Email Marketing
Worlcenter
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Email marketing is the fundamental way to connecte with your customers and prospects. It's one of the most useful and helpful method to promote your products and services and to generate traffic to your website.
But email marketing not just sending quick email out to your opt-in list, it's more important to persuade your recipients to respond to your email measseage. It's more important to catch attention of your inteneded recipient and let them take action.
To increase delivery and response rates, you should pay attention to the many options and components of your e-mail meassage. There are many options that can affect your success.
You should optimizae the different parts of your email message to grab attention of your prospects and customers.
Here are the most important and relevant options and components that can help you to shape succeful email campaigns :
1- Define your objective:
Every email marketing campaigns should have a define objective. Identify the objective of your email marketing campaigns help you to define your message and to optimize every parts and components of your email message
2- Manage your list:
have your own list is the most important factor to your online success but this list must be arranged because not all your list can have the same interested to every products or services that you will promote it.
Have a list arranged with every subject and interested can help you to write your email marketing message and you have the most important take to action.
Personalized emails can one of the factors that help your email message to will be open.
2- From Line
‘From’ line and ‘Subject’ line
The "From" line and "Subject" line are the two most important components of any e-mail message you send to your prospects. These two areas encourage the recipient to open or delete e-mail.
The "From" line should be used to clearly brand your company and/or provide the name of the person from who the e-mail was sent. The "Subject" line must entice the recipient to open the e-mail without being misleading.
Writing subject lines is an art unto itself. A few good rules to follow are to keep subject lines short, contain a sense of urgency or timeliness, relevancy and uniqueness. You should also avoid using all caps or symbols as these tend to be red flags for spam filters, as are use of the words ‘free’ and ‘complimentary’ in the subject line or body copy. Use an experienced writer to work on subject lines.
First Few Lines Newspaper publishers talk about headlines and stories appearing “above the fold” — the area of the top half of the page — as being the space that sells a newspaper. A similar space exists with e-mail as many people use a preview pane in their e-mail programs to view the content of an e-mail before actually opening it (see Figure 5). What a user sees in the preview pane — along with the ‘From’ line and ‘Subject’ — often determines if they will open and read the e-mail.
HTML vs. Plain Text
You can send HTML e-mails (graphics and design that look like Web pages), plain text e-mails or even rich media such as Flash, a programming language for creating animated graphics. Usually when a person subscribes to an e-mail newsletter, you would give them a choice whether to receive HTML or plain text. Most users prefer HTML, but with some spam filters now blocking graphics, there has recently been a slight increase in plain text e-mails. Many e-mail software programs and services can automatically detect if the user’s e-mail program can read HTML and will deliver either a plain text version or HTML version accordingly. You should always create a plain text version of HTML e-mails for users who prefer or need them. And if you don’t currently have resources to produce HTML newsletters, start with plain text. Also keep in mind that HTML file sizes are larger than text files and take longer to load; when using HTML you should make every effort to minimize file size.
Call to Action
Every e-mail should have a call to action. When creating e-mail you must answer the question: “What do we want the customer or prospect to do?” The call to action can take a variety of forms. With e-mail marketing, one of the most popular calls to action is to entice the recipient to click on a link in the e-mail to receive something (such as a white paper), register for an event, partake in a survey, view detailed product information, etc. It’s smart to offer a variety of ways for a user to click-through for more information or take advantage of your offer. Links should be placed strategically throughout the e-mail, with at least one appearing early ‘above the fold’, one in the middle and one at the end of the e-mail to motivate them to take action. You can re-word the text used in the link and use images as links. Other calls to action might be to dial your toll free number for more information or to place an order or order online. If using a rented e-mail list, make sure you have a particularly strong call to action, as you don’t have access to the recipients’ contact information unless they take steps to provide it to you.
Landing Pages on Your Web Site
A landing page is a specific page set up on your Web site to accompany an e-mail campaign. Prospects and customers who click on a link in your e-mail would go to a landing page. The advantages of a landing page are (1) you can design it with content specifically relevant to your campaign and the offer you are making, and (2) you can track how many people clicked through to this specific page using a Web statistics package (such as WebTrends) or e-mailing software (such as GroupMail), gaining valuable insight for your tracking and measuring efforts. Because of these advantages, landing pages can be much more useful than simply a link back to your company’s home page. An e-mail campaign might contain links to a number of different landing pages.
Opt-Outs
All e-mails must contain a clear and obvious way for the recipient to opt-out of receiving additional e-mail communications from you. You can simply ask the recipient to reply to the e-mail with “Unsubscribe” in the subject line. Some companies link opt-out requests back to their Web site and give the user an opportunity to opt-out of certain types of e-mail communications or all e-mail communications. It may be that you sent something irrelevant to the recipient but you offer other valuable content to them (for instance, an e-mail newsletter on a different subject). In any case, you must honor all opt-out requests in an expedient manner.
Test, Test, Test
Test different subject lines. Test different layout and creative. Test different offers. Test different lists. Test different landing pages. Test time of day and day of week for sending. In short, test as much as you can with e-mail. Why? Because you can, you get almost immediate results and the information you get back can help you refine and optimize your campaigns.
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