Most effective email campaigns focus on three items: well written copy that sells, email marketing lists that focus on permission-based marketing and test marketing to see which element of the email marketing campaign is most successful.
Copy That Sells Never Tells
The best writing for business focuses on copy that sells, rather than tells. Avoid talking about the features of the product and focus on benefits- the "what's in it for me?" question customers ask. This means focusing email marketing copy on the "AIDA" formula:
A = Attention. What will grab the customer's attention?
I = Interest. What will engage the customer's interest?
D = Desire. Spark desire for more information or purchase.
A = Action. Includes a clear, compelling call to action, motivates the customer to take action, and gives him the information to complete the sale.
All aspects of an email's copy must sell, but pay particular attention to the subject line and the first heading within the body of the email. If using an email marketing template, play around with the font and colors to draw attention to the headline as this is the first place the reader's eyes are drawn to when opening the email. Keep subject lines short and no more than five or six words, as many email systems cut off subject lines that run longer.
Permission Marketing Creates Strong Email Marketing Lists
Permission email marketing lists provide the best response. Always collect email addresses in an ethical way, and clearly state whether or not the email addresses will be share or sold. Ask for permission to send marketing messages and respect a customer's request to stop receiving messages. Permission marketing is imperative to successful email marketing campaigns.
Test Marketing Messages, Timing, and Creative
Test marketing messages, timing and creative to determine which element or elements is most effective. Always change just one element at a time so that the effective variable can be isolated. Set up a test matrix and determine statistically significant test levels. Quantities in each test panel must be great enough to yield results that can be replicated.
Take Steps to Improve Email Marketing Programs
If email marketing efforts aren't yielding the desired results, take the following actions to improve them today:
- Gather and understand all prior campaign metrics
- Review creative efforts- photography, layout, design
- Review copy and tweak the subject line and headline.
- Always ask what customers ask- "What's in it for me?" If the question isn't answered, the email probably won't work.
- Review methods to gather email marketing lists and be sure they are permission marketing based.
- If purchasing or renting lists, check with the vendor on whether or not the list is permission based and only use those which are- compiled lists rarely get results.
- Set up a test marketing program. Isolate one variable at a time: creative, offer, copy, subject line, list, etc. Change one item, send out the test email, gather results, analyze, and repeat. Soon a clear pattern should emerge that shows the particularly marketing "lever" to push to get the best results.
- Explore various email marketing tools and email marketing templates to find the best fit for the campaign, audience and company.
Email marketing offers businesses of all sizes and types so many advantages. It's inexpensive, relatively easy to do, and when done properly, yields good results. Try these email marketing tips and reap the rewards of a successful campaign.
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