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Best practices for successful e mail marketing


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Best practices for successful e mail marketing

  1. 2. <ul><li>Always indulge in permission-based marketing </li></ul><ul><li>Marketing without permission can result in being sued or black-listed by internet service provider for spamming </li></ul><ul><li>Don’t rely too much on purchased lists, as the relevance is often ignored in such cases </li></ul>
  2. 4. <ul><li>Your e-mail marketing campaigns reflect your brand. </li></ul><ul><li>Make sure you project your brand as a highly professional and responsible one. </li></ul><ul><li>Some ways to do this are— </li></ul><ul><ul><li>Sending relevant messages only </li></ul></ul><ul><ul><li>Including your business’s postal address to the e-mail </li></ul></ul><ul><ul><li>Provide them an easy way to opt-out or unsubscribe from your mailing list </li></ul></ul>
  3. 5. <ul><li>Remind your receivers why they are getting e-mails from you, as often people sign-up and forget, only to mark the business as a spammer later </li></ul><ul><li>Make sure the ‘From’ field contains the name of a person or business known to the recipient </li></ul><ul><li>The subject of an e-mail is often the deciding factor as to whether it’ll be read or not </li></ul><ul><li>Keep your subject line short but maintain clarity in meaning </li></ul>
  4. 7. <ul><li>Test your e-mail with various spam filter mechanisms before sending the actual campaign out </li></ul><ul><li>Avoid the following whenever possible— </li></ul><ul><ul><li>Over punctuation </li></ul></ul><ul><ul><li>Capitalization, especially of the subject line </li></ul></ul><ul><ul><li>Using words such as ‘Click here’ or ‘Free’ too much and too often </li></ul></ul>
  5. 8. <ul><li>Be consistent in your e-mail marketing and other e-mail communication in terms of the frequency of communication as well as branding and design </li></ul><ul><li>This will help you gain recognition as a brand </li></ul><ul><li>Add value to your recipients. For example, instead for marketing your product/service all the time, send them a free-trial or a free whitepaper </li></ul><ul><li>Personalize your marketing communication </li></ul><ul><li>Studies show that personalized e-mail marketing always scores over generic, mass e-mail marketing </li></ul>
  6. 9. Do your Homework
  7. 10. <ul><li>Before sending an e-mail campaign, be sure to— </li></ul><ul><ul><li>Clearly identify your target market </li></ul></ul><ul><ul><li>Segment your target market so that you can personalize your interaction with them </li></ul></ul><ul><ul><li>Scrub the existing subscriber’s list to make sure that the contact information you have is updated and valid </li></ul></ul><ul><ul><li>Review the content of your e-mail campaign critically and make the necessary changes </li></ul></ul>
  8. 11. <ul><li>Analyze the e-mail campaign </li></ul><ul><ul><li>Track the results of your e-mail campaign </li></ul></ul><ul><ul><li>Study the key metrics such as click-through and open rates </li></ul></ul><ul><li>Go a step further and track your website/landing page traffic sources that’s connected to your e-mail campaign, so that you can measure the effectiveness of the campaign objectively </li></ul>
  9. 13. <ul><li>Set-up trigger based e-mails so that you can effectively follow up on respondents </li></ul><ul><ul><li>Trigger can be time or activity based </li></ul></ul><ul><li>Profile inactive or unresponsive recipients </li></ul><ul><ul><li>Look for alternative means of communication </li></ul></ul><ul><ul><li>Change the message to see it appeals </li></ul></ul><ul><ul><li>If none of these work, then probably you should remove them from you mailing list </li></ul></ul>
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