E-Mail Marketing Tips

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E-Mail Marketing Tips

Instruments of Email Marketing

Email marketing is immediately associated with personalized bulk mailings, and possibly newsletters.

A complete email marketing strategy can consist of more marketing instruments, however:

·	Individual replies to customer requests

·	Newsletters (both with original content and supporting a Web site)

·	Personalized mailings

·	Public mailing lists (for market research, support, etc.)

·	Autoresponders

·	Networking (participating in forums, discussion lists, fairs,...)

Web site

Of course, all email activities should also be in line with the overall marketing strategy.

Learn from Spam

We almost always learn from examples. There are good examples, and there is spam. You can learn a lot from spammers: what your marketing emails should not look like, and how it does not work.

So get an account at Hotmail or another free email service, post your new email address somewhere on the Net and wait for your teaching material.

Make Sure HTML and Plain Text Parts Have Corresponding Content

Sending your email newsletters and marketing campaigns multipart/alternative gives you the best of both worlds: you can send richly formatted messages, but your recipients can opt for the plain text if they prefer.

This is one good reason why

·	you should make sure the basic content of both parts is approximately the same.

But there's another, maybe just as convincing one: spam filters.

Spammers like to fool junk mail filters by inserting random words, poems and what not, possibly in the plain text part only so that the majority of recipients will never see them.

To counter this trick, some spam filters check whether the contents of the text/plain and the text/html parts do match. To make sure your message is not regarded as spam, make sure this is so. Of course, you can include a link to a full-graphic version on your web site in the plain text part.

Make it Easy for Subscribers to Change Their Email Address

In spite of web-based email services and personal domains, email addresses change frequently. If somebody likes your newsletter, they will want to get it at their new address, too. Make this as easy as possible, or you may lose a reader.

If your system requires subscribers whose email address changes to unsubscribe the old address by hand and then sign up again with the new address (maybe even being asked nasty questions again), chances are even the most avid reader will wonder whether your newsletter is worth the trouble.

That's why you should

·	provide subscribers with an easy to way to change their address.

The most simple approach is probably also the best:

·	on the page that allows readers to unsubscribe, offer another field where they can subscribe a new address (carrying over all their data) and

·	change the link to that page in the newsletter from "unsubscribe" to "unsubscribe/change address".

Make Landing Pages Fit Your Email Marketing Campaign

Landing pages are an essential part of every email marketing campaign.

If I follow a link from an email marketing message, I expect purchasing to be easy (by finding forms prefilled with relevant data, for example), and I expect the landing page to fit the design of the email I got. If it does not, I'll be irritated and reluctant to make a purchase.

That's why you should

·	make sure the design of the landing page matches the design of the email campaign it belongs to.

Pay attention to the colors, the images, font size, but also to the wording and tone of the landing page.

Make Sure Unusbscriptions are Effective Immediately

Have you used a sign-off form of a newsletter that stated that it might take a day or two for the unsubscription to be processed and in effect? This is annoying, and it is even more annoying if this is indeed the case.

Still getting the newsletter you have just unsubscribed from makes you feel:

·	confused — Has the unsubscription worked? Was it just a trick to make me believe I could unsubscribe?

·	angry — The point of unsubscribing is not getting that newsletter. So why am I still getting it?

·	abused — What I can't get rid of immediately must be spam. Avoid this company like the plague, and treat all their emails like spam (even the newsletters I have not — yet? — unsubscribed from).

To make sure your newsletter or email marketing messages does not leave this spam-like impression:

·	Process sign-offs immediately or

·	make sure your email marketing service provider can ensure unsubscriptions go into effect the moment they are submitted.

Make Sure Your Email Marketing ASP is Opt-In Only

Your mailing list is opt-in only, of course. You find that lots of your subscribers do not receive your mailings, and sporadic messages of spam blocks are coming back. How does that go together?

Even if your lists are opt-in lists exclusively, you may fall victim to spam filtering and blocking if your email marketing service provider is also host to at least one email "marketer" that sends spam spam. If the large blackhole lists see spam coming from a provider and they don't act correspondingly, the provider will be blocked as a whole, including all the innocent marketers.

That's why you should make sure

·	your email marketing ASP is not on any blackhole lists and

·	has a strict anti-spam policy and acts quickly when a spamming client shows up.

Motivate People to Sign Up for Your Newsletter with a Bonus

Making visitors of your Web site sign up for your newsletter is getting increasingly difficult as people are more reluctant to give away their email address (and they're perfectly right facing all that spam).

A bonus (in addition to the great newsletter) can motivate people to sign up. For example, you could offer a white paper or -- preferably -- a detailed case study for all those who subscribe to your newsletter, or new subscribers get a special tips and tricks edition of the newsletter, or a funny Winamp skin.

The possibilities are endless, but make sure the bonus is the right bonus for the right people. Whatever you offer, it must be directly related to the newsletter.

Ideally,

·	the motivation to sign up for the newsletter is the same as the motivation for getting the bonus, and

·	the bonus acts as a multiplier, not as a separate motivation.

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