E-mail Marketing Tips

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E-mail marketing tips for your e-mail marketing campaigns. Make sure you are using best practices for your viral e-mails, subject lines and staying in compliance guidelines.

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E-mail Marketing Tips

  1. 1. Email Marketing Best Practices “ Party Like it’s 1999”– Just Don’t e-Mail That Way
  2. 2. Welcome Messages <ul><ul><li>First impressions </li></ul></ul><ul><ul><li>Compliance matters </li></ul></ul><ul><ul><li>Viral opportunities </li></ul></ul><ul><ul><li>Subscriber control </li></ul></ul><ul><ul><li>Subject lines </li></ul></ul>
  3. 3. First Impressions <ul><ul><li>Welcome messages represent a marketers’ first impression to their subscribers </li></ul></ul><ul><ul><li>They must go beyond saying “Hello” and “Thank you” </li></ul></ul><ul><ul><li>First subscriber touch points represent a prime opportunity for marketers to reinforce the benefits of their email programs (why they should open, read, click and buy), set expectation and promote brand awareness </li></ul></ul><ul><ul><li>Effective welcome messages quickly engage with their subscribers and generate satisfying experiences </li></ul></ul>
  4. 4. A Great Example…
  5. 5. Compliance Matters <ul><ul><li>Welcome messages are the first greeting to a marketing program so they should be treated like marketing emails </li></ul></ul><ul><ul><li>They must: </li></ul></ul><ul><ul><ul><li>Be relevant </li></ul></ul></ul><ul><ul><ul><li>Be On topic </li></ul></ul></ul><ul><ul><ul><li>Carry a consistent design </li></ul></ul></ul><ul><ul><ul><li>Provide an opt-out option </li></ul></ul></ul><ul><ul><ul><li>Include a privacy policy </li></ul></ul></ul><ul><ul><ul><li>Include a physical mailing address </li></ul></ul></ul><ul><ul><ul><li>Ask subscribers to add you to their address book (called, “White-listing”) </li></ul></ul></ul>
  6. 6. It’s Never Too Early to Start Being Viral <ul><ul><li>Welcome messages as a rule are not the best place to encourage forwarding because the marketer has not yet earned a high brand or value position with the subscriber </li></ul></ul><ul><ul><li>However, take every opportunity to encourage subscribers to pass it along using </li></ul></ul><ul><ul><ul><ul><li>Included viral links – Make the link Easy to Find </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Forms - Include a one-step form where users can include a personalized message </li></ul></ul></ul></ul>
  7. 7. Subscribers Love Control <ul><ul><li>Allow subscribers to manage their settings </li></ul></ul><ul><ul><li>Preference centers allow subscribers to: </li></ul></ul><ul><ul><ul><li>Set their choice of frequency </li></ul></ul></ul><ul><ul><ul><li>Choose an email format (HTML or text) </li></ul></ul></ul><ul><ul><ul><li>Update their email address and profile info </li></ul></ul></ul><ul><ul><ul><li>Subscribe to other useful options </li></ul></ul></ul>
  8. 8. Make Subject Lines Stand Out <ul><ul><li>A key element of welcome message success is the email’s subject line </li></ul></ul><ul><ul><li>Along with the from address, subject lines are a major factor in influencing subscribers’ decisions to open and read email </li></ul></ul><ul><ul><li>Optimize Your subject line - </li></ul></ul><ul><ul><ul><li>Make it enticing and actionable </li></ul></ul></ul><ul><ul><ul><li>You will establish dominance in the inbox </li></ul></ul></ul><ul><ul><li>This Welcome message subject line is the first touch point in the subscriber-marketer relationship – </li></ul></ul><ul><ul><ul><li>Use a Friendly Greeting </li></ul></ul></ul>
  9. 9. Make Subject Lines Stand Out <ul><ul><li>Mention any Welcome Offer, Gift or Relevant Benefit </li></ul></ul><ul><ul><li>Follow Best Practices: </li></ul></ul><ul><ul><ul><li>55 characters or less </li></ul></ul></ul><ul><ul><ul><li>DON’T use ALL CAPS </li></ul></ul></ul><ul><ul><ul><li>DO Test </li></ul></ul></ul><ul><ul><ul><li>Use your company name to reinforce your brand message </li></ul></ul></ul>
  10. 10. Welcome E-Mails with 21 st Century Style <ul><ul><li>Amidst increasing competition it has never been more important to: </li></ul></ul><ul><ul><ul><li>break through the clutter </li></ul></ul></ul><ul><ul><ul><li>consistently drive response </li></ul></ul></ul><ul><ul><ul><li>encourage brand loyalty </li></ul></ul></ul><ul><ul><ul><li>Welcome messages are your first opportunity to do this </li></ul></ul></ul><ul><ul><li>Welcome messages can be the driver of response and the first step towards establishing relevancy </li></ul></ul><ul><ul><li>Subscribers who find your welcome message useful and informative: </li></ul></ul><ul><ul><ul><li>know what to expect from your email program </li></ul></ul></ul><ul><ul><ul><li>are more likely to open and click on future messages </li></ul></ul></ul>
  11. 11. Missed Opportunities <ul><li>25% of marketers don’t bother to send welcome messages at all </li></ul><ul><li>Of the 75% that do, </li></ul><ul><ul><li>only 14% include a welcome offer or incentive to make a purchase </li></ul></ul><ul><ul><li>only 50% mention the welcome offer in their subject lines. </li></ul></ul><ul><li>37% don’t include white-listing instructions in their welcome messages </li></ul><ul><li>Only 2% provide information about the frequency of their email programs </li></ul><ul><li>30% don’t include an opt-out link in their welcome messages </li></ul><ul><li>81% do not personalize their welcome messages </li></ul><ul><li>Only 12% include forward-to-a-friend (FTAF) links </li></ul><ul><li>35% neglect to include information about how subscribers’ email addresses will be used or link to a privacy policy in their welcome messages. </li></ul>
  12. 12. To learn more about how Bayshore Solutions can help your web results with a solid and integrated E-mail marketing strategy, Contact Us Today 866-352-4791 www.BayshoreSolutions.com

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