Studies have shown that the first thing people do when they turn on their computers for the day is open their e-mail. Because of this fact, email marketing is becoming a primary, effective tool for advertising. By using advertising banners, click through message options, and other routes, a business can interest a new customer as well as entice a previous customer into more purchases. E-mail marketing is good for many reasons. For one, this form of marketing is virtually cost-free. Without needing to purchase paper, printing, and postage, e-mail marketing quickly becomes a fiscally responsible method of advertising. Email marketing is also instant and can be easily tracked to see if the campaign is successful or not. The audience that can be reached by e-mail marketing is vast and allows for a larger customer base than possible via other means. Also, when the business uses a banner in e-mails, they can direct their services to the people that the initial customer knows, leading to more business overall. Email marketing allows the business to be in more control of the message that they want to present. Instead of having to lead customers to a website, businesses can bring the information to the customer and thus make the entire transaction much simpler and effective. E-mail marketing has a history of success with many businesses, making it the perfect solution for online and offline-based businesses. For an added benefit, certain messages can be transmitted as well when a customer performs a certain action within the e-mail: instant advertising without any additional work form the business.
1. Use Incentives to Increase Open Rates: When you include an incentive in your subject line, you can increase open rates by as much as 50%. “Free shipping when you spend $25 or more” and “Receive a free iPod with demo” are examples of good, incentive-focused subject lines.
2. Stick to Fewer Than 3 Typefaces: The less clutter you have in your email, the more conversions you’ll experience. Don’t junk up your email with more than 2, or at maximum, 3 typefaces.
3. Keep the Main Message and Call-to-Action Above the Fold: If your main call-to-action falls below the fold, then as many as 70% of recipients won’t see it. Also, any call-to-action should be repeated at least 3 times throughout the email.
4. Keep Your Email 500-650 Pixels Wide: If you go wider than 650 pixels, then you’re asking users to scroll horizontally to read your entire message. That’s a no-no.
5. Put Your Logo in the Upper Left-Hand Side of the Email: Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Put your logo in the upper left-hand side to ensure it gets the most visibility.
6. Write Compelling Subject Lines: A good subject line should contain no more than 30 to 50 characters. It should also create a sense of urgency, and it should give readers some indication of what to expect once they open the email.
7. Use Auto-Responders for Opt-Ins: Be prepared for your readers to forget they opted in. Set up an auto-responder that reminds people they opted in to your email database. The auto-responder should be sent out 1 day, 5 days, and 10 days after the person registers. Each auto-responder email should include additional content or bonus material to reward the reader for opting in.
8. Closely Tie Emails to Landing Pages: Your landing page should match the email in terms of headline, copy, and content. The look and feel of your landing page should also match the email. And make sure you’re utilizing tracking tools to see which emails and landing pages performed the best.
9. Conduct a 5-Second Test: Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If so, you’re golden. If not, keep working.
There are a lot of new tools in a marketer’s tool chest that are getting a good amount of attention these days. But don't forget about old, yet reliable and faithful tools that can still really help you get the most out of your marketing initiatives.
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