How to Improve Your Email Marketing Results
7 Steps for Improving Your Email Marketing
|1.5/5.0 (6 votes total)|
December 20, 2006
The success of your email marketing campaign is often based on a set
of complex factors. However, a number of these issues can be
proactively managed to ensure an optimized response. When developing
your next email campaign, consider the following guidelines.
1. Your list.
one of the most important aspects of any email marketing campaign, your
list is directly correlated to your success. Are your names recent?
Have they agreed to be marketed to? Have they shown an interest in
products or services similar to your own? Make sure that you are using
a house list (names you collected on your own) or have been purchases
from a reputable broker.
2. Your subject line.
a user to open your message is paramount any email marketing campaign.
The best way to determine the subject line that works best is to break
your emails into three random yet equal groups. Measure the response to
each email and use the highest producing one as your control. In follow
up emails, try to beat the response rate of your control email.
3. Your sender information.
information appears on the sender line of your email? Will your
prospects recognize it? Do they want to hear from you? Often times,
emails are deleted without ever being opened due to an indiscernible
sender name. Your sender name should be brief and easily understood.
4. Track your results.
allows you to determine who opened your message and clicked on a link
or multiple links within your email. By determining what worked and
what didn't, you can replicate success on your next email. As described
above, tracking is particularly important when testing subject lines,
imbedded links, and other direct response vehicles.
5. Make sure your unsubscribe method is in place and working.
CAN-SPAM act of 2003 requires that all email messages contain clear
directions on how to opt-out from subsequent mailings. Provide an
unsubscribe mechanism that allows those receiving your email to send
you and email and indicate their desire to opt-out from receiving
further emails from you or your business. If recipients no longer want
to hear from you, it's in your best interest to remove them from your
6. Your images are correctly referenced and you've used alt tags in each image.
referencing your images can cause them to appear broken when you send
your message - the dreaded red x. To insure the image is referenced
correctly it must appear as, img src="http://www.yourdomain.com...."
rather than, img src="/images/picture.jpg". Alt tags are another
important part of your images. The new security features on almost
every email client these days disables images automatically. Having alt
tags in place allow your reader to identify the image and determine if
it is safe to enable.
7. Test, Test, Test!
matter what your involvement with email marketing happens to be, it is
essential that you follow the guidelines above for successful results.
In addition, the key is to test, test, test! After each email campaign,
measure your opens, click-throughs, and purchases. Document the
specific date, time, list, subject line, and content used to produce
your results. Refer back to your documentation prior to your next
Email doesn't have to be a complex form of marketing.
There are many best practices you can follow and some simple rules that
ensure effectively delivery, open and conversion. By following the
simple rules presented in this article, you'll not only deliver and
effective email campaign, you'll discover a consistent method for
generation revenue for your business.