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eMail Marketing Tips - Valuable eMail Marketing Information
This eMail marketing tips article is an attempt to summarize the key ingredients that make a successful eMail marketing recipe. Because eMail has become such a personal and sensitive medium of communication, the information in this article aims to get the job done for you while preserving your subscriber’s trust and privacy; and whether you decide to go about this manually or hire an outside eMail marketing vendor, certain eMail marketing fundamentals are not only vital, but rather imperative for a successful and high response eMail marketing campaign.
eMail Marketing Tips # 1 – Do Your Due DiligenceWhether it is eMail marketing, horse riding or plane flying, to be successful in anything you do, it is important to learn as much as you can about your topic or trade. Specifically to an eMail marketing campaign, it is important to study who your potential subscriber is. Gather as much information on your target constituency (ex: where do they live, what do they do, their sex, age range, educational level, personal interests, etc) so that you can design your messages accordingly.
eMail marketing systems today are sophisticated enough for you to experiment sending difference messages to various groups of targeted subscribers to see what works and what does not. This is known as targeted eMail marketing. You want to ensure that you are sending the right messages to the right people and delivering to their satisfaction.
eMail Marketing Tips # 2 – Don’t Carry an Overpowering ToneeMail marketing is definitely a two-way street. You are doing your subscriber a favor by sending them valuable information just as much as they are doing you a favor by becoming a part of your eMail list. That being said, always present yourself in a humble manner while making sure you communicate that you are the subject expert on your website’s particular topic. Be clear in what you are offering to your potential subscriber when they sign-up for your eMail list. Always disclose (and practice) that your subscriber’s information will be protected under all costs; and to cap it all off, offer an incentive to your subscriber to sign up for your eMail marketing campaign.
It is not easy to develop trust in the cyber world with minimal, if any, personal touch and communication. You are your website and you need to win your customer’s trust by the way you present yourself online (look & feel, your written message, etc)
eMail Marketing Tips # 3 – Double Opt In eMail MarketingDoubt opt in eMail marketing is where you follow-up with a confirmation eMail to your subscriber (after they have made a request to be included on your eMail list) ensuring that they have specifically asked to be on your eMail list. By going the extra step and implementing a double opt in policy, you are essentially asking for your subscriber’s permission just as they have asked for yours.
Double opt in eMail marketing is mutually beneficial. This gives your subscriber added comfort that no one else can sign them up on your eMail list on purpose or by accident. Think about it, do you really want to clutter your list with people who don’t want to be there to begin with? In addition, if you send eMails to people without their permission, you can get reported as a Spammer. This title alone can ruin your future on the Internet.
eMail Marketing Tips # 4 - Encourage Viral eMail Marketing by Building Positive RelationsThis tip ties in very well with eMail marketing tip # 2. Just as you enticed your subscriber initially, continue to maintain the same positive and uplifting attitude throughout your relationship. Your knowledge and enthusiasm about your topic should be evident in your eMail messages and when presented in a professional and welcoming manner, should build your relationship with your subscriber even stronger.
As your subscriber continues to build trust in you and as you consistently over-deliver on your content, you will begin to notice a trend known as viral eMail marketing. In viral eMail marketing, your subscribers will begin to talk about you within the Internet community and forward your eMail to their colleagues who they might think would be interested in receiving your material. There is no better and more powerful marketing strategy out there than viral eMail marketing. I call this the Internet word of mouth marketing.
eMail Marketing Tips # 5 – Provide Good Quality Content in Your eMail Marketing ArticlesPut in the necessary time in your eMail marketing articles to ensure you deliver a quality product. When it comes to eMail marketing, quality is definitely worth more than quantity. Your subscriber would rather see you in their inbox once a month with good quality content that see you every week with mediocre content. Make sure you are distributing relevant and meaningful content to your reader.
Be careful about one thing here – what is relevant and meaningful to you as a writer may not be the same for your reader. So make sure you conduct your due diligence on your subscriber (eMai marketing tip # 1) through surveys and website/eMail analytics and site patterns. Statisctics are discussed below in eMail marketing tip # 8. You want to make sure that your messages are well received and read rather than redirected to a spam or trash folder. Internet service providers pay close attention to how readers are treating eMail received from you so be very cautious with the eMail marketing information you disperse.
eMail Marketing Tips # 6 – Deliver Just Like UPS Would – Efficiently & EffectivelyThe sophistication of eMail marketing software today allows you to generate your content in advance and schedule the system to deliver particular messages on specified times. This is called automated eMail marketing and can be very effective if used appropriately.
