Email Marketing: Technology's Smart Tool For Your Business Success
Tips For Email Campaigns To Build Your Business And Drive your Sales Performance
6. Meet Unsubscribe Standards
The rules are clear: provide easy and obvious unsubscribe option and respond quickly to unsubscribe requests. Strive to observe the rules strictly or risk being labeled or possibly punished as a spammer.
7. The Rule Also Requires Your Postal Address
Your mail must provide a valid postal address and other relevant contact information. Besides meeting legal requirement, measures of this sort, which are confidence building, will only enrich the relationship you are nurturing. Don't play down on compliance obligations as this could damage your credibility and attract sanctions that may hurt your business.
8. Consider Engaging A List Manager
With key compliance issues, unsubscribe management, and other challenges of effective list management, you may be better off outsourcing this function. Weigh the options to determine what best serves your purpose.
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9. Aim For High Deliverability Rate
The spam filters deployed by ISPs are getting tougher with their job, meaning that you risk a campaign that gets nowhere. Tricky punctuation, overuse of asterisks, dashes and exclamations, ubiquitous capitalisation, brazen font colours, excessive use of 'click here' calls and other attention-chasing gimmicks of sales pitches may scuttle your effort instead of advancing it - the filters suspect them for spam stuff. Attachments are also a risk factor as the ISP may bounce your mail because of their bulk.
10. Get White-listed To Enhance Deliverability And Open Rates
To escape the subscriber's filtering system, request and secure white-listing by your subscribers. This should get you off the bulk mail box which may never be opened. Some users also activate image filters in their browsers. One answer is to provide 'text only' version which the subscriber can click to access. Proper design use of images and text in one mail will also ensure that the text renders well even when images are blocked off.
11. Stay In the Consciousness of Your Subscribers
Regular mails, that's the answer. Would you risk their not recognising your 'from label' when you allow a long break before reaching them again. Set the frequency of your mails and, by all means, stick to it. Consistency is the name.
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12. A Call To Action Is The Bottom Line
Never loose sight of the call to action, whatever that represents for you. Whether it's a purchase action, provision of information or opinion, access to further information or whatever you seek to achieve must ultimately be spelt out. Make that call in the best way to get your subscribers to act.
13. Measurement And Testing Must Be Given Serious Attention
You need to keep track of the performance of your campaigns and to test various projects to see what delivers the best value. At the end, it's the result that counts. You must not overlook this factor and may find it rewarding to invest a little in the right tools to gather and analyse the metrics.
Hopefully, the measures outlined here will help you design and implement an effective email marketing system. If you aren't sure you can't do without help, go for it. The reward of an email system is, in the long term, worth a good investment.
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