This is part 1 of a 3 part blog covering Email Marketing .Over the past ten years email marketing campaigns have changed dramatically. In the past, companies would blast mass emails out and fill up email boxes with “SPAM”.
Consumers and email providers have gotten smarter over the years and have learned to block “SPAM” email with Spam filters and other security features. Also, many regulations like the CAN-SPAM Act have been put in place to help prevent “SPAM”. .
With the continual changes in email marketing, how do you know if you are following the most recent best practices and abiding by the latest laws and regulations, while still reaching your target market?
Well, you spend a lot of time researching and reading the most recent blog posts and case studies on email marketing, hire an experienced internet marketing company to help facilitate your email campaigns and use a well known and trusted email service provider to send your email campaigns.
Email Campaigns can be very beneficial to a company’s success if done right, but very wasteful if not. .Let us share what we have learned through practical experience at Bayshore Solutions by explaining email marketing’s “Who, What, When, Where and How?”
- Who do you send emails to? (Part 1)
- What kind of email do you send? (Part 1)
- When is the best time to send your emails? (Part 2)
- Where do you send your emails from? (Part 2)
- How do you measure email campaign success? (Part 2)
- Trigger Based Emails (Part 3)
WHO do you send emails to? The ideal recipients of any email campaigns are consumers that have already taken some action with your company and given you their information. These consumers include:
- Customers who have already purchased a product or service from you
- Customers who visited your website and filled out a form
- Customers who were brought to a landing page from other marketing or advertising and marketing campaigns and filled out a form. Such campaigns include: o paid search o direct mail o television commercials o radio spots o print advertising
Remember, whenever a consumer willingly gives out their information that is considered a single opt-in. Email laws require double opt-in email recipients, so always send an automated email responder to new consumers in your database with a link for them to click, confirming they did in fact register their information with your company.
There are companies that will rent email lists and send the email for you in an attempt to build you database, but in my experience the response has been lower than anticipated and internal databases get the best response. .
WHAT type of email do you send? First you must determine what kind of email you are sending based company initiatives and goals. Some emails include:
- Postcard Emails (Transactional) usually has an important announcements coupled with a special offer with one call-to-action. This type of email requires the consumer to take a specific action, whether it is to purchase, download or sign up for a product or service.
- Newsletter Emails (Informative and Transactional) are primarily for branding purposes and staying connected to you customer base by offering them information specific to your company and industry. Newsletters can contain call-to-actions, but they should not be the driving force of the campaign or the basis of success measurement.
- Catalog Emails (Transactional) are specifically designed to promote the purchase of the products within the catalog. Catalog emails are usually sent out on a consistent basis based on your products life cycle, monthly, quarterly, semi-annually or annually.
- Trigger Emails (Informative and Transactional) are emails that are automated based on specific consumers actions. Actions that trigger emails can include a download, a purchase or even a non-action like being inactive for a specific time period. Many email management tools have trigger email capabilities, so it is important to find the best one to fit your company’s needs. There is so much to say about Trigger emails so part 3 of this blog will discuss Trigger based email campaigns.
No matter what type of email you send, there are specific things that should be included so you are being respectful to your customers, get the best results, and abiding by the CAN-SPAM Act. Items that should be included in the email are:
- Personalized Message
- Compelling Subject line that does not containing SPAM trigger words like, Free, Act Now, 50% off, etc. MarketingProfs.com has a list of over 100 words you should not use.
- An unsubscribe link must be included
- A Forward to a friend link, which can help add new members to your database
Check back for Part 2 on Email Marketing covering the following: -When is the best time to send your emails? -Where do you send your emails from? -How do you measure email campaign success?