A common use of this is when launching a series of eMails on a particular discussion topic. It is common for writers to generate content in form of eMail marketing articles in multiple issues all in one sitting; and subsequently instructing the eMail system to distribute one series every week or month in a sequential order until all issues have been distributed. This ensures timely delivery of eMails that your subscribers are looking forward to; all with minimal effort from your end. Check out the recommendations below for eMail marketing programs that offer this sophistication.
Additionally, ensure that your eMails are not spam-like (crowded), filled with ads and affiliate links or unusual HTML coding and graphics. This will ensure that your eMails are getting to your subscribers safely, on time and that your subscribers take the pleasure in reading your content. Your eMail statistics should allow you to monitor trends in your eMail’s delivery and open rates so that you can make the improvements as needed.
eMail Marketing Tips # 7 – The Format of Your eMailYour reader may have an eMail program that opens up an eMail in HTML format, or one that opens it up in a text only format. Hopefully you know who is using what by having your reader tell you what eMail program they use when signing up for your list. That being said, try to make your eMail compatible with both formats to the extent you can so that even in the event that your reader changes from say an HTML to a text only format, the core message of your eMail will still be viewable and readable to them.
The main message (body) of your eMail should always be in simple text format and not crowded with HTML altering designs and colors that certain eMail programs may have trouble deciphering. Consider signing up for the common free accounts people have (Gmail, Hotmail, Microsoft Outlook) and include yourself on your own eMail mailing list. This will show you how each eMail you send out looks to your reader. In fact, you should run some test messages only to yourself prior to distributing it to the masses. Now this is what I call good practice and proper due diligence!
eMail Marketing Tips # 8 – eMail Marketing Metrics; It’s Always Boils Down to the NumbersVery much like website traffic analytics, eMail marketing metrics are equally as important in gauging your campaign’s performance. It’s hard to make progress if you don’t know where you currently stand. Personally, this is my favorite tip because I love to get into the numbers and details of how a particular initiative is performing.
It is very important that you consistently monitor the results of your actions. Log both your success and failures so that you can reference them when designing new initiatives in the future. Most programs today are sophisticated enough to provide you with reports that are easy to read and understand. These reports are pure statistics on your specific eMail marketing campaign that will show you your subscriber’s behavior (i.e. when was the eMail received, when was it opened, was there a link within it that was clicked, what was the resulting action of the click, etc).
Many programs are so sophisticated that they go as far as tying your campaign’s performance to financial results of your business. These reports present data such as your return on investment, referral traffic generated, etc. This is definitely a good way to streamline and integrate multiple monitoring functions to better manage your business.
eMail Marketing Tips # 9 – Tend to Your Campaign and Tweak as NeededThis tip is a continuation of eMail marketing tip # 8. In simple terms, always follow through with your actions until you can tweak them to perfection. Practice makes perfect in pretty much any task in life; and you can use your eMail marketing metrics to perfect your practice by consistently implementing the changes necessary to obtain better results for your eMail marketing campaign and your business.
Continue to build up your eMail list database with subscribers who are genuinely interested in what you have to offer and ensure that the information you distribute is relevant and meaningful. Continue to educate yourself in your area of expertise to ensure you stay on top of your industry. And as mentioned above, your eMail marketing metrics should show what is working and what is not; so based on that continue to modify your initiatives to achieve bigger and better results.
eMail Marketing Tips # 10 – Focus on Your Strengths & Outsource the RestNot everyone can do everything. That is the simple fact of life. And while I am a bid advocate of doing “everything” yourself, sometimes it just makes sense to outsource certain business functions and trust someone else to deliver the results. Trust of course, is not automatic and has to be built over-time. However, once you have done your research and due diligence, do not be afraid to engage an expert to assist you with your eMail marketing campaign or completely outsource the function.
You may have better things to do, such as sales or promoting your product across the country, which takes up a lot of time. In that case, outsourcing your eMail marketing campaign might end be being more time and cost effective for you in the long term; and will only continue to get easier as you build a good relationship with your service provider and as they get to know your company and goals more and more over time.
My email marketing campaign has been fully automated from day one. Aside from occasional tweaks, I rarely spend time on it and yet it does the job very well because of its built in features and ease of automation. I found all the characteristics above in AWeber.
It is by far the best and most economical email marketing solution out there. I have received a ton of questions about it and went ahead and wrote a full review on it. You can read the full review on AWeber here.
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