We got a lot of questions about different topics in email marketing. So why not spent some blogs post on it? Ask us your question. We will select the best out of it and respond to the wall-of-fame.
With acquisition campaigns, as with most email marketing, it’s best to be clear and concise. Do not overload the reader with too much information. Most email subscribers utilize this medium as a quick way to send and receive information.
Therefore, think of your message as analogous to the outer envelope of a direct mail piece, with your landing page being what’s inside. The message’s purpose should be stated up front and never keep the subscriber in suspense. It’s important to understand your audience’s “language” and communicate with them in terms they are familiar with.
Contrary to popular belief, it is not a good idea to personalize in an acquisition effort as it is the first communication between you and the prospect and is considered presumptuous.
Every message should include:
• Key benefits
• Call to action – What is it you would like them to do?
• Something to click on – Place two links within the body (text versions). One high (about a third of the way down) for those who glance over the email and one low (at the bottom) for those who finish reading the entire creative.
• Expiration date to add sense of urgency
Recently Facebook announced the release of Facebook mail. Although it clearly mentioned that this will not be the next Gmail we should start re-thinking the email marketing principles.
It’s no longer communication, but conversation.
Facebook mail will integrate email together with sms, chat and video communication. All communication types will be mixed and brought together into conversations with friends and contacts. Natural filtering in trusted senders (friends and contacts) and non-trusted senders will be a fact. So as a company you should start thinking about getting liked, fanned or friend with your audience. Flip the funnel as Jaffe told us.
Digital communication is getting a bigger piece of the marketing strategy pie every year. Strong relationships with your customers become more important every day.
Integration between three essential marketing elements is crucial to manage and increase the efficiency and productivity of your online customer contact, and offers a lot of opportunities. Email, CRM and web analytics all have specific advantages, combining these three offers even more added value.
People often get confused about their email marketing approach and mix-up different strategies.
So here is a brief overview of different email marketing approaches.
1. Direct email
Direct email involves sending a promotional message in the form of an email. It might be an announcement of a special offer, for example. Just as you might have a list of customer or prospect postal addresses to send your promotions too, so you can collect a list of customer or prospect email addresses.
You can also rent lists of email addresses from service companies. They’ll let you send your message to their own address lists. These services can usually let you target your message according to, for example, the interests or geographical location of the owners of the email address.