Email Campaign Basics

Seems everyone is running email campaigns these days, and if not, why aren’t you? Email is a fantastic marketing opportunity for you and your business, so what’s your issue with email?

Email allows you to message with your clientele on their time, in their space and allows you the opportunity to begin a dialogue with your customers. The first step naturally is building an opt-in list; your digital agency should be able to assist you here.

Based on having a list, the following are some email campaign basics:

1)   Permission, you have it or get it, simple really

2)   Clean your list, purge duplicates, saves money too Madge

3)    Segment your list, especially if you have a varied client base

4)   Continue to build your opt-in list via your website and email

5)   Respect Privacy and opt-outs, basic really

6)   Provide good offers and incentives, as with everything

7)   Design with the mailbox in mind, all about presentation

8)   Frequency, this is a trust exercise so take your time

9)   Test, test and test, there’s lots here to talk about

10) Personalize your emails, nothing sweeter than a person’s name

11) Add Social Media links, expands your opportunity

12) Integrate into your marketing program

13) Consistent, be consistent, always the case

14) Include in your web analytics, allows you to measure

15) Allocate budget for your service provider, always

16) Follow up, goes without saying

Email marketing is continuing to grow, and is expanding next into mobile, so you need to consider this fact going forward.

So, why aren’t you running email programs? It’s simple, inexpensive and is measurable. There is no excuse; you can get started today!

Michael Bickerton, Raven5 Ltd, July 2010

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