Email Marketing Lists - How To Create An Email Marketing Campaign - Rob Van Slyke 1-2010

Advanced Email Marketing Tips Email Marketing Lists - How to Create an Email Marketing Campaign

Email Marketing Lists - How to Create an Email Marketing Campaign
Table of Contents
Campaign Strategy
List
Offer
Package
Message
Landing Pages
Email Blog – How to Create an Email Marketing Campaign:
http://emailmarketingtips.verticaltraction.com/2010/01/30/email-marketing-lists-how-to-create-an-email-marketing-campaign/

Campaign Strategy
An old Direct Mail rule can be applied (for the most part) to Email Marketing. It goes like this:
List. Offer. Package. Message.
Without the right List, your Offer doesn’t matter.
With the right Offer, the Package doesn’t matter and so on…
You have to start with the right list.

Choosing the Right List
Don’t go with a cheap list
Cheap lists aren’t cheaper. They’ve been abused and you won’t get the same response as a higher-quality list
Scale back on volume to afford higher quality list. Do you want:
$500 in sales from a $2,000 buy on a cheap list OR
$2,000 in sales from a $1,000 buy on a good list
Your choice

The Right Offer
You need the right offer for the chosen list.
Don’t just send out the same offer without giving it any thought.
Would THIS audience respond to a discount, coupon or gift card better than a free download or something else?
Determine what the audience will consider valuable.

Package/Message
In Direct Mail, this is the piece in the mailbox.
Packaging, design, copy, etc.
Spend most of your time here.
What impression does it give?
Does it lend or detract from the primary message/CTA
Is it concise and compelling?
Are there competing messages?
Does the layout technically interfere with responding to the offer? (see me preso on “Move Content Up and Graphics Down)
How does it render in various email readers? Mobile?

Landing Pages
Email Marketing is different from Direct Mail in that the recipient can immediately take the next step
What is the experience after the click?
Landing Pages are 50% of Email Marketing
You have only seconds to get their attention and compel them to click in the email.
The Landing Page has to do the rest of the work
View the next post in this series
Landing Pages – the other 50% of Email Marketing Campaigns:
http://emailmarketingtips.verticaltraction.com/2010/01/30/dedicated-landing-pages-the-other-50-percent-of-your-email-marketing-campaign/
Look for it on SlideShare as well

About
Rob Van Slyke is a 15-year veteran of interactive marketing
For the past 6 years, Rob has focused on email marketing and squeezing out every last percentage point possible in email response rates
Rob Van Slyke
Interactive Consultant
[email_address]
713-681-7771
vertical traction
GET A GRIP on your web marketing strategy
Advanced Email Marketing Tips Blog
http://emailmarketingtips.verticaltraction.com/
http://www.verticaltraction.com/

Email Marketing Lists - How To Create An Email Marketing Campaign - Rob Van Slyke 1-2010

by vertical traction on Jan 31, 2010

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Email Marketing Lists - How To Create An Email Marketing Campaign - Rob Van Slyke 1-2010 — Presentation Transcript