Here a four steps you can take to ensure that your email marketing campaigns are successful. They include such strategies as having a double opt-in feature, sending timely and relevant messages, segmenting your database for maximum impact and ensuring that all your emails reach your target audience.
Verify new subscribers with a double opt-in feature
When you have a new subscriber join your list make sure that you have the correct details and that there is a genuine request to join. If they inadvertently fill out their email address incorrectly you could be sending information to the wrong person. This would also of course be classed as spam. You can avoid this by sending out an email to your subscriber which requests confirmation of them joining your list. When they fill out your sign up box on your web page you can automatically direct them to another page which thanks them for joining and informs them that they have to check their emails and confirm that they wish to join. This way you can be sure that they are a genuine subscriber and also that you comply with current anti spam legislation. This technique could also be used for your current database of customers who are not currently signed up for your latest information, such as regular newsletter. By sending them an email informing them about your newsletter for example, you could give them the opportunity to become a subscriber in the same way as someone joining by filling out a sign up box. This would mean that they would have to click a link confirming that they wished to join. Your emails should also always include an option to unsubscribe from your messages. There is nothing more frustrating than being unable to unsubscribe from messages you no longer wish to receive. This is because the sender does not offer this option as a matter of courtesy. This can lead to the recipient having only one option and that is to define your communications as spam. This is something that you should seek to avoid happening at all costs.
Timely and relevant communications
If you have subscribed to a newsletter on the understanding that you will receive this on a weekly basis you should not be expected to put up with a daily bombardment of messages which are primarily of a sales nature. Your subscribers should be informed through your sign up process exactly what they are likely to receive and you should keep to this. The relevancy of the communications is vital if you wish to keep your subscribers happy. They expect emails which are informative, possibly humorous at times, but always keeping the agreement that the communications comply with what the subscriber anticipated receiving when they signed up. Remember the subscriber is always looking to see what is in it for themselves when they open your emails. If they find that this criteria isn’t consistently met then they will unsubscribe or worse designate you as spam.
To make the most of your database of current customers and subscribers you should be also looking to segment them depending on their current buying habits. For instance if your customers are buying a particular type of product or service then you could put them into a separate database to target them with emails more relevant to their needs. Open rates on emails have been known to double or treble where this technique is put into practice. In the same way make sure that when someone clicks a call to action link within your email they are taken to an appropriate landing page. There is nothing worse than someone responding to a call to action only to find themselves on a page of a website with no relevancy to what they were interested in purchasing.
As your list of subscribers grows it is important that as many of your emails reach your subscribers. If you have signed up for a recognised email marketing and auto responder software supplier then you will be assured that 99% of your output will reach its intended audience. This because these suppliers have been recognised by the leading ISP’s as being credible because they have internal systems to ensure, as far as is possible, that their users comply with the current anti spam legislation.
In summary your email campaign is more likely to succeed if you send out timely and relevant messages to your subscribers. Make use of your current client list by inviting them to join your subscriber list. Segment your subscriber list so as to maximise the efficacy of your messages. Make sure your emails contain prominent calls to action which take the subscriber to a relevant landing page. Invest in a quality email marketing software supplier who can guarantee emails reach your intended audience as and when you want them to. In this way you will ensure that your email marketing campaigns go smoothly and profitably.
For more information on how to put your business on auto pilot please click here.
Author: Joseph Short