Creating A Successful Email Marketing Campaign
Email marketing is one of the best ways to get the word out about any business, as well as promoting special offers, rewarding loyal customers, and encouraging new visitors to consider buying. But although it's a tool in widespread use, it takes class, good web etiquette, and smart writing to ensure that business email marketing offers solutions rather than seeming like part of the email problem.
The Best Email Marketing Offers Solutions
Smart e-commerce people know that competition is stiff in the online business world – and that it's best to use every tool to advantage. Email marketing is one of a handful of tools that a serious online business should consider in the pursuit of profitability on the internet. That said, there are many ways to use email marketing, some of them more beneficial than others.
Whether the email campaign is directed at individual customers or is business to business email marketing, the secret to success is to offer solutions to real problems that the target customers have. That means knowing the kinds of challenges they're facing in their business, home, or personal life, and doing a good job of presenting ways that the products or
services offered will solve them.
The following examples are some of the ways that any business can use email marketing to increase sales, improve relationships with loyal customers, and build a reputation.
Business to Business Email Marketing
Business to business email marketing is ideal for any e-commerce business that offers services to may be useful to other businesses as well as to individual consumers. Anything from an online coffee wholesaler to a computer repair service might choose to offer a premium package to small businesses or local companies. This means crafting a special email marketing campaign directed at other businesses.
Targeted Email Marketing
One of the secrets of successful email advertising – just as in any facet of marketing – is to know the consumer. An ad campaign that pinpoints the ideal customer's problems and offers a targeted solution will appeal to the people who are likeliest to buy the product. This makes targeted email marketing the only way to conduct an effective email campaign.
One of the best examples of a low-cost, targeted email ad program is the "Tell a Friend" button that appears almost ubiquitously across the internet. It's everywhere – on web articles, on e-commerce business pages, on personal blogs. The "Tell a Friend" button is targeted email marketing at its best. It allows readers and customers to share a product, service, or piece of expertise with someone they know will be interested – the perfect target market.
Affiliate Online Marketing
Affiliate marketing invites customers to advertise an internet business, and earn a commission off the revenues generated by their referrals. This makes affiliate online marketing a cheap and often very lucrative way to use email marketing to best advantage. All it takes is a loyal fan base willing to share the product or services with their friends.
Email Marketing Tracking
Whatever the internet business or the type of email marketing that is being used, it's important to not only create great marketing emails but to use those emails intelligently to track which approaches work… and which don't.
It's possible to create a different landing page for each email campaign, and use the sales and conversion rates from each landing page (or discount code, or printed coupon) to determine which email marketing approaches work, and eliminate those that don't.
The internet is still young enough that a lot of the process is trial and error. But using smart approaches and smart tools to determine their success will put an email marketing campaign ahead of the game.
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Effective Email Marketing Campaigns Copy That Sells, Permission Marketing And Test Marketing
By Jeanne Grunert-Mastermind Listbuilding REVIEW
Effective email marketing campaigns start with well-written copy that sells rather than tells, well-chosen and permission-based email marketing lists and testing.
Most effective email campaigns focus on three items: well written copy that sells, email marketing lists that focus on permission-based marketing and test marketing to see which element of the email marketing campaign is most successful.
Copy That Sells Never Tells
The best writing for business focuses on copy that sells, rather than tells. Avoid talking about the features of the product and focus on benefits- the "what's in it for me?" question customers ask. This means focusing email marketing copy on the "AIDA" formula:
A = Attention. What will grab the customer's attention?
I = Interest. What will engage the customer's interest?
D = Desire. Spark desire for more information or purchase.
A = Action. Includes a clear, compelling call to action, motivates the customer to take action, and gives him the information to complete the sale.
All aspects of an email's copy must sell, but pay particular attention to the subject line and the first heading within the body of the email. If using an email marketing template, play around with the font and colors to draw attention to the headline as this is the first place the reader's eyes are drawn to when opening the email. Keep subject lines short and no more than five or six words, as many email systems cut off subject lines that run longer.
Permission Marketing Creates Strong Email Marketing Lists
Permission email marketing lists provide the best response. Always collect email addresses in an ethical way, and clearly state whether or not the email addresses will be share or sold. Ask for permission to send marketing messages and respect a customer's request to stop receiving messages. Permission marketing is imperative to successful email marketing campaigns.
Test Marketing Messages, Timing, and Creative
Test marketing messages, timing and creative to determine which element or elements is most effective. Always change just one element at a time so that the effective variable can be isolated. Set up a test matrix and determine statistically significant test levels. Quantities in each test panel must be great enough to yield results that can be replicated.
Take Steps to Improve Email Marketing Programs
If email marketing efforts aren't yielding the desired results, take the following actions to improve them today:
* Gather and understand all prior campaign metrics
* Review creative efforts- photography, layout, design
* Review copy and tweak the subject line and headline.
* Always ask what customers ask- "What's in it for me?" If the question isn't answered, the email probably won't work.
* Review methods to gather email marketing lists and be sure they are permission marketing based.
* If purchasing or renting lists, check with the vendor on whether or not the list is permission based and only use those which are- compiled lists rarely get results.
* Set up a test marketing program. Isolate one variable at a time: creative, offer, copy, subject line, list, etc. Change one item, send out the test email, gather results, analyze, and repeat. Soon a clear pattern should emerge that shows the particularly marketing "lever" to push to get the best results.
* Explore various email marketing tools and email marketing templates to find the best fit for the campaign, audience and company.
Email marketing offers businesses of all sizes and types so many advantages. It's inexpensive, relatively easy to do, and when done properly, yields good results. Try these email marketing tips and reap the rewards of a successful campaign.
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