Have you just successfully launched your client’s new website and you now want to take it further by starting the email marketing project?
Actually, embarking on an email campaing project is more than just designing beautiful and aesthetic email newsletters. There are some basic things that should be taken into consideration before sending out that first email newsletter.
In these days of Internet spammers and spambots, people are very careful when it comes to email messages they receive. Any anonymous email is instantly deleted without being opened, or in many cases anti-spam filters are used to block any email considered as spam.
Because of this, the first email campaign often gets a low response rate due to the product or service on offer, the website design and more importantly the content of your email newsletters.
Below are some tips for you to consider before embarking on your first email marketing campaign.
- Don’t us a non-working or personal email account.
Setup specific email accounts to use such as firstname.lastname@example.org, email@example.com, firstname.lastname@example.org, etc. Never use personal email addresses to send email newsletters.
- Know the main purpose of the email campaign.
You don’t just start an email marketing campaign for the simple reasons that others are doing same. You need to know what you want to achieve with the campaign and plan accordingly in your newsletters. Some reasons for starting a campaign are:
- To get more visitors to your website.
- To achieve more product/service sales.
- To create a deeper relationship with customers.
- Keep your messages short, precise and free of spelling mistakes.
Create catchy punchline that will grap people’s attention immediately they have a look. It is advisable to split the text into short paragraphs. Use simple words, short phrases and call to action consisting of not more than 3 sentences.
Ensure that your sentences are well constructed and without any spelling mistake. There’s nothing more damaging to a company’s image than sending poorly spelled and badly written marketing emails. Make sure you read and re-read, and if possible allow others to proof-read your messages before sending them out.
- Plan for the future growth of your mailing list.
This is a major area where people make mistake with inadequate planning. Proper planning should go into how you will split your lists as it grows in the future. Make sure you cater for all neccessary fields you will require now and in the future when creating your sign-up forms.
- Plan the frequency of the newsletters and stick to it.
How often do you want to send your emails out to subscribers? It is very important that you do not promise what you can’t deliver when starting out. On your sign-up forms, you can tell people it’s a quarterly email, or a sporadic newsletter. Don’t worry, it might take awhile before you could get into the hang of things and make the claim that you send an email newsletter with any frequency.
- Make your sign-up form visible and point would-be subscribers to it.
What is the point in creating an awesome email newsletter campaign but having nobody to send it to? So if you don’t already have a list of opt-in subscribers, create a sign-up form right now, and start pointing people to it. You can place your sign-up form/link in your email signatures, printed on all company’s invoices, letterheads, brochures, flyers, etc., post the link to your website and blog, by word of mouth – asking customers if they’d like to receive your email newsletter, and collect emails over the phone.
- Avoid purchasing mailing lists or harvesting email addresses.
There are some marketers who are so desperate to get the word out that they resolved to purchasing email lists, or harvesting email addresses from websites. This is a very negative approach as none of those recipients specifically requested email marketing from you, so all you’ll get is a lot of spam reports. Email marketing is about ongoing relationships, so take the time to build a good list.
- Optimize the whole campaign experience.
The process of signing up for your email list will give you the opportunity to make a first impression on people. It is very important that you optimize this process to make a good and lasting impression on thos who decide to sign-up.
Follow these simple steps to optimize your sign-up process:
- Thank you page: Thank them and tell them to how to confirm their subscription.
- Confirmation link: When they confirmation email, remind them to add your email address to their address book.
- Confirmed: When they confirm, take them to an awesome Thank You page and provide some incentives.
- Confirmation email: After they confirm, send a final email with the summary of their information.
- Opt-out: Provide a way to unsubscribe and remove themselves from your mailing list.
- Test, test and more test.
It is essential to send a test message to yourself and your co-workers. The message can display differently after it is received by an email client. Make sure that everything renders correctly: images are shown, links are working, and text is formatted as it must be.
You can also setup as many different web email accounts as you can: Gmail, Yahoo!, Hotmail, AOL, etc. Keep those accounts in their default state and try sending test email to them to see if the email displays as it should, and if they pass through their spam filters.
- Ready to send? make sure you are there to respond.
When you are ready for your very first email newsletter to be sent to subscribers, it’s a good idea to actually be the ready to respond immediately to emails and/or phone calls from customers. Never schedule your very first email campaign to go out in the midnight. Also, make sure that all those responsible to dealing with customers enquiries from the email campaign are available to take any questions that may arise.
On a final note
These essential tips are meant to guide you in planning your email marketing projects. Planning your projects ahead will ensure it runs a lot more successfully, and a successful project will lead to happier clients and ultimately gives you an edge over your competitors.
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