According to the Direct Marketing Association, the return on investment for email marketing is a whopping 4,300%. That’s because about 44% of email recipients make at least one purchase every year based on a promotional email, and yet email campaigns are relatively low in cost to implement. Since there are few other advertising techniques that can come even close to that type of return -- and it’s not too difficult if you’re already running a website or blog -- it’s hard to make a case against at least trying marketing through email.
In order to see those kinds of numbers, however, email marketing has to be done right.
5 Tips You Should Keep In Mind As You Implement an Email Strategy:
- Follow CAN-SPAM Regulations
First and foremost, make sure you’re staying on the right side of the law. The CAN-SPAM Act sets certain restrictions for commercial emails, and you should familiarize yourself with all of them. The most important rules to know are that you must use accurate header information, you may not use misleading subject lines, you must include a valid postal address in your correspondence, and you must tell recipients how to opt out of your emails (and honor opt-out requests promptly).
- Use an Opt-In Signup Process
CAN-SPAM regulations only require that you allow people to opt out of your email list. But as you’re building up a subscriber list, you might want to consider an opt-in procedure, instead. You won’t build your list as quickly, but you’ll end up with recipients who actually want to hear from you and are less likely to report your emails as spam.
- Organize Your Email Lists
Regardless of the platform you’re using to send out your emails, you should keep more than one list segmented by topic, age, location, etc. This will allow you to send more targeted promotions without overwhelming your readers. Periodically go through your lists and clean them up so the task never gets too daunting.
- Keep Your Design Simple
Especially since so many of your recipients will read your emails on their phones, keep the design simple and easy-to-read for all kinds of devices. Make sure your company name and logo are prominently placed, as well as links to your website and social media pages.
- Have a Goal for Each Email
Never send an email that’s part company update, part advice column and part sales advertisement. Figure out what each email should do, make sure that purpose is something that your end user would value, and then craft a great call to action to persuade users to do whatever they need to do to support that goal. Every aspect of an email, from the subject line all the way down to the fine print at the bottom, should be focused on one thing.
Can you offer some insight on how to make email marketing more effective? Discuss in the comments.
By: Karleanne Matthews