Friday, September 28, 2012

Our primer on email marketing

Well, we just finished doing a big email marketing campaign for a client and so, as it always goes, we get a bunch of inquiries from other clients, current and potential, asking us how to work this very effective media. Well, taking our own advice (see #6 below), we've posted our email response here. We'll tweet it later.

A dozen tips for a successful email campaign

1) Have a great list

You could buy or borrow a list, but the best names on your email list are the ones of people who have actually asked to be there. Make sure your website, your blog and your social media all offer an opportunity for people to sign up for email news. Likewise whenever you’re out in the real world, at conferences or trade shows or anywhere you might go.  Also, don’t forget that your emails themselves may be forwarded around, so always include a sign up link in the email itself.

2) Create content, borrow content, make it relevant

Content is king. Tell a story or, preferably, use a real anecdote that is going to be helpful to your target. Illustrate how your goods or services solved a problem or increased sales, as seen here or here.

Use client success stories, testimonials, relevant content found on the web, and so on and so on . . . take it (with proper attribution of course) and use it and make it make sense for your clients, as seen here.

3) Make it “about them” rather than “about us”

Your company should be seen as a problem solver, not as a shill. Your readers don’t really care about your company unless it can solve some of their problems. Keep this in mind always.

4) Pull them in deeper

Creating hyperlinks that lead your readers away from your email actually helps build long term loyalty. In each email, try to include one link that leads outside of your company (click here) and one that leads inside, to your website or blog, for example.

5) Make a record, create a library, be the expert. Blog.

A blog allows you to create a permanent record of all your success stories in one easy to use, searchable location. Use it frequently and it will make you look like the expert you actually are. Every email should include a passive link or an active redirection to your blog.

6) Repurpose, reuse, reach more

If you wrote it for email, maybe it could be a blog post.  If you wrote it for your blog, maybe you should tweet it, if you tweeted it, you should probably pop it up on facebook.

And if it’s worth doing all that, it’s even more worth doing it all again. Reach and frequency are the classic measures of advertising media, but for some reason these days, many people don’t think to send their message out more than once.

In fact, reposting in any format can increase reach by up to 50%. Think about how you personally use social media: you’re on at a particular time of the day, day after day. If someone posts updates during the times you’re not there, you might just miss them.

7) Find content from within

Invite all your employees to blog about your goods or services and how they work in real world situations for real world users. There are no better experts than your own employees. Let your customers hear from them -- many of the questions your clients or potential clients might have about your goods and services will be answered in this way.

Mine these posts as a source of email content.


Keep It Simple, Make It Fun. If you have a more complicated story to tell, tell it after the jump with a link so that your readers won’t get bogged down with it unless they want to.

9) Write a good headline!!!

Even the Nigerian 419 scammers know this much. 

10) Send test emails

Send them to friends on Macs and friends on PC’s. Send them to androids and iphones. Make sure your email (and any included images) works in all formats.

11) Analyze, repeat, delete

Most mass email programs (such as Constant Contact, MailChimp or iContact) allow you to see how your various emails are performing. Without feedback, there can be no learning. Pay attention to what’s working or not and soon enough, you’ll develop a nice feel for email marketing.

12) Update your great list

Take care to delete those who have asked to be removed, delete duplicates, add new contacts. Update it after every single mailing; it’ll be best for everyone.

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