A successful email campaign can help you achieve your marketing objectives if executed properly. Whether you are a local store, or a business whose clients are province wide, nationwide and/or worldwide, email campaigns can help you increase your results. If the marketing department isn’t taking care of it, you can.
Email is probably one of the least expensive forms of advertising; however, if the campaign is not executed properly, it can cost you sales and your reputation. Reaching out to a team of specialists who have the resources to manage your campaigns is thus very important.
The first element of success is by far the quality of your list. The lower the number of wrong addresses in your mailing list and the fewest complaints for non-solicitated mail, the better the quality of your list. In order to avoid being black listed, you must work properly. All the addresses in your list need to result from a voluntary inscription and validation process.
Getting permission from your recipients isn’t an option; it is an obligation in order to get results. Here are five steps you can take to get a golden list.
1. Sign-in capabilities from your website – your clients and your visitors should be able to sign up to your newsletter from your website. Every page of your website should offer an incentive, as customers do not always enter from the home page.
2. Optimize the sign up page – All the incentives positioned on various pages of your site should point to the subscription page containing a sign up form. This page should also display the advantages of subscribing.
a. Communicate the value of your newsletter
b. Describe the frequency and use of the newsletter
c. Collect only the necessary information - as any other info can be collected later. The form is often too long, asking the customer to share info that he/she is not ready to share.
d. Validate the email address. Plan for the customer to enter his/her email address twice, this way you ensure that there is no typos. Use a system that can also verify if the email entered is valid before proceeding.
3. Welcome new arrivals. Once the subscriber fills out your form, he/she will expect an email confirmation. Therefore, your process should plan for an automatic email in which you thank the subscriber and validate the email address by allowing for an automated process which includes a link to click to validate. The subscription process becomes double opt-in. You may also include in this email the content of the previous mailing, and the date of the following one.
4. Reduce impurities from your list. An impurity is a subscriber who has lost interest but does not unsubscribe. These customers receive the email, but never open it, either because they changed jobs, email address or network.
a. Give the possibility to change the email address or unsubscribe to the list.
b. Allow to send comments or ask to modify a subscription
c. Use a blast system that validates each address before the blast and also manages the recipients who unsubscribe.
5. Confirm the subscriber’s choice. If your list is essentially a result of online or off-line inscriptions to other activities such as contests, it is strongly recommended to validate the inscriptions by asking them whether they wish to receive your newsletter. You will need to remove the customers who do not reply, or do not wish to receive the email. Once this is done, your list will be shorter, but most definitely more effective.
Once the 5 steps are done, you will be able to get closer to your clientele, reduce your advertising spending and increase your results. You will now need to create captivating and persuasive messages. You will now have a golden list!
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