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Website DesignImportant Facts of an Effective E-mail Marketing Plan
Important Facts of an Effective E-mail Marketing Plan
Email Marketing started out as shooting out a few emails to those customers and potential prospects through your own email client (Outlook, G-Mail ect.). Then you thought about turning up a notch and use constant contact or a email service that supplies you with a few templates to “jazz” it up.
The step forward to use a service is where many stop and believe it is meeting their needs. This is sufficient for a beginner but to move to the next level which many professionals see as the benchmark is custom email templates that brand you and have the horsepower to do it right. The fact is email is effective but only when the prospect receives it and has the opportunity to act on it.
Spam filters with most email hosts have gotten better and better every year at filtering out the Spam. Spam may not be what you are sending but according to the filters it is just that. The selection of “spam free” content is vital. Scrubbing email campaigns are so important and we are amazed daily at the content that triggers these alerts.
So what do you do??
Why an ESP (email service provider) is a must. Sending E-mail correspondence from your email client that you use for everyday email is a huge No, No. Outsourcing this task to a company that deals in this everyday is just the prudent thing to do. Scrubbing the content, Formatting it correctly (always an issue in Constant Contact and others), Adding Links, Setting up Specific Landing Pages for your offer and Managing your database are just a few of the things you will need.
Generic Templates or Custom Templates. Generic templates look nice but take a moment and think about some of the emails you get. I bet you will begin to notice a few common looks. Generic is just that, plain and simple. You spend a lot of time putting your brands message forward so keeping your branding message consistent is vitally important.
Touch you database on a regular basis. There is a fine line as to how much is not enough. Pounding people over and over with sales messages is a sure fire way to turn people off. Sending good content too much also has the effect of becoming white noise. We think it is best to touch you database 1-4 times a month depending on the messages and your business.
Take note of the data. As your ESP we measure every facet of the e-blast from open rates, click through stats, bounces, replies, actions completed or acted on and many more sets of data.
Take the time to evaluate your efforts in this key area of your marketing and make it work for you.
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