 | SUCCESSFUL EMARKETING CAMPAIGNS | | | | | Tips to Really Make an Impression ... | Posted by Kirsty Parris on 31/01/2012 @ 08:30 |
Email marketing is a proven, cost effective way to promote your business. However, since more and more firms are getting in on the act, it is becoming harder to achieve the same impact that you may have enjoyed a year or two ago. Here are some tips to help make your email newsletters stand out from the crowd ...
 ensure your email marketing campaigns have the impact you desire
There are many techniques you can use to make your email communications effective, however always remember that email filters will attempt to drop even the most beautifully crafted of messages into a spam folder without so much as a "by your leave". Try sending your message to a spam checker such as SwiftPage and they'll send you a spam-score by return.
- Subject Lines:
Your subject line needs to appeal to your target audience - otherwise they won't open the email and your time, effort and expenditure will have been wasted. Ensure that your subject line is relevant to your target audience and focuses on an important aspect of your newsletter i.e. "Important tax tips to help you reduce your bill" might be a subject line which would appeal to business owners.
- Design:
Recent research has suggested that business to business e-marketing campaigns achieve higher click-through rates when the email has more text than images. The study also suggests that business to consumer campaigns achieved better click through rates when the email had more images than text. Bear this in mind when designing your e-newsletter. It's generally a good idea to include only a summary of an article in the actual e-newsletter with a "click here for more" link directing the reader to the full article on your company website. This way you drive traffic to your website which could potentially result in a sale.
- Testing:
Don't be afraid to experiment with your e-newsletters. Email marketing is not an exact science and trial and error can help you to customize your e-marketing to really appeal to your target market. Change only one thing at a time and compare your metrics - open rate, click through rate, etc in order to determine which changes have a positive impact on your campaign.
- Relevant Content:
It seems obvious but keep your content relevant to your target audience. There is not point sending e-newsletters about business to business services to householders. They would be more interested in consumer products, whereas a Managing Director would be more likely to read a newsletter focusing on business services. Tailor the language accordingly - corporate speak is fine for business targets but consumers don't need jargon, they respond better to plain English describing the benefits of the product to them.
And there we have it; of course, these ideas are just the tip of the iceberg when it comes to really successful email marketing campaigns - if you'd like to understand more about catching the eyes and the attention of your audience and giving them a really good feel for the message you want to convey, then why not call me on +44 (0) 1908 219100 to find out more?
Until next time ... 
KIRSTY PARRIS
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 | Kirsty is Partner of Ad Valorem Sales & Marketing LLP, a sister company of Chartered Certified Accountants, Ad Valorem.
Within Ad Valorem Sales & Marketing, Kirsty works very closely with clients on a consultancy basis, helping them grow and develop their business. By focusing on marketing, systems, people and processes Kirsty enables clients to achieve both their personal and business goals.
Anything you want to know about Ad Valorem Kirsty is the person to speak to its a case of dont ask Jeeves ask Kirsty! Kirsty is a good listener; with excellent communication skills. She prides herself on her swift response to all client queries, either offering clear, concise advice or ensuring that any issue is dealt with promptly.
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