With internet / email marketing clearly being a huge play for businesses it’s critical that your messages are crafted in such a way that you get maximum open rates and does not bring about violations that can be costly. So how do you ensure your business stays on task in reaching your target audience? It’s rather simple but first evaluate what goes into an email marketing campaign.
Email marketing usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately. Madison Logic posted global data in April 2014 that claimed 122 billion emails are sent every hour.
Email marketing can be carried out through different types of emails:
Transactional emails are usually triggered based on a customer’s action with a company. To be qualified as transactional or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transactions that the recipient has previously agreed to enter into with the sender”, along with a few other narrow definitions of transactional messaging.
Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails and email receipts. The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to engage customers: to introduce or extend the email relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or up-sell products or services.
Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns (such as customer referral programs).
Direct email or interruption based marketing involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies, but safe mail marketing is also used.
Email marketing is popular with companies for several reasons:
An exact return on investment can be tracked and has proven to be high when done properly. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic. Email marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing. Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive email communications on subjects of interest to them.
Disadvantages that companies find in their email marketing:
A report issued by the email services company Return Path, as of mid-2008 email deliverability is still an issue for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 56%; twenty percent of the messages were rejected, and eight percent were filtered. Companies considering the use of an email marketing program must make sure that their program does not violate spam laws and if they are not familiar, inadvertent violations may occur.
So now, how do you do it right so that your business puts out a successful marketing campaign? By employing a knowledgeable resource that uses a trust worthy and respectable marketing platform you help eliminate the risk of violations. Further to that, you want to be sure that your resource is knowledgeable in the means of crafting your message and the very first words your client (or potential client) will see is your subject line. You have to start at the beginning and a solid foundation with your resource is your ticket to successful email marketing campaigns. Many small to medium businesses already have a database of clients that they simply are not utilizing. Keeping your business name on your clients’ radar is key to repeat business. A top-quality virtual assistant can help your business produce these successes.
At The Write Hand, LLC we use a reputable email marketing platform that is in full compliance with CAN-SPAM. We have the knowledge and expertise in crafting successful messages that engage your clients and result in high open rates. Contact us at: firstname.lastname@example.org for a free consultation and we can help you get your email marketing campaign up and running swiftly.