E-mail Marketing - Tips On a Successful Campaign

You’ve decided on an e-mail marketing campaign through your double opt-in, offering bonus services, discounts, helpful information and tips to all your customers. This can be very successful or it can be downright frustrating, and a lot of what happens with it depends on you and avoiding some common pitfalls that can take the energy out of your campaign before it even begins.

One of the first things you want to do make sure you’ve put an obvious “call to action” on your e-mail that cries out to the customer as soon as they open your e-mail; this is the same concept we talked about when creating your website. You want to make it as easy as possible for your customer to buy from you so in order to capture their attention you need to provide them with an easy to understand opportunity to buy as soon as they see your message. If a customer doesn’t see what you want them to do they usually won’t search; they will close that email and go on to the next one. Also make it easy for them to understand what they are getting out of doing what you’ve asked them to, otherwise, what is their motivation?

Another tip is to make the e-mail (if it is an HTML based e-mail especially) consistent with your corporate look, website and other marketing, no matter what media it is. This helps with branding and helps your customer understand immediately it is message from you. Inconsistency in marketing messages can look ‘messy’ and can have a detrimental effect on the message you are trying to convey as well as an overall harmful effect on your corporate image. It makes you look unprofessional, inconsistent and can portray you as an entity that can’t be trusted. A unified look in marketing efforts provides instant branding as well as a sense of security in the reliable look.

You should also be consistent with the times you send out e-mail messages. If you do it too frequently you will run the risk of alienating your customers, but not often enough and they forget who you are. There is no real rule about it but putting your name out there in front of your customers at least once a month should be considered your minimum. Any other kind of time line will have to be determined by you and how often you feel your customers need to hear from you or can tolerate yet another marketing message.

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