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Directed Email MarketingEmail Marketing Do and Don'tby John BirrenbachEveryone is doing it, from the top retailers in the country to the smallest web retailers. Direct Mail marketing works, it must or the millions of dollars each year wouldn't be spent on it. Today with the Internet a new form of direct marketing has arrived, direct email marketing. Directed Email Marketing, is where your customers sign up to receive email from you about whatever the web site is offering. The purpose of the email newsletter is to bring customers back to your site. While Direct Mail marketing has been around for a long time and developed into a science of sorts, email marketing hasn't. Many E-tailers simply put together a Web Page and then mail it off to those on their lists assuming that what they write and send will be of interest. Many times it is of interest (otherwise why would they have signed up for it?), but is it being done right to attract the greatest number of return visitors per email sent out?
Here is a few of the things you want to avoid and tips when it comes to marketing via directed email.
2. Using HTML and embedded graphics in the email. While many new people to the net do have their email programs to draw in the graphics. Most however quickly learn that the auto load feature of the email program opens them up to viruses or it takes forever for all the pictures to appear. They then quickly set the program so that the email do not open the graphics and pull them in from your web site. Now instead of looking at this wonderfully beautiful email you created it is now a bunch of Text broken up with boxes showing broken graphic links. Just look at the graphic and see what I mean.
4. Tabs in email. All too often I get an email that is full of tabs at the start of a paragraph. While this may look great in your Word Processing program, it plays havoc with email. If you need to tab in at the start of a paragraph then use spaces. Spaces are hard code that is always treated the same. Avoid the tab key, it will cause you nothing but problems. 5. Opt In or purchased lists. Why? Because they have lots of email addresses. Bad idea. These are people who opted in for other marketers, NOT YOU. You only want people who have been on your site, and want what you offer. Doing otherwise ends you up as a SPAMMER. So what is a person supposed to do if they want to have a newsletter for their site? The first thing is to remember these two simple rules, KISS ( Keep it simple stupid ) and GTITS ( Get Them In The Site ).
GTITS your message. Get Them Into The Site with your message. To do that you need to put in links to your home page at the start of the message, another for a web page version of the message (there is where you can add the fancy graphics). Whenever you offer a special deal or a product, have a link to that item directly. Don't make them hunt around your site looking for your special, take them directly to it. Your email marketing will be more productive and those that click are those that want to be your customer again and make a purchase of that product. These are customers who want that product or service and not necessarily anything else. That's OK cause once you have them in your site they are making a purchase and they are bound to see the other items you have listed in your menu for the site. Email marketing is very effective. If it weren't so many sites wouldn't be using it. If it weren't so many spammers wouldn't be sending out messages for you to purchase everything from weight loss products to viagra. But you need to do it right to reach it's full potential. You know your products, you know the sales pitch that works the best, keep that foremost in your mind and your email campaign will be far more successful.
John Birrenbach - John Birrenbach is a consultant for businesses and has been producing email and direct mail marketing campaigns for over 15 years.
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Is this your Email? In all cases the email marketing campaigns done by E-Tailers is being done with the best of intentions and hopes of retaining customers. But the best of intentions and hope doesn't make it happen, especially with the Internet.
3. Using a word processing program to create the email. Word processing programs are great, they have spell checkers, grammar checkers etc. However they also produce unwanted results in email. The biggest problem is the Quote marks. The problem lies in that these Quotes produce unwanted coding results in email and web pages and produce strange images or bits of code spread around which do not look like the Quote marks you put into your message.
KISS your message. Keep it simple, straight to the point, tell them exactly what you're offering, and use text messages without the graphics of your products. Offer links throughout the email linking them to a particular product or service. If you write a good enough sales pitch the reader will click through to your site and your products.