Email is one of the most effective marketing tools business owners have at their disposal. Setting up an email campaign is easy enough, but it takes more than just a basic approach in order to find success with a campaign. After all, it can be difficult enough to get people who are on your list to actually open an email let alone read it in its entirety.
Fortunately, there are a handful of tried and true email techniques that allow you to develop contacts, segment your lists, and ultimately take your marketing to a new level. The more you can incorporate into a campaign, the better.
– 1. Consider Dynamic Lists
The majority of email lists sent throughout the web are known as "static lists." They're typically uploaded to an email client and stay unchanged until you decide to add to them yourself. While effective, it's usually a better idea to go with dynamic lists. Dynamic lists are becoming more and more popular because they allow you to segment out your list to different audiences in a way that will provide maximum reach. As email lists continue to evolve, it's likely that dynamic lists will all but replace static lists, which is why now is the perfect time to make the switch.
– 2. Get Added to Their Address Books
One of the trickiest aspects of email marketing is trying to somehow get your email address to show up in the address books of those who are on your list. It's a crucial aspect of proper email marketing, as it can help to ensure that you're bypassing whatever filters might be set on the user's email account. It's not always easy to do this, but you can increase your chances by adding a section to each of your email blasts asking users to take the extra step and add you to their address book.
– 3. Design for Mobile
Smartphones and tablets are more popular now than ever in the past, and they aren't going away anytime soon. Since more and more people are getting their email on mobile devices, it's crucial that you design your email blasts in a way that they will be mobile-friendly. While columns and plenty of hi-res images might look great on a desktop or laptop screen, they tend to squash emails in a way that makes them very unattractive on mobile platforms.
Problems can also arise when links are too close together, or if there is simply too much text in the message. Ideally, you should be creating your email blasts so that they are relatively short, light in photos and don't utilize more than two columns. It's also a good idea to offer a plain-text version of your emails, as these typically look best on mobile devices.
– 4. Reactivation
There is perhaps nothing more important in email marketing than keeping an active list. Sadly, it's thought that up to 60% of many lists will be inactive after a period of 6 months. It's difficult to say whether people simply lose interest or if there is more at play here, but the end result is the same - you're losing potential customers.
Reactivating your list may help to bring people back on-board, and it doesn't have to be very difficult. Take note of who has been engaged in the list and who has not, segmenting them out to decide who you wish to target for reactivation. You might offer a discount or incentive to this segment, which can be an enticing and effective way to build your list back to its full potential.
– 5. Track Everything
If you're going to take the time to set up an email campaign, you shouldn't just stop at sending out the message. Crafting a campaign is all about the follow-up, which means you should be tracking every aspect of the campaign from start to finish. Most email list services allow you to view reports for each message you send out, which can help you to gain a better understanding of how effective your marketing principles are.
This is a great way to see which users are opening your messages as well, and you'll be able to hone-in on trends more easily this way. Depending upon the email list service that you use, you may have to pay for a premium account in order to access more detailed analyses of your list. The benefits, though, far outweigh the costs in this situation.
Marketing with email can be quite a bit of work, especially if you're new to it. Being that it remains one of the most effective tools for businesses, it should never be overlooked. With the above tips on your side, you'll be able to make far more headway the next time you sit down and work on your email marketing techniques.
Note: This post has been contributed, and is not not necessarily the opinion of 9th sphere. Sam Peters is an avid blogger and marketing whiz.
Sam is originally from the mid-west but now resides in sunny San Diego, California. If she is not writing, you can usually find her relaxing with a good book and her wheaten terrier, Kona.