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Interview Tips - Ten Top Do's & Dont's for Winning Interviews
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Deep linking. Make sure you have links...
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Top 5 Tips For Effective Email Marketing
Over the past few years, research has continued to prove the
benefits of e-mail marketing for business: low costs, high
conversion rates and detailed tracking are all notable features.
But e-mail marketing is becoming much more than just a tool for
spammers and e-businesses. Consumers are becoming increasingly
savvy on the differences between spam and permission-based
emails, and more and more of them are accepting permission-based
e-mail marketing as a positive replacement for direct mail.
The best news is that the majority of people who receive
permission-based e-mails open, on average, 78% of them.
Jupiter Research reports effective email marketing campaigns can
produce nine times the revenues and 18 times the profits of
broadcast mailings. But crafting an effective business email is
both an art and a science. Here is a list of factors, potential
problems and effective solutions to keep in mind:
1. Spam! Spam! Spam! I don't need any Viagra!
The average consumer receives more than 300 emails a week, 62%
of which are spam. No wonder there's such hostility towards the
industry. But spam filters, bulk folders and "report spam"
features are helping consumers become more at ease about the
perils of spam. While 89% of users cited spam as a major concern
in 2003, that number dropped to 85% in 2004, proportionally to
an increase in the use of spam-fighting tools.
So as a permission-based business email marketer, what can you
do? One tip is to remind your subscribers to add you to their
"safe senders" list. The second, and most important, tactic is
to make sure your email marketing service provider has a good
relationship with ISPs. This will ensure that your email
marketing campaigns go into your subscribers' inboxes, not their
junk mail folders. When choosing an email marketing software,
make sure the company has strict anti-spam policies and complies
with the guidelines of Can-Spam.
2. Images and formatting: Why do my emails look broken?
Broken email campaigns are an increasing concern among email
marketers, especially since several companies and web-based
email providers now block graphics as a measure to combat spam.
In fact, according to ClickZ, 40% of email marketing messages
delivered to inboxes are "broken."
This was actually something that came up during Eliteweb.cc's
beta-testing phases, as we had a client in the Canadian
Government whose recipients were mostly using highly secure
email programs. The solution we came up has now become one of
our key competitive advantages.
What Eliteweb.cc does is it publishes every single email
marketing campaign sent to a secure location on the web (a
location only original recipients of the email can access,
thanks to encrypted technology that automatically authenticates
the user). The technology also ensures you can track your users'
behaviors, even if they are reading your email campaign at the
secure web location.
3. Personalization and relevant content: In a business e-mail,
one size does not fit all.
In a recent study by DoubleClick, email users were 72% more
likely to respond to a business e-mail if its content was based
on the interests they had specified. That number points out the
absolute importance of allowing users to choose their own
interest groups and have control over which business e-mails
they receive. The most popular interest categories, according
to
the study, are coupons and household goods.
But your coupon is no good unless the user opens the email.
Users in the study said the most compelling reason for them to
open a business email is the name in the "from" field. So it's a
good idea to make sure your company name is clearly stated
there. Another major factor is the "subject" line. Users cite
discount offers and interesting news as the most compelling
subject lines, followed by new product announcements and free
shipping offers.
4. Click-through and conversion: Show me the money!
So the user has opened your email and read the content. Great.
But where's the sale? There's good news here. For one, consumers
are increasingly likely to make purchases as a direct result of
a business email campaign. One-third of users in the DoubleClick
study had purchased something by clicking a link on an email.
Another 42% clicked on an email link for more information, then
purchased the product at a later time. Second, online couponing
is booming: 73% of consumers have redeemed an online coupon for
an online purchase, and 59% have redeemed an online coupon
offline.
In terms of industries, the top performers are travel,
hardware/software, electronics, apparel, food, home furnishings,
gifts/flowers and sporting goods. All companies sending business
emails in those categories said between 71% and 80% of
recipients have purchased their products because of an email
campaign.
There's no need to fret if your company doesn't fit in to one of
those industries. The overall landscape for email marketing
conversions is looking brighter every day. The average
click-to-purchase rate has increased nearly 30% since 2004 and
the average orders-per-email-delivered rate has increased more
than 18% since last year.
5. Stats tracking: Who are my real consumers?
E-mail marketing is an increasingly popular tool in effective
CRM, and it's about time more businesses recognize that. First
off, if your provider's email services for business do not
include detailed, real-time tracking, you're getting a raw deal.
Real-time tracking is now an industry standard, and it's highly
valuable, as it allows you to see the exact moment a user opens
your campaign, clicks on your link and makes that purchase.
Studying your users can help you improve your communications
efforts, so each campaign performs better than the last (several
email service providers also let you compare the performance of
your campaigns).
But many marketers are still in the dark. According to a recent
WebTrends research, only 5% of marketers are very confident in
the measurement of their online marketing efforts, while 26%
admit they're "flying blind." WebTrends says the low confidence
comes from a lack of knowledge when it comes to measurement,
which means there's still a lot of work to be done.
In email marketing, a blind shot won't take you very far. But if
you aim properly by following these essential rules of play, you
should soon be reaping the same major results as so many online
and offline businesses.
About the author:
Robert Burko is the president and founder of Eliteweb.cc, a web portal that
provides Fortune 500 solutions for small and medium-sized
businesses. Eliteweb.cc's Elite Email Marketing
program is optimized for all the above tips.
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