7 Tips For Improving Your Email Marketing Results
By Anna Johnson on February 9th, 2010Here are seven (7) tips for improving your email marketing results distilled from MarketingSherpa’s 2010 Email Marketing Summit held in January 2009.
Tip 1: Ignore the email marketing naysayers.
Email marketing is not dead, nor is it dying. At the Summit, MarketingSherpa’s Stefan Torquist countered some of the myths suggesting the imminent demise of email. For example, he pointed out that MarketingSherpa’s research indicates that email marketers have increased their email marketing budgets over the past year, younger people still ready g by pointing out that email marketers have increased email marketing efforts and email readership remains high.
Tip 2: Integrate your email marketing with other marketing efforts
Email marketing campaigns are often most effective when deployed as part of larger online, and perhaps offline, marketing initiatives. Think like an integrated marketer, not just an email marketer.
Tip 3: Use email for pro-active customer support, not just reactive support or sales
Email is a low cost, yet effective, means for following up with customers post-purchase, inviting them to participate in surveys, and otherwise reaching out to customers in order to enhance their satisfaction with your company, products and services.
Tip 4: Provide both value and relevance in your email communications
No question, your emails should be relevant to your subscribers, but they should also deliver value. Focus on both.
Tip 5: Test, test, test
Make ongoing testing an integral part of your email marketing methodology in order to continue improving your results e.g. open rates, click-through rates, conversion rates and your other key metrics.
Tip 6: Get the opt-in
Provide your opt-in offer wherever you can (provided it’s appropriate) in order to maximize sign-ups to your email list.
Tip 7: Be a better marketing citizen
Some indirect, yet tangible, benefits of improving your interaction with – and reputation among – prospects and customers are better email marketing results e.g. higher email deliverability rates, email open rates, email click-through rates and conversion rates.
I call this being a better ‘marketing citizen’ and the great news is that all it really requires you to do is run your business with authenticity, passion, caring and integrity.
Let those principles govern the way you do business and you should see positive results in your email marketing, as well as in your other business and marketing initiatives.
