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How to Build a Successful Email Campaign
By David J Dunworth, CEO
(TeXT-Icon Mobile Marketing and Video Communications)
It’s as simple as 1, 2, 3. From email marketing, newsletters and couponing, an effective campaign can develop quickly. Even if you are new to the email campaign concept, you can accomplish a formidable marketing weapon that will positively influence your brand, customer satisfaction and revenue stream.
- Create your communication
- Send to your database
- Track your results
Creating Your Communication
1. Creating an effective communication isn’t as difficult as you might think, but it does take some planning, thought and a bit of creative flair. First of all, what type of activity will this campaign cover; marketing, newsletter communication, coupon campaign or otherwise, you’ll need to lay out either and outline or format for the piece. Always provide your business information, from name and address to phone and fax numbers, email address and website URL. In this way your customers will find it easy to locate and communicate with you.
There are firms such as Talk Fusion, Constant Contact and others that provide templates for use to assist with branding, eye appeal and creative design. There are templates for all types of communications, from occasions, industries, etc. The important thing to remember is that the design process must be coordinated, professionally performed and do the job you intend it to. Hap-hazard design will give you hap-hazard results, and tarnish your brand as well.
Make sure you create the perfect message for the task, whether it is a coupon offer, newsletter or customer communication. With templates, graphics, you can operate these templates as easy as using a word processing campaign.
Here are some tips to keep in mind when creating your messages.
· Always Comply With The CAN-SPAM Act
· Maximize Branding Opportunities
Follow seasonality rules, incorporate dynamic graphics and video whenever possible, and include content that will assist in cross selling of your products and services. Always use HTML to optimize the look and feel of transactional emails. Doing these things will increase customer interaction, improved transactions and broaden awareness of your products and/or services.
· Enhance the Customer Experience
The goal of any campaign is to make it as easy as possible for your customers to stay engaged with you. Your desires to engage them, retain them and “friend” them is paramount to today’s email campaigning. If your campaign is specifically targeted at first-time purchasers, including a rewards program sign-up link will capture data for your subsequent campaigns, and create the opportunities to do repeat sales. Social media outlets to enhance branding is the wave of the future, and is already here, and including links to your social media pages, site navigation links and even RSS feeds from your company blog will enable your customer base to subscribe to other information and offers.
· Thank You, Thank You, Thank You
Telling your customers how much you appreciate them by thanking them goes a long way, and is not the norm in today’s business world. When was the last time a retail establishment actually said Thank You and meant it? Positive and sincere thanks really matters. All purchases made should include a message of thanking the customer, and this is a way to possibly reward them with “unexpected extras.” How often do you receive a post purchase thank you? Your customers will appreciate the fact that you took the time to say you appreciate their business. Shipping confirmations that did not say Thank you will have a less than 50% chance of a repeat order.
Sending Your Messages
No matter what type of campaign you are conducting, getting the word out through email is quite simple. There is a sequence that, if followed, will ensure success with your production, delivery and eventually, your financial success. The aforementioned services (I am partial to Talk Fusion) offer easy to use import software for your contact list, with editing features for adding or deleting contacts within the system, and the ability to organize them into groups for segmented communications.
Talk Fusion (and other service providers) will allow you to pre-schedule your email campaigns, with dates and times for transmission. Set it and forget it processing makes it easy to multi-task. You can run multiple campaigns from the database by grouping, tagging and scheduling features.
If the message is of an urgent nature; send it upon completion of the production. If is a communication for an upcoming event, or a sale period, limited offer on a specific date; schedule it and your work is done.
Keeping Track of the Data
An email campaign is no better than the tracking system used to report and document all of the metrics for the campaign. Because of the vast amount of emails transmitted, it is of utmost concern to anyone using this medium to minimize bounce-backs, opt-outs and spam complaints. Not very many service providers are certified with the Direct Selling Association, because of their stringent standards. Talk Fusion is certainly a leader in positive video email transmission. Metrics established for the potential outcomes of your email efforts are as important as the other data to keep track of. After all, hitting the targets of your campaign is the reason for your effort in the first place.
As you refine your campaigns your success will improve. It may take a few attempts to get the right formula, but once you have a winning email, duplication of that style will become easy.David J Dunworth is an internationally acclaimed author and presenter, focusing on the entrepreneur and emerging enterprise arenas. He is also the CEO of TeXT-Icon Mobile Marketing Communications, an international communications firm offering Video Email, Live Broadcasting, Video Conferencing and QR Codes (2D Barcodes) among other marketing and communications services, at: http://www.text-icon.com