Email
is still an important marketing tool for manufacturers. It gives your business
the opportunity to easily connect with your target audience on a consistent
basis. According to a study by ExactTarget,
91% of consumers use email at least once a day. Furthermore, “66% of consumers
have made a purchase online as a result of an email marketing message,”
according to the Direct Marketing Association.

If
you haven’t seen effective results from your email campaigns, here is a guide
on how you can improve your email marketing program:
1)
Convey your Brand – Your email blasts
should have a template that’s consistent with your brand. Your emails, website
and sales collateral should all have a reliable look and feel. Make sure to
include your logo in all emails.
2)
Subject Line – People are going to
open or delete your email based on your subject line. Keep your subject lines
catchy and to the point. Avoid using “sales-y” terms and $$$ signs because spam
filters will block them.
3)
Strong foot forward – All emails should start
with a “hook.” Translation: the beginning of your email should be enticing and
“hook” the reader to view the rest of your message. Think about a news article
– if the beginning is boring, do you read on?
4)
Content – The occasional discount
or deal is fine, but shouldn’t be the entirety of your email marketing program.
Use your emails to demonstrate your credibility and industry expertise. Provide
useful tips and information for your target audience and earn their trust.
5)
Use Visuals – While your copy “does
the talking,” use visuals to support your messages. Using pictures or videos to
show your products or processes can make your emails more effective.
6)
Targeted blasts – Instead of sending
every email out to your entire database, segment your email marketing lists.
Break down your email list based on location, industry or demographics and
tailor your messages accordingly.
7)
Consistency – Sending out an email
once a year probably won’t yield the best results. Outline an email marketing
schedule and stick with it. At least shoot to complete one email a month.
8)
A/B Testing – Is 9am on Tuesday the
best time to send an email to your database? Or is Thursday at 2pm? Does your
audience respond better to “edgier” emails or do they prefer more conservative
messages? You won’t know until you do some testing!
9)
Social Integration – If you have them, make
sure you include you include your social media sites in all of your email
blasts. A lot of email marketing programs now give you the option to include
social sharing in your communication.
10) Call to Actions – All emails should have a purpose and “call to action” at the end.
What is the next step for a reader? Are they supposed to request a
consultation? Buy a product? Make your call to action clear.
11) Drive website traffic – Include opportunities for readers to visit your
website to find out more information. Hyperlink key words and phrases in your
message.
12) Feedback – Your email messages should be interactive. Invite readers to provide
feedback on how you can improve your email program and thank them for
suggestions.
13) Mobile Friendly – According to Litmus,
nearly half of all emails are now viewed on mobile devices and almost 70% of
those users will delete emails if they aren’t optimized for mobile. Check with
your email marketing vendor to make sure your emails can be viewed correctly by
mobile channels.
14) Tracking Reports – Virtually all email marketing systems allow you to
view the results of your campaign. Evaluate how many people are opening your
emails and more importantly, how many readers are clicking on the clicks and
following your calls-to-action. Tweak your email marketing program based on the
results.
Think
about how many emails you receive everyday. Now think about how any emails you
delete everyday. Follow these tips and make sure that your emails stand apart
from your competition!
For more information about MMTC’s business development and
growth services, click here or call 888-414-6682.
Since 1991, MMTC has assisted Michigan’s small and medium-sized
businesses compete and grow. Through personalized services fitted to meet the
needs of clients, we develop more effective business leaders, drive product and
process innovation, promote company-wide operational excellence and foster
creative strategies for business growth and greater profitability. Find us
at www.mmtc.org.
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ReplyDeleteTargeted Email Advertising
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