February 17, 2011 Michael Bickerton
Email is still “King” of communications today. It’s our recommendation as your digital agency that you incorporate a plan for emarketing. Let’s face it, your email list has volunteered to hear your message, and given you their permission for the opportunity. So, it’s important to provide value and respect this relationship.
Testing is critical, the larger the list, the more testing is required. You need to really be aware on which days you send email. It’s widely recognized and our experience backs it up, Tuesday’s, especially in the mornings is the weakest day of the week to send.
Here are a few suggestions that will ensure you have a good email marketing program. Keep in mind, “less is more” in the digital space!
1) Get permission
2) Ensure your message is relevant
3) Provide an offer
4) Provide information
5) Respect the list
6) Don’t lend or sell your list
7) Honour all opt-outs
8) Have a clear call to action
9) Send ONE message
Email marketing, or emarketing should be fairly straightforward; after all it’s just direct mail electronic style. Let’s keep in mind it’s still push technology, as such, engagement is fragile and you need to respect your customer’s time and reward them for their involvement. Like any good relationship, you need to provide value and trust.
We recommend that you build an email schedule to ensure you provide an ongoing and consistent dialogue. Additionally recommend you give them the opportunity to share via email or social media (Facebook & Twitter are the top two).
Good emarketing should be engaging and simple, provide your subscriber list an ongoing reason to continue the relationship. Keep in mind there is a long line up in the inbox, what makes you special or different? Like it or not, one click and you’re gone, so treat each communication like your last. Your list depends on it!
Michael Bickerton, Raven5 Ltd., Toronto, February 2011