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Top 12 Email Marketing Tips

By: KS Singh at Kronik Media

Submitted on Sun, Apr 5th, 2009 11:52 am

Email marketing is one of the most widely used methods for promoting your business and its products. Email marketing can be equally useful for start-up business as well as for large corporate organisations.

To be successful on-line, a business needs a result driven and effective method to market itself on he internet. A business cannot be commercially successful on the internet without being able to successfully promote its products on-line. The main advantages of the internet can be realised only if a firm is able to use it beneficially to interact with its users.

Email marketing is a widely used and effective method to interact with your potential clients. It is one of the most cost effective and fastest communication mediums available today. The most important part of running a successful email marketing strategy is maintenance of an email list of potential leads or customers. A firm can build an email list from a variety of sources including its website.

Running a large scale email marketing campaign will in most cases require a well devised approach and may involve working with a external email marketing organisation. If your business does not have a large email list to advertise to then a list containing email addresses of your target market can be obtained quite easily from a direct marketing firm that has expertise in email list management. A business website can also be useful way to collect email addresses from potential customers via a simple email or newsletter registration form on the website.

Included below are some easy to use email marketing tips that a company can use:

1. Start developing an email spread-sheet of users

We all need to start somewhere. If you do not already have an email database you can easily start building one now. Whether you have a small or a large customer base, you can commence by first including your existing users on your mail list which you can build upon with time. Once you have started a list there are many ways to expand. Any new enquiries you receive can be easily included in the list. It is a common practice to purchase highly filtered email list from a professional email list management company.

2. Email sign-up on your website

Offering users with a choice to sign-up via your website is probably one of the easiest step to build your own email list. If your website does not already offer an email application feature, any web designer will be able to do so with ease. The placement of the email registration feature on your website is important and has an impact t on conversion rates. As far as possible it should be placed on a prominent place on the website. It is a common and effective practice to include it on every page of your website. If your website uses a content management system then most content management systems offer newsletter application as a built in feature.

3. Publish a Newsletter

Providing newsletters to your clients is one of the most commercially viable email marketing ways. You can start a newsletter on one of the topics related to our business. The newsletter can be once a week, once a month or even once every quarter. A newsletter is an excellent method to communicate with your clients on regular basis. You can use the newsletter to subsequently market your own products or services.

4. Increase awareness of your mailing list

You can use some simple techniques to enhance the popularity of your email newsletters and extending your email list. Creating a quality marketing email or newsletter requires time and effort so it is best sent out to as many people as possible.

Below are some simple methods to improve awareness about your organisation newsletter or email list and encourage people to sign-up:

- Offer a link to apply for emails in all email communication.

- Provide information about your email newsletter in invoices, purchase orders and other company communication.

- Include email application link in a important place on your website and blog.

- Let your team know to inform customers about your email newsletter at every opportunity they get.

- Create an incentive to subscribe to your email or company newsletter e.g. discount coupons or prize draws.

5. Always respect privacy and adhere to data protection act

It is absolutely vital that you respect user'sprivacy and take all steps necessary to prevent to protect the data. You should not share this information with anyone without prior consent form the customer. Similarly sending promotional email is against the law. Your email list should be opt in. When clients register heir email address they are agreeing to receive emails form you. You should highlight the fact that you will be sending emails to the email addresses you are collecting. If you buy opt-in email lists form reliable sources if you are using third party services.

Sending unsolicited emails can get you in legal issues and you should familiarise yourself with the basic laws. customers should be given the option to opt-out from receiving emails in future should they choose to do so. This is commonly achieved by offering an un-subscribe link in the footer of the email.

6. Send quality emails

Nothing can be worse for your branding than sending out a poorly designed email to users . You should review the content of your email properly and plan out your campaign before sending it to clients . The information should be well researched and offer value to clients. It is Ok to promote your products and organisation but you should try and offer a variety of content. A well balanced email is more likely to succeed than purely promotional email. If the email you send is full of self promotion and does not offer real value then customers are likely to un-subscribe or opt-out form receiving emails in future. Lay emphasis on quality over numbers.

7. Select correct subject for the email

A good subject for the email plays a vital role in deciding how many emails are opened and read by customers. It is beneficial to choose the subject of the email with careful thought and consideration.

8. Design and Layout

You should determine the structure of the email with care. The Layout should be clutter free and easy to read. The design should be clean and minimalist. Use images carefully. Any images used should be optimised for fast loading time. The design should reflect your brand. You should also Include your logo and contact information.

9. Clean your list from time to time

If you are managing your own email list then you should perform basic list maintenance tasks periodically. Any un-subscribed users should be removed from the list immediately. At the same time all old or not working email addresses should be removed. It is better to group your list in to different categories so you can pan your emails and send specific content to specific groups. At the same time any new contacts should be included so they are not left out in the next email you send out.

10. Test your campaign before delivering out to customers

Whether you send out regular emails or send then less quicky, it is vital that you test your emails closely before you send them out. Spell check should also be performed prior to sending them out. Any links in the email should be checked to see if hey are not broken. You can do so by delivering a copy to yourself first.

11. Measure the performance and Improvise

Like with any other marketing method, it is important to measure the success or failure of your email marketing campaigns. There are many ways to monitor the performance. The ultimate measure of success is the number of leads or leads you receive as a direct result of your emails. However other results related to your campaign can also provide a useful knowledge. A bulk of email marketing software will allow you to monitor deliver rate, response rate, click rate and so on. You can find out how many emails were opened, how many were opened and even how many links in the email were clicked. You can use this information to determine the effectiveness of each email that is sent and to plan and improvise on subsequent campaigns.

12. Call to action

An commercially viable marketing email should excite users to take an action. Offering a call to action link in your emails can improve the chances of enquiries. A call to action can be anything from an enquiry or a link to buy a service.

About the Author

KS Singh
Kronik Media
The Author K.Singh is a director of Web Design Company in London. for Web Design Company, Kronik Media. The author has over 8 years of experience consulting businesses on application of technology. He has worked with a wide range of businesses in London ranging from smaller businesses to established corporations. Follow Web Design UK on Twitter for the latest in web design.

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