Email Marketing Tips for Your Online Business

The success of your email marketing campaign is often based on a set of complex factors. Let’s take a look at some of these factors.

1. Your subject line.  These days we can be overwhelmed with so many e-mails.  The first step is to get someone to open your email, so a great subject line helps with any email marketing campaign.  The best way to determine what subject line works best is to break your emails into three random yet equal groups. Measure the response to each email and use the highest producing one as your control.  In follow up emails, try to beat the response rate of your control email.

2. Your list. Certainly one of the most important aspects of any email marketing campaign is your list.  Are your names recent?  Have they agreed to be sent e-mails?  Have they shown an interest in products or services similar to your own?

3.  Your sender information. Will they recognize the sender name?  Use the name that has the most authority.  If they know you by your name (Elaine E Wilson) as opposed to your XYZ company name, then use your name.  I often delete e-mails, if I don’t recognize the sender’s name.

4. Make sure your unsubscribe method is in place and working.  There is no use in having someone on your list, if they no longer want to receive your e-mails.  The CAN-SPAM act of 2003 requires that all email messages have a visible and operable way to opt-out from future e-mails.  The e-mail services I use automatically have this feature in the e-mails sent.

5. Have your call to action in several places.  Many readers are “scanners”.  They scan the e-mail from top to bottom and then back up the e-mail, so it is important to have your call to action(link to where you want them to go)  in different places in your e-mail.

No matter what your involvement with email marketing happens to be, it is essential that you test,test, test! After each email campaign document the specific date, time, list, subject line, and content used to produce your results.  Refer back to your documentation prior to your next campaign.

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