Email Marketing Done Right
Direct marketing has a lot of negative connotations. While there are many different forms, people generally associate the term with junk mail, telemarketers and spam in their email box.
Because of this, consumers are wary of marketing communications they receive from companies, making it more difficult to break through the clutter. Building a database of customers or prospects and reaching them directly is a great way to get your message across and strengthen relationships if done properly, but it’s easy to get it wrong.
While direct mail and telemarketing have faded out as marketing channels to a degree, email marketing continues to hold up as a relatively inexpensive and effective tool for companies looking to cultivate and grow their customer bases.
Here are a few practices we’d recommend for a successful email marketing campaign:
- Utilize an opt-in model, where customers give companies permission to send them communications rather than needing to unsubscribe only after receiving unsolicited advertisements. This builds trust and leads to more efficient use of resources.
- Make your email stand out from the crowd with quality copy and an eye-catching design. Getting people to open and read your messages is half the battle.
- Ensure that you’re using good, targeted recipient lists. Past customers who have provided their email addresses are prime candidates for continued engagement.
- Keep an eye on your campaign metrics. One of the best things about email marketing is that it’s very easy to track the results in considerable detail. What percentage of people opened up your last email? What percentage clicked on a link? How many messages were bounced (returned as undeliverable)? Use this information to adjust your campaigns for maximum effectiveness.
Need help getting your email marketing campaign off the ground? 10fold Solutions has the experience and know-how, with services built around the powerful RocketMail tool. To learn more about our capabilities, feel free to contact us today.