Email Marketing Tips
Email Campaign - Check in different browsers
Make sure you test your email in various browsers prior to sending.
Obviously LIDL didn't ! They might have redeemed themselves if they had
a web version available.
This has been happening for the last month now and the reputation of
LIDL must come under scrutiny - The Lidl email error is easily remedied
and surprised they have not corrected the coding error before now.
If it continues Unsubscribe will be the next option. Make sure your
email campaign
is thoroughly tested prior to launch
Email Xmas Cards (December 2009)
Instead of sending Christmas cards last year we sent Ecards using
www.jacquielawson.com. This year we did the same though monitored the
results which hopefully you will find useful. Using the monitoring
systems available each email campaign can easily track the following
information
- Who opened the email and what time
- Who clicked on the hyperlinks in the email and which links
- Who unsubscribed from the email list
Each recipient of the the Christmas Card ecard receives an email saying a card is online for them & by clicking the link the card will be downloaded. This is a negative from the start as many recipients wont click the link ie , too busy, cant be bothered, or uncertain if its spam. The result I am expecting from unopened emails is high because of these facts. Normally emails wont start off with this disadvantage.
Each email campaign has an objective, to impart information hopefully resulting in a sale or a set goal . With the visitor tracking systems available today like Google Analytics its possible to link email campaigns to resulting sales. I suppose the easiest way is to measure a "call to action" is by using a phone / email offer with a discount code. A more complex tracking method would be to go to a prepared landing page and then enter the buying programme. Using Google analytics its possible to "tag" these email recipients and follow them through the funnel of the buying process. The result is a cost per sale . What other forms of advertising offer this costing analysis?Our goal was to get a response without asking for one. I know the product was both unique and good quality so our goal expectation was not unrealistic
The results were very interesting . 113 Ecards sent with 76 emails (67%) opened - very pleased with this. This is the upper end of the scale of results we would normally receive on any email campaign. The more niche the data base the higher the open rate . If you are already carrying out email campaigns what results do you get ?
19 (17%) responses in the form of reply emails or phone calls , the majority used email. This result was much better than expected - It clearly demonstrates we must be doing something right !
We could have produced a time graph showing opening rates as with a conventional email campaign these respondents could be added to a database segment for "when its gone its gone " offers .
With email marketing there are no real boundaries and the reporting that is available makes monitoring the campaign a simple exercise as is the costing. You would soon know if email marketing was for your company
For Designaweb the Christmas Card email was a success - our name was in front of the client without any pressure to purchase and this campaign was much cheaper than the alternative of purchasing cards and postage stamps. The next time you are considering advertising don't forget the opportunities that email marketing has - we are always here to advise of the best strategy albeit in-house , outsourced to Designaweb or a mixture of the two - Contact Paul Harris on 01359 231739 or Email
Email Marketing Tip (December 2009)
The
Subject Line is what the recipient will see first , Some things to
avoid
-
long subject lines, completely capitalised subject lines and using HTML within the subject line.
-
All subject lines on outgoing campaigns must clearly relate to the content of the email.
-
Deceptive or misleading subject lines will get you nowhere
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Many email clients (e.g. Outlook, Yahoo! Mail) display only the first 40-50 characters of a subject line when your recipients look at their "inbox." In general, we recommend that you keep your subject line short and concise so that it's displayed properly for all of your recipients.
Email Marketing Tip (December 2009)
When setting up your marketing email make sure you use the "no follow" tag to make sure your HTML email is not included in the search results . Whilst being included in search results might sound beneficial this could easily rebound if the information is about a special offer which had expired .
To setup the "no follow" tag simply use the follow tag between the
Head tag, ie <head> </head>
<meta name="robots" content="nofollow" /> This "instruction"
simply tells the search engines not to index the following text
in its search results
Email Marketing Tip (December 2009)
What's
the most important aspect of your email campaign ? What is the first
part of the email the recipient sees ? The answer to both questions is
the subject line. If your subject line doesn't catch the attention of
the reader it will be disregarded or deleted and all your hard work will
have been wasted.
Email Marketing Tip (November 2009)
This
link wont suit everybody , though its very cost effective and you will
get feedback -
As an alternative to sending xmas cards to your customers try sending animated Ecards through www.jacquielawson.com. We first tried it last year and for the first time in 9 years we received several comments - all positive, so if you are a client of ours you know what's in store !!