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For around just pennies per send, email continues to be among the best marketing values around. But for many marketers, the amount of information available on this topic could be overwhelming - and sometimes even paralyzing.
Maybe your business is simply getting started with email marketing. Or, perhaps you're an experienced email marketer looking to boost results. Either way, getting these seven keys for success right will place you on the road to email marketing success.
Tip #1: Keep it Simple
Sure, you can spend hundreds of dollars on fancy email template design and rack your brain for creative subject lines - but it's most likely not money or time well spent. Most email marketing services offer customizable, ready-to-use templates that provide a clear, polished look. So when you are looking at subject lines, research proves that clear, direct subject lines consistently outperform cute and inventive ones.
Tip #2: Construct your List
It's simple math: subscribers x response rate = results. Even though it can be hard to develop a massive uptick in your response rate, it's quite simple to grow your list by providing a good sign up incentive such as a valuable white paper, report or coupon and promoting your list in each and every way possible including email footers, webpages, conferences, industry events and social networking.
Tip #3: Offer Value
Whether it's information, a shopping discount code or even a laugh, be sure each email you send offers something of worth for your readers. In case your subscribers aren't benefiting from your emails, they will be sure to tune you out of trouble.
Tip #4: Allow it to be Personal
Typically, an e-mail from a person performs slightly better than an e-mail from a business. For example, an e-mail from "Santa Claus" would be better than an e-mail from "The Up North Toy Factory".
Tip #5: Stay on the Radar (Within Reason)
Should you maintain an e-mail list, be sure to utilize it at least once per month. If a lot of time passes between emails, subscribers may forget who you are or why they signed up for your list. On the flip side, if you are sending more than once or two times a week, your subscribers may opt out because the annoyance factor rises.
Tip #6: Experiment
Email marketers often ask questions like "What subject lines are best?" and "What is the best time to transmit?" The answer: this will depend. The things that work well for just one list might not work well for yours, so most email programs offer something called an A/B split. It divides your list into two groups so you can test various factors, such as the best day to send or the best subject line. Just be sure you test one factor at any given time and keep track of your results. When done consistently, testing will lead to the constant improvement of the email marketing efforts.
Tip #7: Know Your Goals
Once you know your e-mail marketing goals, you'll be able to better tailor the content of the emails. For instance, if you wish to increase brand engagement you might offer polls or incentives for following your company on Facebook. If you wish to generate new leads for any software program, send an invitation to download a white paper on a related topic. Perhaps most importantly, goal setting techniques will help you determine the outcomes of your email marketing program and create future success.
