Email marketing is relationship-based, rather than transactional marketing, says Neil McLean, Toronto-based account manager with Inbox Marketer, a digital direct marketing company based in Guelph, Ont. “You can have a significant competitive advantage by having an email program in place,” he says.
In order to establish a successful email strategy, it is important that you pay attention to some well-tested best practices.
> Get permission
You cannot send unsolicited emails.
“Privacy is paramount,” advises Jeff Morin, an account executive with the Cornerstone Group of Companies, a Toronto-based firm that provides prospecting and database services. Under Canada’s privacy laws, you must get an individual’s permission before sending them emails.
“The lines are less clear for existing clients,” McLean says.
Adds Morin: “That someone is a customer does not mean you have their permission to send them emails.”
> Create a mailing list
Compile a list of clients and others from whom you have permission to send emails. These name will form your contact list, the most important component of any email program. The size of the list is not what really matters. A relatively small list that is 100% composed of members of your target audience ensures that your message is reaching the right people.
If you have not compiled your own list, you can rent a qualified prospect list from a list broker or list manager, says Morin. Typically, you will be able to define the types of names you want by criteria such as location and income.
> Deliver a relevant message
“Make sure your content is relevant, timely and meaningful,” says McLean. “Keep it fresh.”
If you have a large mailing list, segment your campaign by different target audiences and personalize your emails as much as possible he adds. For instance, your message to existing clients will probably be different from that going to prospective clients.
“Your message should not be too copy-heavy or too long,” Morin says.
Headlines should be no more than 50 characters long. They should be relevant, attention-grabbing and easily readable, he adds.
“Break up information in a clear digestible manner,” Morin says. “Any offer or call to action should be as close as possible to the top of the email.”
Adds McLean: “You want to control the list, control the message and control the content – using a targeted approach.”
> Design your e-mail
Your email messages must stand out in crowded inboxes. They must be easily navigable and user-friendly.
“People have short attention spans,” McLean says. “You only have seconds to grab their attention.”
Don’t use a lot of graphics in your emails, as they may not show up on some browsers, McLean says. The look and tone of your emails should match your website and marketing materials.
Let your clients choose whether they would like to receive emails in text or HTML format, Morin advises.
IE