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7 Ideas For Email Advertising Success:
by John Heard
1.
Always personalize.. It's much better to receive an email
addressed specifically to you than "Dear Friend" or
"Dear Customer".
2.
Identify the relationship that you have with the recipient early
on. If you are sending to say.. your customer list, it's
important to answer the recipients first question "How did
they get my name?". A good example would be "Hi Chris,
Recently you downloaded a free copy of our new demo..." This
knocks down that invisible barrier and answers the question right
away.
3.
You must make sure that the recipient will benefit from what you
are sending them or you will receive complaints. Be 'benefit'
oriented.
4.
Include a way to remove the recipient from your list and honor it.
Include your full contact information in every promotion. If
possible, have this removal/signup process available on a web
site form that gives them confirmation that they were removed.
5.
Test, Test, Test. When working on a new email campaign, test
different offers to find the one that generates the most interest.
Have each version respond to a separate email address or web site
so you can gauge the response and identify the copy that pulls.
6.
No dead ends. Make sure and give the recipient a way to find out
more about the topic of your email or actually place an order
quickly. Every step you place between your desired end result and
the prospect/customer slows down the process and causes them to
lose interest. For example, don't tell them about your latest and
greatest widget, then send them to your website home page where
they have to look for a link to the product. Send them directly
to the order or product information page.
7.
Check for duplicate addresses. No one likes getting multiple
copies of the same email.
Beyond
Engineering (bey.com) is an interactive agency specializing in
search engine promotion, specialty marketing software, web site
sales optimization and email marketing projects. We also provide
consulting services for companies that are looking to optimize
their search engine placement and sales conversions. John Heard,
president of Beyond Engineering, also writes search engine
optimization and marketing articles for Planet Oceans "Unfair
Advantage to the Search Engine Wars". Meet John Heard in
person at Search Engine Strategies '99 Renaissance Parc 55 Hotel
in San Francisco on Thursday, November 18, 1999.
http://seminars.internet.com/sew/sf99/index.html
Not
To Send SPAM:
(Unsolicited Commercial Email)
Spamming is generally not considered as a good business practice
When ISPs receive spam from a certain address, many will disallow
their users to receive mail from you to help filter. This means
that people who would be interested in your service may not be
able to communicate with you.
Harvesting e-mail addresses for spamming is considered bad form.
Many Internet users consider spam an invasion of their privacy.
People value their privacy, and if you are invading it, they are
likely to not only not buy from you, but also tell others not to
buy from you.
Very few providers will allow you to spam because they are likely
to be shut off by their provider for your spamming.
While spam seems to cost very little or nothing to send, you are
actually passing the cost to the receiver
Spamming has a very low return rate. While a good direct mail
campaign can have a return rate of 1%, spamming generally has a
return rate of .001%. I.E. In order to get 1 person to respond,
you would have to send 10,000 e-mails.
Effective Email
Messages
DO not put your prospects to sleep. Put some "life"
into your words. Use action words. Write in short sentences. Try
to avoid long paragraphs. Limit your lines to more that 65
characters. Write as if you are talking to a friend.
DO NOT send an E-mail to your mailing list using the CC field. If
you do... be prepared to get flamed, not by one person, but the
entire list. You also run the risk subscribers asking to be
removed from your list.
Use the BCC field to insert your list and use one of your other
email addresses in the TO field
DO NOT us the CAPS LOCK key. Use caps as they are being used here,
to highlight or emphasize a point
DO use a subject line. First of all, it is rude and inconsiderate.
Secondly, you are missing out on key marketing tactic. The
subject line is the attention getter for your ad.
Questions? Email
us at: newcomersbridge@zensearch.net