of upcoming event.
With email personalisation, you can customize marketing emails to go out on specific dates for each customer, like on their birthdays or right before holidays. This added touch to your offers or specials lets customers feel like you are paying specific attention to them.
- Know Your Target
- Who is your target audience? Who is most likely to buy from you?
- Create a clear core marketing message that speaks to your target market and tells customers why they should buy from you – it’s about the BENEFITS for the customer.
- Determine the position that your brand can hold with your ideal customer
- Depending on the goal you wish to achieve, then you will need to consider segmentation of your database. Not all products/services suit all your customers. Grouping your customers into appropriate lists:
- Customers of Product “A” or Customers of Product “B”
- Wholesale customers or retail customers
- Affiliated partners
- Commercial customers or Domestic customers
- Male or female etc.
- Various regions
3. Have a plan
Define a marketing plan for the next 6 months or year so you have vision where you are heading. Just like any road trip, no plan and you are just driving into the fog.
- Subject Lines Will Make or Break It
- Subject lines are your main headline and will ultimately determine whether your campaign is opened or not.
- There is nothing more engaging for a reader than to see his or her own name. Use personalisation in the subject line and inside the body of the email. Do not over use this technique or it may have the reverse effect. The subject line is like the front door – make it attractive to open.
- Keep your subject lines short… generally, shorter email subject lines produce higher open and click- through rates.
- Consider the value of ‘key words’ within your subject line and repeat it once through your email.
- Nothing kills an email subject line like “July Newsletter” or “Report # 24” – where’s the incentive? What’s in it for me? (the reader)
- Keeping It Simple
- Use plain, easy to understand English. Nobody cares if you can use xenophobia and ostentatious in a sentence. Write as if you are talking to a buddy over a cuppa.
- Be friendly and personable in your writing and above all be authentic and transparent. Your readers will reward you for following this basic rule.
- Be enthusiastic! If you’re not enthusiastic, why should they?
- Keep your sentences and paragraphs short and simple. It’s always a good rule of thumb to keep any solo broadcasts to a maximum of 150- 200 words. When writing articles for an E-newsletter just include the first paragraph and link through to your website or blog to read more……the benefits are outstanding.
- Convey your message in a clear and concise manner – Be ruthless when editing your email campaign and include lots of white space to make it inviting. Long blocks of words are scary, so keep your writing simple and to the point. You don’t like long emails or want to spend all day reading something – nor does your reader.
- Include A Call to Action
- Include your CTA (call to action) link at least 3 times within your 150 words.
Try one at the beginning, next in the main body and one towards the end or even in the P.S (if you use this).
- Try using some fresh alternatives like “read the full story”, “learn more about it” “download this special report now”, “save 20% immediately” and so on.
7. Avoid the spam
- Some of the words are common business phrases, like ‘web traffic’ and ‘free offer’, so it is difficult to avoid them.
- If you must use one of these phrases, just use it once per email otherwise you are risking getting your email blocked. If you can, try to use synonyms like ‘Complimentary’ instead of ‘free’ or changing the wording slightly so you don’t get picked up by the spam filters.
- If you are unsure, test the email for spam prior to sending. Send the email to several different email addresses.
- Don’t over emphasis the message with !!!!! – one only otherwise it will spam out.
And finally, please test, test, and retest your campaign BEFORE you send it out.
It is too hard to recover if you have sent out mistakes. Send it to several email addresses (within your organisation including your personal Gmail or Hotmail account). Do all the links work? Are the pictures formatted correctly? Is the message clear? Is there a ‘call to action’?
If everything looks OK, then send and look at the report within 24 hours to measure your success. From the report, you can either have auto-responders set to resend to segments of your list etc. Generally if the email has an opening rate over 20%, it is regarded as successful but with specifically targeted email campaign, a higher opening rate is easy to achieve.
Want to understand more about creating awesome email marketing campaigns, it’s here.