Top 5 Tips For Effective Email Marketing
by: Robert Burko
Over the past few years, research has continued to prove the benefits of
e-mail marketing for business: low costs, high conversion rates and detailed
tracking are all notable features. But e-mail marketing is becoming much more
than just a tool for spammers and e-businesses. Consumers are becoming
increasingly savvy on the differences between spam and permission-based emails,
and more and more of them are accepting permission-based e-mail marketing as a
positive replacement for direct mail.
The best news is that the majority of people who receive permission-based
e-mails open, on average, 78% of them.
Jupiter Research reports effective email marketing campaigns can produce nine
times the revenues and 18 times the profits of broadcast mailings. But crafting
an effective business email is both an art and a science. Here is a list of
factors, potential problems and effective solutions to keep in mind:
1. Spam! Spam! Spam! I don't need any Viagra!
The average consumer receives more than 300 emails a week, 62% of which are
spam. No wonder there's such hostility towards the industry. But spam filters,
bulk folders and "report spam" features are helping consumers become more at
ease about the perils of spam. While 89% of users cited spam as a major concern
in 2003, that number dropped to 85% in 2004, proportionally to an increase in
the use of spam-fighting tools.
So as a permission-based business email marketer, what can you do? One tip is
to remind your subscribers to add you to their "safe senders" list. The second,
and most important, tactic is to make sure your email marketing service provider
has a good relationship with ISPs. This will ensure that your email marketing
campaigns go into your subscribers' inboxes, not their junk mail folders. When
choosing an email marketing software, make sure the company has strict anti-spam
policies and complies with the guidelines of Can-Spam.
2. Images and formatting: Why do my emails look broken?
Broken email campaigns are an increasing concern among email marketers,
especially since several companies and web-based email providers now block
graphics as a measure to combat spam. In fact, according to ClickZ, 40% of email
marketing messages delivered to inboxes are "broken."
So what's the solution? Some email marketing programs publish all your sent
email campaigns to a secure location on the web (a location only original
recipients of the email can access, thanks to encrypted technology that
automatically authenticates the user). In some programs, the technology also
ensures you can track your users' behaviors, even if they are reading your email
campaign at the secure web location.
3. Personalization and relevant content: In a business e-mail, one size does
not fit all.
In a recent study by DoubleClick, email users were 72% more likely to respond
to a business e-mail if its content was based on the interests they had
specified. That number points out the absolute importance of allowing users to
choose their own interest groups and have control over which business e-mails
they receive. The most popular interest categories, according to the study, are
coupons and household goods.
But you're coupon is no good unless the user opens the email. Users in the
study said the most compelling reason for them to open a business email is the
name in the "from" field. So it's a good idea to make sure your company name is
clearly stated there. Another major factor is the "subject" line. Users cite
discount offers and interesting news as the most compelling subject lines,
followed by new product announcements and free shipping offers.
4. Click-through and conversion: Show me the money!
So the user has opened your email and read the content. Great. But where's
the sale? There's good news here. For one, consumers are increasingly likely to
make purchases as a direct result of a business email campaign. One-third of
users in the DoubleClick study had purchased something by clicking a link on an
email. Another 42% clicked on an email link for more information, then purchased
the product at a later time. Second, online couponing is booming: 73% of
consumers have redeemed an online coupon for an online purchase, and 59% have
redeemed an online coupon offline.
In terms of industries, the top performers are travel, hardware/software,
electronics, apparel, food, home furnishings, gifts/flowers and sporting goods.
All companies sending business emails in those categories said between 71% and
80% of recipients have purchased their products because of an email campaign.
There's no need to fret if your company doesn't fit in to one of those
industries. The overall landscape for email marketing conversions is looking
brighter every day. The average click-to-purchase rate has increased nearly 30%
since 2004 and the average orders-per-email-delivered rate has increased more
than 18% since last year.
5. Stats tracking: Who are my real consumers?
E-mail marketing is an increasingly popular tool in effective CRM, and it's
about time more businesses recognize that. First off, if your provider's email
services for business do not include detailed, real-time tracking, you're
getting a raw deal. Real-time tracking is now an industry standard, and it's
highly valuable, as it allows you to see the exact moment a user opens your
campaign, clicks on your link and makes that purchase. Studying your users can
help you improve your communications efforts, so each campaign performs better
than the last (several email service providers also let you compare the
performance of your campaigns).
But many marketers are still in the dark. According to a recent WebTrends
research, only 5% of marketers are very confident in the measurement of their
online marketing efforts, while 26% admit they're "flying blind." WebTrends says
the low confidence comes from a lack of knowledge when it comes to measurement,
which means there's still a lot of work to be done.
In email marketing, a blind shot won't take you very far. But if you aim
properly by following these essential rules of play, you should soon be reaping
the same major results as so many online and offline businesses.
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