This blog weekly posts several email marketing tips. Below is a selection of some email marketing tips that were posted since mid December 2009. If you would like to get our new email marketing tips in the future you can follow us by RSS or on Twitter, simply come back now and then or subscribe to our newsletter that will soon be launched.
The foundation for successful email marketing is a targeted, permission-based email list. If you’ve built up a list of opt-in subscribers that are qualified and interested in what you have to offer, then you’ve completed the first step and are on your way. Discover the 15 best tips to build your subscriber list.
What do your subscribers want from you? Usually, when they signed up with you they had some expectations: you promised something. You need subscribers who can expect high end material from you. That’s what you want, but many companies choose to ignore expectations.
Subscribers are people and they are your bread and butter for email marketing, how you handle them can dramatically improve how well your program works.
You either mail too frequently and annoy subscribers or you mail too little and don’t capitalize on your chance to interact with them. Not all email programs fall into these categories, but many do.
It’s important to see your email list as a collection of people instead of a collection of email addresses. All this starts at the very beginning of the email relationships, when someone subscribes to your list. Some tips.
The most used tactical metrics in email marketing still include the ‘open rate’ and the ‘click rate’ or ‘click-through rate’ (CTR). Most ESPs regularly publish the average “open rates” and “click rates” their customers achieve with their email marketing platforms. It’s an interesting barometer to find out how effective your campaigns are, but beware.
Often people ask when is the best day to send their emails. I always give the same answer: “it depends”. Then they ask me from what it depends, and I answer “from many things”. To know what these “many things” are, there are many elements to consider.
In offline direct mail the call to action often comes at the end of the first paragraphs or even at the end of the letter. In email marketing this is completely out of the question.
In these times of social media email marketers are including new metrics that go far beyond traditional email marketing rates such as open rates, click rates, bounces and the likes.
Professional email marketers know that personalization is crucial in achieving high open rates as people are more likely to spend time reading things that are relevant to them.
Many email recipients, mainly in B2C, don’t access the personal mailboxes they use to receive marketing offers anywhere close to as frequently as they check their work accounts.
Defining what matters in (social) email marketing
So how should you construct an email marketing program which elicits the most response, from your best leads, and create conversions to drive your business?
Many email marketers struggle with timing problems: getting their timing for emails wrong.
This corresponds to frequency in some ways, but also in urgency.
Social email marketing, simply said the integration of email marketing and social media marketing, focuses strongly on tools to share your email content and on ways of creating content that people find worth sharing.
Emails, even with valid email addresses, often never reach the recipient’s inbox. Deliverability is a big issue for most email marketers. The percentage of emails that get stuck in spam filters, the filters of ISPs and other filters, varies.
What is the ideal way of segmentation in email marketing? We can start an endless conversation about best practices, but essentially it always comes back to the relevance of your message in the dialogues with your target groups.
In this post I give a few tips on creating highly optimized and ultra-targeted opt-in email capture pages. These pages are crucial because the are where the email marketing relationship begins.
There are many ESPs saying they can get your email delivery rate higher than 90%, but the real hard work is in your corner to get the highest percentage of messages delivered correctly to your subscribers.
This is a follow-up post on the post I just mentioned, inlcuding four more ways to get your email delivery rates higher.
When asking a question to a customer service or applying for something by email, (potential) customers often receive an email back to say that their request has been well received and will treated as soon as possible.
An interesting post regarding the ideal moment to send your e-news. And this time it’s not by testing, monitoring or – as still is often the case – gutt feeling. It’s by using Twitter.
Here are some more easy email marketing tips for everyone, no matter the size of the company or demographics of leads.
Forrester Research says that there is a renewed focus on email marketing. There are two reasons for that.
Discover some basics regarding the integration of social media marketing and email marketing, also known as social email marketing.
The relevance of an email is an extremely important factor that contributes to the succeeding or not succeeding of an email marketing campaign.
In this post you will find plenty of data regarding the use of mobile email and tips to start using mobile email marketing.
We know since years that email marketing starts with permission. Here is a reminder about the how and why.
Where should you start to build an email marketing database and identify the consumers and companies that are truly interested in your email marketing messages?
Including more hyperlinks in emails increases both opening rate and click-through rate.
Video emails increase click-through rates
An internal study by GetResponse, found that video emails increase click-through rates by 96%.
A short subject line is fully readable in most email clients and is also quicker and easier to understand for most recipients. Furthermore, short subject lines in your emails raise the open and click-through rate.
Need more tips?
You might also want to look at some slideshare presentations from vendors and email marketing experts we posted. A selection:
– Eloqua’s checklists for email marketing effectiveness
– Landing pages and email marketing: where the eyes go
– Silverpop slideshare: email marketing goes social
– Email marketing tips from Dave Chaffey
Join me in the Social Marketing Forum