Few marketing topics inspire such passion as email marketing. From "their final decision" to "total loss of time and bordering on illegal activities." The fact is that your clients love email, they use it every day and work well, they will love and reply to your email address. This should be more than enough for any marketer to invest time and money in developing a professional program. However, you need to stimulate a little, sometimes the fact that e-mail can stimulate sales at a price of just a penny per order will be sufficient.
Most likely, you know well how important e-mail is and how difficult it is to develop an effective program. With all its promises and effectiveness, this is a volatile and difficult area to navigate. However, focus on a few basic principles and actions, and you will be rewarded with the rich. In the same way as all good direct marketing, circulation, supply and creativity are the secrets of success. But you have to think about them a little differently, read some tips on how to make sure your email is delivered and read.
1. Actively manage your email file.
Obviously, increasing the size of an email file is important, but managing email is associated with problems that need to be solved. First, there are compliance issues that you need to be prepared to manage, and your privacy policy is the basis for managing your lists. You should also be able to understand the availability status of each letter in your file. Email can be enabled, but cannot be delivered because the address is invalid, which means that it simply “bounces” back when you try to deliver it. As a rule, the file will have as many invalid addresses as a failure, and the result will be the same ... mail will not be delivered! Internet Service Providers (ISPs) are very sensitive to bounces, too much from you, and they block all emails. Therefore, it is important that your “bounce rate” is under control. There are many elements to consider when saving your file, do not let any of them slip.
2. Equitably create your email reputation with an ISP.
ISPs are constantly trying to stop the flow of email to their members. They have two tools. The direct block or they will send your email to the “junk email folder” is just as destructive. Creating your reputation with an ISP takes time and is a continuous process. Different ISPs have different standards that you need to know, adhere to, and develop policies. AOL, Yahoo and MSN / Hotmail are the main web domains, but by no means the majority. One of the main advantages of working with an email service provider is that they will establish relationships with the provider and knowledge of their requirements.
3. Measure the delivery of incoming messages.
You cannot control what you do not measure. The ISP has sophisticated spam filters that change regularly. Suppose that the message does not pass, even if it passed last week. The combination of your theme, content, reputation, astrological leveling, tea leaves and other mysterious forces is used to determine whether your email is being delivered. The only way to find out if your message has been delivered is to measure it and pre-test your emails before deployment to ensure availability.
4. Stay predictable.
Large changes in delivery volume or shipping patterns can raise flags on ISP systems. Large bursts of volume on unusual days can cause barriers, so do not save these full mailings to the depth of your expired client file until the most important fall of the year!
5. Override your file
Above, I mentioned that you should not send your invalid emails. However, this is a safe bet that 10% or more is probably great, and you miss a lot of sales. Develop a program to regularly check these addresses.
6. Images are disabled
Most email programs have images disabled by default, and the client will not download images until they decide that the letter has something interesting. Make sure that your e-mail and its main hooks are clearly understood when viewing without images and pain in anticipation.
7. Save plot lines
Thematic lines are critical and should be largely focused and verified. As a rule, letting people know exactly what they can get generates higher sales conversions than more vague copies of the “teaser” type. A teaser can often get more discoveries and clicks, but fewer buyers in the market.
8. Do not get boring
Offer a regular change of creativity and offers. Develop a library of templates that you can use that reflect the various marketing objectives of the piece.
9. One size does not fit anyone.
Email makes it technically and financially feasible to deliver a variety of personalized messages, so focus your efforts on developing targeted campaigns. For example, if the client simply had a bad experience, do not send them your regular email. Separate them and customize your communication.
10. Be relevant
In fact, this is the same thing as my last moment, but its so important, I felt that it was worth mentioning twice. A sure fire way to turn someone into your email address is to keep sending them emails that are not related to them. You should strive to find any way that you can be relevant and personalized when you can. Be disciplined and test your concepts before deflating them. Your most brilliant ideas are useless if customers don't care, and the only way to find out if your customers will take care is to test the concept with them.
E-mail is a vast and dynamic area and requires careful study. These 10 tips are just the tip of a constantly changing iceberg to which you must constantly adapt. The autopilot approach will send your email straight up the hill. A strong focus on maximizing the availability of your file is a hallmark of every great e-mail program, since constant driving is relevant. Constantly pursue these goals, and you will be there with the elite of the industry and inundated with profitable sales.
