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© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
50 Ways To Get More From Your Email Marketing
Program
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
It’s not because it’s legal that it’s a smart thing to do.
Always ask permission before you add someone to
your email list!
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Sell your newsletter program like you sell your products or services. Make me feel like I’m missing out if I
don’t subscribe.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Sweepstakes and competitions are very popular methods to
capture email addresses, however addresses collect this
way are usually not very responsive.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Promote your email program prominently on your
website. Put it above the fold and make it stand out!
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make it as easy as possible to sign up to your list. The fewer fields on your sign-up form the
better. Use progressive profil ing to get more data once
they’ve signed up.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Manage subscriber expectations: make it crystal clear what they are signing up for. State the benefits,
content and frequency.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Show potential subscribers an example of what a typical
email campaign or newsletter looks like so they can see what they are signing
up for.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Include mini surveys, polls and competitions in emails
to collect further information about your
subscribers.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make the most of every touchpoint with customers
and prospects by asking them to sign up to your
email list.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Ensure your emails are fully authenticated: add an SPF, Sender ID & DKIM record to the DNS settings of the domain you use for sending
emails.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make sure your emails are readable and actionable, even
when images are disabled. Over 70% of your readers will
not download images by default.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Reach out to people that don’t open or click, find out what they want and deliver
that experience.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Include value added content in emails with links back to
your site or social media channels to engage
recipients and drive traffic.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Repurpose your newsletter content on your blog, your website, social media and
vice versa.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Always provide a highly visible unsubscribe link to all your
email messages. If they want out, make it as easy as possible
to leave or they’l l mark your emails as spam.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Ask why they are unsubscribing and use the
learnings to adjust your email strategy, content,
frequency…
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Create an editorial calendar for your email / newsletter
program which includes launch dates and content for
the next 3-6 months and share it with your colleagues.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Check your html code before you hit send to make sure
your email doesn’t get blocked due to faulty html
code.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
To increase conversion rates, start with the optimization of your landing page. Test headlines, copy, web form
length, images…
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Provide value in each and every email campaign you send. Whether or not they
open your email depends on the experience they had with
your emails in the past.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make sure your call-to-action is clear and stands out even
when images are disabled. If I don’t know what you want me to do, I won’t take the action
you want me to take.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
An open is only calculated when the reader decides to download the images. Use open rates only to look for
trends.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Use all the data that you collect during sign-up to
personalize your emails. If you’re not going to use it,
don’t ask for it.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Calculate the value of an opt-in email address to your
company to effectively communicate your program’s
impact.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
The best day of the week or the best time of the day to
send emails, is like the monster of Loch Ness: it
doesn’t really exist but people keep looking for it.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Your recipients don’t know that [email protected] doesn’t accept replies. Read what people reply to your email campaigns, you’ll be
amazed with the insights they give you!
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Social media are a great way to grow your email list. I
managed to double my list-size, just by publishing my
newsletter to Twitter.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Don’t make changes to your email template or your email program before testing the
changes to see if they have a positive impact on response.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
At unsubscribe, allow subscribers to choose what
content they get from you at the frequency of their choice.
If you don’t they will just unsubscribe from everything.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
A pretty design with a lousy offer won’t get you the
response you hoped for. Focus on the content or
offer first, then worry about design.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
What your subscribers say and what they do are two different things. Don’t base your content only on stated preferences, but
make sure to include click-stream data as well.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Develop a test plan and make testing an integral part of your email strategy. It’s
the only way to increase response and conversions.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Your CEO doesn’t care about high open and click-through rates. Management only cares about what those
numbers mean to the business.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
The top 300x400 pixels of your email is your most
important real estate. Together with the sender name and
subject it needs to work hard to get the reader to open and
read.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
The first email you send to a new subscriber typically has the highest open and click-through rate, so make the
most of that email and send it immediately after sign-up.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Introduce new subscribers to your brand and email
program slowly by sending them a series of “welcome
emails” before you add them to your regular program.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
If you send me 3 emails that I don’t find interesting, do
you really think I’ll open the 4th email you send me?
Don’t send everything to everybody: segment!
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Set up an email marketing dashboard so that you have a good overview of campaign statistics over time. It helps to spot what works and what
doesn’t.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
People don’t read emails, they scan them. Make sure that they
know what you have to offer and what they need to do in under 5 seconds, even when
images are disabled.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Drive new fans and followers to your sign-up
page and convince them to opt in to your email program so you can talk to them in a
personalized way.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Check your open and click-through rates per ISP to
spot possible inbox delivery problems.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Build subscriber personas for your email program. Give your ideal subscriber a face and an
identity. This will help you write copy that resonates better with your readers.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Keep your copy as short as possible. Use short sentences,
short paragraphs, subtitles, bulleted lists, bolded words
and links to break it into digestable pieces.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
To avoid spam filters and to make emails more readable on mobile devices: always send out emails in MIME
format (text + html version).
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
In most cases, a hard bounce means: this email address does
not exist. If you continue to send emails
to these addresses you risk getting caught in spam filters.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Sign up to the feedback loops of the major web
email clients so that you can remove everyone that marks
your email as spam from your list.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Test one thing at a time. Don’t compromise your test by
introducing multiple variables. Make sure a higher open rate,
results in a higher click-through or conversion rate.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Don’t forget to mention your contact details in your
email campaigns or newsletters: phone number, email address, website url,
physical address.
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Read my blog and subscribe to my email l ist to stay up to date
on what works and what doesn’t:
www.b2bemailmarketing.com
© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Become a member of the Email Marketer’s Club, the
largest and most active email marketing forum and
community:
www.emailmarketersclub.com
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© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
These t ips were brought to you by: Tamara Gielen independent email marketing consultant, trainer & coach www.tamaragielen.com