Never Ever SPAM
You must obtain verbal, written or digital permission from the people you email. Otherwise you will be sending SPAM which can result in black-listing and email blocking.
77% of internet users say their privacy is invaded when receiving unsolicited email
>> learn what happens every time a marketer buys an email list
Define Your Strategy
First things first -think through and plot out your email communications strategy. A clear strategy will guide all of your creative, marketing and planning efforts and result in a successful permission-based email program.
Email is the number one reason people turn on their computers
>> read 5 gold star email design tips
Make Opt-In Easy
Display Opt-In forms prominently on your site. Have sign-up cards readily available throughout your store. Ask for permission when talking to customers and prospects. Make sure you’re clear about what they will be receiving: newsletters, updates, special offers, etc.
50% of consumers say they would be more likely to purchase online from opt-in email campaigns
>> read 29 list growing tactics you must know
Segment Your Lists
Rather than sending the same email campaign to everybody on your list, break up your list into segments based on interest and other qualifying factors and then send targeted campaigns to each of the segments.
There are about 1.1 billion email users worldwide. That makes about one in every six persons on the earth use email
>> Mail Dog’s Super List tool is perfect for list segmentation
Don’t Overdo It
Sending too much email to your lists will result in a high rate of unsubscribes. Establish an appropriate frequency and stick to it: newsletters every 3 to 4 weeks; coupons or special offers every 1 to 2 weeks; critical updates as needed.
Email marketing consultants consider an open rate of about 20% and a click-through rate of 4% to 5% to be a highly effective email campaign
>> read increase email frequency without upsetting your list
Identify The Sender
Make sure that the “name” and “reply to” fields in the header of your email is immediately recognizable to the recipient. Remember to use a functioning “reply to” address that will be checked regularly.
50% of consumers who open and read email marketing messages also are likely to purchase other items on impulse
>> Mail Dog’s campaign management gives you complete control of your email campaigns
Keep Subject Line Brief
Make it compelling and use as few words as possible (about 35 characters). The subject line is the single most influencing factor in getting your email opened and read.
There are more than 227 million business email users in the United States
>> read how to make your subject lines count
Send HTML & Text
HTML email generates much higher response rates than plain text but a small percentage of email browsers can’t view it. Prepare a text version and send it in a MIME format (Multipurpose Internet Mail Extensions) which facilitates the automatic delivery of the appropriate format.
80% of email marketers use HTML as their primary email format
>> Mail Dog’s message creation tools automatically send out plain text emails
Keep The Message Brief
Less is more when it comes to composing your messages. Features should consist of one or two short paragraphs max. If you’re linking to content on your site, think of your message as a compelling preview designed solely to trigger the click-through to your website or landing pages that contain more info.
More than half (51.2%) read the first few sentences and then decide whether or not to continue
>> use Mail Dog’s Landing Page Publishing tools to host additional web pages
Get Social
Social media is the bees knees! Adding links in your email to send readers back to your social network (whether it is Facebook, LinkedIn, Twitter, etc) allows yet another contact point between you and the customer. People want to know who a company really is, not just see some slick advertisements.
Social media is a fundamental shift in the way we communicate. 80% of U.S. is engaged in social media networks.
>> download Join the Social Media Conversation (pdf)
Encourage Sharing
Even if your company personally does not engage in social networks, I guarantee your customers are actively engaged and searching the web for what’s new and cool. Add social media share tools (including send to a friend links and Facebook Like buttons) into your email newsletters is the number one way to spread your message. Allow your readers to share your email on their network and watch your exposure exponentially explode.
Roughly 80% of marketers say that social sharing “extends the reach of email content to new markets” (81%) and “increases brand reputation and awareness” (78%).
>> use Mail Dog’s Social Media Integration Tools to connect with audiences like never before
Offer An Incentive
If you’re presenting your recipients with a call-to-action use an incentive to heighten response. Free gifts, discounts, special offers and relevant information are all used very effectively.
