7 Tips to Make Your Email Marketing More Effective
"There was more data transmitted over the Internet in 2010 than the entire history of the Internet through 2009," reports Mashable, as revealed by Kirk Skaugen, Vice President of Intel's Architecture Group, at the Web 2.0 Summit 2011 in San Francisco.
How can today's business owner break through the daunting electronic clutter - and create an email marketing plan that converts database subscribers into customers?
MIND YOUR DATABASE
Before you email, make sure your database is robust. Clean up the email addresses you have: correct errors, delete duplicates and eliminate undeliverables. When adding new addresses to your database, ask for permission first so your recipient is more likely to open your email, rather than consider it spam.
SEGMENT YOUR SUBSCRIBERS
Spend time segmenting your database names into categories that make sense for your business. Then tailor your email communications and offers to each group to maximize response. Emailing a promotion to moms that is clearly intended for a male audience will quickly result in a rash of subscribers unsubscribing from your database.
MAKE YOUR "FROM" ADDRESS PERSONAL AND PROFESSIONAL
There are two components to an email address: what appears before the @ and what appears after the @. A real name should precede the @ - not "admin," "president" or "info." It personalizes the communication and may help your email get opened. Company communications should always be from the company - not a generic AOL or Yahoo account - so make sure your domain name appears after the @.
GRAB YOUR SUBSCRIBER WITH AN ENGAGING SUBJECT LINE
Make your subject line so enticing that your subscriber clicks through to your email. Always include a benefit: "Sleep Soundly Tonight After Doing These 5 Things" or "Wear This Outfit and Own the Room."
PERSONALIZE YOUR SALUTATION
Open your email with a good, old-fashioned personalized greeting. The direct mail industry does it on everything from credit card solicitations to survey forms because it increases response. Apply the same learning to your email communications and lead with a personal greeting.
ENCOURAGE SHARING VIA SOCIAL MEDIA
"Social media plays an important role in how consumers discover, research, and share information about brands and products," reports Nielsen and NM Incite, a Nielsen/McKinsey company. So include Facebook, Twitter and other social media links in your email to allow subscribers to immediately share your company's news and offers.
OPTIMIZE EMAILS FOR MOBILE DEVICES
According to comScore, mobile email usage increased 36% in 2010. Make sure your email can be read on mobile devices. Further, the first line of your email must be a compelling call to action - because it will be the first thing a smartphone user can see.
How are you making your email marketing efforts more effective?