The new buzzword in the context of advertisement and marketing is e-mail marketing. The series of questions which comes up in your mind after hearing it are what is e-mail marketing? How it is carried out? What are its advantages? And what are the pros and cons in this context?
To explain to a layman, e-mail marketing is basically the advertising and direct marketing done by the companies and organization of any products and event by sending e-mails to mass in their mailbox.
Tips & Tricks
” “Form” line of the mail must be very strong to make the person to read the mail.
” Subject line of the mail has to be attractive to compel to read the mail.
” The mail must be concise & focused. Formatting must be done with lot of white space so that it is easily readable.
” None from the inside of the organization should assess the e-mail send mailed for the campaign. Any one who is unbiased and does not belong to the organization must always do assessment.
” Use of Viral E-mail marketing
” Opt in e-mail
” Bulk e-mail marketing
” E-mail newsletter marketing
” Offering of incentives are to be done to the person those who have major contribution in the campaigning.
” Avoid e-mail marketing during the holidays.
” You must not forget the preview pane in your campaign
” Experiment must be done with link placement in newsletters for maximizing performance.
” Get newsletter subscribers with sweepstakes
Compelling Letters
The key to any product marketing and advertisement is to make a person read the mail, which has been delivered in his mailbox. This is most fundamental and key operation from where e-mail marketing starts. Following information will be helpful to you to write a mail to reach out to your potential customers.
” Create a clear call to action in e-mail marketing campaigns
Make sure the recipients of your email marketing message know what you expect them to do (and what they can expect in return).
” Avoid using $$$ signs in e-mails send out during campaigns
” Remember the preview pane in your campaign. Move the boring stuff down the page, and greet recipients with your best offer instead.
” Emphasize must be laid on words, not on exclamation marks in your copy.
” Putting the right links in the right places in your newsletters is very important for maximizing performance.
” Reflection of your cooperate design through your e-mail is very necessary. Making the reader know that the marketing is for your product.
” Whether to publish your newsletter, as HTML or plain text must be decided by your recipients.
” Make landing pages fit your e-mail marketing campaign. A campaign for email marketing is nothing without any landing page, so be certain that it visually belongs to the campaign and doesn’t irritate the user.
” “How can I do this?” content ideas are very essential.
” To provide useful service and prove your expertise in the field consolidating news are required in the mails, which are send.
” Pre filling of forms on landing pages. Make purchasing easy by pre filling forms on pages reached from your newsletter.
Viral Marketing
This is a kind of chain reaction. Once a recipient is mailed he then forwards the mails to his friends and relatives and this reaches a very large population of people in search of potential customers for the product or event.
Requirement for this type of campaign
” A very good concept of marketing and advertising principles
” Forwarding of e-mails by sign up offers
” Driving of website traffic is required
” Design of incentives programmers are required which can be handy for the future campaigns
” Advertisement can generate revenue. More people see or click on the ad when the e-mail gets forwarded.
Outcomes of viral e-mail marketing
” Exponential rise in number of people able to read the mail.
” A sort of brand exposure is reached
” Product information and cross-selling takes place
” Generation of revenue is established.
” Getting names of anonymous subscribers helps conversion of users into subscribers whom you can personally greet by asking their name.
Advantages
” It is less expensive compared to other media investments such as direct mail or printed newsletters
” Properly and e-mail marketing has given high return on investment.
” In comparison to mailed advertisement it is instant and lets the advertiser “push” the message to its audience.
” Measuring of open rates, positive or negative responses, correlating sales with marketing can be done.
” With “track to basket” exact Return on investment can be calculated.
” It has no impact on the environment.
Mistakes committed
” “Register” and “buy” in subject lines are common.
” To avoid mistakes during campaign outsiders must be given the responsibility to asses the mails as the outsider would be unbiased
” Negatives feedback should be reduced while viral marketing as far as possible.
Companies considering an e-mail marketing program must be certain that their program doesn’t infringe Spam laws for example the United States Controlling the Assault of Non-Solicited Pornography and Marketing Act, the European Privacy & Electronic Communications Regulations 2003 or their Internet provider’s acceptable use policy.
Email Marketing
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