Quality over Quantity – Successful Email Marketing

Email marketing, like other online marketing strategies, has its own set of rules. Email blasts and E-Newsletters are excellent, cost effective ways to get the word out about your business if done right.  To get the most out of each email you send you’ll want to make sure you’re in compliance with all guidelines.  Showing you the WHO, WHAT and WHY of email marketing and passing along some solid advice, we’ll have you on your way to a strong, successful email marketing campaign in no time.

WHO (are you contacting?)

It all starts with the list.  To get your email marketing campaign started, you need a list of contacts. You can typically purchase email lists from the same mail houses you get your direct mail lists from or you can use a customer database you’ve built over time.

Once you have your list, we know you’ll be anxious to use it.  Remember though, just because you have a list, doesn’t mean you should send unsolicited emails (also known as SPAM).  You’ll want to make sure the list is clean and that everyone you’re contacting is a willing participant in the email you’re sending.  One of the most effective ways to get a clean list is to use a Double Opt-In email.

What’s that?  Double Opt-In emails require, sending an email to the people on your list and asking them to confirm they want to receive emails from you or to opt-out.  If a customer confirms, they are added to your list.  If they opt-out or don’t respond to the opt-in email, they cannot be added to your list.   Using a double opt-in vs. just an opt-out option does three important things that are essential to the success of your email marketing plan:

1. Reduces the risk of your email receiving complaints
2. Narrows your target to those interested in your message
3. Increases the number of opens for future messages

Complaints are something email marketers try to avoid at all costs.  They can tarnish your reputation and get you labeled as a spammer.  Typically 1 complaint per 1000 emails sent is considered acceptable.  Any more than that and you might be treading on choppy waters with your email service.

Focusing on a smaller group interested in what you have to say will have a much warmer reception than sending your message to everyone you’ve come into contact with.  Narrowing your list is cost effective as well, most services charge a flat rate per 1000 emails sent, so why not limit your message to people who will actually read it?

Opens are a big deal.  According to Mail Chimp (email marketing service), new email marketers typically see an open rate of about 20-30 percent.  Imagine sending your email to a list of 10,000 without first sending the opt-in, of those recipients only 100 open it (that’s only 1 percent).  If you’d sent an opt-in and narrowed your list to, 5,000 recipients, if 1000 people opened it you’d have increased your opens by 20 percent.

WHAT (are you sending?)

Once you know WHO you’re marketing to, it’s time to determine WHAT to market.  Taking note of our tip above, only market what you’ve committed to marketing to that particular list.  If you vow to send service coupons and you send your weekly ad, chances are you’ll see a high volume of un-subscribes in no time.  Stay consistent and you’ll build a strong following.

Unlike a direct mail piece, email has creative and copy guidelines to abide by.  If your email text uses multiple colors or uses words like “FREE” frequently within the message it might not get delivered or opened.  Here are a 5 rules to live by when it comes to the layout of your email marketing messages:

1. Make sure there is a way for recipients to manage their subscription. (ie, opt-out or change email info)
2. Avoid using ALL CAPS, multiple exclamation marks and multiple colors in your subject line and body of the email.
3. Words and phrases like FREE, CLICK HERE, and ONCE IN A LIFETIME are bound to get you the wrong kind of attention, try to steer clear.
4. Make sure the “From” address on your email stays consistent, choose either your company name or a recognizable figure within your business.
5. Send your message in HTML and plain text, it makes your message available to everyone depending on their email host’s settings.

WHY (follow the rules?)

With Email marketing’s growing popularity you can bet that the rules will become more stringent over time.  In 2003 Congress passed the CAN-SPAM Act, effective January 1, 2004.  The CAN-SPAM act lays out the rules Email marketers must follow, and violations carry fines of up to $16,000 per offense.  Following the guidelines will protect your pocketbook and your reputation.  Lets face it, no one wants to be a SPAMMER.