eCampaigns

It was predicted that email would decline due to social media. That has not proven to be true, as there are currently 2.9 billion email accounts and it is predicted that by 2014 there will be 3.8 billion. Maybe, it is because many people wish to communicate in more than 140 characters.

MarketingSherpa reports that over 4 times as many survey respondents prefer to receive promotions via email rather than social media.  But, please don’t stop posting to your social media pages. Just realize that, like email, social media won’t be effective all by itself. An integrated approach to your marketing will yield far better results than any single channel approach.

Email is a fabulous tool for customer retention and permission-based lists get far more opens and better deliverability than purchased lists. So, realize that your customer email database is golden and the effort to keep it up-to-date will be worth the effort.

Some tips for more effective eCampaigns, include:

  • A transparent subject line. Give the recipient a good idea of what the email will be about.
  • Your subject line should be 40 characters at the most – short and sweet!
  • Never place your subject line in all capitals as it’s more likely to be tagged by spam filters.
  • A recognizable From label. Sometimes it may be best to use your company name, as it might be more recognizable to your target than your name.
  • Design for the preview pane as many people will decide from there whether to scroll, open, delete or blacklist. Place the most important information so it will appear in that preview pane.
  • Your file should be as small as possible for faster download.
  • Remember, that Outlook’s default is to automatically block images. So, be sure to have text that would entice the reader to take the time to right-click and download your image.
  • Consider using a video in your email.
  • Don’t forget that your email will likely be viewed on a mobile device. So large images and lots of text may be a deterrent to your target viewing your email.

There are many more tips for more effective eCampaigns, but I believe two that are the most important are:

  1. Relevancy – As someone wiser than I stated, “You’ll never sell meat offers to a vegetarian”, no matter how often you market to them. What do you know about your targets? Are you using that data to send relevant offers? There are many ways to gather data, so consider a program that will result in data that you can use to more relevantly target your clients.
  2. Topic – Educational emails are more effective than promotional emails. Give your target something of value – information. Set yourself up as a trusted resource to your clients so that when they have a question, it is you they will think of to provide guidance in your area of expertise. Consider a link to an informational article, or a white paper.

eCampaigns are just one of the many channels you can include in your marketing strategy. Like any of the other channels, it is more effective when integrated with others. Also, as technology continues to drive change, we will discover more ways in which to market our products and services. So, become a lifelong learner and take the time to research all of the tools available for you to use in selling more of your products and services.

If you are in the Greater Cincinnati Northern Kentucky area, we offer monthly seminars. These hour-long seminars are free, include lunch and provide information on many marketing topics. Our July seminar is on “Multi-Channel Campaigns”. We hope these seminars prompt our clients to look to us as a trusted marketing resource. In addition, our Resource Center is full of articles that are free for you to download. Let us help put your marketing ideas in motion! www.multi-craft.com

About Debbie Simpson

President of Multi-Craft in Newport, Kentucky.
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