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How Dazzling Are Your Email Campaigns? 3 Steps to Create an Effective Email Campaign
Published on Oct 28, 2010
Read our article, 'How Dazzling Are Your Email Campaigns? 3 Steps to Create an Effective Email Campaign' at 'Time to Start Up,' the small business blog by BizFilings.
As a small business owner, you wear many hats: there's your day-to-day operations hat, your accountant hat, your public relations hat, your customer service hat and your marketer hat.
Well, today, we'd like you to don your marketer hat - and what a fine hat that is!
You most likely have tried direct mail marketing as a vehicle to spread the word about your business. But whether you're selling a service or product, one of the most effective and by far the cheapest means for reaching a large audience with just a click of the mouse, is through email marketing campaigns.
There are two primary types of email marketing campaigns: a call-to-action email and an informational email. The latter usually presents information or data from your website that is scannable and digestible. The former is a targeted, direct-hit email rounding up your audience to perform an action.
There is no one-size-fits-all strategy for email marketing success. However, there are some standard baselines proven to boost the likelihood of success.
Here are three steps to developing an effective email campaign:
Make your email template pop. There are many companies available to help you set up your email template as well as launch the campaign itself. Constant Contact and Infusion Soft are two of BizFilings' partners who can help execute this process. Think about positioning your most important message above the fold so your audience doesn't have to scroll down to see the important nuggets. Additionally, make sure your template is branded and contains the same visual, recognizable elements as your website.
Pique curiosity with the right subject line . I know for a fact you have already developed a set of criteria in your mind as to which emails you just don't even open. I know I don't open ones that say "Attention Sir" - well because I'm not a "sir." When getting ready to fire off your own emails, make sure you abide by your own guidelines. Make sure the subject line contains elements that are as appealing as a newspaper headline.
Ask them to do something. What do you want your audience to do? Do you want them to visit your website? Do you want them to sign up for something? Your call to action should be crystal clear. Keep messages simple. And make sure what you're asking them to do is a simple process as well. Provide links or contact information as needed to satisfy your call to action.
What entices you personally to open up emails? What other best practices can you share?