You invested a lot of your time and money framing an email marketing campaign. You have a pretty good database of your clients and are sending them newsletters and offers on a regular basis and the result is – nothing.
What to do for an effective email marketing campaign?
Yes! It is quite a common scenario where email marketing campaign fails despite doing everything that others (with a better ROI on their email marketing investment) are doing. We do agree that sometime even the best-practices do not work, but before accusing your luck make sure you are doing it right. And by “right” I mean the proper way (more of your etiquette) than the proper thing (the so-called best practices).
There are certain things that you need to keep in mind with your email marketing campaign. The guiding principle is to ‘Never overdo it’. We have a few suggestions to make your email marketing campaign successful:
Offer something useful
The reason you are reading this article (or any of our article as a matter of fact) is because you found them useful and interesting. The same applies for your email subscribers. They are sharing their email address with the expectation of getting something valuable and interesting out of the transaction. Thus, focus on creating relevant, useful and interesting content for your newsletters and emails. And of course a little bit of fun wouldn’t hurt too.
Limit the number of messages
Sending same messages over and over again is considered as spamming and nobody like spammers. Also, people already receive a whole lot of emails throughout a day and then they have the work accounts as well; so be a little considerate while sending a wave of emails. So follow the basic guideline of never overdoing it here. Our suggestion is 1 email per day (2 emails a day should be the maximum limit), if you have something helpful to offer.
Make interesting subject line
The subject line is the place to grab your reader’s attention. And if you fail to make them interesting enough, your readers are likely to fail noticing them. Also, refrain yourself from making a subject line that sounds like an advertisement tag line. Your readers may feel like being push to buy something and will lose the interest even before opening the email. Rather, make subject line that “sound more like a newspaper headline” to grab their attention, as they would feel like being provided with something informative and interesting.
Make it personalized
Address your users with their first name while you send your emailers. Personalized emails get better ope rate.
Never shout at your receivers
YOU KNOW YOU SHOULD NEVER DO THIS, RIGHT! Well sorry for that but really this a basic etiquette. And for the laymen, let me tell you in this virtual world writing in ALLCAPS in similar to shouting at people in real world. Apart from practicing poor Internet etiquette, such practices will also filter you into your receiver’s spam folder – not something you really want to do, do you?
Clear Call To Action
And finally, include a call to action to tell the audience what you want them to do.
Some Basic Facts about Email Marketing
Despite all the new-age online marketing methods that are available on the internet today, email marketing remains a top choice for online marketers. There are many factors that work in favor of email marketing: targeted consumers, personalized marketing messages and excellent opportunities to drive online traffic to web pages that you want the receivers to visit. However, to launch a successful email marketing campaign, you need to get the basics right. Here are some pointers to take you in the right direction when it comes to email marketing:
Email marketing will be a failure if you don’t reach out to a wider cross-section of online users through subscription points. Your aim would be to enable more users to sign up or subscribe to your email newsletters. The opt-in facility is a must for email marketing campaigns. Do not add up people to your email list through decoys or pre-checked options. Then you will be sending emails to unwilling recipients, endangering your campaign and also your IPs!
Keep a close track of your emailing lists. The database programmer must have a clear idea about the number of receivers and their geographic locations. You need to get rid of invalid users and also those who have opted out of your email marketing campaign. Track down spambots and erase them off your list.
CAN SPAM Act
The CAN SPAM Act guides all email campaigns. Follow the statutes of the Act like law. While discussing the Act in detail is beyond the scope of this post, we can touch upon a couple of them. Like getting rid of spam words and spam-triggering words. For example, words like ‘deal’ or ‘girlfriend’ are sure to trigger spam alerts that are detrimental for your IPs.
Email marketing thrives on content. The template of an email campaign must be clutter-free with plenty of white spaces. Cramming too much will repel receivers of your emails. The writing should be easy to read and end with a call to action. Provide strategically placed hyperlinks and anchor texts in the email. Use images judiciously but opting for heavy images are a strict no-no. Finally, while drafting the content, use personal touches and address each receiver by name.
Check out some great email marketing campaign infographics below.
Email Campaign Delivery Checklist [Infographic]
Email Sending Timeline Infographics
Anatomy of an apple email – Infographics
How to measure the Effectiveness of an Email Marketing Campaign
Learn how to assess the effectiveness of an email marketing campaign. An insightful discussion on assessing the effectiveness of an email marketing campaign from various business POV.
As is the case with the majority of marketing practices, one of the most essential aspects of an email marketing campaign is measuring its effectiveness.
It is through this analysis that the business waging the campaign is able to ensure they are acting positively, getting the desired results and can make any necessary changes as and where appropriate.
With this in mind, there are a number of ways of measuring the results of the practice.
As is the case with any advertising or marketing medium, one of the best ways of assessing the effectiveness is to assess how many customers have received the message. In the case of email marketing, this is measured by the number of customers who have received the email into their inbox.
