Overlooked Email Marketing Basics

Outsource the act of sending your broadcast e-mails. A professional service provider can:

• Send to hundreds or thousands of addresses without overtaxing their Web server-or activating internal spam filters
• Guide you through the legalities of offering “opt-out” options
• Handle bounce-back e-mails without clogging the server

Offer extra services like tracking link usage within your e-mail message, and other reporting, refer-a-friend and Web-based services.

HTML OR TEXT?

You can send an HTML e-mail-with colored fonts, graphics and bold/italics in the body-or you can send straight text. Or you can send both. A professional service provider can send out both versions, and the HTML e-mail will go to addresses with servers that support HTML; the text version will go to all others.

INGREDIENTS FOR SUCCESS

Typically, the direct marketing success formula is 40% lists, 40% offer, and 20% creative. The tested theory is you can have the most attractive mailer in the world, but if it reaches the wrong audience, your response will be poor. It is important to continuously test prices, lists, packages, color, etc. Marketing materials have a tendency to wear out if mailed too often or too soon.

40% = lists 40% = offer 20% = creative

TRACKING RESPONSES

One big advantage with direct mail is the ability to test different mailing components such as lists, type of package or offer.

• Your best performing package is called the “Control Package.” Testing allows you a way to try to “beat the control package” with a newer, better responding promotion piece
• CTest packages should always be mailed against the control package and the control package should make up 80% of your total mailing quantity.
• If a test package produces more than a 20% increase in response, retest the test piece during the next mailing to verify the increased response is sustainable or was a fluke. Each test group is called a “cell.”
• Create a community contest or industry awards program.

• If you plan to mail 50,000 pieces, your test group should equal 10,000 pieces.
• Split test cells into an A/B split (equal quantities selected by using a random nth selection)
• Mail 5,000 with a new offer and 5,000 to a list you have never mailed before.
• Mailing results are only considered significant if one test package generates a 20% increase.

BRING IN BROADCAST E-MAIL

E-mail is the fastest growing form of communication with customers and prospects. Why?

• Sending e-mail is inexpensive
• It includes automated tracking so you can see response rates

Use broadcast e-mail to:

• Alert prospects and clients to new product or service announcements
• Distribute special discount offers
• Send out e-Newsletters
• Spread “forward to a friend” coupons and other promotional offers
• Traditional direct marketingE-MAIL LISTS

  You can build your own e-mail list or rent one as you would a direct mail list. Good ways to build your own list include:

  • Capture customer e-mail addresses when you get their order. Be sure to include an “opt out” checkbox if they don’t want to receive e-mails.
  • An informative e-Newsletter or online publication and ask people to “opt in” to receive e-mail notifications regarding it.
  • Do the same for a “members-only” section of your Web site.
  • Update your list every time you send out a broadcast e-mail-people change their e-mail addresses frequently.

  Asking prospects and customers to “opt in” to your e-mail list and receive updates, sale notifications or e-Newsletters helps to ensure that your message will make it past spam filters.