Image by Md. Rashedul Hasan
Before you start, know the law.
There’s a reason why many companies launch e-mail campaigns. They realize sufficient returns on their investments using the latest trends in e-mail marketing.
If you’re just getting started, it’s best to keep it simple. In other words, take baby steps until you’re no longer a novice.
But to get off to a great start, here six pointers:
1. Know the law and do your prep.
Prepare to comply with the CAN Spam Act, the federal law passed in 2003. It set national rules and requirements for commercial emails.
Before you launch a campaign, remember people are accustomed to blue links. Use them. Research your wording to avoid spam filters. Include your social media share buttons. And be sure your copy is crisp without any typos.
2. Pick the right vendor.
The best e-mail vendors are efficient, but ask for references to carefully check on their effectiveness with updated lists. You want them to provide excellent support, backup, response time, and analytical results data. The support is especially critical if you’re just getting started.
You’ll need some hand-holding. So do your due diligence to make sure your vendor is qualified to meet your needs. Use an email service provider such as Mailchimp or Omnisend to manage subscribers and send automated messages.
3. Use a targeted mailing list.
For the best return on your investment, don’t use a shotgun approach. Use a proven source with lists that best meets your demographic criteria for buying preferences and receptivity to your campaign.
To collect names and email addresses, create a simple web form or landing page. As an incentive for people to join, offer a lead magnet such as a checklist, guide or discount code.
Note: Protect your business reputation and always ask for approval.
4. Personalize your approach.
That includes salutation and using a compelling subject line for your target audience. Timing is, of course, important to enhance your odds for success.
Insert a concise, catchy benefit in your subject line between 40 to 55 characters. Include a preheader or preview text to entice people to read your email.
5. Use strategic creative in your content.
Unless you have a really creative copy writer, avoid the cutesy approach. Show the recipient true value. Don’t give any reason for the person to unsubscribe from your list.
Also, brevity is important. The body copy should be short and mobile-friendly. Include a call-to-action.
Then send a test email to yourself. You need to check for broken links, typos, or layout errors especially on mobile devices. When you’re ready, schedule your campaign. Send it to your subscribers.
6. Use your campaign as a learning experience – recap the results.
You’ll want to know how effective your campaign was. Key information will include the click-through rates, sharing rates, and conversion rates.
Then, determine your return on investment – divide your revenue by the number of people on your list. Don’t fail to follow up on your prospects.
Good luck!
From the Coach’s Corner, for related tips see:
Tips for Cold Calling and Cold Emailing — Since the advent of the digital age, cold calling went out of vogue. But whether you’re in advertising or staffing services, cold calling has become the logical tool to use to generate clients or business customers.
The Lost Art – How and Why to Use Cold-Calling for Higher Sales — Are you lacking in sales? Do you get enough face time with the right prospects? Here’s how and why in-person cold calls will help you make sales.
Want More Revenue? Avoid the 7 Deadly Sins of Selling — Whether you are an established company or a startup, what you probably need most in this economic climate is a positive revenue stream. It’s possible with a higher-performing sales staff.
Invigorate Sales with 11 Customer Retention, Referral Strategies — How to attract and keep brand evangelists with customer service and word-of-mouth advertising.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
-Peter Drucker
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