Many free email providers have spam filters and uninvited emails may land here by mistake. Many people check their spam or trash cans on a regular basis to ensure that no emails have landed there by mistake and some providers (such as GMAIL) alert their customers when they have flagged a message as spam so that the customer can check for themselves.
However, the easiest way of avoiding the dreaded trash can is to ensure that customers have signed up for the campaign and are expecting messages.
Targeting a demographic
Rather than sending out a general or blanket email which invites all customers, many businesses choose to send out targeted emails to certain groups of customers which gives them a better chance of receiving a reply from a smaller number of customers.
It might be that the business has a separate filter for new and existing customers or one which only targets customers who have brought certain services in the past and sends them details of similar products or services.
Targeted emails allow the business to much more easily assess the amount of return business.
The key with any marketing campaign is to weigh the results against the amount of effort which was put into the campaign. Sending out emails to 1000 customers and receiving 1 enquiry or sale as a result might seem like a poor result but when analysed, if it took five minutes to send out those emails and the result was £1000 worth of business which might not have otherwise existed then the result might be seen in a more positive light. The key is to view and assess the results in context and consider them on a regular basis. This will give the business in question a much better opportunity of making any changes which might be necessary and tweak the campaign so that it is more successful and profitable in the future.
The golden rule for the majority of marketing campaigns is to test them first. For this reason, many businesses start by targeting a small control group and assessing those results before they roll out to a larger audience. This gives them a better opportunity of getting their campaign right before they “go public”.
Email Marketing: Cues for Testing
Marketing through emails and newsletters is a major tour de force in the arena of digital marketing. Despite its significance and potential, email marketing is often touted as the go-to zone for spammers and black-hat marketers. Unwanted and unsolicited emails are sent to people who have never signed up for it or even have anything to do with the brand! This post is, however, not about addressing those issues because they are written about and discussed all the time. Here we will talk about those bona fide email marketers.
Now testing is a must for email marketing. Before you continue to send out the same kind of emails to your database, you need to figure out if it is paying you optimum dividends. If not, you need to tweak your strategies a little. When you mention email marketing straight off the bat, the first thing that comes to mind is the subject line of the emails that you send out. The subject line decides whether the receiver opens the email or simply trashes it. Put in other words, you have to keep testing for the best subject line you can draft for your emails.
But that is not all! Having a great subject line is only half the job done. By tracking the open rate on your emails, you know how many of the receivers have checked on your emails. Does that serve your purpose? You need these receivers to click on the body of the email or newsletter and visit your web pages. You need to give yourself the best shot at converting these receivers into customers. In order to make that happen, you need to measure the click through rate or the CTR. This will give you an idea about the content that you are dishing out to receivers. If you have a decent CTR, you are doing well on the content and designing. Otherwise, you need to get creative and do some brainstorming.
Going back to the question about the subject line, we know that various email service providers offer varying lengths on this. For example, Microsoft Outlook allows about 52 while Gmail is more flexible at 63. These numbers depend on the settings of the receiver as well. For the sake of uniformity, we can say that the least number of characters are 38 and the upper limit is 94. Studies show that the optimum number of characters in a subject line is right bang in the middle: 51! You may ask here: why bother with measuring subject line characters when it is more important to write a quality one? You’re right there! But it is also a point that too few in the subject line makes it look spammy or incomplete and too much will cut off the line in some email settings, maybe exactly where you don’t want the axe to come down!
Make use of statistical tools to make more sense of test results. There are a lot of factors riding on the results thrown up. The action rates, the size of the sample database used and the gap between the action rates are some of the factors that you need to consider. Feed them into your statistical algorithm and find out what they mean to you. There are cases when these differences are just random background static noise that distorts results. Many email marketers may not have the statistical tools necessary for measuring it. There are a number of them available online, like visualwebsiteoptimizer.com.
Tangible values always have an appeal for receivers. They need to know why they should bother opening your email at all! You have to give them what they want to hear about, like an area of concern, a mobile app maybe or even a question of value, be it good or bad. These have an instant connect with the viewers and with testing, you have to find out what works for your emails. Check the open rates against subject lines with each of these themes and you will find out the one that gives you the best results.
Email marketing is yet to reach its potential in terms of revenue generation, mainly because very few are actually able to do it right. It’s a different kettle of fish that we’re talking about here and we are constantly questioning, innovating and exploring for ways. Do you have some other suggestions about email marketing that you want to share with us here? We’d like to hear and discuss!
Why Email Marketers Need to Prune Subscriber Base
According to a statistic, email users will receive 140 emails everyday by 2018!
This may hold out to be true primarily because of the number of email marketers sprouting up every single day. They put together an email subscriber database hastily and pump out emails. More often than not, the emails are junked at first sight! You waste money and resources to land in the junk box, worse, reported as spam.
The trick to turn this scenario around is to prune your email subscriber base yourself. Here are some reasons why doing so will make your email marketing initiative a more effective one.
