7 Steps for Improving Your Email Marketing

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7 Steps for Improving Your Email Marketing
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Hey,

The success of your email marketing campaign is
often based on a set of complex factors. However,
a number of these issues can be proactively
managed to ensure an optimized response. When
developing your next email campaign, consider the
following guidelines.

1. Your list.
Certainly one of the most important aspects of any
email marketing campaign, your list is directly
correlated to your success. Are your names
recent? Have they agreed to be marketed to? Have
they shown an interest in products or services
similar to your own? Make sure that you are using
a house list (names you collected on your own) or
have been purchases from a reputable broker.

2. Your subject line.
Getting a user to open your message is paramount
any email marketing campaign. The best way to
determine the subject line that works best is to
break your emails into three random yet equal
groups. Measure the response to each email and
use the highest producing one as your control. In
follow up emails, try to beat the response rate of
your control email.

3. Your sender information.
What information appears on the sender line of
your email? Will your prospects recognize it? Do
they want to hear from you? Often times, emails
are deleted without ever being opened due to an
indiscernible sender name. Your sender name
should be brief and easily understood.

4. Track your results.
Tracking allows you to determine who opened your
message and clicked on a link or multiple links
within your email. By determining what worked and
what didn't, you can replicate success on your
next email. As described above, tracking is
particularly important when testing subject lines,
imbedded links, and other direct response
vehicles.

5. Make sure your unsubscribe method is in place
and working.
The CAN-SPAM act of 2003 requires that all email
messages contain clear directions on how to
opt-out from subsequent mailings. Provide an
unsubscribe mechanism that allows those receiving
your email to send you and email and indicate
their desire to opt-out from receiving further
emails from you or your business. If recipients
no longer want to hear from you, it's in your best
interest to remove them from your list.

6. Your images are correctly referenced and you've
used alt tags in each image.
Improperly referencing your images can cause them
to appear broken when you send your message - the
dreaded red x. To insure the image is referenced
correctly it must appear as, img
src="http://www.yourdomain.com...." rather than,
img src="/images/picture.jpg". Alt tags are
another important part of your images. The new
security features on almost every email client
these days disables images automatically. Having
alt tags in place allow your reader to identify
the image and determine if it is safe to enable.

7. Test, Test, Test!
No matter what your involvement with email
marketing happens to be, it is essential that you
follow the guidelines above for successful
results. In addition, the key is to test, test,
test! After each email campaign, measure your
opens, click-throughs, and purchases. Document
the specific date, time, list, subject line, and
content used to produce your results. Refer back
to your documentation prior to your next campaign.

Email doesn't have to be a complex form of
marketing. There are many best practices you can
follow and some simple rules that ensure
effectively delivery, open and conversion. By
following the simple rules presented in this
article, you'll not only deliver and effective
email campaign, you'll discover a consistent
method for generation revenue for your business.


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