Implementing an Effective Email Marketing Campaign
The content of the emails should also be carefully considered. They should certainly highlight the products and services you offer but should do so without appearing to be a hard sales pitch. A writer with experience in writing this type of copy should be able to assist you in providing insightful and accurate copy which also entices the reader to find out more about your products and services.
Finally, your emails should provide the readers with a call to action. This should be a statement urging the reader to take a specific action such as making a purchase or researching a product.
During a email campaign addressed to your clients, members or mailing list subscribers it is also necessary to monitor it and know when your emails are actually read. The "Email Marketing Use and Trends Report: H1 2004" created upon the information collected from the MailerMailer's 70 million clients, proved the following:
1. Email checking
The same day you send the email – This is when most of your targeted audience ( 80% ) will receive and read your email. 95% of your target audience will receive and read your email after 6 days of delivery.
2. Failed Email
Sending out an email can fail: When one of your subscribers changes their email address without letting you know, if the email is marked as spam or if the email server of one of your subscriber(s) is not responding or it's offline.
A recent study proved that the failure rate when sending the first 5 emails to your subscribers is 6,6%, after you delete the invalid email addresses from your mailing list the failure rate when down to 3,9%.
Sending an email to government institutions will have a smaller failure rate ( 2,41% ), e-commerce companies ( 3,8%) and real estate agencies ( 4,19%).
3. Opening and viewing the email
It is already known and proved that sending an email to government institutions, telecommunication companies, ecommerce companies, real estate agencies, have the highest receiving and reading rate. Most of them receive and read your email within the first 48 hours.
Also, emails sent on Monday's have a bigger receiving & reading rate compared to the other days of the week.
4. Link clicking
Emails containing links were accessed in a proportion of 4,27%.
Even if a small number of emails are send during the weekend, the ones that were sent on Saturday ( 5,11%) and the ones sent on Sunday(5,54%) were received and read often then those sent during the week. In the same time, emails with a personalized subject were opened and read by more people than those that just had personalized content or those that were not personalized at all.
Be smart when sending out emails. Creating and maintaining a mailing list can be a very effective tool that you can use when running a web site or an online business.
5. Subtle Email Marketing
Everyday Internet users receive tons of emails telling them to buy certain products or visit particular websites. While these emails arrive in the inboxes of unsuspecting Internet users each day, most of them pay very little attention to these emails. That is because emails which are blatant advertisements are often viewed as spam. Most Internet users have very little tolerance for spam. Reactions to spam tend to range from simply ignoring the emails and having the email addresses blocked from sending future emails to reporting the emails to their Internet service provider for further investigation.
We realize many Internet marketers have difficulty keeping their email marketing subtle. Therefore, this article will provide some useful information on how email marketing can be kept subtle so it is not viewed as spam.
One of the most important criteria for ensuring your email marketing is subtle and will not be viewed as spam is to provide something of quality to the recipients. This may include insightful articles, interesting quizzes or other useful facts which members of the target audience are likely to find useful. When email recipients realize an email they received is offering them something worthwhile such as knowledge or information about a particular niche subject they are much more likely to spend some time reviewing the email because they will not consider the email to be spam. In addition to using the creation of this copy to convince recipients that the email is not spam, the business owners can also take advantage of this copy by providing subtle advertising. This may include product references in the articles or links to your website throughout the email.
Avoiding language which makes outrageous claims can also help to keep advertising quite subtle. Using superlatives and describing the greatness of specific products is likely to be viewed as blatant advertising. When this happens, it is not likely that website owners will believe there is validity in anything contained within the email because they will believe the entire email is simply one big advertisement for your products or services.
Another way to keep advertising subtle when running an email marketing campaign is to only send your email to those who are likely to be extremely interested in your products and services. This is important because when email recipients receive an email which does not reflect their interests at all, they are not likely to take the email serious and may view the email as a blatant advertisement. However, when the email is only sent to those who share a common interest the email seems more personalized. In this case the email recipients are not likely to view every product reference as a blatant advertisement because they understand there is sometimes a need to mention products or services.
Finally email marketing remains subtle when the content of the email is written as though it is not coming directly from the business owner. The copy may speak about the products and services as though they are being offered by a third party. This make the advertising seem more subtle because it does not appear to come directly from the business owner.
Finally, business owners can help to ensure their email marketing efforts are not viewed as blatant advertisements by keeping reference to your own website to an absolute minimum. Most Internet users often view links from one website to another strictly as an advertisement. For this reason it might be worthwhile for business owners who are marketing an email campaign to keep links to a minimum and to carefully weave these links into even the most quite benign copy.
The links should be provided as though they were only included to provide you with an opportunity to learn more about the products and not as a way to encourage you to purchase these products. It might be worthwhile to consider hiring a writer with this type of experience to ensure the copy conveys the desired message and has the desired effect on the email recipients.
Brian Walters SEO
Brian Walters MarketHive
Alan Zibluk Market Hive Founding Member