Be it delivering a product, giving advice, arranging an appointment, or providing a free evaluation -
follow through promptly and do whatever you said you were going to do. List Hygiene
is a critical part of your marketing efforts and is an ongoing process.And Finally Give
your audience what you promised. As your email campaign progresses and you learn more about
your lists, you can more specifically target your messages according to buying patterns, hobbies/interests, and
lifestyles.Second, you must name names! So, instead of sending a message addressed to "Dear Customer,"
address that message "Dear Tom or Susan or John." According to recent studies, by personalizing
your email campaigns, you increase the chance they will be opened by over 10%.Use The
Right Words, But Not Too Many Of ThemWhile it Nike Requin is true that email marketing allows
you more space to say what you want than a print ad or a direct
mail piece, the rule of thumb is say what you need to say in as
few words as possible. And, do not continue to send emails to an individual who
clearly is not interested in what you have to say or sell. Pay close attention
to Email Delivery Rates, Opens, Bounces, Opt-outs, etc. Nor would you place an ad in
"Allure" promoting hunting gear. So why would you send out the same email to a
list of 50,000 consumers regardless of their demographics?Hopefully, you wouldn't and you shouldn't.Although email marketing
jargon and acronyms may seem like a foreign language at times, they express the same
basic marketing principals chaussures puma smart marketers have lived by for years: make your message relevant to
your audience; express yourself compellingly in as few words as possible; make sure you can
measure the effectiveness of each campaign; and, do the work required to follow up or
risk losing ground with your leads.Make Them Know You're Thinking About Them The first step
in keeping your email message relevant to your audience is to use the demographics you
have available and promote your product or service to the people most likely to use
or buy it. You will not win that battle, and actually could tarnish your reputation.
If your email lists are of any quality at all, at the very least they
will segment locations, incomes, and age groups. As a smart marketer, you wouldn't place an
ad in "Sports Illustrated" promoting orthopedic shoes. Get to the point of what you want
your audience to do in the first line.Pay Attention To The ResultsOnce you've implemented your
email campaign and you begin to analyze the results, make sure to make the appropriate
changes to your lists for next time. You literally have split seconds to stoke the
interest of your audience; use those seconds wisely and sparingly. Whatever offer you make in
exchange for a response, keep your word. Like any marketing campaign, regardless of how many
positive responses you get, all could be lost if you do not deliver. That builds
your brand loyalty and enhances your reputation.When executing an email marketing campaign, being earnest counts.Gina
De Haan, freelance writer for Active Web Group.
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