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Source : http://www.techlinks.net
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last activity : 07 06 2010 20:18:04 +0000
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If you’re considering email campaigns for your marketing mix, follow these 7½ simple rules to help ensure success:
1. Get a Plan: One email blast will not generate quality leads or drive customer loyalty. Draft a plan to continuously engage prospects and customers. Send to prospects and follow up within 3 to 4 weeks with those who did not respond to your first message. Engage customers with a periodic e-newsletter to nurture the relationship, seek their input, and drive up-sell opportunities.
2. Get Delivered: Keep your email file size small—40K or under is recommended, but definitely no more than 300K. Avoid spam-trigger words like “free” and “offer”. Limit use of images, which can raise your spam score. Include a physical address and an “unsubscribe” link.
3. Get Help: The e-marketing landscape is littered with failed in-house initiatives. Invest in help from a trusted advisor with the tools and track record to help ensure your success.
4. Get Read: Keep your message and design simple. Recipients will not scroll through lengthy adjective-laden paragraphs. Give them one compelling thought with a link to read more. Too many images can distract from your message. Keep them to a minimum—a logo or one relevant image. Strive for one screen, no scrolling, with important links at the top.
5. Get It Together: Integrate your online and offline campaigns to leverage branding as well as to track offline campaign results.
6. Get Feedback: Encourage recipients to respond via links, surveys, and forms. Encourage click-throughs, especially newsletter signups and forwarding to friends.
7. Get Results: Track deliveries, bounces, opens, click-throughs, forwards, and act on those results. Move hot leads directly to Sales. Nurture the not-yet-hot leads as well as your valued customers.
7½. GET DELIVERED!!! This one is so important it deserves repeating. Nothing happens unless your messages get through to your targets. Reread Rules 2 and 3 to drive results and return on your e-marketing investment.
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