Free shipping is the No. 1 offer that customers look for and will respond to in an email, per online marketing firm
>> read how to turn your customers into advocates
Use Strong Link Copy
Using and tracking links help you segment your lists, profile your recipients and measure the overall performance of your campaign. It’s essential that your link copy is a strong call-to-action, while still avoiding “spammy” text.
Two thirds of US companies claim that sales increased as a result of using email marketing
>> learn how to test call-to-action links in 5 email test ideas (to gloom)
Show Your Story
If a picture is worth a thousand words, than video is the gold ticket Willy Wonka bar. Adding branded video players to your website to show off product demonstrations, testimonials, messages from CEO, will show a whole new side to your customers.
Video increases the buying decision by 72% because people prefer video 6 to 1 over a static website
>> read why YouTube stinks for business applications
Incorporate Video Into Email
Unfortunately embedding video into an email isn’t the best idea (majority of readers will strip out player code). The easiest way to incorporate video into your email is by including a screenshot of your video (that’s just an image) and a link to where the video is hosted online. The video can be hosted on your website (using Mail Dog Online Video tools), YouTube, Blogs, Facebook, etc.
Video E-mail messages generate 2-3 X higher click-thru rates compared to static E-mails.
>> see Mail Dog’s video marketing integration tools
“Spam-proof” Your Copy
Your message must travel through cyberspace encountering spam filters at both the ISP and personal inbox level in most cases. Don’t run the risk of your carefully crafted email getting “junked” by overlooking key words that trigger spam filters.
Once you review the list, you’ll never look at the word “free” the same way! Estimated number of non-spam email messages sent worldwide each day, 25 billion
>> Mail Dog’s Campaign Boosters preview your messages in 33+ emails readers prior to launch
Always Offer Unsubscribe
Always offer recipients a way to unsubscribe from your list. A short line in the footer section of your email is the generally accepted location and methodology. Make the unsubscribe process easy and once Unsubscribed never send email to that recipient again.
Email marketing is cheaper and generates bigger response rates than traditional direct marketing
>> read Mail Dog’s anti-spam policy
Schedule Carefully
When is your audience most likely to open and read your message? Usually mid-day delivery is better than mornings or evenings. Choosing the right day of the week is also important. Consider your campaign’s timing carefully.
Monday had the highest week-day open rate -35.7%.B2B recipients overwhelmingly prefer email on Monday and Tuesday
>> Mail Dog’s Auto-Pilot Responder campaigns make scheduling repeat messages a breeze
Test, Test, Test
Have you proofread the headers and email copy thoroughly? Have you checked all links to be sure they work properly? Have you sent yourself a test message and previewed it in AOL, internet mail, Outlook and other common email browsers?
64.7% of online merchants are conducting more email campaigns than a year ago
>> learn the ropes in insider email shortcuts
Be Prepared
Before you schedule the delivery of your campaign make sure that all internal resources are prepared to handle immediate response, the majority of which will occur within 48 hours of delivery. Notify employees and all related departments about the campaign.
Jupiter Research reports that spending on email marketing will grow at a compound annual growth rate of 24%, rising to $6.1 billion in 2008
>> make sure your email looks its best by reading the truth about images in your email
Monitor Frequently
Make sure that you have ample tools immediately available to you for monitoring and studying response statistics. Track opens, bounces, unsubscribes and click-throughs. Studying statistics frequently in real time will reveal many important trends and characteristics of your recipients.
83% choose email marketing as the most important advertising media they planned to use in 2007
>> Mail Dog’s real-time Reports give you up to the second data on your email campaigns
Refine and Improve
The key learnings of each campaign will help you improve future campaigns. Keep on experimenting and tweaking your subject lines, messages, offers, links and schedules until you achieve a solid “control” that performs up to your expectations.
73% said they’d made an online purchase as a result of receiving an email offer
>> learn more ways to improve with the quintessential list of online marketing gizmos you must know
