Last
month, I discussed some of my gripes involving e-mail. This month, I thought
I'd focus on the positive and share some tips on how e-mail lists - if used effectively
and ethically - can be a cost-effective means of improving sales, driving traffic
to your website, and developing your relationships with existing customers.
Keep
it Short... and Snappy!
Since only about 15% of mailing list recipients read through an entire e-mail,
don't risk losing your readers by assaulting them with page after page of commentary.
Instead, grab their attention with creative headlines and tease them with brief
synopses accompanied by links to your website.
Opt-in,
Opt-in, Opt-in
If you read my column last month, you know
that nothing irks me more than unsolicited e-mail (SPAM). Not only could SPAM
annoy a potential customer, it could also get you into a great deal of trouble!
Instead of sending out bulk e-mails to everyone and their brother, give your readers
the ability to opt-in (sign-up) to receive e-mail from your company. If you want
to be really conscientious, utilize a double-opt-in list, which requires the user
to submit his or her e-mail address and then confirm via e-mail that they do in
fact wish to sign-up. Building up a substantial mailing list may be slow going
at first, but it will pick up over time, and you'll have the consolation of knowing
that your audience is well targeted. Any type of mailing list should allow users
to opt-out of receiving it. Explain to your readers why and how they are receiving
your e-mail, and provide clear and concise instructions for opting-out, should
they choose to do so.
Balance
Nobody wants to read a message packed with nothing but news on promotions and
upcoming deals. Balance your sales pitches with useful, informative content that
your visitors will enjoy reading. It's an excellent way to build a deeper relationship
with your customers (and potential customers), and if your visitors come to regard
you as an expert in your industry, there's an excellent chance that they'll come
to you the next time they have a question.
Style...
and Substance
According to CNET.com, more than 80% of e-mail
clients can support HTML-formatted messages. And since we are a visual society,
it should come as no surprise that HTML-formatted e-mail often have higher click-through
rates than plain-text e-mail. However, be wary of loading your e-mail with complex
graphics and multimedia files, and be sure to test it in several different e-mail
clients. Just because it looks and runs great in Microsoft Outlook doesn't mean
that it looks good in another e-mail client. And don't underestimate the power
of your content: some of the most effective e-mail I've ever received has been
in plain-text format.
Producing an effective e-mail marketing campaign involves little more than creativity
and common sense. By respecting the rights and privacy of your audience and providing
the reader with relevant and useful content, your mailing list can lead to new
sales and bolster your relationship with existing customers.
