Ten top tips for making your email Marketing Campaign effective
Want to do some email marketing but not sure where to start? Follow the tips below to help make sure your email campaigns get through the spam filters and generate positive results.
- Get permission
To ensure compliance with Data Protection legislation make sure your email marketing is permission-based which means you need the customer’s consent to contact them. This includes allowing them to unsubscribe at any point from receiving correspondence from you. To build up your contacts database, collect email addresses from your customers at every opportunity!
- Plan your campaign
What do you want to get out of your email campaign? If you want to increase sales, think about how to achieve this. Will you make special offers designed to appeal to specific groups of customers? Do you want to invite customers to an exclusive event?
- Call to action
Include a call to action in every email you send. For example you could invite customers to download discount vouchers, purchase a discounted product online, or agree to attend an event.
Make sure you have links to your website so customers can find out more about individual offers. By monitoring customer click-throughs you will be able to measure your campaign’s success.
- Subject line
The subject line has a major influence on whether recipients open and read emails. Keep it short and avoid using CAPS, exclamation marks or words like ‘free’.
Make sure your design works! An HTML design will make your email look more professional, but if you don’t get it right, it will fail to render correctly across all inboxes or will get caught in spam filters. If in doubt, try using the free templates provided by email marketing solutions such as dotMAX
Targeting will ensure your email marketing sends the right content to the right people at the right time. By tailoring email content to different customer groups, you will significantly increase your chances of success.
Find out what works. Consider doing some split testing, by sending slight variations on your email to different customer groups. For example, find out what happens if you change the sender’s name from male to female, or use a different subject header, or send the same email at different times.
Believe it or not, the main obstacle you will face is getting your email into your customers’ inbox! ISPs delete billions of emails each day. Make sure you choose an Email Service Provider with good deliverability rates.
Measurement is the key to future success. By finding out how many emails were delivered and opened, and which links customers clicked on within the email, you can fine-tune your next campaign.
We are getting lots of people booking on to our pre Christmas training session called:
‘How to win business using LinkedIn’
It is on 20th December from 9.00am to 12.30pm and is only £59.00 + VAT. For further details go to Marketing Skills Training.
One of the best way of growing a business is by Referral and yet very few businesses have any form of system for doing so.
This being the case, I would like to make you a very, very special offer. I would like to make send you a copy of my ‘Grow your Business by Referral Programme’ for only £99.00 instead of the usual £297.00.
This is a limited offer and will only be for the first 100 who ask for a copy. Details of the programme can be found by going to Referral Marketing System.
This weekend I booked an holiday on the internet. It is for a weekend in Cornwall in November. Maybe this type of holiday is not high on your ‘to do list’ and it wasn’t on mine either, but I looked and took action. The question is why?
Well I have to say that the main reason I booked this holiday was ‘PICTURES’. In other words, the pictures of the cottage and the views from the cottage were very good. Not only that, but they also had a 360 degree virtual tour, both internally and externally.
This was without doubt the single most important influencer in my buying criteria. So what is the point in my story?
- Does your website have the best pictures on it?
- Does it have enough pictures?
- Were those pictures professionally produced?
- Could you make them better?
- Could you make them rotate?
- Could you make them bigger, or smaller?
- Could you make them more focussed, or more personal?
- Could you add video?
My point is, what can you do to improve the look of your website?
One of the biggest mistakes made by 99% of small businesses is without doubt – Spending too much time trying to get new clients when they have not fully maximised their current clients.
Most businesses spend very little time, money and effort trying to educate their current clients and to get them to:
1. spend more each time that they buy
2. Get them buy more often
It is not your client job to remember who you are, what you sell, or how much you charge. It is YOUR JOB!
You must start marketing to your current list on a consistent basis.
How do I know that? Well that statement is based on over 30 years of experience working with small businesses. Yes I was around even before there were websites!
Let me re-phrase this – 98% of the businesses that I speak to have websites that don’t win them any, or very much business.
The reason for this is normally:
- They have an awful looking website (what does your website say about your business?)
- They have not marketed their website
- They do not add content regularly
- They do not have any inbound link etc.
My point is that your website is such an important area of focus for your business. So, my strong recommendation for you is to not sit back and say “ah well my website is just a brochure site”. In 99% of cases your website can be marketed far more effectively.
The problem is, how do you do that, who is going to do it for you and how much is it going to cost? In truth this can vary from £100 to £1,000,000. However, like most things you get what you pay for.
The key to success for your website is:
- Drive more people to your website
- Increase the conversion rate of visit to enquiry on your website
Most businesses focus on getting more people to their website. Whilst this is good to do, what really matters is the number of leads, or enquiries your website creates. So, focus on your ‘on site conversion rate’.
- Find someone to teach you what to do
- Find someone who knows what they are doing and get them to do it for you
Avoid the web designer who also does Search Engine Optimisation (SEO). I am not saying all web designers don’t know about website marketing, but 99% of them don’t!
Your Action Plan:
Take a look at this
I have just launched a new date for a Sales and Marketing seminar. It is 29th September.
Here is a link to the content click here
Further details coming soon.
How to make more profit
There are only two ways of making more profit in your business. Reduce costs, or increase sales. It is as simple as that.
Reducing costs is good because you can do it instantly. However, it is limited because you can only reduces costs so much.
The real leverage is in increasing sales. That is because you can do it exponentially. In other words you can if you build your business correctly increase your sales by 1,000’s of percent.
So how do you do that? Keeping it simple, there are only three ways of getting more sales:
1. Win more customers
2. Increase your average unit of sale
3. Increase your frequency of re-purchase
That is it! That is all you have to do!
The questions is how? This is where it gets more tricky, because there are thousands of ways and some work and some don’t work so well.
I have spent nearly 30 years working with small businesses and in that time I have developed a strong understanding of what works and what does not.
So if you want to grow your business in my opinion you have two choices. you either spend thirty years learning all you can about marketing, or you hire someone like me as your marketing mentor, coach and business advisor. Click here for details.
When I speak in front of hundreds, or sometime thousands of other businesses I often ask them what is the biggest problem that they are having with their marketing? And it nearly always comes down to one thing and that is ‘not generating enough leads’.
Now there are several things to consider in lead generation.
1. The cost of the lead
2. The lead conversion rate
3. The value of the lead.
I am often asked “what is the one thing I need to do to generate leads?”. My message is always the same. “Don’t rely on one thing. Build your business based on multiple streams of income”.
In other words make what you are doing better and more profitable. Then build additional streams of income to to what you allready do.
To listen to my thoughts on how to build your business based on some of my ‘Marketing without Money’ strategies listen to me being interviewed live in front of over 1,000 business owners.
Call 0118 930 5700 now and ask for a free copy of my Marketing without Money CD.