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E-Mail Marketing Facts
E-Mail Marketing Myths
E-Mail Marketing Terms
E-Mail Marketing Benefits
E-Mail Marketing Tips 1
E-Mail Marketing Tips 2
E-Mail Marketing Tips 3
E-mail Marketing Tips 4
E-Mail Marketing Tips 5
Mail For You Overview
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E-Mail Marketing Tips
Get Newsletter Subscribers with Sweepstakes
Sweepstakes are a great way to build your list, but if you decide to make use of freebies and prizes you should pay extra attention not only to quantity but also to the quality of the list you build.
The prizes should be compatible with your target group to attract primarily subscribers interested in getting your emails and not only people who sign up for the sweepstakes and then unsubscribe immediately. There's not much point in that.
Get Subscribers Through Cooperation with the Competition
The primary source of opt-in subscribers probably is your Web site.
Now it's time to look for other places to build your list, it's time for cooperation with the competition:
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Turn to the Web sites that people who might be interested in your newsletter are likely to visit — even before (or instead of) your own site. |
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Cooperate with the owners of these sites in some way that can profit both of you. Exchange sign- |
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Make sure the content and target group of the two sites and newsletters are close, but not identical. |
Getting the Names of Anonymous Subscribers I
Personalization is key to success with email marketing. One simple, but important aspect is greeting recipients with their name. Usually, you will ask for the subscriber's name together with her email address.
Some people are reluctant to give that information, however, or they are simply too lazy to type it, and if you do not require the name for successful subscription you end up with an anonymous user who you can only greet with "Dear Subscriber."
There is a surprisingly simple, but effective way to turn these anonymous subscribers into people you know by name:
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Ask them. |
Send a letter to those who have signed up for your newsletter, but haven't submitted their name periodically and tell them you'd love to greet them with their name instead of the sterile "Dear Subscriber." Chances are lots of them will be more than willing to reveal their name.
One note, though: make sure you don't mail the same person more than once with your request for personal information.
Getting the Names of Anonymous Subscribers II
Some subscribers to your newsletter won't tell you their name when they sign up. You can ask them for their name directly by sending them a special email.
This often works fine, but you may be concerned that recipients could perceive this as spam and an invasion of their privacy.
Then you can use your regular newsletter as a means to find out more about your readers. If you don't have their name yet,
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insert a short text following the "Dear Subscriber" greeting explaining that you'd much prefer to greet them by name (they will prefer that too) and |
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make it easy for them to add a name to their profile. |
How to Interpret Email Newsletter Open Rates
When it comes to email marketing and newsletters, one statistical favorite is the "open rate". This number, whose goal it is to indicate how many people open a certain mailing, does have its value, but you should be aware of how it is generated, and what this means for the open rate's interpretation.
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The generation of open rate statistics relies on images in HTML emails, downloaded when the message is opened. People whose email clients do not support HTML or people who are not online when they open the message are not counted. |
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Most email programs have a preview pane where messages are opened — and counted — whether the recipients actually reads them or not. |
The open rate can be an indicator on a broader scale, though. It can be particularly interesting to watch the trend, for example, and surprising declines probably indicate a distribution problem.
HTML or Plain Text: Let Your Recipients Decide
Of course, as an email marketer you love HTML messages. But the recipients, your customers, may not like them that much. They may not even open them.
That's why you should put them in control and
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offer a text version of all your mailings |
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your recipients can subscribe to instead of the HTML version. |
Include an Easy to Use Unsubscription Link in Newsletters
No newsletter publisher or email marketer likes unsubscriptions.
There are at least two good reasons (even from the perspective of the publisher striving for high subscription numbers) why you should make it easy and fail-safe to unsubscribe, though:
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Subscribers who are not interested and never open your message (and who would unsubscribe if they could) are worth nothing and the resources for sending them mail are wasted. |
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Subscribers who - |
That's why you should make it as easy as possible for your readers to unsubscribe. The most accessible and failsafe way probably is
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a personalized unsubscription link that takes the reader to a page where they can take off their address using a prefilled form. |
You should still offer a way to unsubscribe via email, of course.
Inform Your ISP About Your Email Marketing Activities
Of course, you are not spamming anybody. Unfortunately, it is just as certain that you will be accused of doing it nevertheless now and then.
Usually, those who think you're a bad, bad spammer will not turn to you, but to your Internet service provider.
If the ISP does not know what you are doing and that it is legitimate, and if the number of complaints keeps rising with the number of subscribers to your newsletter, the ISP may eventually pull the plug.
Inform Your ISP About Your Email Marketing Activities
That's why it's a good idea to
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inform your ISP early about your email marketing activities. |
If they know you and your activities, chances are your ISP will defend you against those wrongly accusing you instead of disconnecting you.
If your current ISP does not agree with your email marketing activities, look for another one that does, and don't stop looking before you have found the perfect match.
Your Internet connection and the connection to your service provider both are crucial to your success.
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