Call to Action

If you are not doing so already you need to include a call to action in every message.  Each email you send should spell out exactly what you want the recipient to do. Make links obvious and call attention to any special directions you are providing. And it’s okay to be repetitive when it comes to the call to action – include it toward the top of the message and mention it again at the end.  If you do this, you can measure the results and take follow up steps to drive results.

Email Tips

I have been asked recently on how to optimize your email efforts.  Below are a couple of tips that can help with inbox delivery. 

1) Optimize your email for the preview pane.  Your subscribers probably view their inbox in a preview pane.  Make sure your compelling message or offer renders in the preview pane.  Quick tip:  Pay attention to the first two or three inches of your e-mail, as this may be all the recipient sees.

2) Keep the “from” line familiar.  If you subscribers don’t recognize the from name, they will likely not open the message. 

3) Have a compelling subject line. This is the most important factor determining whether an e-mail is opened. Keep it short.  If you are torn between multiple subject lines, do an A/B test. 

4) Make email content scannable   Your subscribers will scan the email.  The typical email is only viewed for 5 seconds or so.  Make sure the content is easy to scan.  Maybe the use of bullets can get your point across. 

Alway try to learn more about your subscribers so you can target them more effectively.  Improving you email marketing takes work.  Keep at it.

Email Marketing should be conversational

Those of you who have evolved with email marketing over the past 8-10 years already know that has changed.  Originally email began as a one-to-one tool, it then evolved as a way of communicating one to many.  Today, marketers are shifting to a one-to-some model, using personalization, segmenting and CRM to  create highly targeted messages.  Early on the marketer was dictating who, wat, when and how.  Now the subscriber is in control.  Listen to your subscribers and follow through on what you say you are going to do and you will be successful.

New ESP

When you are selecting a new ESP, make sure that your selection criteria includes the functionality that you need both today and in the future.  Right now, I am hearing that a single dashboard where you can manage multiple digital marketing channels is optimal.  This includes: email, social (publish to facebook) and a calendar function.  Just make sure you are “over-buying” for your needs.

Social Media Survey

In a recent study called Marketing Budgets 2010: Effectiveness, Measurement and Allocation, by Econsultancy, said that social media is the fastest growing digital marketing channel.  Of the 70%+  respondents, they said they will be increasing their budgets for social media marketing on social networking sites such as Facebook and Twitter. In addition, 65% of respondents said they’re planning to increase their budgets for on-site social media, such as blogs or ratings and reviews.  If you have not engaged your ESP or digital agency for some help, you might do so to stay ahead of your competitors.

Email Relevancy

Here is an interesting statistic around increasing the relevance of  email initiatives.   Forty-eight percent of marketers surveyed indicated that they are attempting to make their email communications more relevant.  They believe that increasing relevancy will drive conversions and revenues.  I hope you are part of the 48% who are looking to improve your email results.

Best Time to send emails

I am often asked, when is the best time to send email campaigns?  I might suggest that you focus on relevance in your emails so that they are anticipated and the recipients are eager to open them.  That aside, the best chance of getting your recipients to open and respond is during the first few hours after the email is delivered.   It might be best to avoid Mondays or Friday since they are the beginning and end of the work week.  So,  emails that go out Tuesdays through Thursdays tend to enjoy a higher open/conversion rates.   The idea is to know your subscribers and send them targeted and relevant messages that adhere to the principles of permission marketing.