Keys To Email Marketing Success
Today’s successful email marketer navigates their way through customer expectations, changing government regulations, new technologies, and a variety of obstacles the “old school” never had to deal with.
To help you face these challenges head on and win we have compiled some simple yet critical keys to email marketing succes to help give you the advantage in the market.
You will see a lot of keys here. Missing any one of these can affect your ROI or cause considerable damage to your reputation with clients and prospects.
You may already be doing most of those. This list will serve as a good reminder of the “nuts and bolts” on how to keep your email marketing campaigns performing at the highest level.
Permission Is Not Optional Sending unsolicited email can hurt your brand, squash your results, and destroy your sender reputation. TrafficWave maintains the highest standard of double opt-in processes to help you build a list that is not only compliant with various government regulations, but also helps you build positive rapport with your subscribers.
Slow Your Roll Even when you get permission, don’t get carried away. Sending too many emails can cause your readers to block your messages or even file a spam complaint. You will want to set up a scheduled follow up sequence that keeps your subscribers informed, builds rapport, and makes them want to learn more. It may take some testing and tweaking to find that right schedule for your business. It’s worth the time it takes.
Manage Subscriber Expectations Make sure the information you send is relevant to the offer that got them to join your list. It’s a good idea to include your intended mailing schedule on your capture page and then stick to that schedule. If you need to adjust the schedule, let your subscribers know so they aren’t surprised.
Prepare For ‘List Churn’ Even when you take all the right steps, there are going to be people that get removed from your list. Maybe they have lost interest or gone in another direction. Maybe their email address is bouncing and gets removed or blocked. Statistically 30% of email addresses get discontinued annually. Your focus is to constantly focus on new lead acquisition. (Always be building your list)
Quality Beats Quantity So many marketers are obsessed with size that they are missing the mark. Your capture page and incentive to join your list can help you build a high quality list of responsive subscribers. Having a smaller list of responsive, qualified, and qualified buyers is much stronger than a large list of random untargeted readers.
Build Know Like and Trust Don’t just use every email as a sales message. Take the time to build the “know, like, and trust” factor. Help your readers solve a problem. Let them get to know you a bit. When they are ready to buy, they are much more likely to buy from someone they know like and trust than a random stranger.
Focus On What Your Readers Are Looking For One of the big keys to email marketing success is remembering to keep your message on point with your offer. If you send out a wide variety of offers, you can confuse your readers which will not help the “know like and trust” factor. When you keep your messages timely and relevant, your success rate climbs.
Don’t Forget The Subject Line Subject lines play a major role in your open rate. That subject line is the first thing they will see as they scan their emails throughout the day. Personalize your messages with a name toke and make sure that subject line grabs their attention.
Make Your Opening Line an Attention Grabber Many email programs, such as gmail, will show the first sentence as part of the email preview. Write a strong opening sentence to help grab your reader’s attention and make them want to open your message.
Proofread For Best Results Sometimes, we get in a hurry. We type fast or we get distracted. Proofread your messages for spelling errors. Check the links. Make sure your message looks like you want it to.
Personalize Your Message Make it a point to address your reader by name. TrafficWave makes this very easy with a Name Toke, that will automatically insert the reader’s name in to your messages. Don’t overuse it but drop it in at critical points throughout your message to keep the “personal touch” with your readers.
Segment Your List For Best Results You can easily track the open rate for each of your messages. You can also check your click-through rate to see where your messages are getting the most engagement. Creating follow up letters specifically for folks who didn’t open a message, or didn’t click through to your links can prove to give you great results.
One of the biggest keys to email marketing success is to focus on providing value to your readers. The factors we mention in this report may take a little time to integrate, but your results will be well worth it when you get it down.
What are some of your keys to email marketing success?
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