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Tuesday, May 06, 2008
There's not an exact science to email marketing (or marketing in general for that matter). If there were, everyone engaging in a campaign would be successful. Unfortunately, that is just not the case. Share your thoughts on email marketing strategies. There are however, some things to consider that can significantly enhance your chances of having a successful one, and it's not just about staying out of the spam folders. Although, that is certainly part of it. Avoiding the Spam Filters It's not the only factor in a successful campaign, but it's certainly a vital one. I talked about this in more detail the other day, so I'm not going to rehash the entire article here, but suffice it to say, you need your messages to reach your audience before they can convert into any kind of monetization or brand awareness. Also remember: DON"T BE SPAM. Make sure you are in compliance with the CAN-SPAM Act of 2003. The Subject Line Perhaps second only to avoiding the spam filters, in terms of importance, is the subject line. Just because your message managed to avoid getting dumped into the recipient's spam folder doesn't by any stretch of the imagination mean that they are going to open it and read it.
You need to hook them in before you have any hope of them reading your message or clicking on any ads within. You've got to say something here that sparks their interest. There are a variety of approaches to make your subject line more interesting. EmailLabs has a good article on tips for improved subject lines that I suggest reading over. It's four years old, but I think it still pretty much holds up today. I should also note that the "from" line can be of significant importance. If nothing else, at least make sure it is recognizable to the recipient. Make sure they know and trust who they are receiving the email from. The Content Ok, you've managed to avoid getting flagged as spam, and you've included a subject line that was enticing enough to get the recipient interested in what lies inside. You've gotten into their house so to speak. Now like any good salesman, you have to win them over before they kick you out, or close/delete the message. When choosing the content for your email marketing campaign, keep the audience in mind. Think about why they would have signed up to receive messages from you in the first place. Are you providing them with something that will be of use to them? If not, you might as well forget it. Even if you usually provide interesting content and slip something in there one time, that is only sub-par or not interesting at all, there is a good chance you will lose some subscribers just like that. Patience is not something that is prevalent among email users. There is just too much garbage coming into pretty much everyone's inboxes. The average user will have no qualms about dropping you like a hot potato. Do your best to keep it interesting and relevant to your audience.
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