Email Marketing: A Few Keys to Success

by John Zajaros on May 9, 2010

Email Marketing: Success with Email Delivery and Open Rate

If you’re ready to implement an email marketing campaign, and you’ve already selected quality email marketing delivery software (e.g., AWeber, MailChimp, etc.) you must take time to analyze the factors necessary for quality email message and a effective email campaign.  Below you will find a few tips for designing a quality email system, many “borrowed” from some of the best in the field of email marketing.

In other words, those individuals who get their email opened and acted upon!

Targeting your Email

Most email marketing campaigns fail because the marketer fails to recognize many of the important aspects of the niche, and therefore the target audience, he or she is speaking to.  The person who was seeking information about article marketing is sent information concerning video over and over again. While the people who may be interested in video will be fine with the cross promotion, many of the email recipients will be unreceptive and perhaps alienated. Don’t make this mistake! Know your list well and pay attention to open rate and unsubscribe activity after each email delivered.

It is important to gather as much data as you can, from geographic location to customer buying habits, if indeed they have purchased from you. Study that data and divide your list accordingly. If you have a group of people who love one type of service you offer and another group that couldn’t care less, strategize accordingly.

There is nothing more annoying to have made a purchase from an marketer and then to be continually bombarded by the same offer again and again. Make sure you segment your email list accordingly.

Personalizing Email

Call your customers by name in email if you can. Most email software allows you to tailor your message and to “fix” names when necessary. Send your emails from the same address every time. The more personal you can get, being careful not to become too familiar too quickly, the easier it is to build trust, rapport,  and a relationship with your subscribers. You’ll also have a better chance of your emails being opened and read on a regular basis.

Keep Your Layout Simple

Don’t overload your layout with flashy graphics, huge fonts and other in-your-face items. Keep your layout clean and simple. Your layout should look professional and be easy to navigate. A overly busy layout will turn your recipients off and send your email campaign or newsletter right into the trash file.

Don’t Overload on Copy

It’s tempting to use three paragraphs to describe a product you really love and think your customers should love as well. But don’t do it! Use small paragraphs and economy of language to cater to the short time frame your customers have to go through all their emails. If you have something you want to expand upon, link to the rest of the story via a page on your site.

Keep in mind that most individuals do not have a lot of time to spend on email and in many cases view it as an annoyance. If you make your email too busy and/or too long it will be deleted. Do it too many times and they will unsubscribe.

Include a “Call to Action!”

What’s the purpose sending an email touting products if you don’t ask your customers to do something beyond read your message?

Your call to action can do many things:

  • Ask customers to click on a link
  • ask customers to fill out a survey
  • ask customers to make a purchase

Whatever call to action you choose, just make sure you make it subscriber appropriate and that it actually works! Nothing is more aggravating and screams unprofessional louder than a broken link…a call to action leading nowhere! Yes, it happens to the best of us but be aware and test, test, test!

Create a Compelling Subject Line

Your subject line will make or break your open rate and whether of not your email is read or deleted. Do your due diligence. Come up with an honest, compelling subject line meant to grab the attention of your customers. Avoid hot-button words and phrases like “make money!” and “earn cash!”. Go for subject lines that pique the recipient’s curiosity, but tells the truth at the same time. If you mislead your readers you will get away with it only once…and never again!

Keeping these things in mind as you create your campaign won’t guarantee success, but they’ll dramatically improve your chances to generate sales and improve your metrics.

Questions?

Contact me anytime!

John Zajaros
The Ultimate Internet Image
440-821-7018
216-712-7004
excellencepaidforward@gmail.com

PS, The absolute best overall email service, one that is dependable and reasonably priced, with a myriad of features to enhance delivery and open rate is AWeber! It is by far the class of the business! For the best in email marketing? Aweber is number one!

{ 1 comment… read it below or add one }

SoftDDL June 4, 2010 at 3:30 pm

Awesome post, bookmarked.

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