Sending Out a Successful E-mail Campaign
Do your research. What are you trying to say and whom are you speaking to? Ensure that the language is suitable for your audience and be engaging in your text. Try and speak directly to your customer and avoid too many generalities. You don’t need to write heaps of information. Clear concise and to the point are the essential ingredients combined with inviting imagery and a call to action.
Unless you have a background in design yourself, get a professional onboard to help you design a terrific looking e-mail campaign. Ensure that the design fits in with your company branding and make sure that it is inviting and user friendly.
Design aside, there is no point in having a beautiful e-mail shot without having the relevant data. Ensure your databases are kept current and clean.
I always delete records that are over three years old (though I know that some people keep data for longer). If buying in a list, make sure it is in top condition and that you are contacting key decision makers.
Once you are comfortable with all the above, send out your campaign but… this is only the beginning.
Track your campaign and check to see if it is successful. There are many tracking possibilities out there but all should let you know how many bounce backs you received, who un-subscribed, who opened the link to your website etc. You may want to follow up with another e-mail shot, by phoning or by sending further information through the post. Ensure that all the work you do is part of an integrated and forward thinking campaign.