The goal of all marketing is to attract interest in, build desire for, and generate sales of your products or services.Email marketing is a perfect medium to pick up where other marketing leaves off. Email marketing is still one ofthe most cost effective ways to contact prospects and customers. It’s far cheaper than traditional bulk postage mailand in many cases can have a much larger impact on immediate sales and long-term relationship strength thantraditional advertising.When done correctly, email marketing can be an extremely powerful and effective marketing technique. It’s amedium that allows a buyer and seller to freely communicate with one another and build a relationship based onvalue and trust. When done incorrectly, however, email marketing can be destructive, erode brand equity, and turnyour happy clients into litigious flamers.The goal of this whitepaper is to provide best practice guidelines that will allow your organization to maximizeits return on investment from permission-based email marketing.
The Ten Most Important Tips for Email Marketers
Let’s begin with the most important information first. Here is what we feel are the ten most important tips foranyone managing the email marketing process.1. Only send emails to persons who have requested to receive them.2. Only include content relevant to the type of content the person has requested.3. Be consistent with your sending frequency. Pick a schedule, whether it is weekly, biweekly,or monthly and asoften as you can stick to that schedule.4. In most cases it is best to send business to business emails Tuesday through Thursday. We’ve found that the besttimes of the day to send are just after the start of the day around 9:30am or just after lunch around 1:30pm. Itis best to avoid sending business to business emails after 4pm or on weekends.5. In most cases it is best to send business to consumer emails either between 5pm and 8pm Tuesday throughThursday or between Friday evening and Sunday afternoon.6. To improve deliverability, add a message at the top of your emails that says something like: “To ensure receipt ofour emails, please add firstname.lastname@example.org to your Address Book.”7. Make the From Name for your messages either your company name or the name of a person at your company.Once you choose a From Name, keep it consistent. During the split second decision subscribers make whetherto open your email, the most important factor in their decision is whether the From Name is familiar to them.8. Be sure to include both a plain text and an HTML version of your newsletter. iContact will automatically detectwhich subscribers can view the HTML message and which can only see the plain text message. If you don’tinclude a plain text message, around 5% of your recipients will see a message with nothing in it.9. Don’t use all caps or multiple exclamation marks within your subject line or body. Doing this will trigger spamfilters. See our section below on Deliverability Best Practices for additional words to avoid.10. Build your list at every opportunity you have. If you have a retail location, add a point-of-salesign-up form. Atconferences or events, bring a paper sign-upform or have a laptop with a sign-up form set up and available forinterested parties. Finally, add your newsletter signupform to every page on your web site. You can use the signupform generator within iContact to automatically generate the code you need.
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