- Hit delete on subscribers who have chosen to unsubscribe but are still hanging around in your database because you have not bothered to clean the house yet. There are email receivers who bounce away at the first sign of engagement. Delete them as well. If you have purchased an email list from a third party, make sure you clean up the database before sending out emails to those ids.
- Find out email subscribers who make little to no engagement through your newsletters. A database programmer can do the job for you. These subscribers will add no value to your business anyway so there’s little point in sending them emails at all. Use the last 5 email campaigns as a metric. If they have remained passive, they are less likely to engage again.
- Send these second group of subscribers campaign content for re-engagement. Re-marketing your services or products to them is a better idea than continuing with the usual marketing messages. They are clearly not buying with the messages you are sending over now. A different approach might finally bring them back to the buying fold.
If you play your cards (or, emails!) well, you can turn things around.
Email Marketer’s Nirvana: Facebook!
Does it sound a little out of tune for you? Yes, you are aware of branding and product promotion and selling on Facebook. Yes, you know that you can take your content to a wider audience through Facebook. Can it help your email marketing campaign as well? Yes, it can! Think of all those email ids that users have to use to subscribe! How would it be if users could subscribe to your email list through your Facebook page and you could add them to your email list without them having to visit your email subscription page on the website? That would mean something, would it not? Let’s find out how!
Install the App
Thanks to the availability of online tools, these jobs are not so difficult to manage anymore. You need to install the app that allows you to collect email ids for your email list. This app depends on the email service provider that you are using. It can be something like AWeber, Get Response or Mail Chimp. Search by adding the words ‘Facebook opt-in’ in the search box after the name of the service provider. For example, AWeber users need to type in ‘AWeber Facebook Opt-in’.
When you find the right app (usually the first result on the search), you need to add that app to your page by clicking on something like ‘Add the Mail Chimp app’. Once you find the checkmark on the app, you have to click on Add Page. Once you do that, you can head back to your Facebook profile and find a logo of your email service provider, along with an option like Email Signup. This step is not done, unless you configure the settings on this, and hit on ‘Allow Access’.
Choose the List
With the app installed, it is time to choose the email list from your email service provider account. You can do that through the dropdown menu or create a separate list exclusively for Facebook. You can use auto responders to welcome your subscribers. You can create and manage lists through options that clearly state their purpose.
Get the Web Form
Now we have come to the part where you select the web form for your potential users to fill up. There are different and varied options to do that. You can get a preview of the selected web form before actually adding it to your Facebook profile. To make matters easier, there is a default web form for all email service providers. Savvy email marketers may not like the indifferent template and designing! You have the option of customizing the web form so that it looks more like something that is attached to your brand name. You can use the Create Your First Signup form to customize web forms.
Ready to Roll
With these changes made, you can save the changes and start the process. Make sure that the app box on your Facebook page that users will click on to signup for your email list looks and feels attractive. This is the call to action button and it must look like something that users would like to click on. You will get the option of editing the logo by moving your computer pointer over the logo. You should give the logo a name that users may like to click on, other than the logo image. Since both these options are subject to modifications and editing, you can use your discretion and make the changes. To get full value for all these changes that you make, you should try to bring in heavier traffic to the Facebook profile. Use Facebook ads to do that.
The Final Word
As we move into more competitive online marketing zones, we have to make optimum use of resources to target customers and provide them with convenience to use our services. The more you make life easy for customers, the more they will come to you. Using Facebook pages for email subscriptions ensure that you are cutting down the delay in taking potential subscribers to a designated subscription page and then make them sign up. This is convenience and that spells sales for your brand.
When E-mail Marketing Drives Readers to Action
Do you have any idea that what was the first form of digital marketing? Undoubtedly E-mail Marketing. E-mail remains one of the most important web technologies all over the World. At least once every day, 91% of all email users worldwide check their e-mails in this age of social media mania.
Here are some ways to maximize e-mail marketing’s potential for your own brand-
- We all measure every aspect of online marketing platforms which include page views, conversion rates, CTRs etc. You can also check email activity to help you understand your end users including their actions, motivations, and preferences. Analytic tool, such as GetResponse permits you to examine aspects of your emails and user interaction. The aim is to upgrade your marketing efforts more precisely.
- You can directly ask your clients about their requirements and opinions by using email marketing. To justify your brand’s popularity, e-mail your audience surveys about customer satisfaction levels, their demands and interest- there are unlimited options which help you form relationships with your readers.
- Many people do this huge mistake of only putting social sharing and connection icons in their website. It’s a proven fact that if you put social sharing and social connection buttons in your e-mail then you will have a CTR (Click -through rate) that is 115 percent higher than those who don’t use this button.
- E-mail retargeting is a process through which you can concentrate on various customer actions that create automated emails from your side. These actions can add an abandoned shopping cart. For example, explain the immoderate shopping cart in detail, sometimes a visual indication helps to solve indecisiveness and triggers a purchase.
If e-mail marketing is used correctly, then no doubt it can be a powerful tool also. Still it’s one of the most effective ways to built tangible results that enhance your business.