Last year alone I wrote about 150 broadcast e-mails to my list (significantly less )when compared to other internet marketers.
If you do the arithmetic that??™s about one e-mail every three days. Some marketers tell you to e-mail your list once a day. Some once a week and some just ask you to test and use your own judgment.
I have known marketers who send two emails a day. They do not like to do that but yet they are forced to do so because they operate in a time
sensitive niche. In this case “Day Trading”.
Most people talk about e-mail deliverability and spam complaints.
I am yet to find an e-mail solution that has 100% deliverability. I learnt this after hopping across 1shoppingcart, aweber, some desktop scripts etc. .
(Today I pay for each service and cannot consolidate all my subscribers to just one service)
Here are some guidelines that will help you to use e-mail as an effective marketing tool.
Planning is very critical
Planning is a very critical element when it comes to e-mailing. Just because e-mail is free or a powerful tool, it doesn’t mean that every e-mail will produce results. The better you plan the more structured you will be and the higher will be the response rates. While this is such a critical function, I see more and more marketers impulsive about their broadcast E-mails. They just plan 20 minutes ahead before sending a broadcast e-mail.
A well planned e-mail will have a carefully crafted call-to-action. With planning you can effectively segment and target your prospects, customers with highly relevant messages. In some cases you can deliver very personalized messages. You can test the response across offers and content while incrementally tweaking your campaigns for better conversions.
Relevancy is the key
The better you segment, the more specific you can be with your message. The more relevant the message the better will be response rate.
Profiling is very important and profiling based on historic behavior could prove highly insightful. A combination of a powerful offer, strong benefits and stacked up bonuses may fall short when the e-mail itself is not relevant.
Gain insight with every message
Your primary goal with every e-mail is to find out the real motivation of your prospects. It is a Kind of a brain reader. What influences their behavior? What motivates them? What influences them? Etc, etc.
The more you refine your message with this data the more successful you will be. Successful marketers develop compelling offers upon a great deal of study of these insights.
Be Consistent
I learnt the power of consistency from Corey Rudl. Every e-mail you send out has to be consistent visually and technically regardless of the content.
Capture co-ordinates and rinse them periodically
Capture customers e-mail address at every interaction. Not only collections but develop some ideas on how the data can be refreshed. Customers move, change phone numbers and disown email addresses. It??™s important that you keep up with it.
Enable easy opt-out
Sometimes after compiling an e-mail most marketers enter 20 blank lines to make the opt-out link not to show up on the page. This is a bad practice and will not get you far in the long run.
Enable one-click opt outs and make sure you update the offline backups with the information. When they opt out make sure they are opted out from all the auto responders, not just one.
Personalize Beyond First Name
Sometimes I see an e-mail from marketers with Hi
So think beyond the first name and see if you can use other variables to make the e-mail highly personal.
Test & Track
Stop e-mailing meaninglessly. Track every e-mail you send. While most e-mail applications provide you the feature such as link tracking etc, some sophisticated applications allow you to group and target prospects based on what links they clicked or what they did not click.
Privacy Can Make or Break You
When you claim the e-mail will be private, please respect that. Make your privacy policy obvious by referring to it over and over again in your marketing messages.
Be Dynamic
Be dynamic with every e-mail, foster interaction and allow them to speak up.
If you found this post to be helpful, I want you to speak up and leave a comment in the area if possible ask them to visit your blog and make a Comment.