Effective Email marketing

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Email marketing may seem like a simple and effective way of sending out information to everyone on your database.

But in boxes are sometimes rather overcrowded and there is no guarantee that your email ever gets read.

There are some methods that will help to improve deliverability and open rates.

Firstly your email database should be full of well qualified prospects and customers that have opted into being contacted by via email. Once you have a large enough database it becomes the preferred and cheapest way to send out the information you wish to communicate.

Dedicated email systems like MailChimp make the whole process more efficient and also can provide very useful statistics and will provide maximum deliverability.

If you use a recognised system you are less likely to be seen as a spammer whereas if you send lots of emails from your own IP address, your messages or more likely to be blocked.

The next task is to get the recipient to actually open the email and not simply automatically delete it. You should aim to build trust by always sending relevant targeted messages perhaps with a strong offer. The subject line must be enticing and make the recipient want to find out more. The emails that you send should be personalised and targeted.

Finally, email campaigns must be tested and tracked to find ways of improving the statistics: such as what are the open rates, best times to send emails out, click through rate, best length of the email, successful subject lines and so on.

Over time you can fine tune what works best for you and your recipients.

Many individuals and small firms are wary of using email marketing because of the fear of being perceived as a spammer, or of breaking the law.

The rules are simple.... And important

1. You can contact those that have agreed to receive information from you in the past. The important thing is that they must actively opt in. You must always include an easy to spot unsubscribe option.

2. Sending un-asked for marketing emails is spam and breaches the Privacy and Electronic communication regulations if you do not have prior consent.

3. Anyone that has registered with the Direct Marketing Association's Email Preference Service should be removed from your contact list. Send all your emails out so each person only sees their contact details. You cannot show a list of other recipients on the email.

4. You must not conceal your own identity when you send out a marketing email.

Your email database can be one of the most valuable parts of your business and email marketing presents opportunities giving an excellent return on investment, and really create relationships with a wider audience at a fraction of the cost of a more traditional media.

Well worth exploring but ensure it is done correctly and within the rules.

HAPPY MAILING EVERYONE



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Recent Comments

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Great advice! I'm just now setting up mailchimp. There's a bit of work to get the mail systems running smooth!

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