So, when was the last time you thought about your email marketing?? A week? ?A month?? Heaven forbid ¨C a year?
No matter how top of mind your email marketing is (or isn¡¯t), it¡¯s never a bad idea to take a moment to evaluate how well it¡¯s performing. If your emails aren¡¯t doing as well as you¡¯d like, you may be guilty of an email blunder or two. Fortunately, these are pretty easy to fix ¨C read on for a breakdown on our top email ¡°oops.¡±
Make it Relevant A while back Marketing Sherpa did a survey that asked prospects what they thought the biggest problems were with the emails they received on products and services. Fifty-six percent said the content was not relevant or specific to their focus/role. This is a huge failing that we see over and over in email marketing.
It¡¯s essential to consider your audience when composing an email. At a minimum you should be segmenting your list (industry, product focus, and role are all good places to start) and tailoring your copy to these classifications.
Review your emails to see if you¡¯re talking about your company too much. Your content should be talking about something that is of interest to a prospective buyer, and while you may think all they want to hear about is how great your company/product/services is, that¡¯s not always the case. Reserve the sales pitch for later when they¡¯ve indicated they¡¯re interested in buying what you have to offer.? Use a conversational tone and personalize wherever you can.
Keep it Short and Sweet A cardinal sin is forgetting to keep your email short and sweet. If you¡¯re lucky enough that the subject line catches someone¡¯s attention, you can be sure that you only have seconds to keep it. That means you need to get to the point, and fast. And, most people skim their emails so be sure to break up the text with subheads or bullets.
Make the Call to Action Count The Marketing Sherpa survey also revealed that more than 60% of respondents felt the offers being made were not compelling. Taking the time to think through your offer and anticipate what the response or reaction might be is well worth it. Be clear about you want the reader to do and use action-oriented verbs in the call to action like ¡°Download the White Paper Now.¡±
Limit the call to action to just one offering; more than that and you risk diluting both your message and the action you want someone to take. Lastly, don¡¯t forget to put the call to action as a text link within the email ¨C if you rely on just a button or picture, there¡¯s no guarantee someone will download the image.
Assess the Pace Great content¡check. Compelling call to action¡check, check.? But, how often are you sending out emails? If you¡¯re sending one every week or two to the same database, you may have a problem.
The frequency of your emails is just as important as your content and call to actions. Depending upon your business and the content you have to offer, every three weeks or once a month may be the perfect timing ¨C only you will know. One way to assess this is to keep an eye on the number of unsubscribes. If that number is high or trending upward, that¡¯s a sign you are hitting the database too frequently, or not providing relevant content.
And be sure to honor requests to unsubscribe ¨C nothing makes people madder then ignoring them, and then there is that pesky detail that you¡¯re legally required to take them off your list. While you may hate to see them go, you¡¯re better off respecting someone¡¯s wishes to not get your emails. You can always tactfully invite them back (much later).
If you liked this post, check out these for more email marketing best practices:
Need help with your email marketing strategy? Contact Launch today! Be sure to follow us on Twitter and Facebook to stay up-to-date with B2B marketing tips and trends.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
ENTER NUMBET 0017 triathle.com.cn xihuanba.com.cn www.zuodaola.com.cn www.wh361.com.cn jinle0.com.cn zuoju1.net.cn bubi8.com.cn khonvo.com.cn www.laosu9.net.cn alkylsil.com.cn
There are no comments